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3 Elements of a Great Business Website

A website is the digital storefront for any business and is often used by consumers at some point when researching a product or company. In fact, a recent study looked at 13 different methods consumers use to engage with local businesses and found that websites were the most used channel when consumers were ready to buy.1

The website helps customers get final confirmation on their choice and provides the information needed to make a purchase. Second only to search engines, a company’s website is one of the top places consumers turn to when looking for products and/or services in their local area.2 More compelling still, 30% of consumers won’t even consider your business if you do not have a website!3

So, you know you need a website, but how do you make your website the best it can be? Here are the three critical components that go into making an effective website:

Mobile-Readiness

Consumers are using their phones now more than ever to decide where to go and what to buy. In fact, 76% of those who search for a local business on their smartphone visit a related business within a day and 28% of those searches result in a purchase.4 If you want to compete with other local businesses trying to capture consumer attention, then your website needs to be available where consumers are searching.

Also, consider the following:

  • Does my website load quickly on multiple browsers?

  • Does everything on my website scale correctly on a mobile device?

  • Is all of the most important information on my website easy to find on mobile?

If the answers to these questions are not a resounding “yes” then your website may not be mobile-friendly.

Rich Content

After consumers land on your website, it should be what your business offers. Having rich content helps answer the question, “why should I work with this business?”  Photos and testimonials are great ways to do that.

Photos personalize your business and make you more appealing to consumers making a purchasing decision. Take pictures of your newest products or of a recent job-well done to provide “visual proof” that your company has what potential customers are looking for.

Testimonials from real customers offer legitimacy to your business and can help you gain the trust of potential customers. Make sure to ask satisfied customers about their experience and have some kind of system for them to provide feedback on a public-facing sites like Yelp. This content can then be later repurposed on your website.

Aside from photos and testimonials, make sure your business name, phone number, and address are listed somewhere on the front page of your website. This will make it easier for customers to contact you with inquiries.

Thoughtful Design

All of the previously discussed factors mean nothing if your website is not designed using best practices. Your website should be easy to navigate so that visitors can quickly find the info they need. Using white space, including a strong “call to action” and using images appropriately are all aspects of strong web design. The biggest thing to remember is that your web design should be flexible, so that when things inevitably change one, five or ten years down the road, you won’t be stuck with an outdated website.

To learn more about what makes a great website, register for our free YP + MarketingBitz webinar, “What Makes a Great Website?” on April 19th from 2-3pm ET. 


 

1.  Source: LSA/Burke, “Local Media Tracking Study” 2016, n=8,000 U.S. consumers
2.  Source: LSA-Burke Local Media Tracking Study, n=8,000 (2015)
3.  Source: “The Why Before You Buy” -- Thrive Analytics survey of 5,418 US adults on behalf of YP
4.  OwnerIQ. Location Targeting? You’re Doing It Wrong.
 

Becky Harris is a content marketing specialist at the Local Search Association. She manages the content on MarktingBitz.com, a free resource developed to help small businesses learn the fundamentals of digital marketing. You can connect with Becky on LinkedIn.

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