Small business website design tips are a Friday tradition around these parts, and the time has come!
Here’s what I’ve got for you this week: An analysis of a custom silver casting company’s website. Casting in Silver in Sunrise, Florida provides professional silver castings of just about anything you can imagine.
Standard rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. I’ll point them out as I go through Casting in Silver’s website.
See the site in action: castinginsilver.com
The design of a website is so much more than aesthetics, but it is certainly not LESS than aesthetics. An aesthetic design matters insofar as it makes a good impression on visitors. Casting in Silver’s site is certainly nice-looking enough in this regard. Above and beyond pure aesthetics, though, this design works on another level. The silver color scheme helps back up the main product of the business – silver! And the white background allows the silver pieces in the images to grab your attention without the aid of flashy colors.
There are a number of marketing elements Casting in Silver incorporates well. Here are a few…
1) Top-Right Contact Info – You should know my feelings on this by now. Well done for having the contact info in the right place.
2) Gallery Page – When deciding whether or not to call a business in this industry, a prospect will want to see the quality of work they can expect. A gallery page is essential, and one with quality work (like Casting in Silver’s) is obviously the goal.
3) Testimonials – Testimonials may not be as essential as a gallery page, but by including them, Casting in Silver removes another layer of skepticism from the prospect. This goes a long way towards driving someone to call.
SEO (Search Engine Optimization):
SEO is the practice of optimizing your website so that search engines can understand what your website is about and rank it for relevant keywords people might be using to search for sites like yours. The better your SEO, the higher your website ranks for certain keywords. You can see on Casting’s website that they are targeting keywords like “custom silver casting” and “silver jewelry casting” to help prospects find them.
What I like about the copywriting on Casting in Silver’s website is that their passion for their work really shines through. The tone is professional, yet at the same time you are convinced of the joy and pride they take in their work. And that’s the kind of business I like to work with.
Programming can be a silent killer of website conversion. If your website doesn’t perform like it should, you lose credibility. If you lose credibility, you lose potential sales. Luckily (or rather, by design), Casting in Silver’s site functions beautifully. Well done there, as well!