For most online businesses, their websites are the first point of contact with prospective clients or customers. And the impression you make when clients land on your page sometimes determines whether they will make a purchase or not.
It is, therefore, very important for businesses to have a good website that will promote their brands. Your website should have elements that can easily entice users, capture lead that eventually results in sales.
Here, in this write-up, we’ll be looking at the essential elements every business website should have.
The homepage plays a significant role in the success of any business website. It usually happens to be the first page that your audience will see. You need to put more thought and effort when designing your homepage.
Studies have shown that people spend more time exploring your services and products when they land on an attractive homepage.
There are three important things that your homepage must communicate with your visitors. These are: who you are, what you do, and why they need to interested in your service or product.
The homepage should convey the message about your business to your potential clients. And it should also state what makes you better than your competitors.
Every business needs to have the mobile-friendly version of their website. About 60 percent of all online searches are done on mobile devices. And the leading websites from the search result usually have a mobile-friendly version. So, if you don’t want to give your competitors an edge, your website should also be mobile optimized.
Also, Google now checks for website mobile-friendliness to prepare search result on mobile devices. They have started penalizing non-mobile friendly websites.
Call to action (CTA)
This is another essential element of a business website. The call to action turns visitors into a lead or conversion. It is where you mention what you want your visitors to do on your site. And you should ensure the desired action is clearly stated and visible to visitors.
The call to action should be designed in such a way that visitors can easily make a purchase or send inquiry. Most of the times, the call to action is in the form of a box or button with the desired action boldly written, e.g. Buy now. Experienced web designers normally use a different color for the call to action button. This is to make it stand out from the rest of the contents on the page.
Note – The call to action should be included on the homepage.
Security tools to protect customer’s data
Business websites are more often than not soft targets for internet fraudsters. Because they sometimes request their customers to provide sensitive information such as card details, password, or PIN. A good business website should make provisions for the security of customer’s data.
You need to install a security tool that would protect your website from the activities of hackers and other online threats.
Also, you need to guard against data loss. You should try to keep a full back-up of all files and database. And always ensure your software is updated from time to time.
Clear and simple site navigation
You must make the navigation of your website as simple as possible. This will make users browse through the pages of your website easily.
The design of your website should be in such a way that customers can conveniently find what they are looking for. It shouldn’t be the type that will frustrate users. Try not to include so many options in the navigation bar in order not to occupy too much space.
Remember that there are many different website templates. Ensure you go for a template that has clear and simple navigation. All businesses are not the same, and they can’t adopt the same site navigation style. You should, therefore, go for the style that best suits your business.
Trust is a key factor that every business must develop to drive sales. This is one of the reasons for having a contact page. You build trust when your customers can reach out to you. The result of which is more sales.
Through your contact section, you get messages from people who are interested in your brand. These are people that matter. Most of the times, customers want to be convinced that they are making the right decision buying your product. And a contact page allows you to convince them professionally.
Also, you get feedback from your customers through the contact page. Feedbacks are very useful to the business. You’ll be able to know whether your products or website needs improvement.
So, what are those things that a contact page must have?
Firstly, ensure that you have a contact section on all the pages of your website. A good contact page should have the following: company name, phone number, fax, physical/mailing address, email address, social media icons. And a form that users can use to ask questions or make inquiry should also be included.
The ‘About Us’ page
This is the page where the company or business is profiled. Here you provide in details what the business is all about, and give a brief introduction to your staff. If it is a one-man business (solopreneur), then mention it.
In the about us page, you’re expected to show visitors your company’s reputation, wealth of experience, and achievements. Tell them how long you’ve been in business and the number of branches you have (if any). All these are to generate trust from your customers further.
Let them know that your organization is reliable, and you can always deliver on the promise.
Testimonials from your customer
Testimonials are positive remarks or comments from satisfied customers. The testimonials can be in text form, audio, or video. But the video contents are more preferred because they are more helpful in convincing prospect.
You should, therefore have a section on your website where the prospect can see or read the comments. When existing customers give reports about how great your service or products are – they encourage more sales.
Products and Services
The product and service section is also one of the important parts of a business website. There should be pages that describe the different products or service packages that you provide. You should give a comprehensive description (in details) of all your product and services.
For instance, if your products are kitchen wares and utensil, then your description should include – the brand name, picture of the item, construction material, pros and cons, product specification, etc. And don’t forget to put a button the visitor can click to make a purchase.
Once visitors land on the products and service page, there’s a high possibility that they are going to make a purchase. So, keep it handy.
High-quality content is important
Hey! Pay attention to this. If all the elements we’ve mentioned did not contain the right content. Then we’ve achieved nothing. Content is king; it is the backbone for the success of any website.
By content, we are referring to the graphical design, media use, textual content, and even the theme used in the construction of the website. There is no substitute for high-quality content. It is only good content that can engage users.
Good quality content will reduce bounce rate and make visitors spend more time on your site. This makes them know more about your business. And more leads are converted into sales.
Frequently Asked Questions (FAQs)
As the name implies, the FAQs page consists of questions frequently asked by both new and existing customers. And what do you do to questions? You respond to them.
Respond with answers that provide useful information about what they want to know. Make sure your answers are prompt and precise. You can as well use the page to clarify any misconception or confusion about you and your brand.
Some of the things a business website should do
Your website should:
- Look professional
- Make contact information easy to find
- Draw attention to your unique selling point, i.e., what makes you different
- Tell your audience what you do at a glance
- Have an easy-to-remember domain name
- Be secure
- Encourage feedback from visitors
- Personalize your content
- Contain keywords for SEO
- Have outbound and inbound links
And on a final note …
Every business needs to have a website, but not just any website. One thing is to build a website, and another thing is to make it achieve the desired purpose.
Your website should be able to convince users to make an intelligent decision about buying your products or service. The above mentioned essential elements are what your site needs to get all its deserved attention. A good website will improve the online presence of your business or brand.
So, if you desire success, follow the tips pointed out, and you’ll be glad you did.