Answer Common Questions
Most users land on your website with questions about your business, products, or services. If your site doesn’t answer their questions quickly (or otherwise pique their interest), they will look elsewhere. Whether it’s for a contractor business, wholesaler, trucking company, professional office, or another industry, quality content is direct, descriptive, and helpful.
Think about the questions that prospects and customers often ask you and your colleagues or employees. Those queries should inform the content you put on your website in the form of blog posts, videos, images, etc.
Finally, make sure the content appears on relevant pages. A page about the benefits of working with your company should make a strong case for why potential customers should reach out for more information.
Optimize Calls to Action
Once your website visitors (potential customers) are ready for action, what do you want them to do next? Where do you want them to go?
Place calls to action—buttons, links, etc.—after text blocks and images. Keep them short and direct. Your CTAs should attract user attention and speak to the content they support. In most cases, use classic action words and phrases like: Learn More, Get a Quote, Contact Us, Talk to a Rep, etc. Here are a few other tips to keep in mind:
Speak to users directly (Create My Account, Get Your Report, etc.)
- Use colors that contrast with the content around them
- Make the buttons big enough to touch easily (for mobile users)
- Use words that keep the commitment low (Shop Now vs. Buy Now, Download a Free PDF, etc.)
Make Your Website Mobile Friendly
Many users visit websites for the first time on their smartphones. Some may never view your website on a desktop computer or laptop. By optimizing your site for mobile devices you can appeal to users visiting your site while on-the-go.
Talk to your web team about responsive web design (RWD). Most modern website platforms and templates are responsive and many developers emphasize mobile-first design. As a business owner, however, you can make small adjustments to your website that make it more friendly to users on mobile devices right away.
- Keep your text content brief—use short phrases and single sentences instead of paragraphs.
- Use fewer graphics—this reduces loading times and shows users only what they need to see.
- Simplify navigation—make page titles clear and CTA buttons larger.
Don’t Forget Security
Security is perhaps even more important than the four items outlined above. Customers need to know that you have taken the proper steps to protect their personal data, credit card information, and privacy. Show them that your business is properly insured. One way you can do this is by incorporating cyber security into your business model.
Why? A recent study by Selective and Appalachian State University found that only 20% of small businesses surveyed carry cyber coverage, even though 28% of data breaches are against small businesses.
Cyber liability insurance is part of a holistic approach to protecting your business against emerging digital threats.
The Bottom Line
As we said in the beginning, your website is a container for content. Take time to optimize that content to appeal to potential customers and tell your unique brand story. Small changes over time can lead to large gains later on.
If your website already checks all of the boxes in this article, we suggest you check out our Search Engine Optimization basics article to help boost your visibility online and reach even more users.