A company’s website is the cornerstone of its digital marketing. Here, consumers expect to find information about your business, its products and services, and methods of getting in touch. To craft a well-rounded business website, a few non-negotiables must be present.
If your business is looking to launch its company website, here are a few components that need to make it onto your sitemap.
A Clear Definition of Your Business
When visiting your company website, a customer shouldn’t have to struggle to guess what your business is about. Thus, your company description should be succinct but engaging.
Include information such as:
- The purpose of your company
- Your business goals
- What your business offers its customers
Avoid cramming information into your company description—remember that you only have 0.05 seconds to convince website visitors to keep browsing.
Easy-to-Find Contact Information
Nothing is more disappointing than losing a customer because they couldn’t easily access your contact information. So most marketers recommend keeping vital information like telephone numbers and emails at the top left or right corner of your homepage, along with a dedicated contact page with get-in-touch forms.
If your website has multiple pages, don’t hesitate to include your contact information in each one. But, more importantly, you’ll want to provide various ways to get in touch, such as through email, social media, or by phone.
A Simple Site Map
Site maps are essential for getting website visitors from one page to another. Therefore, your navigation should be easy to spot—consider using dropdown menus on every single page to allow them to access as much information as possible.
Navigation also makes a significant impact on your website’s SEO performance. The easier your website is to navigate, and the longer visitors stay on, the better you’ll rank on search engines like Google.
Clear Calls to Action
While it may seem counterintuitive, customers prefer to be told what to do. For instance, if you run an eCommerce website, you’ll likely want site visitors to purchase your products—but they may need a little convincing.
If you’re selling services, you can request that site visitors book an appointment or request a free quote. Make your call to action easy to identify by using site buttons or bold typography.
Fresh & Original Content
Nowadays, you’ll be hard-pressed to find a company website without a blog. After all, they are what keep customers coming back for more.
While quality content can improve your search engine rankings, keep in mind that you’re writing for consumers—not Google itself. Humanize your content by giving it a personal spin—if you are writing guides, incorporate company anecdotes and experiences.
Another important thing to note is consistency. By publishing content regularly, your customers will have something to look forward to every time they visit your website.
When it comes to making an online purchase, 92% of consumers trust word-of-mouth recommendations. New potential leads interested in what you have to offer will likely get the push they need to make a purchase by reading customer testimonials.
Compared to other forms of content marketing, customer testimonials have an impressive success rate of 89%. In most cases, customer testimonial pages are the most visited on a company website.
While customer testimonials do an excellent job of increasing trust levels, publishing case studies can hook even the most indecisive of site visitors. Craft consistent and concise formats for case studies, highlighting how your business helped solve a problem while enumerating the steps it took to get there.
Case study pages are also an excellent way to publish your portfolio—and show off the fact that you’ve done well by your customers.
If you have a brick-and-mortar location, you must provide geographic information for targeted customers who may live nearby. Nowadays, you’ll find that most keyword traffic is long-tail, as most consumers search for location-specific services.
As such, publishing location-specific blogs and reiterating your geographical area in your company information can make it easier—and quicker—for potential new leads to find you on Google.
Unfortunately, not many consumers have the patience to browse your FAQ page or wait for an email response. In the age of social media, most consumers prioritize instant gratification—they want to know how you can help now.
Thus, incorporating a live chat feature into your website is imperative to keeping customers interested. Of the consumers who have experienced live chat features on company websites, 63% are more likely to return.
If you don’t have the budget to shoulder a dedicated chat service agent, you can always invest in artificial intelligence. With the help of AI, your company website becomes a lot more functional without breaking the bank.
While it may not seem like a significant number, 30% of website visitors will use your search bar. You may not also realize how a search feature on your company website can increase its conversions.
Take a look at it this way—customers who find what they are looking for are more likely to make a purchase (or, at the very least, make a purchase another time).
Social Media Links
If your business has dedicated social media pages, highlighting them on your company website is essential. Doing so is especially vital if you use your social media channels instead of a live chat feature or use platforms like Facebook to answer customer queries.
As much as possible, you want to make it easy for consumers to learn about your business, keep up to date with any discounts and news, and inquire about what you have to offer.
The Bottom Line
While company websites are unique to their brands, these features make for an excellent foundation and road map to success. If your website is on the market for a design refresh, Igloo is an award-winning marketing company with solutions for you. Our team of experts has worked with hundreds of small businesses, playing a hand in their success through clever design and thoughtful marketing strategies.