A common request from customers is to make their company look “big”…you know – pictures of skyscrapers and large call centres, vague “about us” text etc).

It’s a mistake.

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Ultimately your website should be honest, open and play to your strengths. As a consumer I seek out trust and value when I use the internet to source products or services. If you start by trying to convince me you are something that you aren’t, you have already lost me.

Small businesses can have key strengths over larger competitors. Here are some examples:

• Small businesses can deliver a personal touch. It’s a cliche but doing business with a person is more attractive than being a “number”. Particularly important for expensive or important services and products.
• Small businesses can be more flexible than their larger counter parts. As the number 1 or 2 in command, you probably have the scope and authority to adjust how you work to suit a client. You are also not so likely to be tied into rigid processes.
• Small businesses can act quickly. You don’t need to wait for answers or rely on other departments to satisfy the needs of your customers.
• small businesses can offer better prices (sometimes). It’s true that when you are selling products you will struggle to compete with the buying power of the “big boys” (or girls ) but where you are providing a skill or  service you are likely to have smaller overheads and fewer internal mouths to feed.

Your website is your opportunity to tell people what makes you different, don’t waste your time being an inferior copy.

Photos courtesy of Flickr Creative Commons license from users Wonderlane