Whether you’re building your first website or optimizing a current one, there comes a time for every entrepreneur to revisit what makes an outstanding small business website.
It is unlikely that anyone will ever walk through the front door of your physical business (or call you on the phone) without first having checked you out online. Therefore it is critical that your first impression online is a great impression. These 4 tips below will increase engagement on your website and attract more people to your business.
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The first thing that people need to see when they land on your homepage is an answer to this question: WHAT'S IN IT FOR ME? AKA the WIIFM.
Not your mission statement. Not your vision statement. Not a success story. Not a picture of your building or your founder or your product.
The benefit should be written as a "you" statement and clarify exactly how the reader will benefit from hiring you, buying your product or using your services.
2 – Clear Explanation of What You Do
Don't assume that your online audience can tell exactly what you do by the name of your company. It may not be as obvious as you think. We often suffer from the "curse of knowledge" and unknowingly leave out information that would be vital for the audience to know.
If your business name is ABC Plumbing Company, it's simple enough for me to know that you "plumb." What I don't know is whether or not you do residential or commercial. Do you service my geographic area? Do you have a 24-hour service?
So answer those questions:
ABC Plumbing Company provides 24-hour residential plumbing services in the greater Springfield area.
If your company name is less self-explanatory (like B & E Consulting) it is even more important that you unpack your business services clearly and concisely. In the words of Donald Miller, "If you confuse, you lose."
Make it clear. Don't be confusing.
3 – Call to Action
So, now that I know what you do and how your services can help me, I need to know how to contact you or what my first action step needs to be.
Make it obvious. Make it clear. Make it easy.
Call now. Schedule an appointment. Buy. Subscribe. Enroll. Plan a visit.
Never assume that your audience will know what their next step needs to be and don't make them search your site. It should be easy and obvious.
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About The Author
Bart Blair has more than 25 years of corporate, ministry and non-profit leadership experience. He is a strategic thinker with the ability to establish a clear pathway for progress. He works with passion and integrity. Bart is an incessant learner, always eager to acquire new knowledge and skills that can make his team and clients better.