In an age when everyone Googles everything, your website will be the first place that many of your customers and potential customers interact with your business. If they do not have a good experience on your website, they may never come back to it and may never visit your business in person. The good news is that there are a few things you can do to make sure that your website appeals to those who want quick information as well as those who want to dive a little deeper. So if you’ve been wondering “what should I put on my business website?”, here’s a content game plan to help you get started:
Not having an about page is one of the biggest mistakes you can make on your website. People want to know who your are and why you do this everyday. Most great business websites have at least a little information about the business or owners backstory and mission. This information is a great way for your customers to get to know you and trust your brand.
For example, if you have a family-owned business include photos of your family and tell the story about the events that inspired the creation of your business. Or, if this is the business you’ve always wanted to start, writing about your passion and determination can help potential customers connect with you before even meeting you.
However, writing about yourself and your accomplishments is easier said than done. This is an area where an outside writer may be able to help craft your story by coming at it from an outsider’s perspective.
Since nearly every website has some version of this content, there are plenty of examples out there you can review to determine what style and tone you want to take. Find a model you like and adapt it to your business.
Some users will hit your website simply because they are trying to contact you or get your address, phone number, or email. Make it easy for them to find and contact you by creating a “Contact Us” page with a form that people can use to submit questions or requests.
Posting your contact information, especially the Name, Address, and Phone Number (Called NAP data) of your business is also very important for search engines like Google. Put your NAP in the header and footer of your website to ensure its present on every page. Add your business operating hours too, if applicable. Search engines will pick those up, too.
If you have social media accounts, add links to those platforms so customers can connect with your business and contact you on those platforms, as well.
If you think of a website in terms of the “5Ws,” the About Us section represents the “who” and “why,” the contact section represents “where” and “when,” and a page about the services you offer represents the “what” and “how”
It might seem obvious, but it’s important to tell people what types of goods or services your business provides. This will help consumers make informed decisions about what you offer vs. what they might see from competitors. Be sure to include enough information to give readers a sense of what you offer, but not so much that they become overwhelmed. The goal should be to get someone to visit your business or take another step in the process, not to list every single detail online. Add photos where you are able to in order to help explain your products or services and make the page(s) more visually appealing.
This is another area where benchmarking can be helpful. Visit your competitors’ websites to see what information they are providing and how they are presenting it. You may find some ideas on what to do or what not to do, depending on the quality of the websites and the content on them. For local service businesses, if you research your competitors from big city’s like Chicago and Los Angeles you will get some great ideas since many of the top providers typically invest more time and resources into their websites and information than your competitors in smaller markets.
If you’ve gotten through the 3 steps above and are still wondering “What Should I Put on My Business Website?” there are many other things you can add to make your website even better. Here are a few more ideas to help your website standout.
Consider adding more images or other types of media like videos or embedded social media feeds. Start a blog to provide more information to potential customers and enhance your performance on search engines. Add a live chat tool to provide your customers with real-time answers to their questions.
The possibilities are pretty much limited only by your imagination.