A structure of your website can either lead your customer towards the goal of your website or leave him wondering around the web. Right elements for a business website must work as a top to bottom pitch. Every next element must complement previous and affirm the statements made above.
Sounds simple, right? All you have to do is just take the right elements and place them in the right order 🙂
In this article, we will look closely at which elements you should choose for your business website and how to place them in a way to get most out of it. It doesn’t matter if you want to create a new business website or improve an existing one.
Start with a pitch
The very first thing your customer will see will determine if he will stay. You only have 7 seconds to catch user’s attention on your website before he leaves.You only have 7 seconds to catch user's attention on your website before he leaves. Click To Tweet
As you look at successful business sites, there is one thing in common, most of them start with a loud statement in the so-called hero section. A hero section is a block (usually backed up with graphics) that is focused on catching visitors attention and highlighting the main message a business wants to deliver.
The purpose of the hero section is to trigger sales funnel to move customers down the page towards an action trigger. A perfect anatomy of the hero section of a business site consists of:
- A background (plain, image, or video);
- A massive headline;
- Supporting text;
- An action trigger (ex. Purchase button).
As you can see, a hero section includes an action trigger from the very beginning of your business page (although you will have to copy it on your page over and over.)
State your features
We can talk about our products and services hours and hours, yet there is always an essence that explains how this product can help your customers. The most common mistake people make with a business website is telling their customers how awesome the product is. The fact is that most of us don’t need awesome products – we need products that can solve our problems.
As you work on your features, think about what problems do they solve and represent them in an easy-to-understand way. Be short and simple, so people don’t have to spend much time reading poems and get straight to the point. Another good idea is to back your features with associated graphics, like icons or small pictograms to highlight individual feature.
Remember, do not overreact by putting ten and more features as you can have a separate feature index for that purpose somewhere on the site.
Showcase your products and services
You made a pitch and backed it up with key features, it is about time for your customer to get familiar with your products and services. A picture’s worth 1,000 words, so there is no better way than showcasing them by using various media.79% of site visitors are looking for highlights, instead of reading texts. Click To Tweet
A single image of your product, a gallery of your works, or even a video give your customers an option to ‘touch and feel’. As 79% of site visitors are looking for highlights, instead of reading texts. Images and videos can become those hooks that attract potential leads and convert them into customers.
Be proud, share opinions
More than 90% of customers read online reviews and testimonials before making a purchase. Moreover, 88% trust online reviews the same way they trust personal recommendations. These are very impressive numbers to consider.92% of customers read online reviews, 88% trust online reviews the same way they trust personal recommendations. Click To Tweet
As you sell products or offer services you collect feedback of your customers for both, to see where you can improve and collect good reviews (if you don’t do that, it is about time to start.) Use this information on your website to give your customers independent opinion about your company. Testimonials will work as proof of your earlier made statements and also drive SEO traffic.
Get in touch
How do your customers get in touch with you? A contact information or a mechanism to get in touch helps customers getting straight to business. The reasons for contact can be different, like asking additional questions (your site can’t cover everything), make an order, or simply ensure that there are real people behind the company.
The elements like Contact Form or Google Maps can do the job by giving your customers a way to reach out easily.
Grow the audience
Importance of social media marketing can’t be underestimated. Up to 70% of all online adults use Facebook, 75% of all Instagram users access it on a daily basis. People share, like, tweet, read, and comment, they even build opinions based on the information they find on social media.Up to 70% of all online adults use Facebook, 75% of all Instagram users access it on a daily basis. Click To Tweet
All this makes social media a highly influential channel for advertising your business and your website. Maybe you are not the person that share pages on Facebook (maybe you are even not on Facebook), it doesn’t matter as you can’t put everyone in the same box. All you need to know that people love it and you should give them an option to share the information about your products, services, or business on social media.
A simple ‘Like’ button can get you a 200% increase in site visitors from Facebook according to independent research. Not bad for a simple button, right? The best part is that Facebook, Twitter, and other social channels offer easy-to-use mechanisms to integrate social buttons on the website. And if you are not a tech-savvy person, you can easily rely on a software that can do it for you.
End with a Call-to-Action
By now, you should have your site visitor on a hook and this is the perfect time to close the deal. This is a very intense moment that any distraction can break, like for example scrolling all the way up to your page header.
Web design beginners often make a mistake by placing an action (ex. ‘Purchase Now’ button) only once, usually at the top of the page. As you look at a professional business site, you will notice that important actions repeat on the page over and over again. The bottom of the page is one of them.
In your page, you should make sure to incorporate an element that triggers an action. It can be a button or call to action to purchase a product. A link to another page on your site. A contact information so your customers can call you. Whatever you want your site visitor to do after visiting this specific page.
Extra features and templates
Your business site is so much more than a structure. A good site deserves a good design and smart functionality. It is no surprise (it is even a standard) for a website to adapt its design for mobile devices. Users spend on average 69% of their media time on smartphones, which puts your website in the position of accepting a lot of mobile traffic. And if your site is not adapted, you will end up with a high probability of losing customers.Users spend on average 69% of their media time on smartphones. Click To Tweet
Of course, responsiveness is not the only thing to consider. We talked about design, fancy effects like parallax can make your website to stand out from the crowd and put your products or services in a spotlight. A simple transition or animation will make your site a lot more appealing to the majority of visitors. Just don’t overreact.
Yes, adapting your site for mobile devices and incorporating effects can be too much (you already have a structure to deal with.) This is why it is a good idea to look into page templates – ready-to-use solutions with all the structure and features available by default. While some people are suspicious about templates, you should not. People tend to think that all pages that use templates are similar – it can be true only in the case when you don’t adopt the template for your business. If you choose the right tool and right template, you can easily change it to fit your business needs. And what is more important, a template is the fastest way to get your business site up and running.
Create a business website
All the elements and templates to handle, all the tools to learn – it can be too much for a business owner with a tight schedule. To help you out, we have created a series of posts and provided you with the tools that will guide you through the process.