There are a LOT of small business websites out there that are built for entirely the wrong purpose. Is yours one of them?
92% of consumers will visit a business’ website for the first time for reasons other than making a purchase. I would say that 92% of small businesses website are built for people ready to make a purchase. See the disconnect? Your website needs to be built for all those people who aren’t ready to make a purchase because they will get there if you sets them on the right path.
Your website is the first step in the journey so make it one worth taking. The website is the hub for 99% of marketing today.
For that reason, websites have to start with strategy. They have to be built to attract and engage your ideal customer. Design has to be balanced with function and driven by strategy. To get there, you really should start with a strategy that defines your ideal client and your core difference that I’ve written about in another blog post.
Once you have that in place, there are 11 key elements every small business website should have in place. At the end of the post, you’ll find a link to download a checklist summarizing these key elements.
When a person first visits your website, all they know is that they have a problem they need to solve. They probably don’t know what it’s costing them, they’re certainly not sure your products or services are the solution. They want to know that you understand their problem.
The purpose of the promise headline, above the fold on your homepage, is to show the visitor that you understand the challenges they face. You need to make them a promise that will solve their problems. If you do a good job here, they’ll be encouraged to read your story.
Your website should tell a story that speaks to the customer. It shouldn’t be a story about you, the prospect should be the star. But your business will play a key role. You have to immediately let your website visitors see that you know what they’re struggling with and that you’re the right person to solve it.
3. Core offerings
You want to highlight your core products or services. Create boxes with about 100 words of content summarizing these elements. You’ll probably have full pages or sections on your site for each of these, but you need to have them on your homepage to introduce your customers to them and you’ll also get some additional SEO value.
If you serve more than one ideal customer type, try having a representation of each that leads to a clear path that you want each target market to take.
If you’re a local business, adding local content and resources to your homepage is key. Include Google Maps, your name, address, and phone number, and links to any relevant local content on the website.
6. Testimonials and Trust signals
Part of any customer’s journey is coming to trust you. Different people require different things for this. Trust signals can be logos of your customers, testimonials, logos of associations that you belong to, or your partners. Make sure you have some or all of these elements on your homepage.
7. SEO content
Your home page is your best opportunity to rank for your most important keywords that your potential customers are using. For that reason, you want to make sure you have enough content on your homepage to make Google think it’s useful, and that will keep people on your site longer. It’s also a great idea to update it regularly. You can achieve this by posting summaries of your blog or social feed on the homepage that shows recent activity. You should try to have about 1,000 words of content in total on your homepage.
More and more companies are featuring video on their homepage, and there are good reasons for that. Video entertains and engages website visitors, keeping them on your site longer. There is evidence that it will improve your SEO. Video tends to be shared more than text and it can vastly increase your lead conversion when used correctly.
A call to action (CTA) is an image or text that invites a website visitor to take a specific action, like requesting a consultation, downloading some content, or joining a mailing list. CTAs provide the opportunity for visitors who are ready to take the next step to make that move. Because there are many different steps in the customer journey, it’s important to have multiple CTAs on a scrolling home page and throughout your website.
More and more website traffic is coming from mobile devices. It’s a given today that a website should be designed to be mobile-first instead of simply responsive to mobile. This means making sure content is readable, phone numbers are clickable, images should be mobile-friendly.
If you’ve ever visited a website and saw the “not secure” notice in your web browser next to the URL, you’re seeing a site that is not https (this is a higher level of encryption). The fact that Google is doing this is a clear signal that they want websites to migrate to this level of security and all websites should be making this move.
Check the speed of your website using a tool like GTmetrix. If your page load speed is higher than 4 or 5 seconds, you are very likely losing a lot of potential visitors who won’t wait for slower websites to load. A few of the likely suspects to slow down a website include a sub-par hosting service, large images, older WordPress themes, certain plugins, and no caching.
Ready to make some changes on your website? Download the Must Have Elements of a Marketing Website Checklist.
Most small business owners I talk with have a lot of the same issues, one that comes up often is how to build a lead generation website. Sometimes it comes in the form of why isn’t my website capturing leads from the traffic I’m getting.
If you’re getting traffic to your website, but it’s not turning into leads and customers, then the tips in this blog will help you solve some common problems small business owners encounter when they’re trying to build a lead generation website. If you want some ideas specific to your website, try our Free Website Review.
The first issue is always getting the traffic to your website, but that’s a topic unto itself. For the sake of this post, let’s assume you’re getting some traffic to your website, but they’re not converting.
Engaging Your Audience
If the traffic to your website in not turning into leads and customers you are likely failing to engage your audience. You might be talking too much about yourself and hoping that, if you’ve got them to your website, they’ll sell themselves. It won’t happen. You need to demonstrate to them that you truly understand the problem they have and build their trust. The way you do this is with content. Authentic, helpful content.
Blogs, videos, newsletters, ebooks, podcasts, infographics. They’re all designed to do one thing: build trust with your audience.
By engaging your audience through content that speaks to their problems, you’ll signal to them that you understand and may have something of value to offer.
Creating the Right Content
To do this, you have to take the time to map out what those problems are and offer helpful advice on how to fix them. And not all of that advice can be buying your product or service. You’ll get there, but it can’t be the first thing they hear from you or you’ll never build that trust.
Spend time mapping out the issues your prospective customers have and coming up with ideas for content that speaks to it. Then, either yourself or by hiring a content developer, write those blog posts, record those videos, create those ebooks, and build that content into every page of your website!
Have Strong Calls to Action
Once you have their interest and start to build their trust, they’ll be more likely to give you their information on your lead capture form. But you have to ask for it, and prominently.
That form could be a blog subscription form, or a form to download a special report or ebook, but whatever it’s for, it needs to be in their face with strong calls to action. “Get our weekly business tips right to your inbox”, Get the latest research …”, Find out what your competitors don’t know yet”.
If you hide your lead capture form on the bottom of your Contact Us page only a very few people will ever find – or be motivated to fill it out.
Now that you have that lead captured, you have to nurture it. Your website has done its job and you have to keep it going. Continue to send them useful content they will find value in. Every now and then send them an offer for a larger piece of content that has even more value. It may be free, or even one they have to pay small price for. If they accept, and download that content it will signal their interest and trigger you to reach out.
This phase is where your email marketing strategy needs to kick in and keep them engaged until they are ready to purchase.
“People don’t like to be sold, but they love to buy,” – Jeffrey Gitomer.
If you build an effective lead generation website and combine it with a lead nurturing strategy that builds trust, you will be creating buyers.