Your website should be more than just an online brochure. Whether it’s attracting clients or growing your email list, each page of your website should have a goal.
If you own a small business, you no doubt rely heavily on your website and online presence as a way to market your business. As you should.
The purpose of your online presence is to help you grow your business. But your website should be more than just a fancy online brochure. It should have an overarching purpose—be it attracting more clients, selling more widgets or growing your email list.
When building a website, small business owners often concentrate on the specific things that make a website look good, such as strong visuals, a suitable colour scheme and a navigation structure.
Of course each of these elements are important, but there are many other factors that compose a strong business website.
Good web sites should have a unique selling proposition and an overall strategy for the entire site.
Every page should have a unique and valuable message and purpose. Once you’re clear about the results you’re trying to achieve, you need to ensure that each page on your site contributes to your objective effectively. Every page of your website should have a goal.
They should lead the visitor to a new level in the sales funnel—whether that’s getting them to read your blog, order a product or pick up the phone and call you. Each page should have a game plan.
Pages should not exist if content is redundant or unhelpful to your audience. When a visitor finishes reading the content on a page that has no calls-to-action, they are left with nothing to do and nowhere to go. If you want people to take action on your site, you need a clearly defined goal for each of your pages.If you want people to take action on your site, each page should have a clearly defined goal. Click To Tweet
Your homepage communicates your unique value proposition along with your primary benefits. It should also ask your visitor to take a single, specific action. If you’ve built an eCommerce site, your objective is to sell a product.
If that’s the case, you’d lead people right from your homepage through a checkout process. If you’re selling something that has a longer buying cycle, you might be interested in capturing an email address or having a visitor sign up for a free consultation.
While it’s important for your about page to tell people about your company, that should be secondary to a greater purpose—that is, telling visitors about how you can help them. You might include an email opt-in for mid page and again the end of the page.
This is your opportunity to provide information about all of the services you offer. Start the page with a brief overview or summary of your services and then list them below.
If you have a large number of services or a lot of information about each service, you may want to think about separating them into categories and including a link to a landing page to learn more about an individual service.
Blogs are optional. But if you’re producing content, each one of your posts should have two objectives. First, providing information that will help your visitors. Your second objective might be to turn those visitors into leads.
For example, you might be trying to grow your email list by asking for permission to share something of value in exchange for contact information.
Landing pages are designed to serve a single purpose. They eliminate extraneous information and anything else that might distract your visitor from completing the objective. Landing pages are optional and can be accomplished easily by using plugins or online platforms like Leadpages.
This is your opportunity to provide your site visitors all of the different ways they can get in touch with you. This page is not optional—it’s a must have. You can also have your contact email and/or phone number in the footer on every page of your website.
Let your site visitors know that their information is safe with you. This is the page where you outline how the information you collect is used, how they can request a copy of the information you have about them, whether or not your information will be shared and if so, with who, and the policies you have to protect your business and your site visitors, prospects and customers.
What Are Your Website Goals?
Sometimes people don’t spend enough time planning what their website should achieve and how, they just rush into how it will look—colours, logos, typography, images and fonts. But that’s like making a cake with only the frosting. You have to build the cake first, then layer on the good stuff.
When creating your site, ultimately, your goal will be to move visitors from one page to the next—from landing page to conversion.
A strong goal on each page that propels the visitor from the current page on to the next, is a great way of walking your visitors through your site.
The more time they spend on the site, the more comfortable they’ll be doing business with you.
Does each page of your website serve a specific goal? Share your thoughts in the comments.
Image via Lauren Mancke on Unsplash