Small Business Struggles? Let’s Turn Them into Success Stories!

Struggling with a website that fails to convert visitors into customers?

In the “Let’s Fix Your Website” workshop, in partnership with the San Francisco Small Business Development Center and the San Francisco Public Library, we tackled the real digital challenges that small businesses face. Jeremy DuCheny audited the online presence of local businesses, providing hands-on fixes and actionable strategies.

The goal? To help these businesses shine online, attract more customers, and boost their digital performance!

Now, let’s get started! Here’s how we fixed the websites of small businesses looking to level up their digital presence.

Affirm Your Transformation

Affirm Your Transformation is a self-love apparel company offering innovative products. Its website, affirmyourtransformation.com, lacks immediate clarity about its purpose. The initial headline, “Imagine looking in the mirror and seeing this,” doesn’t immediately convey that it’s an apparel brand with a mission focused on self-affirmation and transformation.

Important elements like the Call-to-Action (CTA) button are placed too far down, making it less visible and accessible to new visitors. Additionally, the design could benefit from more engaging visuals; the text-heavy layout can make it hard for users to find the core message and navigate smoothly.

Currently, there’s limited social proof or testimonials visible at the top, which reduces the impact of the brand’s positive customer experiences. Finally, there’s no analytics system in place, so it’s unclear how users interact with the website, and mobile optimization needs improvement to ensure it displays effectively on all devices.

Recommendations

Create a clear headline that immediately conveys the brand’s mission, such as “Transformative Apparel for Self-Love and Healing.” Move the CTA button to a more prominent position at the top to ensure new visitors see it right away.

Use larger fonts for key messages and introduce more images to break up text-heavy sections. Add “eye candy” throughout the site by incorporating attractive images, testimonials, and customer stories to build trust and engage users more effectively.

Display testimonials and customer feedback near the top of the page to establish trust and show how the apparel positively impacts users.

Install Google Analytics or a tool like Hotjar to track user interactions. This data will reveal how visitors navigate the site and highlight areas for further improvement. Additionally, gather direct feedback from friends or target customers to refine user experience.

Ensure the website is fully optimized for mobile to improve accessibility on smaller devices.

Focus on building an Instagram community aligned with the themes of self-love and empowerment.

Sniff and Go

Sniff and Go is an on-leash dog walking service based in San Francisco. Its website, https://sniffandgo.com/, clearly communicates Sniff and Go’s core services (dog walking) and mission. However, the scrolling text moves too quickly, making it difficult for users to read the message in full. The logo and tagline are clear, but some industry terms like “R+ fear-free dog advocates” may not be widely understood by all visitors, especially those new to positive reinforcement training.

The website includes a user login feature connected to a third-party scheduling system, which allows clients to view past and upcoming visits. Although the structure is solid, elements like the “San Francisco’s Premier Pet Taxi” claim could benefit from immediate support with customer reviews to build trust. The mobile experience suffers due to oversized header text, resulting in a cluttered look on smaller screens.

Videos are present on the page, which helps retain users. However, these videos focus more on community projects than client testimonials. The lack of structured headings and subheadings also makes it challenging for users to quickly find specific information.

Currently, Sniff and Go relies solely on word-of-mouth referrals, with no active digital advertising campaigns or social media presence driving traffic to the website.

Recommendations

Slow down the scrolling text speed to allow users more time to read. Additionally, provide a brief explanation of “R+ fear-free dog advocates” to clarify the brand’s positive reinforcement approach.

Move reviews higher on the homepage and consider adding video testimonials where customers share real-life stories. This can make the website more relatable and credible.

Adjust the header size on mobile devices to ensure a clean, readable layout. Consider resizing or hiding some text for better visual appeal on smaller screens.

Start with low-budget ad campaigns on platforms like Facebook and Instagram using Dollar-a-Day strategy. Highlight Sniff and Go’s core mission (R+ positive reinforcement) through simple, authentic videos that differentiate them from competitors. Create short one-minute video content on TikTok featuring dog walks in San Francisco for local visibility.

Relocate the primary CTA button to a more prominent, central position. Clear CTAs, especially on mobile, will increase engagement and help users move through the site more efficiently.

Since you capture quality photos, use this as featured content on social media or offer photo packages as an additional service. Also, if the no-phone policy allows, try to include brief dog-walking videos with client permissions to boost engagement.

Tallio’s Coffee & Tea

Tallio’s Coffee & Tea is a coffee roaster, beverage brewer, cafe, and retailer headquartered in Bayview San Francisco, California. Its website https://tallioscoffee.com/ receives a significant number of hits, but engagement remains low. The coffee shop has pivoted online, offering roasted coffee beans for purchase due to the pandemic.

However, the current layout lacks brand distinctive, making it unclear that it’s a coffee business. The landing page displays imagery without indicating that they serve coffee or highlighting the unique aspects of the brand.

The mission statement, focused on opening upscale coffee shops in ethnically diverse communities and educating people about coffee, is not prominently featured. Additionally, social proof and customer testimonials, which could boost credibility, are located too far down the page.

Recommendations

Add clear text at the top of the homepage, explicitly identifying the shop as a coffee business. Highlight distinctive like specialty roasting, organic sourcing, and community support to set the brand apart.

Place the mission statement front and center on the homepage to convey the brand’s purpose of empowering communities through coffee education and employment. This narrative appeals to socially conscious coffee consumers.

Replace static coffee product images with photos of people enjoying the coffee, capturing the experience that customers can expect. This visual storytelling can create an emotional connection.

Feature products with quick-access buttons at the top of the page and integrate customer testimonials throughout to build trust and drive purchases.

Eliminate the large blue space at the top of the page, repositioning the logo and calls to action for a cleaner, more engaging layout.

Alroundr

Alroundr is a skincare company owned by Sajana. She includes a personalized video introduction, explaining her services as a licensed aesthetician and certified holistic nutritionist. The website https://alroundr.com/ features a tool called Tolstoy, which we recommended to Sajana to help clarify the business’s mission and better connect with her target audience.

The site offers both products and services, such as a one-on-one skin consultation. There are some mobile usability issues, such as difficulty finding clickable links. The call-to-action buttons on the homepage and other sections currently lead to the same page, which may confuse users.

The website lacks detailed explanations about key terms, such as “esthetician,” which may not be immediately clear to all visitors. It has a “Shop Now” feature, but the products and services are not well distinguished from one another.

The website does not yet have a blog or substantial content that drives organic traffic.

Recommendations

Improve the website’s clarity by making it clear that the services are offered by a licensed skincare professional, possibly using simpler terms to make it more accessible to visitors unfamiliar with technical jargon.

Add a separate, distinct call-to-action for products and services to guide users more effectively.

Consider enhancing the user interface to ensure mobile optimization, including clickable links that are easy to find.

Consider darkening certain elements of the site to improve visibility, especially icons that blend into the background.

Start a blog to build content for SEO and long-term organic traffic. Consistent blogging can establish expertise in skincare and holistic health, ultimately driving more visitors.

Use video content effectively, particularly for product demonstrations or client success stories, to increase engagement and trust.

Repurpose video content into shorter snippets for social media platforms like TikTok and Facebook to attract attention and build credibility.

Increase social proof on the website, showcasing client reviews and testimonials earlier on the page to demonstrate the effectiveness and legitimacy of the services.

Nacim Ruintan-Tehrani – Artworks & Designs

Nacim is a multidisciplinary artist and designer based in Calgary, Alberta. Her website https://nacim.ca features a simple layout showcasing various artworks, including paintings and sculptures. While it highlights pet portraits as a key service, it lacks descriptive text that conveys who Nacim is and what they do beyond just pet portraits.

The site includes a contact form but misses opportunities for engagement. The “About Me” section includes an artist statement, but it could benefit from more personal storytelling and background.

Recommendations

To enhance the website, she should consider the following recommendations:

Include a clear description on the homepage that outlines who you are and what services you offer, beyond pet portraits. This should capture your artistic journey and style.

Implement a call to action button that encourages visitors to engage further, whether that’s commissioning a portrait or exploring the available artworks.

Share personal anecdotes about her inspirations and the emotional connections behind the paintings. This can include stories about how she came to paint certain subjects or her experiences with animals, making the work more relatable.

Feature testimonials and images of happy customers with their commissioned works. Highlight the emotional significance of the pet portraits, especially for clients who may have lost pets.

Expand the “About Me” section to include her education, artistic philosophy, and significant experiences that have shaped her work. This helps build a personal connection with potential customers.

Use visual storytelling techniques on product pages. Describe each painting or sculpture with a narrative that captures its essence and the emotions behind it, making the art more appealing to buyers.

By implementing these changes, the website can create a more engaging and compelling experience for visitors, encouraging them to connect with her work on a deeper level.

North Star DPC

North Star Direct Primary Care (DPC) is a healthcare provider that emphasizes patient outcomes rather than detailing the practice’s mission. The website https://www.northstardpc.com/ effectively highlights the transformation patients can expect.

Recommendations:

Ensure the website layout encourages easy navigation, allowing visitors to find essential information quickly.

Replace the current title with a compelling tagline that focuses on the benefits of choosing North Star DPC.

Clearly differentiate North Star DPC from other providers in the direct primary care space.

Add a prominent call-to-action (CTA) button to drive user engagement.

Showcase Dr. Ma’s credentials and experience to build trust, potentially including a brief introduction about his background.

Educate potential patients about DPC by adding a section that explains its benefits. Use bullet points or short paragraphs for clarity.

Incorporate visuals or videos to illustrate patient transformations or explain the DPC model.

As the practice grows, include testimonials to add social proof. In the meantime, emphasize unique selling points that set North Star apart.

Outline what a typical consultation looks like, breaking down the process into simple steps, possibly with icons for clarity.

Explore TikTok for marketing, particularly for showcasing patient transformations and leveraging affordable advertising options.

Create two clear CTAs: “Become a Patient” and “Schedule a 15-Minute Consultation.” Differentiate these with color and placement to guide user actions.

Lynn Vandenberg Jewelry

Lynn recently launched her Etsy page https://www.etsy.com/shop/LVandenbergJewelry for Lynn Vanderberg Jewelry. Despite having several views, she hasn’t made any sales yet. She spent around $500 on advertising but couldn’t recall the exact traffic statistics.

Lynn also utilizes Square for in-person sales, which links to her Etsy account, allowing her to register sales even when they occur outside the Etsy platform.

Recommendations

Lynn should create a presence on platforms like Instagram. Showcasing her jewelry on real people instead of displays will help potential customers visualize the products better.

Instead of producing her own content, Lynn could collaborate with influencers on TikTok who discuss jewelry. Engaging them to review her products naturally can help reach a broader audience without appearing overly promotional.

Lynn should familiarize herself with Etsy’s best practices to optimize her store effectively.

Once she generates traffic and sales on Etsy, Lynn should consider developing her website (lynnvanderbergjewelry.com) for more comprehensive marketing strategies, including targeted blog posts that attract customers searching for specific jewelry items.

Lynn should explore beginner SEO resources and apply what she learns to improve her online visibility. Engaging with content marketing strategies will be crucial for her long-term growth.

Just like the businesses featured in this workshop, you too can fix common website issues and optimize your online presence for success.

Ready to level up your website? Whether you need a full audit, personalized recommendations, or ongoing support, we’re here to help. Join Office Hours now. Fast, efficient, and game-changing—let’s get started!