You want your website to be as successful as possible, but it can be overwhelming with all the different elements you can include in a website.
Although it does not always get the attention it deserves, your website is at the core of your online marketing presence; everything starts with and points back to your website. This is because most conversions take place on your website.
And when it comes down to it, your website has different purposes for different visitors. Not everyone is on the same step in their customer journey, and your website should be able to provide the information that they need.
The 7 Elements of a Successful Website
Promise or One-Liner
Your website visitors are on a time crunch. They generally quickly scan your website to see if you can solve the problem that they are dealing with. If it is not clear exactly what you offer, they will probably click on the next website on Google.
Now, developing an excellent product and being in business for X amount of years is important; however, your customers have three questions:
- Do you understand the problem (need) that I have?
- Do you have a solution to solve my problem?
- What will my life look like after I use your product or service?
That is why you should include a oneliner that addresses their problem and the solution you provide on your website. Your oneliner is made up of three components: your customer’s problem, your service and the result. It should also be in your homepage header as the hook for them to learn more about what you have to offer throughout the rest of your website.
Core offerings
Don’t make your website visitors hunt through your website to find what you have to offer; you already know they are busy. Make it as easy as possible for them by serving up what makes you unique and how it can benefit them - or else they might decide to do business with your competitor.
Your core offerings should define what makes you unique and help you stand out from your competitors. As they are reading through your website, they are asking themselves, “why should I choose you instead of the other guy?” So, what value-added services do you provide on top of your services or products? Do your products have a feature unique to your company? Just remember, what you have to offer is a solution to their problem.
And as a bonus, listing your services on your website builds up additional SEO. Google just loves content and keywords.
Video
Did you know that website visitors spend 88% more time browsing websites that have videos? How people consume content has changed a lot. More and more content is transformed into and consumed as videos.
If you add videos to your website, it helps encourage visitors to spend more time getting to know your business.
Videos also help to humanize the website experience. It allows you to show off your brand’s personality. Let them get to know you with team videos and even interviews with your current customers.
And once again, they help improve your SEO. This is because videos contribute to the backlinks on your website. Google also factors in the amount of time visitors spend on your website. Google and other search engines put a lot of weight on user experience when they rank websites in search results.
Trust points
If you look back at the customer journey, you can see that you have to build trust with your potential customer before they are ready to buy. Why should people trust you to solve their problems? You have to prove that you are an authority in your industry and that others have already counted on you to solve their problem.
You can build that trust with the content you include on your website.
Logos: If you are a B2B company, include the logos of the customers you have worked with. They may not recognize your company yet, but they might know your customers.
Testimonials: People are more likely to trust a review from a stranger on the Internet than a recommendation from a friend or family member. Include reviews and success stories from your current customers to create a connection with those who visit your website.
Certifications: Including certifications on your website gives potential customers the peace of mind that they can rely on the quality of your products and that your company upholds industry and safety standards.
Awards: Awards prove that you are the best of the best and that your business has been recognized within your industry.
Call to Action
People need to be motivated to take action, or they will just move on without doing business with you. So, you need to be straightforward about what you want people to do next once they visit your website. Your website needs a clear Call to Action (CTA). You want to display that CTA throughout your website, so people don’t miss it when they decide to pull the trigger.
Your Calls to Action also need to accommodate all kinds of customers because not everyone who lands on your website is ready to buy. That is why your website should include two different types of Calls to Action.
Examples of a Direct Call to Action include “Book an Appointment” or “ Buy Now.” These CTAs are for those who are ready to buy today.
A Transitional Call to Action allows you to provide an action for a potential customer who is interested but not ready to buy. So, you are offering them something of value for free in exchange for their contact information. Examples of Transitional CTAs include signing up for email notifications or downloading an eBook.
Location
You want people to contact you or even visit your location, don’t you? People will often go to your website for directions and your phone number. So make it easy to find that information throughout your website.
You should include your Name, Address and Phone Number (NAP) in several locations, such as your footer and contact page.
This creates trust with website visitors and ensures you are a legitimate business. It also helps improve your Search Engine Optimization. When your NAP aligns across online directories, that is a signal to search engines that you should rank better.
Mobile Responsive
Did you know that, on average, 54% of people browse the Internet from their mobile devices? That means 54% of the visitors to your website, or more, are on their phones. Therefore, your website needs to be mobile-responsive to accommodate the majority of your potential customers. They will be more likely to stick around to learn more about your business if they can properly view your website.
A mobile responsive website will automatically adjust to fit any size screen; this includes your photos, content and buttons. It also relies on mobile systems, like touch screens, for functionality.
Your website is the most important piece of your online presence, so it must include the elements that are beneficial for your customers and search engines. However, with all the different features and plug-ins, it can be overwhelming to know what you include on your website. But if you first focus on these seven elements, your business will more likely appeal to your potential customers and search engines.
Posted: December 15, 2022
