Your website is your business’ home on the internet. It’s like a digital storefront – the place where people can do some window shopping before they decide if they’ll take a step inside to check out what you have to offer. To help them take that step inside, it’s important to give them exactly what they’re looking for. But that’s easier said than done. Here are five necessary website elements your customers want – and why it’s important to give it to them:
1. They want to know who you are – in an interesting, compelling, and honest way. “But why does that matter?” you might ask. Well, people like to connect with other people. It’s as simple – and as complex – as that. An “About” page is a necessary website elements that can do a lot for you, if it’s written in a way that will interest readers. Use storytelling techniques to show your customers who you are and how your business was created. Let them into your world and allow them to peek into the inner workings of your products or service. Tell them who you are, why they should care, and do it honestly. Every business owner has a story about how they got to where they are today. Your job is to tell it so that potential customers connect with you.
2. They want to find out what you offer, quickly. A home page is the most important page on your website, and should always give a couple of general sentences about your business and what it can offer potential customers. If you offer a call-to-action button with that text that leads them straight to a page about your product or services, they’re going to get into the details of exactly what they’re looking for much faster. If they can’t find what they seek, they’ll bow out and go somewhere else pretty quickly – after all, attention spans are very short nowadays.
3. They want to know how to contact you. A contact page is a must. It should have an email address and/or form so that a potential customer can make further inquiries, a phone number for more immediate needs, and an address so they can stop by. If you freely give out your location, it also lends you some credibility – instead of a place that seems to only exist on the internet, you’ll show potential customers that you have a storefront, and that they can stop by if and when they need to.
4. They want to know if you are legitimate. Testimonials, client lists, case studies, awards – the list goes on. Provide things that show your potential customers that you know what you’re doing, and you have the content to prove it. Create a testimonials slider at the bottom of the home page, stick that TripAdvisor sticker somewhere visible, or offer a selection of work you’ve done for other clients. If you show people that you’ve proven yourself in your field, they’re more likely to trust that you can provide what they need as well.
5. They want you to guide them through to conversion. Calls-to-action are buttons, signs, or text that give your potential customer a clear understanding of what comes next. “Let’s talk” will bring them to a page with a contact form where they can set up an appointment. “Buy now” will lead them to your ecommerce page. “Click for more,” might show them additional information about where to find your storefront. Whatever you choose to say, it should be something that will guide potential customers through to conversion, just like the one you’ll see to the right.
These five necessary website elements are only some of the things customers want, but they’re the most important.