Let’s be honest: if you don’t have a well-functioning website then (in most cases) you’re probably doing your business a disservice. Business websites are an important tool – even if you don’t actually sell online – for potential clients and customers to find what it is they need that you have to offer. Without a website, specifically one that’s easy to navigate, optimised for all devices and that successfully communicates your products, services and brand messaging, you could be losing out on a big client base.
So, here’s a list of 7 things to include on your business website to reach more potential clients and keep current clients coming back…Image: John Lewis & Partners
7 things to include on your business website
1. Information about you
If you don’t already have an about page – and a great one at that – you need one, stat. A 2015 study about web usability found that 52% of people check out an about page after arriving on a website, so what’s clear is this: people are interested you. They’re interested in the origin of your brand, your experience, expertise and your whole story. So, tell them.
An about me page is as much a selling tool as any other on your website, so make the most of it by sharing the story of your business, how your products are made (if applicable), where you trained, brands you’ve worked with, and explain how your service or product solves their problem, whatever it may be. Share a photo of yourself or your team too, if you aren’t camera shy.
2. Your business’s contact information
It sounds obvious, but consider: is your contact info super easy to find? And are there multiple options for those wishing to contact you?
Ensure your contact info is either listed at the top of your website, so it’s constantly available to prospective clients, or have your details listed on an allocated web page that’s easy to find in a navigation panel.
In terms of contact methods, try to include at least two that suit you and your work style (don’t, for instance, include your phone number if you can’t answer calls during the day) so that people can approach you in a way that they feel comfortable. You could list a contact number, email address or office address (avoid the latter if you work from home), and don’t forget to link up your social channels so people can engage with you and your business.
3. Info on your products or services
No surprises here, but it’s incredibly important to show your products or services in the best light possible. That includes great photography, in-depth copy explaining exactly what your service is, does and how it’s a no-brainer buy for anybody browsing. Which brings us on to…
Genuine testimonials from past and present clients help to establish your credibility and build trust for prospective clients. They provide reassurance that your product does what you say it does, and they help to humanise your business – particularly when you are not the face of your brand. Most importantly, they help to increase conversions.
Search engine optimisation is what helps your website become more visible on the likes of Google and other search engines. It can feel quite overwhelming to get your head around in the beginning as there are several boxes to tick in order to improve your website’s ranking (things like incorporating key terms into your content, linking out to credible and authoritative websites and linking to other pages on your own website, for example), but it’s arguably one of the best uses of your time where digital marketing is concerned.
If you use WordPress, I highly recommend the Yoast plugin which monitors your SEO quality and offers prompts for improving. Alternatively, consider taking a course on SEO or outsourcing to an expert.
6. Great content
If you don’t already have a blog, I recommend experimenting with one for several reasons. Firstly, quality blog content has the potential to keep customers on your website for longer. It can help to cement you as an expert in your field and build relationships with prospective clients, and even increase conversions. Plus, search engines like fresh, excellent-quality content, so it’s great for SEO purposes, too.
7. A call to action
Tell your website visitors exactly what action you want them to take, such as signing up to your newsletter, registering for your free ebook, following your social media accounts or reaching out for a free consultation, and make it really obvious by utilising buttons and popups.