How to design a personalised user experience for your small business website

When visitors land on your website, they’re looking for something that resonates with them. A personalised experience can make all the difference between someone browsing and someone becoming a loyal customer on your small business website. But when small business owners hear “personalisation,” they often think of complicated tools or expensive software. The good news? You don’t need advanced tech to start offering a more tailored experience for your users—especially if you’re using Wix or Squarespace.

Personalisation isn’t just for the big guys. For small businesses, especially service-based ones, even small touches can build stronger connections with potential clients. By understanding your visitors and their needs, you can deliver a website experience that feels custom-made for them—leading to more engagement, conversions, and satisfied clients.

Why personalisation is so important for small business websites

When your website feels like it’s speaking directly to the visitor, you immediately stand out. It creates a sense of trust, and trust is key to converting visitors into clients. Personalisation also improves user experience, which can increase the amount of time people spend on your site and decrease your bounce rate. Plus, search engines love a well-optimised, user-friendly site, so personalisation can indirectly boost your SEO efforts for your small business website design.

My favourite reasons for why personalisation matters to all businesses are how it:

• Builds stronger relationships: Visitors feel understood and are more likely to take the next step.

• Increases engagement: Personal touches keep users on your site longer, exploring more of what you offer.

• Boosts conversions: When visitors see relevant content or offers, they’re more likely to convert.

So, how can you personalise your website without hiring a developer or shelling out for expensive software? Let’s dive into some simple strategies you can implement on Wix and Squarespace today.

1. Customise your welcome message based on time of day

A small but effective way to create a personalised experience is by greeting visitors with a message based on the time they land on your site. Whether it’s a “Good morning” or “Good evening,” this little touch can make your site feel more welcoming.

Tailor the greeting to match the tone of your brand, and consider including a relevant call to action, such as “Good evening! Looking for late-night advice? Book a consultation now!”

2. Tailor your CTAs to different audience segments

Calls to action (CTAs) are crucial to driving conversions, but one-size-fits-all CTAs aren’t always the best approach. By tailoring your CTAs based on user behaviour, location, or even how they arrived at your site, you can make your offers more relevant and enticing.

Both Wix and Squarespace allow you to create different CTAs for different pages or segments. For example, if a visitor comes from a specific location, your CTA could be “Get a free consultation in [City Name] today!” Or if they’ve already visited your site before, you can offer something like “Welcome back! Ready to book your service?” The more personalised the CTA, the better the chances they’ll take action.

3. Show relevant service options based on user interests

If you offer multiple services, showing all of them at once can overwhelm visitors. Instead, why not show them the services most relevant to their interests or behaviour? This can be based on what pages they’ve already visited or what they’ve clicked on previously.

With Squarespace, you can use the built-in blog categories or tags to guide visitors toward related services. For example, if someone is reading a blog post about home cleaning, the service options displayed could include “One-time deep cleaning” or “Weekly maintenance.” In Wix, you can set up personalised service galleries based on the user’s interaction with specific content.

4. Offer personalised service recommendations through quizzes

Quizzes are an engaging way to both gather information about your visitors and offer them tailored service recommendations. Not only does this create a fun experience, but it also helps you suggest exactly what they need, making them more likely to convert.

Use the Wix Forms app or the Squarespace Quiz Block to create a short quiz that leads to personalised service suggestions. For example, a fitness coach could offer a quiz like, “Which Training Plan Is Right for You?” and then guide users to the most relevant service. By customising the results, you help users feel seen and understood.

5. Display location-based content

If your business serves clients in different areas, tailoring content based on location can be a game-changer. You can create special offers or feature testimonials from local clients, making visitors feel like your services are a perfect fit for their area.

Both Wix and Squarespace allow you to show location-based content easily. For example, if someone from a specific city is visiting your site, you can display a banner saying, “Special offer for clients in [City Name].” This kind of localised approach helps build trust and relevance, boosting your chances of converting that visitor into a customer.

Creating personalised experiences can have a big impact to your small business website

Personalisation doesn’t have to be complicated. By adding these small but effective touches to your Wix or Squarespace site, you can create a more engaging, relevant experience for your visitors. These personalised elements will not only improve user experience but also boost conversions, helping your business grow.

So don’t wait for expensive tools to start offering a personalised experience. Begin with these easy, DIY strategies and see how your visitors respond. Need help? Not to worry- contact us today and see what we can do!