Tell the right story
Updated: Jun 29, 2018
While your website might not be the central part of your company, it sure is an important part. A lot of times it might be someone’s first touch in getting to know you and your product or service, so it’s important to make sure your website is your best foot forward. The consequence of a poorly conceived website is a high bounce rate, low conversion rate, and no referrals. The flip side has infinite benefits, however. A website that is engaging and helps people connect with your product or service results in user growth and sales. A deserving product needs a deserving website to accompany it.
There are certain elements that are so common on websites that visitors have come to expect them. Not only do they expect the information, but they expect it in very specific places. When creating a website, it’s our job to take as much of that friction away as possible and give them what they want where they want it. Some of these elements may not be pertinent to every company, but here are the most common pieces of information visitors to your website will be looking for:
Description: It should be crystal clear to your website visitors what it is that you are offering and why they need it. They should be able to get it within seconds. These days people don’t have the patience to read much or spend time figuring it out. Any written descriptions can be enhanced with images to drive home the point. You may need both images and text. Knowing who it will most benefit will make your language clearer because it gives you a person to whom you are talking.
Features: Particularly for software companies, communicating the key features will be important. Sometimes it is these features that will differentiate you from your competition. This is where additional research can come in. You never want to talk just for the sake of talking. That could potentially distract people from reading something that is important. So make sure to only communicate features that are truly important and make you unique.
Blog: A blog is another opportunity for your customers to get to know you more. This is where you can show that you are truly experts in your field and should be trusted. Creating a high value blog is a way to market yourself and to boost your search engine rankings over time if you write on topics consistently and are related to your product. Any blog content you create can be re-purposed in email newsletters and social media content.
Pricing: You may have strategic reasons to not want to include pricing on your website. It would be a good idea to know what your competitors do. A lot of people will look for this information, so include it if it fits within your strategy.
FAQ: The FAQ page is useful for you, as a business owner, and for your customers. It helps you because if you answer common questions here, you won’t need to spend your time repeatedly answering the same question via email or phone. It’s helpful for the customer, because – well – they don’t need to take the time to ask you. The more their questions are answered, the less likely they are to leave and never come back. There are many standard questions you will want to include in your FAQ and some may be very company or industry specific.
Team: This is similar to the Blog page. If you want your customers to know you, love you and feel comfortable with you, this is an opportunity for them to see the human side of you.
About us: Did you create the company out of personal experience or frustration with a problem you kept running in to? Share your story with everyone. How long have you been around?
Contact us: Make sure there is a Contact Us page for those people that need human connection. Include your address, email, phone number, and any other ways you want to let them contact you. This will not only be useful for your customers, but it is a way for the press, investors and other interested parties to reach out.
Reach out to me if you’d like me to help you plan out optimal web content to see your sales increase.