Starting a business from scratch can be a draining, exhilarating and scary all in once.
Once you have discovered a product and created your brand, it’s time to craft a powerful website. With a lot of platforms, apps and integrations to select from, the majority of people don’t know where to start. Through the process of releasing over 80 web sites over the years, I have work with marketing people, design companies, outsourced to professionals as well as employed in house. Regardless of the approach, I have identified 6 components that every business site must have in order to be successful.
1. Great Website Design
Among the first things on your job list is to create a great website. How visitors are able to navigate through your website is a key factor in converting sales. Designers frequently get carried away with colours, fonts and flashy graphics that might distract from your product and interrupt the flow of your website. The layout must be user-friendly and user-intuitive– it is the individual client who will make the purchase, after all. Concentrate on the end goals of high conversions and purchase rates when developing your website.
2. A Clear Call To Action
Take your visitors through the purchasing process, and convert them into paying customers. Despite what you are aiming to achieve, whether it is creating leads, making sales or telling a story, catch your visitors’ attention and remove any possible diversions that might keep them from moving down the funnel process. Avoid confusing your customers by showing them exactly what you want them to do. Use language like, “Click here”, “Shop now” and “Watch our story.” You would be surprised to discover how such frank techniques sway people’s choice to buy. Do not be afraid to be direct with your call to action.
3. A Story Page
It’s important to develop a connection between your brand and the customer. A great method to do this is by telling your brand’s story on your website. People love to know who they are purchasing from, and the credibility of a story is a perfect bridge. A free research tool to use is television infomercials. It’s a great example of people telling their stories and then relating right back to the product is the people on the Home Shopping Network. See how they introduce the product and then skill-fully tell a story about how they once took their son to the river and wished they had a product like this at the time.
Do your potential online customers have kids? Do they remember nice times they had with their loved ones on trips? They likely can identify positive times in their lives that make them consider your product positively. Share information about the founders, why you started the business and your mission. This allows consumers to make a connection to the brand name, and in turn produces a sense of trust and familiarity with you and your product.
4. Organic Search Ranking
Consider your long-term SEO strategy when building your website so that you can increase your organic search results. Making the effort to set up the right page titles, product descriptions and meta tags can make a substantial difference in the organic search results down the road. Among the most crucial things you can do is get third-party websites to link back to your site, which helps increase your organic search rankings.
Another great technique is establishing a blog. A blog allows you so to write articles surrounding your product and services that will rank on search engines for key terms.
5. Social Proof
Transparency plays a huge role in website conversion rates. One of the best ways to showcase the real people behind the brand is to integrate social media into your website. You can add social media feeds to your homepage or simply link to your social media channels. In an attempt to be professional, companies sometimes sound as though they are run by artificial intelligence robots rather then people. Including fun, relatable copy and day-to-day images from social media helps reinforce brand identity along with trust.
I also recommend displaying positive reviews from your customers on your homepage or your product pages. There are several great apps that you can use to include user-generated reviews of your products or services.
6. Mobile Responsiveness
Having a website that is mobile responsive is the most important thing for a business. If your website traffic is driven by digital marketing, chances are most visitors are on mobile devices. I have personally seen roughly 60% increase in mobile traffic across my websites over the past few years. For this reason, it is vital that your website is optimised for mobile so that you are not missing out on sales opportunities.
Remember, your website is supposed to act as a silent salesperson. Walk your visitors through the buying process, and convert them into happy, passionate clients. Help guide them down the funnel, and present them with the details, personal stories and brand reliability that they need to make buying decisions. There are no guarantees in life, but if you apply these six tips for website success, your business or brand will surly grow in the years ahead.