These days, most businesses have a website, but I’m always surprised at how many small business websites (usually designed by the company owner or a tech-savvy family member/friend) are missing some very basic elements that help businesses increase the reach of their message, add to company credibility, and improve their website SEO and overall online position.
So I compiled this list of elements I feel no small business website should be without. Do not launch your website without the following crucial elements:
1. A “Contact Us” Page – Yes, I see that your number is featured prominently on your homepage but online consumers are creatures of habit. And when we visit websites with the intention of contacting the company we almost always look for the obligatory contact us or simple contact page. Not only should this page have every piece of pertinent contact info for your company (phone, office, mobile, fax, email, address) it should also have a google map photo showing your location and a link to give the customer directions to the business (if applicable).
2. An Opt-In Form – Your building a mailing list, right? Riiiight? Okay well one of the best ways to get people to join that mailing list is by them “opting in” using a sign-up form on your website. How you encourage folks to fill out the form depends on your business type and your overall goals and objectives. For instance, a professional service (marketing, real estate) can offer a FREE consultation if the user just fills out the form, or an online service wanting only email addresses from its customers could encourage folks to give their email addresses in exchange to a desirable link or file (such as an e-book, coupon, or white-paper). The opt-in form is a must have for any business looking to generate leads with its website.
3. An “About Us” Page – So many small companies omit this critical relationship-building tool that is the “about us” page. Quite often the highest traffic-receiving site after the homepage, the “about us” section of your website provides customers information that allows them to both learn about the company and it’s message and mission as well as gain confidence and trust as they learn about the company’s history and functions. If you’re in a business with any competition at all, the about us page is where you can differentiate yourself from your competitors.
4. A Blog –The obvious reason is you need a blog to inform your users about your specific product or service. But there really is so much more. Blogs help tremendously with your SEO (Google SERP loves blogs), they instill trust in your client-base, they drive sales, increase leads, build brand awareness, and they make you look like an expert in your field. Do some research, don’t just dive in, but begin working on building a blog for your company ASAP.
6. Clear Call(s) To Action – Simply existing on the internet isn’t good enough. Know the purpose of your website and drive visitors to do what you want them to (buy a product, sign-up for a newsletter, call for a consultation) with clear and consistent calls to action. Avoid cluttering the screen with a lot of text copy and images, instead make sure that your “buy now” button is the main focal point of your site and is prominent on every page. The idea is to take away all the distractions so that they have nothing to do BUT click the buy now button.
7. Social Network Buttons – It’s the new era of the online consumer, and people are using social networks more than ever to learn about brands, products, and services of all types. When a person wants to praise (or complain about) a certain company, they quite often will do it on facebook, twitter, or another social network. It’s critical that you not only create a presence on these various networks, but that you encourage people to “follow”, “like”, “friend”, and otherwise subscribe to your brand using these social sites. Again, do some research as to how you’re going to effectively position yourself on these sites, but definitely use them, and definitely make buttons for them on your website.
8. Links to Review Sites – For local businesses of any type, online reviews on sites like yelp, yahoo local, and google places have become the new “word-of-mouth” arena for their customers and it is absolutely a must that you do your best to control the reviews your company receives on these sites. If you need to know more about this read my article Why Local Listings Are Crucial For Your Business. A good review can increase your sales considerably, and bad reviews can kill your whole business. Include links to these places on your website and encourage customers to go leave you reviews. The more positive reviews you get the more business you will likely get.
There are many elements that make up successful websites of all kinds, these are just the 8 things I feel get most-often overlooked in today’s marketplace. Please leave me comments with other elements you think are crucial to a successful small business website (or to just say hi.) And read my other articles on small business marketing.