As a small business owner, you want to get the most out of your company’s website. Why? A strategically built website can help your ideal customers find you, communicate with them, and convert them into buyers. Here is a quick summary of five website tips for small businesses, from our download “Five Website Must Dos for Small Business,” that will help you generate more business.
You might be surprised to find out that effective web copy (the words on your website) actually follows the same format as your favorite book or movie. There are seven elements that make up an engaging story. However, the key element to writing a great website is to remember that your customer must become the hero of the story, not you. It’s more important and effective for your organization to be a guide in the story. This helps build immediate brand trust and lowers the risk of customers feeling like you are trying to sell them something.
Next, you must understand what you customers really want. Once you understand what they want and how it makes them feel, use your copy to showcase how your customer can use your company or product to overcome his or her problem and achieve success. It might sound a little crazy, but it is very effective.
Before you start writing any website copy, it’s important to craft your customer’s story so that you’ll be able to use those elements throughout your content. This type of strategically crafted messaging will help guide your customers to a solution, build trust, and convert more prospects into buyers.
Remember, the most important element to follow is to ensure your customer is the hero of the story—not you.
Research shows that once someone lands on your website, you have eight seconds to capture their attention. In that eight seconds, you must be able to convey what you do, how you can help them solve a problem, and how they can work with you.
That’s why it’s important to choose your messaging carefully. It’s scientifically proven—our brains crave clarity! It is imperative that you create an opening statement that is simple and straightforward. You can find more details about this research-backed approach in our download.
In order to drive your customers to do a specific action, you must first determine what that action is. It could be scheduling an appointment, sending a message, or simply ordering your product.
Next, place buttons that drive your customers to perform this action throughout your website. Your homepage should have the call to action shown several times, including in your navigation bar. Make the CTA in the navigation pop out so it’s impossible to miss. You never want your customers have to search for a way to buy or contact you!
Customers buy solutions that address how they feel about the problem they are trying to solve. With this in mind, choose imagery that shows what a happy customer looks like. The imagery you use on your website is the perfect way to show your customers how they will feel if they use your product or service.
Because our brains crave clarity, it’s proven that when people are given an easy-to-follow plan of action, it helps remove preconceived ideas about something being too complicated. If you can explain to your customers how to buy in three steps, they’ll be more likely to convert from prospects into buyers.
In our download, “5 Website Must-Dos for Small Business,” you’ll find additional details, examples, and formulas that will assist in the development of a great website. If you will implement these five principles into your website, you’ll increase sales, create loyal customers, and leave your competition in the dust.
Treefrog Marketing is an advertising agency focused on small business and located in Lafayette, Indiana. We specialize in strategic marketing and advertising, graphic design, web design, social media, SEO and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, Google+ and Instagram.