What key elements any starting business should have on their website
I often talk with starting businesses about what key elements any starting business should have on their website.
While some want to put as much information on the website as possible, resulting in big chunks of text that are hard to unravel for their visitors. Others like to keep it minimal, hardly giving any information about their business.
Additionally, it is not always clear where certain information should go. This usually results in a not so user friendly website. So, with the visitors of your website in mind, here are some of my ideas of what key elements any starting business should have on their website. And, equally important, where to put them to create a great user experience.
Key element 1
the homepage, to engage your visitor
This is the key element that any starting business should have, obviously. The homepage is usually the first encounter of a visitor with your website. So it should be a warm welcome. That is why it is important that in a blink of an eye it is clear what your website is about. This can be done with both images and text that enhance each other. The title of your business, a subline (your mission for example) and an appealing image should tell your visitor what they can find on this website.
The rest of the homepage should be a sort of summary of the rest of your site. Make little ‘teasers’ that engage the user, so that they stay on your site and click to the other pages. Tell your visitors about the WHY of your business, WHAT you do and HOW you do it. Show some of your work/products (if possible) and share testimonials. Each of these elements can then link to the other pages if people want to know more.
Key element 2: the about page, to build trust
Here you tell everything about your business. The more transparent the better, because transparency builds trust. You can tell something about the history of the business, the current situation, the founder and the team. Don’t forget the pictures of the people behind the business! Seeing the actual person behind the business always helps to create a feeling of trust.
Key element 3: the products/services, to share what you offer
This page is all about what you have to offer. Whatever your business is about, you must have a page where it is clear what customers can gain. This is usually a product page or a services page. Here too you benefit from being as transparent as possible. Share details of your product/service; what is the size, what is included in the package, are there additional elements? And preferably also share the prices. It really helps to separate those who might be interested (but do not want to spend what you are asking) from those who really are interested and will probably buy from you when they are reaching out for more information.
Key element 4: blogs, to show your expertise
This is a key element that any starting business should have on their website, but is often forgotten or neglected in time. Blogs are the ideal means to share your expertise with the world. Write about topics that concern your business and at the same time is useful information for your potential customers. It gives credibility to what you have to offer. Additionally, Google really likes content and will rank you for it. The blogs you put on your website should be relevant (to your business and in time), of good quality (actual, useful information) and original (the topic doesn’t necessarily have to be, as long as your point of view is).
Key element 5: the contact page, to go beyond your website
Obviously you want to achieve something with your website, whether it is to sell, provide information or something else. You want to engage your visitor with your business, and what more engagement can you get then for them to get in touch. A personal connection is always better than an anonymous site visitor. Because when you have personal contact, you can actually understand more about your target group. What questions do they have? Do they have suggestions? Do they want to use your service? Next to the usefulness of getting engaged with your customer, it also builds trust to put your contact information on your site. Although it might seem a bit scary to put such personal information out there (especially when your office is your home address), but it does give you credibility. People will see you as an actual business with a way to get in touch.
Well, these are my two cents on what key elements starting businesses should have on their website. If you would like more support on starting your business, you can join the Business Boosters by MM community.
Find more tips about how to structure your website in one of my other blogs. Do you have any ideas or additions? Please let me know!