Nearly every company has a website, but not every company has a quality website. Can someone go to your page and tell what service or product your business offers within five seconds? If not, you’re likely missing out on opportunities (and sales).
There has to be a balance between including enough information to be helpful, but not too much information that could overwhelm a potential customer or client.
What exactly does that balance look like? We believe your website should be catered to your business, but in general, here are three things you really need on your website to make it stand out.
1. Start with a clear call-to-action. A call-to-action is the most important feature on your website because it’s how you’re going to make your sale. You want this to be direct and clear. This is not the time to be cute or creative because there is no time for error. Remember, you only have five seconds to make a first impression. The customer should know exactly what is going to happen when they click the button.
Here are a few examples of direct, clear calls to action:
“Get a quote”
“Schedule an appointment”
We recently revamped a client’s website and made a clear call-to-action one of the top priorities. Now when you visit their website, you have a direct path.
2. Deliver quality content. Once you keep a client’s attention for more than five seconds, it’s time to tell them what your business is all about. Quality, helpful content is essential to moving a customer forward through the sales cycle.
HubSpot, a customer relationship management tool, recently polled nearly 300 people about their preferences when visiting a business’s website. Nearly 20% said a blog is the most important element on a company’s website. A blog is also a great way to boost your website’s ranking on search engines like Google. We recommend writing content that informs or educates your customers about your product, service, or industry.
Another spot for quality content is an “About us” section. In the same HubSpot survey mentioned above, 31% of people said having an about us section was the most important element on a company’s website. This is also a great opportunity to be authentic and share your company’s story. Authenticity builds trust, and trust drives sales. A :30 video explaining the purpose, mission, and drive behind your business can help build trust.
We like to present content front and center, so it's not hard to find on any page. On the homepage of www.luciecontent.com, we showcase our content: a video that describes exactly who we are.
Other types of content include an FAQ page, case studies, behind-the-scenes videos, testimonials, product information, and before and after comparisons.
3. Explain how your product or service benefits the customer. Yes, you want your website to be about you, but in a way you want it to be more about your potential client or customer. Can they see how your product is beneficial to them? Is it clear how your business can contribute to their success? After all, they are the ones getting ready to spend money. If they’re not sold that your business is a good investment or has a high return on investment, they’re likely to move on.
This is harder to get right than almost anything else on your website because it can be difficult to step into your customer’s shoes. A good rule of thumb is to ask someone outside of business or industry if he or she can understand what your business is offering based on your website. If not, it might be time to take a step back and try again.
The best way to make sure your website is optimized for sales is to trust experts like Lucie Content. We love helping our clients create their news by telling their stories.
Check out a few examples: