With the Internet such an integral part of business today, it is important to understand what elements every small business needs on their website. Having an effective web presence can either make or break a small business. Since potential customers increasingly rely on the information they find online, small business owners should be sure that they put their best foot forward when it comes to building and maintaining a website.
#1: Content Optimized for Search Engines
The fact is that the vast majority of Internet traffic comes from search engines. This means that most people coming to a small business website will do so through Google or another search engine. Because of this, every small business website needs to include optimized content. Optimized content is tailored so that search engines like Google are more likely to index it on the search results page. Some of the most best practices for optimized content includes:
- Regularly publishing blog posts with long-tail keywords
- Including content pages with subheadings
- Adding images and videos on landing pages
- Tagging images with keywords
- Including external links on blog posts
#2: A Call to Action
Having a good website can only go so far if it does not take the next step. The goal of any marketing effort – including an effective website – is to turn leads into customers. The best way to do that online is by presenting website visitors with a clear call to action. This can take many different forms depending on the type of small business. The key is to make this step as easy for the visitor as possible. Some of the most common and effective calls to action include:
- Signing up for an email newsletter
- Downloading a free e-book about the industry
- Contacting a sales representative about the small business’ services
- Making an online purchase or visiting a physical location
- Sharing the website or content through social media
#3: Testimonials and Reviews
In many cases, a visitor to a small business website may not know much about the small business at all. Because of this, every small business needs to include an element that makes newcomers feel more comfortable with the business. Including a testimonial page can go a long way toward building trust with potential customers. Better yet, small businesses can feature tailored testimonials on each element of their website to show the various ways they stand out.
#4: An Easy Way to Reach Out
The final element that every small business needs on their website is easy access to a contact page. It may seem relatively obvious, but many small businesses miss out on the opportunity to connect with their potential customers. A Contact Us page should be clearly displayed on the main menu, as well as at the bottom of each page. The page should be more than just an email address or phone number. Every Contact Us page should include a contact form, a physical address, an email address, at least two phone numbers, and even a Google map plug-in for local businesses.