Does your Portland, OR small business feel like it is struggling to bloom in the Rose City’s competitive garden? Do you feel like you are lost in the crowd? You are not alone, as many businesses in Portland face the same challenge, overshadowed by the towering redwoods of the digital world. To get found, you need a website that is a Grand Central Station, not just an isolated whistle stop on an isolated strip of digital railroad.
Portland is a city that celebrates individuality, creativity, and sustainability. From the bustling Pearl District to the eclectic Hawthorne neighborhood, local businesses are the lifeblood of the community. In this thriving ecosystem, a strong online presence is no longer a luxury, it is the sunshine your business needs to grow.
In today’s digital world, your website is more than just a digital brochure, it is your 24/7 storefront and a direct line to the rest of the Columbus, OH community. It is often the first impression many potential customers will have of your business. However, it can also be a missed impression, if you do not even have a website, or your website does not appear in search results, leaving your customers fleeing to your competitors.
For a real-world scenario, let’s say a potential customer in the Sellwood neighborhood of Portland is searching for a locally owned bookstore. Do they reach for a phone book and let their fingers do the walking as in the past? No, they would most likely reach for their smartphone and search online. If your bookstore does not have an outstanding website that is optimized to appear in local search, you have likely lost that customer. The same idea applies to all local businesses, from food carts to artisan boutiques.
It is important to ask, is your current website truly reflecting the unique character and values of your Portland business? Is it attracting new customers or is it attracting them at all? Is it reaching your target audience and projecting the unique value you bring to the community? In the following sections, we will explore the essential elements of effective web design for a local small business in Portland, OR and give you the knowledge and tools to transform your online presence from a whistle stop to a Grand Central Station.
Location of Portland, Oregon
Portland, Oregon is located in northwestern Oregon at the confluence of the Williamette and Columbia Rivers in Multnomah County and is the state capital of Ohio. The City has a population of about 630,000 and Multnomah County has a population of about 790,000. It is the largest city in Oregon.
Understanding Your Audience in Portland, OR
The process of producing a visible and effective website begins with understanding your target audience in Portland, OR. It is about recognizing the unique flora and fauna, the diverse communities and their specific needs, and how they interact with the digital landscape. So how do you as a business do this?
To begin, consider the demographics of Portland, OR. Who are your ideal customers? Are they eco-conscious residents of the Pearl District? Are they families in the suburbs of Beaverton? Or are they students at Reed College? Knowing the age, income level, education, and family status of your customers provides valuable insights into their online behavior. For example, environmentally conscious Portlanders might be more receptive to messaging that highlights sustainable practices, while families might prioritize convenience and local community connections.
Second, you need to look at your audience’s online behavior. Ask, how do people in Portland search for products and services? What keywords do they use? Understanding their search process is paramount to optimizing your website for local search engine optimization (SEO) (more about this later in the post). This is say, it is not enough to just have “Portland” in your title. To get the best result think like a Portland, OR resident. Would they search for “best food carts in Portland” or “vegan restaurants in downtown.” These subtle differences can significantly impact your search ranking.
Third, cultural considerations of Portland need to be looked at. What are the local values and traditions? Is there a strong emphasis on community, arts, or local sports? Having these elements in your website’s messaging can create a deeper connection with your audience. To do this, you can highlight your commitment to ethical sourcing or showing support for local artists.
You may ask, where can I get this information? To start, explore local online forums, read Portland-based blogs and publications, and participate in community events. Keep your eyes and ears open to get valuable insights on the conversations happening within the city and the issues that are important to residents.
In short, understanding your Portland audience is about becoming part of the community, listening to the needs of the people, and tailoring your online presence to reflect their unique characteristics.
Create a Website User Persona
Oftentimes, it is helpful to create a fictional representation of your ideal customers, based on the information obtained above. Give your persona a name, describe their demographics, their goals, and their frustrations. When you have a visualization of your audience, you can better tailor your website content to them.
Example of a User Persona
As an example, let’s create a persona named “Willow” who is an environmentally conscious resident of the Hawthorne neighborhood who is passionate about supporting local and sustainable businesses. Understanding the preferences of Willow will help you design a website that appeals to her values and helps her become a loyal customer.
Elements of Effective Website Design
You have the local vibe and feeling of Portland and now you need to develop your website. But you need to ask, what are the elements of effective website design? Read on below to find out.
User Experience (UX)
Having a good user experience or UX, helps users navigate your website. A clear and intuitive paths makes the journey enjoyable and productive and gives good vibes. Intuitive navigation, clear calls to action (Shop Now or Contact Us), and a logical website structure are important to keep users happy and not frustrated. It is also important to have a responsive website that looks good, regardless of the device size. Remember, most people when they are out and about, will be looking at their smartphones for information, so have a site that especially looks good on a phone.
Search Engine Optimization (SEO)
SEO is the science of making your website visible to search engines like Google and Bing. Keyword research is needed to do this. The question to ask is “What words and phrases are your target audience(s) in Portland using to search for businesses like yours?” When you have these words, incorporate them naturally into your website’s content, title tags, and meta descriptions; a process called on-page optimization. Building links from other reputable websites, additionally acts as a signal to search engines that your website is a trusted source of information.
Website Content is Paramount in Portland
High-quality and interesting content is the fuel that powers your online presence. Your content informs, entertains, and persuades your audience to do something (call to action). If effective, content should offer a galaxy of information such as valuable insights into your products, services, and expertise. Blog posts, videos, and even thought-provoking product descriptions contribute to a rich and engaging user experience.
Visual Appeal of Your Website
Content is king, but do not forget the visuals or images. Your website visuals help to draw visitors in. Professional design, images, and consistent branding are essential to have success. The visual elements you use should reflect the personality and values of your business to a tee. A cluttered or outdated design can create a negative impression, and can send potential customers in the Portland, OR area searching for more visually appealing alternatives.
Making Your Portland Website Accessible
Your well-designed website should be accessible for everyone to enjoy and use. To have an accessible website, it is important to adhere to the Web Content Accessibility Guidelines (WCAG) in order to comply with the Americans with Disabilities Act (ADA). Some of the guidelines to follow include having sufficient color contrast, alternative text, and heading structure.
The Design Process for Your Portland Website
The process of designing your website is a journey and one that continues to evolve even when finished. We already talked about knowing your audience and what we need for the website. Once there items are known we can start designing the website. Below are some of the key stages to building a Portland, OR website.
Planning Your Portland Website
Planning your website begins with a clear understanding of your website goals. To get an idea of your goals, ask: What do you want to achieve with your website? Attract new customers? Sell products online? or Establish your brand as a thought leader in your industry?
Once we have the answers to the above, the structure of the website can be mapped out. For the structure you need to answer: What pages do you need? How will they be organized? A well-defined sitemap will help you immensely in producing a logical and user-friendly website.
Design of Your Portland Website
Once your plan is finished, it is time to design the site. Here the visual identity of the website comes into focus or wireframing. Wireframes are basic skeletal outlines of your webpages and are created to establish the layout and functionality of your site. Completed wireframes are then developed into mockups, which showcase the aesthetics of the site including colors, typography, and imagery. Wireframes can be thought of as the architectural blueprint and mockups are the artist’s rendering of the website. Your design process makes sure that the website aligns with your brand and gels with your target audience.
Development of Your Portland Website
The development stage is where the construction of the website begins. In this stage, you choose a platform (Content Management System (CMS)) like WordPress or custom-build your website. Here you can transform the static wireframe and mockup into a dynamic and interactive experience.
Testing the Website
Before launching your website to the world, it is important to test it. Testing involves checking to see that the functionality works across different browsers and devices, all links work correctly, and identifying any bugs or glitches. This process can be thought of as a final systems check before liftoff. In addition, user testing and gathering feedback from real users can also provide valuable insights to improve the website.
Launching the Website
Launching your website involves deploying your website to the web server and making it accessible to the public. It can be thought of as opening the doors to your physical store, but on a global scale.
Maintenance of Your Website
After you launch your website, it does not mean you are done. Maintaining and improving your website is an on-going process. Maintenance includes regularly updating the content, making sure the website is secure, and monitoring the performance. Just like a car needs regular maintenance. Beyond maintenance, feedback from users, analytics data, and evolving business needs require adjustments and refinements along the way to make sure your website remains vibrant, effective, and aligned with your goals.
Choosing the Right Platform for Your Portland Website
In the design process above, we talked about the platform of your website, which can be built on a CMS or be custom-built. Generally most websites for small businesses in Portland, would be built with a CMS. Though, larger websites or those with specialized functions are often custom-built since they are more complicated. So what is a CMS exactly? Read on to find out.
Content Management System
A content management system is like a mission control for a website that provides a user-friendly interface for managing the content. This software allows you to easily update text, images, and other elements without needed to know the code. Finding the right platform depends on your technical skills, budget, overall website needs, and long-term goals. Some of the more common CMSs are:
- WordPress: This is the most common CMS and is likely the one, you, as a small business in Columbus, would use. WordPress has a vast library of plugins and themes and is highly customizable, making it suitable for simple blogs to complex e-commerce websites. WordPress, unlike some of the CMSs listed below, is open-source, meaning that what you create is yours to own. Some other common open-source CMSs are Joomla and Drupal, but they tend to require more technical expertise. Though WordPress is quite flexible, some technical skill may be required to fully take advantage of its capabilities.
- Wix: This monthly subscription platform is known for its ease of use and offers a drag-and-drop interface that helps beginners produce websites. If you need a basic website for your small business, this may be a good option to consider. Customization options may be limited as compared to WordPress.
- Squarespace: Squarespace is similar to Wix and focuses on user-friendliness, while offering a range of visually appealing templates. It is a good choice for businesses that prioritize aesthetics, but it may be limited, like Wix, in customizations.
E-Commerce Platforms
If you are selling online, you will need an e-commerce platform. There are generally two common e-commerce platforms used by small businesses and are below.
- WooCommerce: This is the e-commerce of WordPress and it works in concert with it. If you are using WordPress, this may be the solution for you as your users will have a seamless experience from one to the other.
- Shopify: Shopify is suited specifically to e-commerce and requires a monthly subscription similar to Wix and Squarespace. Here you get a comprehensive assortment of tools to manage your store from product listings to payment processing.
Custom-Built Solutions
If you have a large business or specialized needs, a custom-built website may be necessary. The process of building a custom website involves hiring developers to create a website that meets your exact requirements. This option offers the most flexibility, but is also the most expensive and time-consuming to produce and maintain.
Getting the Most Out of Local SEO for Your Portland Website
Dominating in local SEO means that your business is showing up to customers in Portland and surrounding areas who search for it. Doing this requires an understanding of how local SEO works and having a strategy to reach your target audience in the Portland community. Some of the elements of local SEO are:
- Google My Business: Your Google My Business (GMB) profile is your digital storefront in the heart of Portland. When using Google for search it is often the first thing that potential customers will see when searching for your business other than your website, assuming it is also optimized. Make sure that your business name, address, and phone number (NAP) are consistent across your website and other online platforms. Choose the most relevant business categories and write a description that includes your unique selling points. Be sure to include photos of your business, products, and services and encourage customers to leave reviews on your profile.
- Local Citations: Local citations are endorsements from trusted sources within the Portland community. These are online mentions of business’s NAP on relevant directories and platforms. List your business on reputable local directories like the Portland Business Alliance, Travel Portland, and city-specific directories. It is important to make sure all of your information is consistent across the directories.</li>
- Columbus Keyword Targeting: Try to think like a Portland resident and what terms they would use to find your business. For instance, if your business is web design, they might use “website design Portland, OR,” “web developer Portland,” or “SEO services Portland.” In addition, consider long-tail keywords that jibe with the Portland area like “eco-friendly website design Portland” or website design for breweries in Portland.”
- Local Content: Create content on your website and blog that is relevant to the Portland area. Some examples are “Best of Portland,” “Portland’s Food Scene,” or “Website Design Tips for Small Businesses in Portland.” This not only provides valuable information to your audience, but also signals to search engines that your website is a local authority. Think about what makes Portland unique — its focus on sustainability, its vibrant arts scene, its love of craft beer – and tailor your content accordingly.
- Link Building: Get links from other reputable websites in the local Portland area to boost your local SEO. These may include local news websites, blogs, or community organizations. These links give your website a vote of confidence and show it is a trusted source of information.
The Importance of Mobile Responsiveness
In the local Portland area, a lot of your customers, when they are running errands will be using their smartphones in hand or through something like Android Auto or Apple Carplay to look for your business. Having a mobile responsive website will give your website the ability to adjust to the differing screen sizes, be they on a phone, tablet, desktop, or the car screen. If your website is not mobile friendly, as stated earlier, you are leaving out a segment of your customer base.
Mobile responsiveness also makes Google happy in regards to SEO. Those websites that are mobile friendly are prioritized in search rankings. In addition, a mobile responsive website ensures that all elements, from text and images to forms and buttons, look and function as they should on any device.
Measuring the Results of Your Portland Website
Once your website is completed you will want to keep track of how your website is doing. For this, we use analytics, which can show show how visitors interact with your website and whether it is achieving its intended goals. The major search engines, Google and Bing, each offer analytics, and there are also third-party analytics platforms such as Matomo, as well.
Some of the metrics to watch include:
- Traffic: Traffic is the measure of the number of visitors to your website. This metric helps you understand the reach of your online presence and identify trends in website usage (i.e. is it going up or down or widely varying). Here you can find out: Where are your visitors coming from? Are local to Columbus or coming from elsewhere? or Are they finding your site through search engines, social media, or direct links?
- Bounce Rate: Bounce rate is the number of visitors who leave your website after viewing one page. A high bounce rate can suggest that your website is not offering what visitors are looking for. There is caveat, though, an e-commerce affiliate website will have a high bounce rate, which is normal, since visitors are being directed to the affiliate site.
- Time on Site: This metric looks at the average amount of time visitors spend on your website. A longer time spent means visitors are finding what they are looking for and are interested in the content.
- Pages per Session: This is the average number of pages visitors view in a single session. A high number suggests visitors are exploring your website and finding valuable information.
- Conversion Rate: This metric measures how many visitors completed a desired action. This can include making a purchase, subscribing to a newsletter, downloading an ebook, or filling out a form.
- Keywords: Which keywords are driving traffic to your website? Understanding which ones helps you refine your SEO strategy and target the most relevant terms to your audience.
Conclusion
In this post, we have looked at the essential elements that contribute to a thriving online presence in Portland. These elements range from understanding your target audience to mastering local SEO and measuring the success of your website.
It is important to keep in mind that your website is not just a digital brochure, but is a digital gateway to the Portland community. A local optimized website can connect you with customers, showcase your unique offerings, and establish your business as a trusted resource in the Portland area.
So go forth and transform your website from a lonely whistle stop into a Grand Central Station that is a thriving hub of visitors and customers in Portland.
If you are ready to make the leap to building your station (website), WebHeads United is here is to help you. Our expertise in website design, local SEO, and digital marketing can help you transform your online presence. Contact us today for a free consultation and let’s explore how we can help your Portland business conquer the digital landscape.
