It is a non-negotiable that your business has an engaging, up-to-date website. A website is often your first touchpoint with prospective customers, so you want it to count.
Did you know that 23% of small business websites get updated less than once a year? And only 64% of small businesses even have a website? These numbers are shocking given the technological age we are living in (And the fact that over 80% of purchases begin on Google). So if you don’t already have one, it’s time to create a website.
Unfortunately, many businesses struggle to communicate well through their website. Either it is poorly made, they want to just talk about themselves, or they over-communicate, making it difficult for consumers to find what they are looking for. This creates frustration and might cause a user to leave the site, which leads to lost sales.
Creating a website can be difficult. There are a few critical web pages that all businesses need. With these key pages, you will effectively inform customers and ideally, increase leads.
Once you set up your website, a homepage should be your first priority. Your homepage is the first touchpoint with customers, whether returning or new. As they say, ‘you never get a second chance to make a first impression.’
This page is an overview of what your business offers. It should include timely information and why your business is the one to choose. The best homepages are designed with the user in mind. They should be:
Your homepage should also serve as a teaser for the visitor to dive deeper into the site. Use call to action (CTA) buttons as a tool to encourage users to look at your other pages. This allows them to explore other aspects of your website with one click.
A product landing page is self-explanatory. It’s a landing page for the products or services you offer. It showcases all the necessary details (ie. benefits, pricing) of each service or a category of services. If you have an eCommerce website, this page would be your online store.
To make product landing pages the most effective use media such as videos or photographs. Showing and telling is the most impactful way to highlight what your business can offer. Product landing pages are another place you should use CTAs to engage your customers.
The about section is a critical aspect of your business website. It is an area that you can highlight your personal story in. This page tells visitors about your business, owners, and back story. You can talk about how your business came to be. Feel free to share a funny anecdote about the name or anything that will shed some light on who you are as a business.
Your about page should have a quick blurb about what the business does and who the key individuals are. Again, make this easy to navigate and visually pleasing for users to enjoy the experience.
Your business website must have your location and contact information. You are doing your business a disservice if you don’t post this information.
For the location portion, simply list your address with a link or embed a map as well. This makes it easy for visitors to quickly find you. For your contact information list a phone number and email address. Alternatively, if you don’t want to share your email, you can embed a contact form on the site. This will send notes straight to your mailbox.
A blog and resources page establishes yourself as a valuable business partner. Invest in your business brand with content your visitors can use. Examples of this would be downloadable guides or relevant blog posts.
The most valuable content will be about what your visitors care about. Do you own a lawn care business? Then share information about the best products to use in between maintenance appointments. If you offer tax services, write blog posts about budgeting throughout the year. Use your expertise to develop content that highlights your value. Make sure to include CTAs on your blog and resources page, such as, ‘read more’ or ‘sign up today’ to further engage your visitors.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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