A good business website should do more than simply tell people who you are – it should help visitors understand what you offer, why they should trust you and what they should do next.
While this might sound straightforward, it’s surprisingly easy for websites to become cluttered, confusing or too focused on the business rather than the customer.
Offer a clear explanation of what you do
One of the most important things your website needs is a clear message.
When somebody lands on your homepage, they should be able to understand what your business does within a few seconds. Avoid vague statements that sound impressive but don’t actually explain anything.
For example, “Helping businesses unlock their potential” could mean almost anything.
“Providing outsourced HR support for small businesses across the North West” is much clearer.
The same applies to your service pages. Explain what you provide, who it’s for and how it helps them. Try to write in the language your customers would actually use, rather than filling pages with industry terminology.
Obvious ways for people to take the next step
Your website should make it evident what you want visitors to do next.
This might be requesting a quote, booking a consultation, calling your team or completing an enquiry form.
These prompts are often called calls to action, or CTAs. A CTA is simply an instruction that encourages the visitor to take the next step.
For example, instead of ending a service page with no direction, you could include a button saying “Request a quote” or “Speak to our team”.
Reasons to trust your business
Visitors are unlikely to contact you simply because you say you’re good at what you do. They’ll want some evidence!
Testimonials, case studies, reviews, accreditations and examples of previous work can all help build confidence.
A case study is particularly useful because it gives some context. Rather than simply saying you redesigned a client’s website, you could explain that the old site was difficult to use on mobile devices, describe what you changed and show how enquiries increased afterwards.
Specific examples tend to be far more convincing than general claims.
Useful content that answers customer questions
Your website should also answer the questions your customers regularly ask.
If you are an accountant, this could mean explaining when a business needs to register for VAT. If you’re a builder, it might mean covering how long a typical extension takes.
This type of content helps potential customers make better decisions while also demonstrating your knowledge.
It can also help your website appear in search results when people are researching those questions online.
Ultimately, the best business websites are helpful, informative and easy to use. They give visitors the information they need without making them work for it (because trust us, they won’t bother).
If you would like help creating a website that does exactly that, get in touch with the experts at Engage Web. We can help you build a website that explains your services clearly, earns trust and turns more visitors into enquiries.
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