Website Design Principles for Small Business Owners — How to Design a Website That Boosts Sales

As a small business owner, your website is more than just a digital business card—it’s a 24/7 salesperson for your business. When designed well, it can help you convert visitors into loyal customers. But how do you design a website that not only looks good but also helps you make more sales? It might seem complicated, but it doesn’t have to be!

In this post, we’ll walk through some basic, easy-to-understand website design principles that you can apply to create a website that grabs attention, keeps visitors engaged, and encourages them to buy from you.

1. Keep It Simple and Focused

The first rule of great website design is simplicity. Think of your website as a storefront—if it’s cluttered and hard to navigate, potential customers might walk away. Here’s how to simplify your site:

• Clear Purpose: Every page of your site should have one main goal. For example, if you’re selling products, your homepage should focus on showcasing your best sellers or promotions.
• Easy Navigation: Make it simple for visitors to find what they’re looking for. Use clear labels for your navigation menu, like “Shop,” “About Us,” “Contact,” etc.
• Avoid Overloading: Too many flashy elements, colors, or fonts can confuse visitors. Stick to two or three main colors and one or two fonts that reflect your brand.

Tip: Look at your website like a customer. Is it easy to figure out what your business offers within the first few seconds of landing on the page? If not, simplify it!

2. Use Colors That Reflect Your Brand and Guide Action

Colors play a huge role in how people feel when they visit your site. Choose colors that align with your brand and guide visitors toward taking action, like buying a product or signing up for a newsletter.

• Primary Brand Color: Use one main color for your branding. This could be the color of your logo or a color that represents your business well. For example, green is often associated with growth and health, while blue can feel trustworthy and calming.
• Call-to-Action (CTA) Colors: Use contrasting colors for buttons or important actions (like “Buy Now” or “Sign Up”). If your main color is blue, a bright orange or yellow button will stand out and encourage clicks.
• White Space: Don’t be afraid to leave areas of your website blank. This “white space” keeps things from feeling too crowded and makes it easier for customers to focus on what’s important, like your product listings or a special offer.

Tip: Test your website’s CTA buttons. Are they noticeable? A good CTA button should stand out without overwhelming the page.

3. Use Clear, Readable Typography

Typography (the fonts you use) may seem like a small detail, but it can have a big impact on how professional and trustworthy your website looks. Here’s how to choose fonts that are easy to read and convey the right tone for your business:

• Choose Simple Fonts: Use simple, clean fonts that are easy to read. Google Fonts offers many free options like Roboto or Open Sans. Avoid overly fancy fonts that can be hard to read, especially on mobile devices.
• Font Size Matters: Make sure your text is large enough for all visitors to read easily. A good rule of thumb is 16px for body text and larger for headings.
• Be Consistent: Stick to 2-3 font styles throughout your website. Use one for headings, one for body text, and maybe one for any special elements (like product descriptions).

Tip: Test your site’s readability by showing it to a friend or family member. If they find it easy to read, you’re on the right track!

4. Use High-Quality Images That Tell Your Story

Pictures are worth a thousand words, and the images on your website can help tell your story and show off your products or services.

• Show Your Products in Use: Use images of real people using your products. This helps visitors imagine themselves using your products too, which can boost sales.
• Avoid Stocky-Looking Stock Photos: If possible, use real photos of your business, your team, and your products. If you need to use stock photos, choose ones that feel authentic.
• Optimize for Speed: Large images can slow down your website, which could cause visitors to leave. Make sure to compress your images before uploading them using free tools like TinyPNG.

Tip: Use visuals to highlight your key selling points. If you’re running a sale or have a special offer, make sure that’s front and center with a bold image or graphic.

5. Create a User-Friendly Layout

When it comes to layout, less is more. You want your website to guide visitors naturally toward taking action, whether it’s making a purchase or getting in touch with you.

• Logical Flow: Organize your content in a way that tells a story. For example, your homepage should start with an eye-catching image or offer, followed by information about your products or services, and finally, end with a clear call to action (CTA).
• Fewer Clicks to Buy: Make it easy for customers to buy from you. If a visitor has to click through too many pages to find your product, they might lose interest. Ideally, a product should be 2-3 clicks away from the homepage.
• Mobile-Friendly Design: Make sure your website looks great on phones. More people are shopping from their phones these days, so your site should be responsive and easy to navigate on smaller screens.

Tip: Check your website on both a computer and a phone. Does it look good and work smoothly on both? If not, make sure you’re using a responsive design.

6. Highlight Your Call-to-Action (CTA)

Your CTA is what you want visitors to do next—whether it’s buying a product, signing up for your newsletter, or scheduling a call. Make your CTA buttons clear and easy to find.

• Use Action-Oriented Words: Instead of “Submit,” use more engaging text like “Get Started,” “Buy Now,” or “Join the Community.”
• Place CTAs Strategically: Put your main CTA where it’s most likely to be seen, like at the top of the homepage or at the end of a product description.
• Test CTA Buttons: Try different colors, positions, and wording to see what works best. A simple change, like moving the “Buy Now” button higher on the page, could make a big difference in conversions.

Tip: Keep testing! Try out different versions of your CTA buttons and see which ones get the most clicks.

7. Build Trust with Testimonials and Social Proof

People are more likely to buy from a business they trust. Adding social proof, like customer reviews or testimonials, can help build that trust.

• Use Real Customer Testimonials: Display quotes from happy customers to show that others have had a great experience with your products or services.
• Highlight Customer Success Stories: If you have clients or customers who’ve seen great results, feature their stories on your website.
• Showcase Press or Partnerships: If your business has been featured in the media or has partnered with other trusted brands, make sure to highlight that on your site.

Tip: A simple “Reviews” or “Testimonials” section on your homepage or product pages can go a long way in convincing new customers to trust you.

Final Thoughts: You Can Design a Website That Converts

You don’t need to be a professional designer to create a website that works for your business. By focusing on simple design principles like color, typography, layout, and user experience, you can create a site that looks professional and drives more sales. Remember, the goal isn’t just to have a good-looking website—it’s to have one that helps your business grow.

Take it one step at a time, and keep testing different ideas to see what works best for your customers!