When people today need something done around their house, they almost always turn to the Internet to find someone who can do the work for them. To win that business, your small business website must create a connection with these prospective customers and make it easy for them to hire you. And today, your site often the first impression your business makes – and that first impression needs to be good.
5 critical things your site must have to attract new customers:
- Your logo and tagline – Your logo should be prominent and clear so that prospective customers immediately know whose website they’re on. Your tagline – or your company slogan – should begin to tell the story of why you’re better than the competition.Your logo should be prominently displayed throughout your site and paired with your tagline whenever possible.
- Prominent contact information – Make sure your phone number and an email address (as long as you regularly check your email) are easy to find for your site visitors. Your contact information should be prominent on every page of your site.Additionally, your business website needs a dedicated Contact Us page with an address and pinpoint map (if you do business at a physical location) or a radius map (that shows your service area) and the hours you’re open for business. Knowing where you are and when they can reach you is key for your potential customers… and seeing that you’re in their community can provide a level of comfort and build trust.
- A clear description of who you are and what you do – You need to make a concise and compelling case for why someone should choose you instead of your competition. When you’re creating this description, you need to put yourself in your customers’ shoes. You should clearly state the broad category in which you work (like HVAC service or landscaping) as well as the specific services and/or products you provide – and how you’ll provide them faster, more affordably, or more reliably than your competitors.
- Understandable navigation – The navigation along the top of each page of your site helps your site visitors understand the full range of what you offer and where they can find the information they’re looking for. Keep it simple and intuitive so that potential customers don’t get frustrated and give up. Web visitors are notoriously impatient and you don’t want to give them any reason to leave your site.
- Customer testimonials – Testimonials help make your products or services more tangible to potential customers. When they see that you’ve successfully completed a project for someone in their community, it helps create confidence and trust. And with a local business like yours, it’s possible they’ll even know your enthusiastic customer!
There are many more add-ons and “nice to have” features that can be included on your website, but these are the basics. Once you have these pieces in place, you stand a much better chance of drawing in new customers. And that’s your website’s primary job.
Check out the hibu Website Anatomy to see how all of these elements can help a business website win customers. You’ll see firsthand what a customer looks for (and what they should find) when they visit a professionally-built site.
Want to see if your website has everything it needs to succeed? Run our free Online Performance Report for an instant assessment of what’s working on your site…and what should be working better.