Your website is like a virtual storefront for your small business. It’s often the first point of contact for potential customers, and it can make or break their decision to do business with you.
Business websites come in all shapes and sizes. But at the core, most aim to achieve the same goals: to attract, engage, and convert visitors into customers.
Whether you’re just starting your small business website or looking to revamp an existing one – certain features are essential for success.
As an expert digital marketing agency, we’re not going to harp on things like responsive design, using a content management system, or the importance of search engine optimization in a website project. Those have been written about a million times before.
Instead, we’re going to focus on some often-overlooked website features that can really make a difference in the success of your small business.
So, let’s dive right in!
1. Clear Value Proposition
This one may sound obvious – but you’d be surprised how many websites miss the mark here. I’m sure you’ve visited a few websites that left you wondering, “What exactly does this company do?” Don’t let your small business website be one of them.
It’s no secret that attention spans are getting shorter and shorter. In most cases, you only have a few seconds to keep a visitor on your company website. So, make it count by clearly stating your value proposition front and center on your homepage.
Your value proposition is like a promise to your customers. It should immediately tell visitors who you are, what you do, and who you do it for – and, if possible, why. The value proposition is not just a catchy tagline – but rather the core message that differentiates your business and sets you apart from competitors.
Developing a strong value proposition can be challenging, so we often recommend hiring a professional copywriter to write your website content.
2. Appointment/Consultation Form (If Applicable)
If you run a service-based business, web visitors are likely looking for a way to contact you and make an appointment or schedule a consultation. Don’t make them search for it – make it easily accessible on both your homepage and web pages.
It’s also a good idea to make the form short and simple, as people are more likely to fill it out if it doesn’t take too much time. In most cases, a form needs to ask for a name, email address, and phone number. If you work within a specific location, a zip code might also be necessary.
Finally, consider adding an option for visitors to leave a brief message or ask a question in the form. This will not only give them another way to reach out but also help you gather valuable information about their needs and interests.
3. Strong CTA Buttons
Call to Action (CTA) buttons are your website’s “gateway” to converting visitors into customers. They are what encourages them to take the next step – whether it’s making a purchase, signing up for a service, or contacting you for more information.
The key to a powerful CTA button is making it stand out and clearly stating what action you want the visitor to take. Use eye-catching colors and make sure the button is prominently displayed on your page. Your CTA should be action-oriented and use persuasive language, such as “Sign Up Now” or “Get Your Free Quote.”Â
The placement and design of your CTA is a science. When you work with a web professional, they will have the expertise and knowledge to optimize your CTA for maximum conversions.
4. Social Proof
When was the last time you made a purchase or signed up for a service without first checking reviews or recommendations from others? Chances are, it’s been a while. That’s because social proof – the influence that the actions and opinions of others have on our own behavior – is a powerful motivator.Â
Social proof is your digital word-of-mouth. Showcasing customer testimonials, reviews, or endorsements on your website can instill trust and credibility. It’s like having a cheering squad, telling the world how great you are.
By featuring real stories and experiences from satisfied customers, you are building a strong case for why others should choose your business. This helps to ease any doubts or hesitations website visitors may have about taking action on your website.Â
So, be sure to include testimonials and reviews on your site, preferably on key pages such as your homepage or product/service page. You can also highlight any awards or recognition your business has received to further establish your credibility.
5. Security Features
Security features, such as SSL certificate icons, are essential on every website nowadays. Think about it – every time you read the news, there seems to be a new data breach or hacking incident. As a result, consumers have become more cautious about sharing their personal information online.
Having visible security features on your website can help ease these concerns and make visitors feel safe when providing their information. It also shows that you take the protection of their data seriously, which can build trust with your audience.
In addition to SSL certificates, you can also include other security measures such as encryption, firewalls, and regular system updates. Be sure to highlight these key website features so visitors know that their information is in good hands.
Let’s Get Your Website Up to Par!
Creating a small business website with these essential features is like a well-oiled machine – everything works together to create a seamless online presence. From clear navigation and compelling content to strong calls-to-action and security features, each element plays a crucial role in converting visitors into customers.
If your website lacks any of these components, it’s time to make some updates. At Ayokay, we specialize in creating custom, high-performing websites for small businesses. Our team of experts can help you design and develop a website that not only looks great but also drives results.
Contact us today to get started on your website project!
Jack Shepler is a Marketing and Search Engine Optimization expert. He founded Ayokay, award-winning marketing, and web design firm in Indianapolis, Indiana that has built brands, increased sales for businesses, and helped nonprofit organizations fulfill their missions since 2011. He uses his decades of experience to educate through the Ayokay blog and through public speaking. You can follow him on LinkedIn.
