Website for a shop: make sure the customer comes in

Three questions before someone leaves the house

Someone looking for a shop is usually on their phone, wanting to know whether it's worth coming in. Three questions:

1. Do they have what I'm looking for?
2. Are they open now?
3. Is it worth the trip?

Their fear: standing in front of a closed door, or going for nothing. What they're looking for: advice, and the product in their hands right away. That's exactly what you have and a webshop doesn't.

So the goal of your site isn't an online sale. The goal is a visit, a phone call, or a product someone puts aside for them.

The first screen

At the top, say what you sell, in which town or neighbourhood, and whether you're open now. "Open today until 18:00." Next to it, two buttons that get someone into your shop: "Directions" and "Call the shop".

Do you also have a webshop? Link to it, but as a second route. A customer who comes into your shop often buys more, and comes back.

Show what you have

Not a complete catalogue, but a selection: your most popular products, your best-known brands, what's new this week. If you can link it to your stock, add: "In stock in the shop". That answers the first question directly.

If your stock is live, you can even let someone reserve in the shop. They pick up the product, and you have a visit.

Why come to you

Then the difference from a webshop or a big chain. What do you offer that they don't?

• Advice from someone who knows the product.
• Service, such as fitting, adjusting or gift wrapping.
• Repairs or maintenance.

Be concrete. "We adjust your bike for free after a month" says more than "personal service". And only use "free" if it really costs nothing.

Reviews, and how you respond

Show your Google score with the number of reviews. That's what people also see in Google Maps. And respond to your reviews, including the critical ones. According to BrightLocal, 80% of consumers are more likely to choose a business that responds to all its reviews.

Also mention how long you've been in the neighbourhood, and which brands you stock. For a local shop, "on the Van Baerlestraat since 1994" and a row of well-known brands are strong reasons to trust you.

Your shop and your team

Show your real shop, inside and out, so someone recognises it when they arrive. And your team, with their names. Anyone who knows Peter helped them so well last time asks for Peter next time.

The practical section

Close with everything someone needs to come in:

• Opening hours per day, and different hours around public holidays and Sunday openings.
• Address with a map and parking or public transport.
• Phone and WhatsApp, for anyone who wants to check first whether something is in.

The tone

Local and personal. You're not a brand, you're the shop around the corner. Generic copy that could also be on the manufacturer's site makes you interchangeable.

Better left out

• No opening hours on your homepage.
• No phone number.
• Generic brand copy instead of your own story.