What should be on my website? 9 ideas to get you started!
JUNE 2022
A website is one of the most important tools for your business. It provides an easy way for potential customers to learn about you and your offerings with just a few clicks. Here are nine things to think about to make sure your website captures your brand…with well-written content and an engaging design, you’ll be set up for success.
1. Speak to and Engage Customers on Your Homepage
Unsurprisingly, a website’s homepage is often its most visited, adding increased importance to its content. Your homepage should offer a succinct, engaging description of your business and how you help your customers. Explain your benefits and features, all while keeping your customers’ needs top of mind (don’t use the Evoke homepage as an example :).
2. Make it Easy for Prospective Customers to Contact You
Provide an easy way for visitors to get in touch with you. While a contact form can often be effective, don’t forget to include at least one alternative method of contact such as a phone number — for people who may not want to use a form.
Your contact page should be easy to find. Consider adding a CTA to your website’s main navigation in addition to links throughout the site where applicable.
3. Share Your Story and Values on an ‘About’ Page
An about page is a chance to tell your story. Describe your business, company values, and how you can help your customers. Showcase your personality — consider adding a few images or sharing a relevant anecdote — to make your business stand out and start building trust with prospective customers.
4. Highlight Products and/or Services by Focusing on the Benefit to Customers
Depending on your business, a products and services page may take a few different forms. It could be an eCommerce store, a one-page description of your main service, an online booking system, or something different entirely. However, no matter what form your page takes, the ultimate goal is the same — show website visitors how your business can help them.
Customers have gotten more discerning as more information is widely available online. They’re no longer simply looking for the closest storefront; they’re looking for a business that makes them feel comfortable, understands their needs, and can provide exactly the product or service they’re looking for. Set your business apart by building trust with prospective customers before they even make a purchase.
5. Create a Place for Content and Education Such As a Blog
Content provides innumerable opportunities for your business. It’s a way to highlight your expertise, help the community you serve, and boost your site’s SEO. The easiest way to get started with creating content is through a blog. Ideally, you should have a blog strategy and a few posts ready to go before launching your site, but it’s never too late to get started with content. And be sure to add an easy way for visitors to subscribe in multiple places on your site and on your socials.
6. Don’t Forget the Legal Stuff — Privacy Policy & Terms of Use Pages
These pages may not be as interesting or creative as a homepage or an about page, but they are necessary for a website. A privacy policy explains what information your site collects from users and how that information is used. Terms of use are what a user must agree to in order to use your site. There are many privacy policies and terms of use generators online to get you started, but since both have legal implications, it’s best to consult a legal counsel if you have questions before publishing.
7. Collect and Use Testimonials and Case Studies
What better way to convince visitors of your business’s merits than with quotes from real customers? Sprinkling testimonials throughout your site, especially on your homepage, is a great way to provide proof of what sets your business apart — straight from the customers’ mouths. According to Trustpilot, 89 percent of customers worldwide read reviews before making a final shopping decision. Adding testimonials to your website not only removes an obstacle to purchasing, but it goes one step further by helping to build trust with prospective customers.
8. Add Images, Photography, or Illustrations
In addition to your about page, images are a great way to add personality to your site and start building a connection with your visitors. Consider adding images of your team, the products or services you offer, your work in action, or anything else that can help illustrate your business and the work you do. Try to avoid using stock imagery — consumers prefer to see actual product images and photos of the folks they’ll be interacting with.
9. Get to Know Search Engine Optimization (SEO)
One of the easiest ways for new visitors to find your site is through a search engine. But it’s only effective if you put in the work to ensure your site will display in the results pages for relevant search terms. SEO is essential for any website, but it has to be done right to make an impact. Get up to speed on the ins and outs of SEO and ensure your pages are fully optimized.
If you run a local business in Annapolis, make sure to check out another article I wrote for The Patch, Marketing Tips for Local Business Owners in Annapolis.
