This week I pulled up 18 Ely business websites on my phone. Outfitters, lodges, shops, restaurants, and a few nonprofits. I gave each one the same test a stranger gives you: can I find what it costs, when you’re open, and how to book or buy, without digging?
Not one passed all three. Most had a “Book Now” button, 13 of the 16 where booking applies. That part’s handled. But only three showed their hours or open days on the first screens, and just one showed a price. Almost everyone built the door. Almost nobody said what’s behind it, or whether it’s unlocked today.
That matters because strangers don’t dig. Researchers at the Nielsen Norman Group, who study how people use websites, found visitors often leave a page within 10 to 20 seconds, and the first 10 decide it. Someone planning a fall trip or holiday shopping from the Cities won’t open your menu and hunt. They’ll hit the back button and try the next place.
Facebook has its own version of this. One local café has two Facebook pages. The one they use says they’re closed a few days this week. The old one, long forgotten, tells people “Open now.” Another page I found still lists daily hours for a business that has since changed hands. Old pages keep answering for you, whether you’re watching them or not.
One local shop gets it right. Its Facebook page shows “Open now” and a price range at the top, with a post from last week listing real sale discounts. Fifteen seconds, all three answers.
This week: hand your phone to someone who has never visited your website or Facebook page. A neighbor or a grandkid works. Ask them to find your price, your hours, and how to book or buy, and count to fifteen. Whatever they can’t find goes to the top.
If you have a website, put those three things on the first screen of your homepage, before any history or welcome message. A starting price beats a paragraph about how long you’ve been in business.
If you run on Facebook, open your page settings and fill in your hours and price range so they show at the top. Pin a post that answers all three. Then search your own business name on Facebook. If an old or duplicate page turns up and you still have the login, delete it. If you can’t get in, send me that question and I’ll cover it in a future column.
While you’re at it, check that your hours match your Google Business Profile from the first column in this series. A stranger who sees two different answers trusts neither.
Richard Stuart builds websites and revenue systems for owner-operated businesses from his home in Ely. Have a question you’d like answered in a future column? Send it to ibuild@richardstuart. me. If something’s quietly costing you customers, let’s talk: richardstuart. me.
