The Most Important Elements Your Business Website Should Have

A business website is an important digital marketing asset. Unlike social media accounts, you have control over what to share and how to share it. While social platforms have the budget to create complex platforms, your business website only needs a few relevant elements to help you achieve your digital marketing and sales goals.

Great User Experience

Your business website is meant to market your goods and services to clients. While it might be tempting to want to put in every conceivable design and feature online, remember that your audience must be able to get the information they need. For this reason, make sure your website is user-friendly. Avoid complicated terms and stick to traditional terms like Home, Contact, etc.

Navigation should be straightforward enough. Mega menus should fit the purpose of their use. A balance between menus and categories (or tags) would have a better effect on navigation as well as on design. Also, don’t use unfamiliar fonts as they could spell words in really weird ways and make it difficult for users to decipher their meanings.

Business Blog

A business website is only as important as the content it carries. If you want to attract the right audience, you should build a business blog on your website. The right content will help you nurture your audience through the sales cycle. And so while the website is the head of the massive sales funnel, you should use business blogs to segment your audience according to their individual needs and wants. Coupled with analytics, such content will feed into your marketing and sales strategies, making it easier to close deals and increase revenues.

Call-To-Action

A call-to-action tells the customer what to do while on your website. It is important to have this dotted around different pages in order to increase conversion.

A call-to-action goes beyond just saying subscribe to my business blog. To reap maximum benefit, you should situate your call-to-actions on pages relevant to what decision you want your visitors to take. Your texts should match your offer too. “Claim your 10% coupon by signing up” for example, offers more incentive on a product page than a bland subscription button on your “About Us” page.

Search Tool

This is ignored by some website developers, unfortunately. The search tool is like a ‘Google’ on your website. It helps customers to find information not readily available on the menu or homepage. For repeat visitors, the search took helps them go back to information they last saw; for new visitors, it is easier to look for information on your business website than go through the navigation tools. Make sure your business website has a powerful search tool to make locating information easier and faster.

Mobile Responsiveness

Majority of internet users do so using their smartphones. This means a lot of the people visiting your website will do so via their mobile. If your website is not designed to render correctly on small devices, you will record a high bounce rate and lose out on potential customers.

Having a mobile responsive website requires the right theme. You would also need to strike a balance in the number of plugins you install, as too many codes will limit the speed and performance of your website.

Consistent Brand

Your business website should represent your brand at all times. The colours should match what is present on your social media pages. If you have landing pages for your products or services, make sure the content is consistent with what is on the primary pages. Both in terms of style and content tone, your brand should evoke the same feeling among your audience. An inconsistent tone disrupts the user experience and erodes confidence in your business.

Conclusion

A business website is good enough only if it shares the right message with your audience. To do that, your tone and style need to be consistent at all times. Also, a call-to-action lets you guide your potential customers to take specific decisions while on your website. More importantly, your business website should be user friendly. If they can’t find that coupon, they won’t click it.