What Does an SMB-Website Need to Have – 4Key Features
Ensuring a widespread online presence is one of the key marketing goals for every small-business owner.
One of the most efficient ways of reaching this objective is launching and maintaining an informative and innovative website. This should be the central point of your entire marketing endeavor.
When random visitors and potential customers redirected to your website reach it, it’s crucial to grasp their attention at once. Instead of self-indulgent babble about yourself, put your target audiences at the heart of your website content. Here’s what we suggest for achieving that goal.
1) Homepage with your mission and purpose
Your homepage is the central point of your website. As such, it demands special care, in terms of content features you’re going to add to it.
The two most important things that your homepage needs contain are your mission and purpose. Tell your visitors in several sentences what you do and why they should start using your services. These features that make you different from others will be your unique selling proposal, i.e. the bait that will raise your visitors’ interest in your business.
By expressing your mission, services, and pricing on the homepage, you’ll offer a straightforward and unambiguous approach to your potential clients.
Of course, all the information you provide here needs to be 100% accurate. The same goes for your landing pages and other data on your business website. Therefore, avoid misleading and inaccurate content, but provide them with pure facts. Also, apply some traffic-boosting SEO-tactics for exquisite content.
2) Wisely distributed calls to action (CTAs)
A well-structured website contains purposeful written content and authentic visuals. Still, sometimes you need to get more persuasive to leave the right impression on your visitors.
This is where calls to action (CTAs) come on stage (and onto the website). From your homepage to landing pages and special campaigns, don’t hesitate to wisely distribute CTAs throughout your website.
When we say wisely, we mean that these special promotional messages shouldn’t be in every single part of the website.
A good example of something that should be avoided are aggressive pop-ups and CTAs in them. Because every website now contains a notification on cookies, adding more pop-up windows is counterproductive. If a visitor needs to close several such windows only to access the website, they’ll probably leave that place at once.
So, restrict calls-to-action to special offers, new campaigns, and some landing pages. Additionally, you may place one main CTA on your homepage.
3) Highlighted services and benefits for visitors
We’ve already mentioned the importance of the accuracy of information on a business website. The worst thing that a business owner can do is blur the information on their website.
Sometimes business owners don’t do that on purpose. Some of them try to build their websites on their own and hide important content bits. Others work with inexperienced web designers or content writers and don’t manage to highlight their most important services.
As suggested by the team of designers behind a web design company in Houston, it’s important for website owners to emphasize their key services and, equally importantly, benefits for website visitors. Some SMB-owners might want to provide their pricing already on the homepage. For instance, businesses providing their services in three or four different packages may opt for that strategy. You get directly to the point and you save some of your visitors’ time.
Another example is to shoot an explainer video and post it to the homepage. In these couple of minutes, you can say a lot about your major services and help your visitors make up their minds quickly.
4) Ensure a smooth transition between sections
A user-friendly business website must have a smooth transition between sections. Some SMB-owners create an impactful website with a resourceful homepage and valuable information, but fail to ensure proper navigation.
For starters, every page on your website needs to contain a homepage button. The homepage is a kind of lobby from which you should be able to easily reach other sections. That’s why you need to provide your visitors with the option of coming back to this starting point.
Another useful feature is to make the bar with section tabs visible from every page and every section.
Apart from that, the ribbon with social media buttons should be available throughout the website. You can never tell what your visitors might want to share on social media and other communication channels.
Think about adding the Blog button to the main bar with section tabs. Many business owners still put it at the bottom of the page and it’s not easy for visitors to find it.
Launching a user-friendly website that contains relevant content doesn’t sound like a demanding task. But in reality, it takes a lot of expertise to deliver such a business website. What’s also important is that business owners know exactly their main objectives. Some entrepreneurs want to boost their online visibility, others aim for higher conversion rates, while some of them are into buying items immediately via their website. So, your preferences will determine the details of the website organization. The four key features we’ve explained here are something that every SMB-owner needs to take into account.
As you’ve established these features, you can move on and fine-tune various sections of your website to meet your special goals and your visitors’ expectations.
Liam Collins is a tech pundit and Web enthusiast working at TuiSpace.com. He spends most of his time reading and writing about the current affairs in the world of information technology. When he isn’t working, he likes going for long bike rides and walks in nature.