As a busy entrepreneur, you wear many hats; and if web designer is on that list, you know how overwhelming trying to build a website from scratch can be. You need to write all your content and organize it into pages, gather up your images, nail down your brand style, decide what your goals are, plan out how to achieve them, and choose the right platform to build your site on – all before you even start the building process.
The do-it-yourself website builders available to entrepreneurs these days make it simple to create a website and add in some text and a few images. That’s all there is to it, right? Well, not necessarily. Creating a website for your business is a great start, but building a website that converts and helps you achieve your business goals is a whole different animal.
So, what really makes a website strategic? Simply put, a strategic website is one that plays an active role in helping your business grow. Do you want to sell more products? Grow your email list? Collect leads? Become a thought leader in your field? Your website should help you achieve your goals.
You need to make it easy for website visitors to navigate through your website to find the information they are looking for. Your visitors should be able to not only know exactly what you do when they land on your website – but it should also be clear what you want them to do.
Does your website’s homepage have these four things?
A clear brand statement.
Would a potential customer or client be able to instantly understand what your business does at the first glance of your website? If people can’t easily figure out exactly what you do, they won’t buy from you! Every website needs a clear, concise, one-sentence description that answers who you are, what you do, and where you are located (unless you’re a fully online business). This brand statement needs to be the first thing people read on your website.
A little blurb about yourself or your company.
I know it may be intimidating and awkward to talk about yourself – but remember that YOU are what makes your business special and unique! People trust people these days, not just brands. They want to know who they might be buying from or working with. Don’t be afraid to dedicate a section to your homepage where you share a little bit about your story, your background, and who you are. Make it fun!
Testimonials breed trust in you and your brand. If you have some glowing reviews to share, put them on your website! Doing this can help potential clients feel more comfortable reaching out to you because they know you do great work.
A call to action!
Think back to your main website goal. A call to action (or CTA) is a button on your website that leads visitors to the page where they can complete that goal. Selling products? You’ll want a “Shop Now!” button. Collecting leads? Add a “Get a Quote” button to your homepage. Selling a service? Opt for a “Book Now” button that takes visitors to a booking page or tells them how to get in contact with you.
I like to add two to three CTA buttons on every homepage: one in the top right of the navigation bar (bonus points if you have a “sticky” menu bar that follows visitors down the page as they scroll!), one at the very bottom of the page right before the footer, and (optional) another one in the body of your homepage where it makes sense.
Pro tip: You should have a CTA button at the bottom of every page on your website. Your website should guide visitors to the pages you want them to land on next!
The Mini Website Audit
If you already have a website up and running, make sure it has the four items I mentioned above.
Is your brand statement so clear and front-and-center that a caveman could figure out what your business does?
Are you sharing enough information about yourself to build trust with your audience?
Are you showing off your awesome reviews?
Do you have a call to action at the top and bottom of the page?
If you need help with your website strategy or think you would benefit from a more in-depth audit, reach out to our web design and strategy experts. We’d be happy to help you with your website goals!