The 2020 pandemic didn't expose business owners to the idea that foot traffic is dwindling and brick and mortar storefronts are fading. 2020 did, however, show that all business owners could benefit from an online presence. When doors started to close, small...
7 Elements Every Business Website Should Have
Your business’ website is the face of the company. Many elements have to come together to make a successful website. How does your site perform? Sometimes, all we need is a little overhaul. Other times, we need to rebuild (or build!) from the foundation. The goal is to incorporate essential elements like mission statements, content, and reliable hosting into a website we can run confidently.
Successful websites show up on the front page of Google searches and maintain a high number of page views. Does your website check all the boxes needed to be successful? Here are seven elements every business website should have.
Discuss your business core first.
Think of your 30-second elevator pitch. Do you go off on tangents about non-essential parts of your business? No. You stay on point and focus on your main value proposition. Does that mean you ignore your other products and auxiliary features? Of course not!
Your job is to build value immediately. The homepage of your site should be brand intensive with dense amounts of services you provide. Short descriptions are best for your services, but make sure they are teasers to get traffic to navigate to other pages.
Yes, your secondary products are essential, and yes, they deserve attention. However, your website needs to start with the basics of what your business does.
Few things are more critical to your company’s image than a detailed brand design. Your brand is how you want people to identify your business. Branding is how you become memorable and known in your field. Some people conflate branding with a fancy logo and a chic color scheme.
Just Do It.
Love the skin you’re in.
I’m lovin’ it.
Immediately, you can name those brands, what industry they’re in, and the products they’re best known for. However, Nike, Subway, Dove, and McDonald’s didn’t get there overnight. That level of recognition comes with a mix of design and positioning.
Your website will play an enormous role in both. Site design is a crucial step toward an online presence. It defines the look and feel your traffic gets as soon as they visit your site. This first impression is your chance to make your brand as memorable as possible. Don’t overlook it!
Who we are
Every successful business understands it needs to be relatable. Your website provides an excellent opportunity to tell your story and your mission. Where do you come from, and how did your business get its start? Talk about your experience in the industry and your phenomenal team. Help your customers understand your company on a personal level.
Channel all of that biographic information into your company’s mission statement. We know who you and your team are and when the company started. But what do you do? This space is another opportunity to showcase your core business beliefs. Express why your company exists and what you bring to the table.
The “who we are” section of your website is a place to show off. Share your expertise and why people should trust you with their business. Now is not the time to be humble. The competition isn’t.
Offering a way for customers and leads to connect seems obvious. However, there are a few things to consider. Try to avoid listing emails or phone numbers for security reasons. Giving an email address is asking for spam, so do your best to stick to communication forms.
Most companies can use a generic contact form, but sometimes we need to capture more data or direct communication to a specific person. Builders like Formidable Forms help create more intricate forms to fit your exact needs.
Writing content for your website is essential. From your mission statement to the descriptions of your services to any blog posts, you need to load your site with relevant content. For one, a large amount of relevant content will help your site show up on search engines. The more pages you create are more pages for search engines to index.
Knowing you need relevant content isn’t enough, though. You need to do your best to read your target audience. Are you looking for industry professionals who will already know the jargon? If not, you’ll want to avoid acronyms and other technical lingo. Visitors who aren’t familiar with the industry will be lost and leave your website.
Sometimes businesses fall into the trap of writing unreadable content just to fill up pages. This error leads to confusion or perception of laziness. Content may be the most important element of your website, so take the time to write thought-out pages.
Optimized speed and performance
We discussed the need for content regarding SEO, but just as critical, your website needs to be fast. Page load speeds carry a lot of weight with search engines. Everything about your website may be better than a rival, but if you have a slow server, their site might perform better in searches leaving you one step behind.
Not only does a slow page speed hurt your search engine status, but you’ll also lose traffic. Pages have approximately seven seconds to grab and retain someone’s attention. If your website takes four seconds to load, your chances of keeping a visitor on your site diminish dramatically.
Your focus should be on a fast, reliable host. Keeping your website up to industry standards for speed and performance can make or break your site’s success.
Maintain what you have.
Building a website is only the beginning. Everything you create needs constant maintenance. From updating plugins to writing new content, your site needs to stay fresh. Regardless of how amazing an article is, it’ll be replaced by something more modern in searches. Some pages will be (somewhat) evergreen, such as your mission statement, but blog posts and articles need to be updated frequently.
One easy way to maintain fresh content is to stay up to date with current events and tie articles into topical situations in your industry. Trends are always changing. Make sure your site can keep up.
Successful business websites incorporate several various elements. Each one has its different purpose, but without them, you can fall behind the competition. Make your company relatable, and create a memorable brand. Make sure people can get in touch when they need to! Write relevant content with frequent updates, and make sure your website loads fast enough to keep people around long enough to read it.
Building and maintaining a business site you can run with confidence takes a lot of diligence, but you can make life a little bit easier with a blueprint. Does your website have all the right elements?
Shamrck is here to help get your website where it needs to be. Schedule an appointment with our experts to analyze your website and discuss how to improve.
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