Would you ever show up to a meeting with a new client without brushing your hair or changing out of your sweatpants? You don’t have to have a Master’s Degree in Business to know that the answer to the previous question is an emphatic no.
You know that first impressions are important. And just like meeting a new client, first impressions matter when it comes to your website. What kind of impression is your website making? If your website includes the five components below, you’re in pretty good shape.
1. A brief and clear description
One of the first things your visitor should see on your website is a clear, concise description of what your company does. After all, the reason they’re coming to your site in the first place is to learn more about your business and what you can offer them. Your homepage isn’t the place to share your entire company’s history, but a place where you can summarize the main points of why your business exists and how you can help potential customers.
Take the Moore Media Group website for example. Our description is clearly displayed on our homepage and is no more than three sentences. Your description should be easy for a visitor to consume. The goal of your description is to engage people who may have never heard of your business. Skip the wordy text and choose clear, descriptive verbiage. In this case, less is more.
When writing your company’s description, it’s important to keep in mind how this applies to a potential customer. In many cases, businesses will use their websites (namely, their homepage) to tell their stories, but they never come full circle and explain why it matters. If you’re going to talk about why you started the company, make sure you make the connection to why your customer should care.
2. A snapshot of products/services
Perhaps the main reason a potential customer is visiting your website is to get an idea of the type of products or services your offer. Chances are they may even be comparing your business to a competitor. That’s why it’s important to have your products/services clearly displayed on your website. Not only should they be easy for a visitor to locate, but they should also appear multiple times on your website and be obvious each time.
As you can see on the Moore Media Group website, we have a page directly devoted to the services we provide such as social media management, videography, websites, etc. However, we’ve also provided a way for visitors to access our services on our homepage.
By providing multiple avenues for visitors to read up on your products or services, you’re increasing the chance that they will buy from you. If visitors have to actively search for what you’re selling, you could be missing out on conversions.
3. An obvious call to action
Think about your greatest need as a business. Do you want to get more clients? Grow your email list? Raise funds for an event? This need can easily be met by providing an obvious call to action. A call to action is a prompt on your website that urges visitors to do something whether that’s subscribing to your newsletter, donating to your campaign or filling out a contact form.
It’s good to have multiple calls to action on your homepage. For example, there are four listed on ours. At the top, there’s a “contact” button and a “connect with us” button. These both lead to our contact form.
Further down on the homepage, you’ll see that there are two links labeled “learn more” which will take visitors to our about page and our services page.
Don’t make potential customers work to do business with you. The easier you make it for them to know what to do, the more enjoyable their experience will be and the more likely they will be to give you their business again in the future.
4. A simple way to contact you
Another function that should be integrated into your website is a contact page. This page can house a form or just have your contact information, whichever you prefer. Whatever you decide, this page must clearly communicate how and where visitors can get in touch with you.
5. A variety of honest testimonials
Testimonials from past or current clients/customers should be a part of your company’s website. They’re a great way to establish credibility among site visitors and potential customers. They allow visitors to see the type of clientele you’ve worked with or customers who were satisfied with your product. The majority of people will trust the opinion of a stranger, so testimonials are an effective way to not only promote your brand but also increase conversions.
Testimonials are important to include on your company’s website, yet many people tend to leave them out. This is probably due to the fact that many people don’t understand how to get great client testimonials or they think it’s too difficult. If you fall into either one of those categories, download our free Client Testimonial Guide and start gathering testimonials for your website today.
Your website is one of the best marketing tools you have to promote your business. By including these 5 elements, your company’s site will maximize efficiency and engage visitors. If website design is an area where you struggle, Moore Media Group would be happy to help you create a beautiful website that engages your clientele and ultimately brings you more business. Click here to contact us today.