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Everything that you need to know to start your own business. From business ideas to researching the competition.
Practical and real-world advice on how to run your business — from managing employees to keeping the books
Our best expert advice on how to grow your business — from attracting new customers to keeping existing customers happy and having the capital to do it.
Entrepreneurs and industry leaders share their best advice on how to take your company to the next level.
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Your business’s website helps you attract and convert the right customers to your business. Here are six critical elements every business website should have.
Your company’s website is often the first thing a potential customer will see, so creating a solid website is crucial. Your website establishes your business’s credibility and showcases its products and services in the best light possible. Here are six things you should always include on your business’s website, plus ideas for choosing other site elements and picking the right platform.
The homepage is your first opportunity to tell website visitors what your company is about and why they should care. Your homepage should start with a compelling headline that speaks to your ideal customer.
From there, you can include a more general description of your company’s offerings. You should also have high-quality graphics that visually explain the main points you’re trying to make.
Creating a video for your homepage is another way to make a lasting impression on website visitors. A video is more engaging for your audience and will keep them on your website longer. Videos are also a great way to help someone new to your business begin to know, like, and trust you.
[Read more: How to Write Great Content for Your Website]
You might be surprised to learn that the About page is often the most visited page on any business website. People do business with other people, so they want to get a sense of your business story and the individuals behind the company.
Your About page should outline how your business started and your company’s mission. You can also include short bios of each member of your team.
The About page should also explain the types of customers you serve and the benefits your business offers them. The key to writing a good About page is to remember that it’s not really about your business — it’s about the customers your business serves.
You also need a page that outlines any products or services your business offers. This page should include descriptions of each product or service you offer and who they’re best for.
You’ll want to include pricing information and clearly explain how customers can make a purchase. This information will allow potential customers to take the next step forward with your business.
If you sell physical products, you should include high-resolution photos of each one. Customers want to get a sense of what they’re purchasing, and images can help convert website visitors into customers. Use free graphic design tools to create photos to match your site.
Just explaining how your products or services work isn’t enough — you need to also include testimonials from happy customers. Testimonials show how your products or services helped solve a problem for that customer. If possible, you should include a name and photo with each testimonial, as this will create more social proof.
[Read more: 5 Smart Ways to Market Your B2B Business]
Your homepage should start with a compelling headline that speaks to your ideal customer.
You should make it as easy as possible for current and potential customers to get in touch with your business. Your website should have a separate contact page with your company’s address, phone number, and email address.
If you’re active on social media, your contact page can include links to your social media profiles. It’s also a good idea to include your business hours so people know when they can expect to hear back from you.
If you’re not giving your website visitors an opportunity to sign up for your email list, you are almost certainly missing out on potential sales. Email marketing is one of the most effective ways to communicate with potential customers and grow your revenue.
Start by creating a strong content offer you know your ideal customer will benefit from. For example, you can write an e-book or whitepaper that gives in-depth information about a topic your audience is interested in. After they sign up for your email list, they can automatically download the free content.
[Read more: How to Create and Manage an Email Marketing List]
Home and product or service pages are must-haves for businesses. For multi-page sites, each component opens on a separate page, whereas a single-page site takes visitors to the appropriate section. However, additional information can improve your search engine optimization (SEO) efforts, enhance customer experiences, and reduce operational costs.
Prioritize your approach by understanding your business website’s purpose. Identify goals and determine how adding website content supports those objectives. For instance, blog posts support your SEO cross-linking strategy, which increases site visibility and educates readers. Accessible shipping and return policies alleviate administrative and operational burdens.
Consider adding the following pages to your business site:
Customization levels and ease of use vary by platform. Although you can add many page types when using most website builders, some are more challenging to navigate for beginners or offer fewer personalization options. The best e-commerce systems or CMS platforms should align with your skill level and business goals.
Consider the following solutions when building a business website:
This article was originally written by Jamie Johnson.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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