Your website should reflect the quality of your business. If you do great work and have happy customers, but your website doesn’t show that, then you might find your website to be just another expense, not something that works for you.
Websites are often the first impression people have of your business. For most small businesses, when a viewer comes to your website for the first time, they are looking for a few things:
- Signs that you are a legitimate company
- Clear information about what you offer
- Evidence that your product or service works
- Where to go / what to do if they are ready to buy
A lot of making a good website comes down to reducing the frustration the user feels when they’re on the website. If your website is able to quickly address all these things the user is looking for, then it’s likely your website will be successful.
Here are my 5 top things to include in your website to help make the journey of the user as seamless as possible, therefore making them more likely to become a customer.
Simple Messaging
People don’t read through websites like books, they just skim. Keep this in mind when writing text for your website. Keep it short and digestible, so that even someone quickly scanning your website has a good idea about what you do.
This applies especially to the homepage. Your other pages are where you can put more detailed information, because if the user finds their way to these pages they are likely looking to read more.
What you are really trying to avoid with simple messaging is to not confuse the visitor. Have you ever gone to a website and are faced with a wall of text about the company’s background and mission, but have no idea what they actually do? Don’t be that company. Keep your message clear and simple.
A Clear CTA
Some users will come to your site and are already ready to purchase, while others are just looking for more information. Whatever the case, the next step should be obvious and accessible.
A call-to-action (CTA) is usually a button that leads a customer towards a desired action, like making a purchase or booking an appointment. Make these buttons stand out from the rest of the page. Try to avoid dull colors, and choose a color that stands out from the rest of your page.
Repetition is key. Some people will need to hear your call-to-action several times before they are ready to proceed. Whenever they decide they are ready, the option should be right there. A great way to do this is by having your call to action in the header, so it’s always at the top of the screen no matter what page you are on. Another option for websites on phone screens is to have a call-to-action at the bottom of the screen, right by the thumb at all times.
Social Proof
Although this one is the most obvious thing on this list, I felt I should still include it because of how important social proof is. Even though it’s obvious, some websites still neglect the importance of it, putting reviews at the very bottom of the homepage, or not putting reviews on the homepage at all.
Nobody wants to go first, and be an experiment to see if your product or service works. They are looking for a tried-and-tested solution to their problem. Reviews, testimonials, or before-and-after photos should be one of the first things the user sees when they come to your site.
Depending on the type of business you have, one thing that can work even better than reviews are video testimonials or case studies. If you are able to tell stories of success from your customers, and how they used your product or service to overcome their problems, this is one of the most powerful ways to build trust with your audience.
Free Content
One great way to gain credibility and build trust with your audience is to offer something of value for free. It shows that your intentions are genuine, and you truly want to help. It also lets people be engaged with your content. The more time people spend engaged, the more chance they have to naturally start to know, like and trust you.
Think about your customers and what problems they face. Find something you can create a solution for once, and offer it to many. This can be in the form of a downloadable guide, an e-book, video tutorials, a blog, a podcast, or anything else you can think of.
Don’t be afraid of giving away your value for free. The more that you educate and empower your website visitors, the more likely they will feel confident about buying your primary product or service. Also keep in mind that if they do purchase your product or service, whatever value they got from your original free offer, they will likely still attribute that value to you and the price they ended up paying.
A Thank You Page
This is something many websites don’t have, but it can have many benefits. After a user completes an action like making a purchase, a thank you page is a nice gesture that will really reduce the amount of uncertainty they feel about making the decision to buy.
It’s also a great opportunity to get feedback, which can be invaluable for improving your business. Ask customers to fill out a quick survey or leave a review. This can help you understand what you’re doing right and where you can improve.
Additionally, a thank you page is a great place to keep the customer engaged. Offer them a discount on their next purchase, direct them to more free content, or provide them with tips on how to get the most out of their recent purchase. This keeps the relationship going and shows that you care about their experience even after the sale.
In conclusion,
your website is more than just a digital business card—it’s a tool that can actively help grow your business. By including simple messaging, a clear CTA, social proof, free content, and a thank you page, you create a user-friendly experience that guides visitors towards becoming customers. Implement these elements to ensure your website reflects the quality of your business and works effectively for you.
Does your website include all these elements? If not, it might be time for an update.