Top 5 “Must-Haves” for your Website

Got a website? Then it might be time to take a look at it with a fresh perspective. There are 5 key elements that every site needs to ensure that potential clients land on your site, stay on your site and buy your products or services.

1. A Concise About Page

Your ‘About’ page is a critical component of your website that tells people who you are and why you do what you do. Think of it as an introduction – it should reflect your personality and give potential customers and clients a solid idea of what they will be getting when they hire you/buy from you/work with you etc.

Ask yourself these questions when creating your ‘About’ page

  • What do you do?
  • What makes you unique?
  • Why should customers/clients choose you?

Your page should be clear and concise. These days folks are not reading every word you write. They are scanning and browsing – so make sure you focus on key points and important information at the top of your ‘About’ page (and every other page/post you write).

2. Testimonials – from ‘REAL’ people

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Testimonials and reviews are a great way to let customers know what you do and how well you do it – straight from your customers and clients.

Why are testimonials important?

  • 90% of consumers say their buying decisions are influenced by online reviews and testimonials (Dimensional Research)
  • 90% of online consumers trust recommendations from people they know; 70% trust unknown users, 27% trust experts, 14% trust advertising
  • 70% of people who read reviews share them with their friends, family & colleagues

People love to hear stories from other people and let’s face it, who are they going to trust? You or your customers?

Think of it this way. If you were going to invest your hard earned money on a product or service what do you do first? Head over to Facebook and ask your friends? Look at online reviews on places like Yelp? Google it?

Now, let’s say you narrow it down to two companies and each company looks good but only one has a testimonial page – which will you choose?

Testimonials and recommendations speak volumes to potential customers and sell your business. It is a great way to show people what your customers and clients are saying about your product, service or busines – and the bonus … it is free advertising.

3. Contact Information that is Clearly Displayed

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Contact information needs to be right there in front of a potential customer/client – as soon as they land on your website.

  • if a customer or client cannot find your contact information they will go elsewhere.
  • A beautiful eye catching website that is NOT functional is useless.
  • Contact information should be on the main page and on your ‘Contact” page.

It is also important to check your website on a tablet and smartphone to make sure your contact info is one of the first thing potential customers and clients see. Sometimes your menu bar becomes a clickable button on a tablet or smartphone – which is why your contact info should also be on the main page.

4. Original Pictures & Images

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You know that saying “A picture is worth a thousand words (kinda like the pic above)?” This never been more true than in the digital world – especially if you are a small business owner.

In the digital world your goal as a small business owner is to tell your authentic story online – you want to appeal to potential customers on an emotional level – people often buy based on emotion.

Use original images whenever and wherever you can. However, sometimes you need to get your info up on your website – and there are some gorgeous and unique stock photos out there. Just make sure you choose images that represent your brand and your story.

5. Video, Video, Video (Did I mention video?)

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Currently I do not have a video on my landing page – but that will change in the next couple of months. Remember how I mentioned that people prefer to browse online rather than read?

  • People will scan a website page for info rather than read every word
  • People like images that tell a story
  • People LOVE videos – no reading required

Below are some significant statistics that will have you hiring a videographer this year.

  • A website visitor will stay, on average, two minutes longer on a site after they watch a video (Comscore)
  • Video promotion is over 6 times more effective than print and online (b2bmarketing.net)
  • Two-thirds of Twitter users said that they watch videos tweeted by businesses and brands they follow (Twitter)
Krista Tannahill
Krista Tannahill is a WordPress web designer & trainer, social media consultant and online marketing specialist in Nova Scotia, Canada. Ki Digital Media specializes in digital marketing, training and support for businesses.

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