Focusing only on your business’ brick-and-mortar presence no longer cuts it. Every business needs a digital presence, too. To effectively grow your brand online (and offline), a website is a necessity.
A website allows you to showcase your products and services, answer questions, and tell your brand’s story to a larger audience. But you can’t just launch a website and expect it to flourish. It needs some essential elements if you want to connect with your target audience.
Here are eight features your website needs.
Like the windows of your brick-and-mortar location, your homepage offers your visitors a peek into your business. It acts as a digital introduction to your business, offering insight into your brand’s purpose. Ideally, your homepage needs to be attention grabbing, yet easy to navigate for users.
Chipotle is a brand with a well-designed homepage. Their imagery is eye-catching, and their text is definitely clickbait worthy. More importantly, their navigation is simple. Here, you can easily find where to locate menu, nutrition, order now, and other pertinent information.
Think about the visual and textual message you want to send about your company, and remember that first impressions are crucial.
Encourage your visitors to engage with a call-to-action. A call-to-action urges customers to take immediate action (e.g. Click Here! Download Now!). By providing their information, like a name or email address, they’ll receive something in return.
Here is a CTA from online clothing store Gilt. By signing up with an email address, visitors will receive 10% off their first order. Now that’s an enticing offer!
Using this CTA method, you could easily build your own customer email list.
Your “About Us” or “About the Company” page tells your customers all about your business, how it runs, and what it stands for. Has your business made a big accomplishment? Do you have thousands of satisfied customers? Let your prospects know. Use this section to brag a little bit.
Pura Vida Bracelets does a great job of sharing their brand story. They walk visitors through the origin of their company, providing background about the founders along the way. Finally, they end with their brand’s core belief and cause.
If your company is a one-person show, don’t worry. You can simply adjust this section and title it “About Me.”
Products and Services
Your products or services are a vital part of your company. Showcase them on your website along with a description, price, and photo (if needed).
Nicole J Boutique provides their customers will multiple product images, showcasing the product from a variety of angles. And their product descriptions are detailed, including helpful info like what size the model is wearing as well as the type of fabric.
Even if you have a brick-and-mortar storefront, displaying products on your website will expand your business to customers outside of your geographical area. Plus it will capture those mobile shoppers, too!
Frequently Asked Questions (FAQ)
Create a reference page for frequently asked questions (FAQ). FAQs typically include methods of payment, store hours, return policy, etc.
Having a page dedicated to answering common questions saves you from answering the same thing over and over. And the customer gets their answer immediately without having to wait for you to respond. Win-win.
If your website visitors want to purchase from you, they’re going to need to contact you, right? Having this information readily available makes the customer experience hassle-free, so your customers will be able to easily contact you.
Your contact page needs to include your company name, street address, email address, and phone number.
Make sure you regularly update this page, as needed, too.
Reviews or Testimonials
97% of consumers rely on reviews of products, services, and companies before buying. Seeing others’ positive experiences makes customers more willing to spend time and money on your brand.
BigCommerce has a section on their website dedicated to showcasing the brands that have chosen to use them for their ecommerce platform. They separate their testimonials into sections specific to each industry along with a separate tab for case studies.
If you’re a B2B company, your prospects will want to see which businesses you’ve worked with, especially in their industry. This not only builds your credibility, but can show off your experience and build trust with potential customers.
A blog is a great way to demonstrate that you’re an expert in your industry, just be careful not to talk about you. Instead, use your blog to provide customers with useful, relevant tips as well as current industry news and trends.
Update your blog daily, weekly, or monthly with a mixture of fresh and evergreen content. Here, lifestyle brand Birchbox effortlessly mixes evergreen content (10 of the Best Summer Beauty Tips We’ve Ever Heard) with fresh content (Make Your Own G and Tea Cocktails With Whittard of Chelsea).
Make sure your articles are shareable. Include social sharing icons to encourage readers to share on Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
So, there you have it: the eight essential elements your business’ website needs. Follow these simple tips, and you’ll be on your way to delivering the best customer experience for your website visitors.