Websites can do a ton of dope things and display media and content in various ways. However, today we will break down what makes a business website the bomb.com and what you should never leave out – regardless of your industry.
How you display these items will completely depend on what your business goals are and what is common sense for your audience.
The last thing you want your website to do is frustrate people. Keep it focused, relevant, clean, and entertaining enough that people want to stay and explore without feeling like they're venturing through Disney's Labyrinth.
So let's get into how to transform your business website for optimal performance and engagement.
Who Cares What I Include on My Business Website?
Google, your website visitors do & so should you.
Your website, especially if used for business, is often the first glimpse that your audience will have into your world & your brand – and hopefully on your own terms. When folks say First Impressions count, they aren't bullshitting. Rarely will folks come back to you if your website is straight trash.
That’s why it’s important to include specific information that folks are looking for about you and your business (& your industry overall) on your website. This is one of the easiest things to do to transform your business website into a powerful resource.
This allows them to get to know you and navigate with ease to the answers they are looking for.
Your website exists to give information about your business to your audience with very specific details. That's the main purpose of any business website.
You want to make your site laser-focused and created with clear intent for your audience.
Do this in such a way it makes them feel understood and connected with you at the same time. With that end goal in mind, it's essential to include the following elements on your business website.
Let's go through these 10 vital areas so you can start boosting your business website now.
10 Vital Areas You Need To Transform Your Business Website
- Unique Content – Yeah, it seems like a no-brainer but many people get stumped here. Your content consists of all the information you put on your website, from blog posts to the about page. Images, forms, contextual information, the actual words on a “submit” button and more are all considered content, and all opportunities to appeal to your ideal client. The more you can direct everything toward that client, the more positive results you’re going to have.
- Overview of Benefits – A list of benefits of your offerings someplace or in many places on your website is a great thing to include. Your audience should leave your site totally understanding the benefits of your offerings, without having to question anything.
- Contact Information – Some people seem to want to hide their contact information. This is a no-no for any business, especially Solopreneurs. Don't follow some major companies and play “Find the Queen” with your contact info. Make it easy. Use your ‘Contact Me' page to offer multiple ways that your audience can contact you, including a phone number, email form, or address (that a human will respond from), social media pages, and more. Don’t hide; be open.
- Simple Navigation – Nothing is worse than not being able to figure out how to get around a website. If you want your audience to not only stick to your website but also to use it to its full potential, make the navigation easy to understand and intuitive to your audience.
- Comments Section – Whether via blog posts or an entirely new page for comments, make it easy for your audience to comment and read comments from others. This is a wonderful use of website space, especially because user-generated content is loved by search engines.
- Clear CTAs – Don’t be shy when it comes to calls to action. Your audience has no idea what to do unless you tell them. Make your CTAs super clear and try to limit them to one or two per page of your website so that they don’t get confused about what to do.
- Special Offers – A great way to draw people to read more information on your website is to always include some sort of special offer to new visitors. You can use plugins to time offerings as well as to only offer them to new visitors. This is a great way to increase customer loyalty.
- Email Newsletter/Updates Subscription – Don’t let your visitors leave without offering them the ability to get updated about your offerings in the form of a newsletter or email list. You can also offer a Rewards Club rather than the “standard” newsletter to send special discounts and offers to your loyal participants. Pop-unders and sliders are very common today because they work. Consider adding them to your business website for maximum impact.
- Popups — We've all seen when pop-ups go rogue and make a website unbearable. Therefore ao many opinions on how they can be optimized but it ultimately depends on your audience. How often does the popup appear before they opt-in? What if they opt-in through the chat or after an exit popup? No one is absolute so you have to test them on your own website or have someone do this for you to be sure.
- Privacy, GDPR, & Cookie Policies – As we've welcomed 2019 and a slew of online scams and heartaches Privacy Policies are no longer a suggested option. Thanks to the UK and California there are governed laws dictating the requirements of these policies to be live on your website and easily displayed and located. No longer a Google Myth, as of the Fall of 2019 Cookie Policies were and any other disclaimers disclosing the capture and use of website users data must be given. Checked boxes on forms must not be pre-checked and all users must be given the option to opt-out of data capture or be removed easily and immediately from newsletters and all email notifications. So don't get caught out on that lonely ledge of defiance and get hemmed up with a hefty fine.
- Videos/Audios — Videos and audio have been essential to businesses for a few years now. Long gone are the days that you can place crappy videos and audio up on your website, if you even have any, and keep it pushing. You don't need Marvel-quality videos but depending on your industry, your quality should match expectations. If you're tight in budget pull your outfit together and find a nice place to sit and record. This can hold you over until you pull your funds together to hire a professional who can help guide you in this area. When it comes to your audio, find a quiet place, and record a quick introduction to your website for visitors. You can later create a video with images or videos of yourself and what you do. If you don't have videos or images yet, use high-quality stock videos or images.
- Interactive Elements — without slowing down your website, consider some interesting elements that you can add like lightboxes, media galleries, motion detection graphics, etc. These assets help bring your website to life without taking away from your message.
- ADA Compliant — In the latest efforts to expand the audience reach of most websites, there has been a shift in web development that allows for more disabled users to gain access. There are software developers already part of the initiative to help speed up this process without a complete overhaul of most websites being required.
- Chat boxes — Chat features are nothing new. They have, however, seen a new resurgence since the Coronavirus Pandemic hit and more businesses were struggling to remain connected to their customers and clients. Like Popups, this element can be amazing if set up correctly. Depending on what you're looking for, you can time your chat box and popups perfectly to aim for various goals without overwhelming visitors.
Adding any or all of these elements to your business website will not only help it work better; it will transform your business website. They work together to help collect information and complete goals for your business.
When laid out correctly you can use them all within your marketing and sales strategy. Just remember to frame everything you do in terms of how your audience thinks and feels rather than how you think and feel.
If you hate popups, tailor some for how you might respond and tailor the rest for how most visitors respond. All of these elements are being used by small and large global businesses so what's your excuse of ignoring them.
Once you have these elements in place, start to monitor which are effective and tweak those that don't work or doesn't fit. So now it's your turn, go and try implementing these and comment below about tour experiences.
If you've already tried any of these strategies, comment below too, and tell us your results!