NEWS: Neglecting Website Basics Can Significantly Impact Sales

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If you’re not regularly updating your web site, it’ll get old very quickly. Check out this survey and insight form VistaPrint.

Nearly 70% of small business consumers say the most important factor in a positive website experience is up-to-date and accurate content, suggesting a quick “spring cleaning” could bring big benefits for business owners. That’s according to The Small Business Consumer Expectations Report from Vistaprint Digital, launching today. Based on the results of a March 2017 survey of 1,800 U.S. consumers who have visited a small business website, the report focuses in on preferences for content, design and frequency of updates – and, most critically, what factors leave customers with a bad impression.

Nearly 70% of small business consumers say the most important factor in a positive website experience is up-to-date and accurate content, suggesting a quick “spring cleaning” could bring big benefits for business owners. That’s according to The Small Business Consumer Expectations Report from Vistaprint Digital, launching today. Based on the results of a March 2017 survey of 1,800 U.S. consumers who have visited a small business website, the report focuses in on preferences for content, design and frequency of updates – and, most critically, what factors leave customers with a bad impression.

Consumer expectations of small business websites are high, with 42% reporting that they are not very likely to visit or purchase something from a small business if it has a poorly designed or unprofessional website – and 21% are not likely at all. Digging more deeply into what drives bad impressions, the results reveal that the nuts-and-bolts elements are significant: the top reasons consumers leave a small business website with a bad impression are outdated contact information (nearly 50%) and lack of address/directions/business hours (42%). What is the real impact? Nearly 60% of respondents say they would be less likely to purchase from a small business if they had a bad impression of the website – only 7.5% said it would have no impact at all.

“Based on a recent poll of our customers, we know that lack of time and limited resources are the top challenges for micro business owners as they look to grow their businesses. This latest consumer data arms these business owners with the insights to strategically prioritize their marketing tactics – specifically as it relates to their core digital presence,” said D. Scott Bowen, vice president and general manager of Vistaprint Digital. “With 68% of consumers saying that up-to-date and accurate website content is most important when it comes to having a positive experience with a small business site, allocating time to regular site updates is critically important to putting your best foot forward.”

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Ramon Ray, Editor & Technology Evangelist, Smallbiztechnology.com . Editor and Founder, Smart Hustle Magazine Full bio at http://www.ramonray.com . Check him out on Google Plus, Twitter or Facebook