How?  Well, there are a few ways …

• Know your customers.  If you are targeting a more tech-savvy demographic, consider a Twitter account or Facebook Fanpage.  These are great ways to connect with your current and potential clients (see more info in our previous post, Pennies For Your Thoughts).  If you understand and engage with your site visitors, you can build a stronger foundation for your business and increase customer loyalty.
• Timing is everything.  Update your content in a time-appropriate matter and relatively frequently.  This also shows your awareness of current events.  Not all of your content has to be about your product specifically – show others that you are actually a living, breathing human being.
• Make it a conversation.  Being talked at is not nearly as fun as being talked with.  Ask for input, have fun polls, and engage with your website’s visitors.
• Be honest and genuine.  Even though you are communicating through the internet, being plasticity still comes across.  I don’t really like being lied to, and I doubt you do either.

Just think of it as a relationship.  Yes, it takes a little extra work, but building a relationship will turn out to be more fruitful for both you and your audiences.

Part of a small business’ appeal is personal interaction.  When building your website, keep in mind that a lot of people choose smaller businesses to support their local communities.  This should be instantly reflected on your website.  By portraying a personal image, your site’s visitors can feel comfortable and confident with their decision to interact with you and your business.

Another important element is designing a site that complements your products and/or services.  You may have a great design, but if it does not work well with what you are offering, your website will be less effective.  Your website’s design should also appeal to the visitors that you are trying to make customers.  Even product pictures can change how people perceive what you are selling.  For instance, a toy in a box is probably going to be less appealing than a poised toy standing outside of the box.

Finally, your site does not (and should not) be a slough of information.  Design, applications, and various other elements on your website will make the website more engaging.  Think of your website like a presentation you are making.  If someone is just in front of a room, reading off projector slides, you are less likely to pay attention.  However, if the presenter has an interesting visual display and interacts with the audience, the information is more likely to resonate.