Having a business website is essential for modern companies interested in securing more customers now or in the future. However, having the right information on your website is equally as important.
Often businesses focus so much on the creative elements of a website – like visuals, animation or flashy extras – that they miss out on essential details. Forgetting these details can change a potential customer into a missed sale.
In 2016, BrightLocal surveyed 800 people to find out the most important elements of a business website when it comes to turning potential customers into actual customers. Based on their list, we’ve put together advice to help you make sure your website has everything it needs to expand your customer base.
1. A list of products or services
This was the most important element for a business website. It’s not surprising – imagine going into a bricks-and-mortar shop and not knowing what they sold!
Website visitors don’t expect you to give them a complete list of every service or product you provide, especially if your business has a huge stock range. But a general list of products or services is important, otherwise they’ll assume you don’t provide what they’re looking for.
To help potential customers, you could categorise this by stock areas in your shop (for example, “Woodworking tools”, “Glues and fixatives”, etc.) or list the services you sell most often (for example, “Full boiler check”, “Emergency repairs”, etc.).
Remember to regularly check and update these lists of products or services. If someone is keen to buy from you, but your list is out of date or incorrect, you’ll disappoint them and they’re likely to go elsewhere.
2. Opening hours
This is a business essential, and yet it’s easy to overlook. It’s especially important to include this information for people using their smartphone to visit your website: Google’s 2014 survey found over half of customers searching for business information were looking for business hours.
Make sure your opening hours are on every page on your website – in the sidebar, for example. If you don’t have fixed opening hours, give your contact hours instead.
3. Phone number
Although people will be searching online or visiting your website to find out information about your business, having a phone number on a business website was the third most important element in BrightLocal’s survey.
Another survey found that over 90% of customers said they needed to call a business when looking online for information (Google and Ipsos, 2014), which means having your phone number clearly displayed on your website is very important.
Make sure your phone number is on every page of your website and is large enough to see clearly – at the top of the page is a good place to put it. You can also add a ‘call now’ button to your website which makes it even easier for smartphone users to get in touch with you. Read more about ‘click to call’ buttons here.
4. Price list
The final most important element for people visiting your website is a price list. Although this can be tricky to write (just like a list of services or products), it’s an essential element to consider.
There are several ways to create a price list. One is the individual prices for products or services, but this may be difficult if you have a huge range! Another good idea is to give a range of prices. You could also give a starting cost for each of your services or products.
Your local business website is the place where you can capture the attention of potential customers and encourage them to buy from you; with these four essentials, you’ll be off to a good start. We’ve got more articles to help you build and maintain a great business website. Read these for more ideas:
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