You might not have a website and be wondering ‘do I really need one?’
Or maybe you have one but it’s just not cutting it. You fear potential team members are seeing it then deciding not to apply, and it’s not getting any inquiries from potential clients. And you feel like you’d be better off just starting all over again.
So whether you’re about to create your first website (and if so, well done you), or you’re updating your current one, there are some critical things you must include on your site to reach the clients you want to impress.
1. A Design That Has The Visitor In Mind
Design your website for the visitor you want to convert to a call or a contact. Think about what you want visitors to do, and make it easy for them to do it.
If you have a specialist service that begins with a detailed quote, then your website should guide visitors to fill in that enquiry/quotation form. If it’s a phone call you need, then all roads (ie wording, buttons, pages) lead to getting on a call with you.
There’s a marketing saying “a confused mind says no” so make it easy for people to decide to get in touch with you. It can make it so much easier if there one contact method to start the whole process.
Here's an example of a website that wants phone calls (and if you don't want calls, please don't add your mobile to the top of your website!):
2. A Design That’s Easy on The Eye (and time)
Don’t over clutter your pages with loads of words, multiple buttons or confusing images. Keep is clean and simple. It should be easy for me to know exactly what you do, and who you do it for, so I know if I want to click the button to contact you.
Include contact buttons in most sections of your page, not just at the top or the bottom. Some people want to get in touch immediately and don’t need to read what’s on the page.
“User experience” is a term that web developers use to describe how someone experiences your website when they land there. A good experience means it’s easy to find what I want, I don’t have to click loads of times to get in touch with you for example, and the way you describe your business is exactly what I was expecting based on the heading on the page and the website itself.
If you’re struggling with the layout and design of your website, it’s definitely worth hiring a professional to do it for you.
3. Your Unique Selling Proposition (what makes you unique?)
Your unique selling proposition is not always that obvious. If you haven’t spent time with a business mentor to create one, put simply it’s a statement that helps me understand you, and how you are better or different from your competition.
It might be a process you use, such as a material that you licence and have exclusive rights to, it might a geographic location, the type of work you do, the way you work and so on.
This is your personality and brand in a paragraph or so, and helps visitors make a distinction about you and possibly other business websites they have visited.
Adding video and great photos to this helps build on that too - so always have professional videography and photography on your website. It’s absolutely worth the investment.
Add these elements on your home page, and your About us section or page as well.
Always ensure you are checking your Google Analytics. It’s a free tool that measures website traffic. What pages people are landing on, where they are coming from, how long they stay on your site (or not), and what they click when they are there.
Your web developer should do this for you as part of your website build. Plenty don't! Don’t have someone yet? You can get a free test site from us here.
5. The Right Pages & Content
Every website needs the right content. Wording (‘copy’) that represents you and your business, that’s easy for your intended visitors to understand and act on. Your copy should help people make a decision to work with you (or not).
If it’s bland, it’s too hard for people to know whether they want to get in contact or not, and this often leads to ‘tyre kickers’ who are wasting their time and yours.
Your main pages should help your website visitors get to know, like and trust you.
Apart from your home page, it’s great to have an page that describes you and what sets you apart, and more about how you work.
Your services pages can include the types of projects you work on, and a gallery or showcase of your recent or best work.
You could also throw in a dedicated page for testimonials, or case studies to help visitors trust you more, and see themselves in some of your previous clients.
And finally, people still expect a contact page. Even though we could potentially include a contact form at the bottom of every page, some folk just click straight through to get in touch with you, so don’t leave that one out.
If you’re lost for words, remember you can get in touch for a copywriting quote for your website you can contact us here
Over to you
Use this list to check your current website. Is it cutting it? Do you need a hand? You can get in touch with us for some advice for free.