Your company’s website is in essence a small part of its virtual real estate. You can take advantage of it, strengthen your brand image and boost sales. Conversely, you could waste it entirely.

Though authentic business owners would rather avoid the latter, many others will do just that; therefore, you cannot afford to fall in this category. Technological advancements have made it easier for small business owners to make money using their smartphones, computers, and tablets from anywhere in the world. Therefore, it is only wise that you ensure your website provides the needs of customers, so they don’t bounce off to the web pages of your competitors.

Activities That Your Company’s Website Should Perform

Businesses want different things on their websites. Regardless the industry, there are some activities that a business website should always feature. Let’s analyze them in more detail:

1. Tell a story

There are many websites via which you can interact with your customers. For example, there are social networks, industry blogs, advertising space, YouTube, press releases and lots of other platforms. What makes your website stand out among all these is that you actually own your site. Nobody can control what you publish or the nature of your content. Your website is a constant spokesperson for your brand, so make sure you utilize it effectively to tell your story.

Your story is your most influential tool and can prove to be the sole elevator of your brand. In turn, your website is the best vehicle via which to tell your story. This may include past history or you may be more future-oriented. Pay close attention to how your products travel—i.e., the supply chain or after-sale events. The goal is not to follow a narrative formula, but to identify your history and share it clearly with visitors on your website.

2. Provide Contact Information

One of the main reasons why people visit a website is to find contact information and other important brand details. As a minimum, you should make sure your website includes the following:

  • Company address (if relevant)
  • A locator, showing where your company is located (if relevant)
  • Shop or work schedule
  • A telephone number and an email address
  • A basic description of what your business does

Obviously, there are several ways to convey this information in a list, and it’s not necessary to place it across every corner of the site, but rather where it can be easily found.

3. Collect Information on the Lead

You may want to close your sales using your website, but that’s not the only goal. Sometimes, you need to make multiple visits to convert a potential customer. In the meantime, you should gather information on the potential customer via acquisition forms.

4. Overcome Friction

Your website should be able to overcome friction and provide a simple and optimized user experience for visitors. Since poor navigation is the main reason why people leave websites, it’s advisable to start with an easy-to-use navigation.

If your navigation menu expands at the top of your site or on a sidebar, it should be simple for visitors to identify and include logical categories that make it easier for users to find the information they’re looking for. However, the reality is that good navigation alone doesn’t cut it. A quick-loading website will also give you an edge; a good hosting company like can help in this situation.

5. Make a List of All Your Products and Services

Experts at Synapse Search say that a professional and aesthetically pleasing website is important, but it’s also vital for customers to know the basics. As simple as it may seem, they advised that you should list all your products and services, so that potential customers can see what you have to offer and consider making a purchase. This section of your site must also display high quality images of your products and have all advantages clearly listed. Do not forget to include easy-to-understand explanations about your services, as this is what most customers will take with them.

6. Make Sure Your Pages Are Easy To Find

It’s important that your website provides an easy and stress-free experience for any potential customer. Visitors should be able to browse the site quickly and easily, making it less likely that potential customers will leave after just a single visit. Should this happen, they will more than likely visit your competitors’ website, increasing their exposure and in turn giving them a competitive advantage.

If your company website features a large number of products or services, make it as easy as possible for potential customers to find what they want, quickly.

7. Your Website Needs To Be Optimized For Mobile Devices

About 80% of Internet users own a smartphone and that number is still increasing, so be sure to take advantage. This means that if your website is not attractive or accessible to smartphone and tablet users, it essentially eliminates virtually all of your potential customers.

We recommend that you check the appearance of your website by viewing it on a mobile device and tablet. When you do so, you’ll need to make sure your contact number is at the top of the page, which can be clicked on to call your phone directly. Also, ensure your visitors do not have to zoom in or out or move from left to right to see the whole page.

What Is Your Website Doing?

Does your business website work to its full potential? If you’re honest with yourself, the answer is probably not. You can pay close attention to your website, but that does not mean you’re focusing on the right things. By re-organizing your time and energy with the activities highlighted in this article, you can achieve more than you ever thought possible.

With all the help and support available to SMEs to increase their digital presence, there are few excuses for not working on an effective website for your company.

It’s true that these steps to improve your online presence can take some time, but are certainly a valuable asset for all business owners. So, if they have a positive impact on your business, it’s time well spent.

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James Cummings is CEO of DailyPosts UK and an experienced business psychologist. He has successfully managed multiple business projects and delivered staffing solutions to some of the world’s leading brands. Office UK: 023 80 970 979 Office US: (646) 679-7971

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