Your website is one of the most important assets of your business.
Most likely, before anyone works with you, they’re going to check you out online.
Having a website that works for converting the prospect into a customer is the key to success.
Important to note is a lot of clients we work with are interested in having a website that looks good. They want it to be trendy, with all the bells and whistles. And it is important that it be aesthetically pleasing to draw people in as opposed to repelling them, but far more important is the messaging, how your website positions your offer, and whether it works at your objective: converting prospects into customers.
There are many aspects to a well-functioning website, but here are the five we’ve found to be the most important:
1. Header / Hero Section
The header section of your site (sometimes called the “hero” section, or the section “above the fold”) is the very first section people come to when your site loads. It’s vital that this section be visually appealing. Use a good-looking photo, preferably of people’s faces who look like a representation of your target customer as the background for this section. Make sure that the background photo works well on mobile devices as well.
Your logo should be prominently displayed at the top left.
At the top right should be a call-to-action button. That might say something like “Buy Now” or “Book a Call.” Contrary to popular belief, resist the urge to put a big menu at the top right of your website. You can use other elements on the site to get people further into the site where they can receive information.
2. Tagline
In the middle of your header section, you’ll want to add your tagline. (Click here to learn more about creating a tagline.)
Your tagline lets people immediately know how you can help them. You help [who – your audience] do [what – your offer] so that [why – address their pain point].
It’s amazing how many websites we come across that fail to tell people what they do, in a plain and succinct way, right at the top of the website. If someone has to search to find out what you do and what you offer, they’ll often just leave your site.
Right below your tagline, add your call-to-action button again.
3. Address the Pain
Did you know that most decisions people make are made to avert pain?
The next section below your header/hero section should be a section that directly addresses the pain your customers are feeling. Donald Miller or Storybrand calls this section “the stakes.”
You should answer: What pain or problem is your customer facing? How does that make them feel? Why is it plain wrong that they have this pain?
In other words, what are the stakes of them taking no action? Show them how they’ll be stuck with their pain.
Just remember, keep all of this framed from the customer’s point of view. There’s no need to present yourself as the solution (yet).
4. Your Offer
The next section should introduce your offer or solution. Remember to answer, “What’s in it for me?” List three key benefits of your offer (not features…benefits!).
Include your call-to-action button again.
After not telling people what they do, the next biggest mistake we see people make is presenting their offer or solution in a way that is complicated or difficult to understand.
You need to make this simple. So simple a caveman can understand it.
5. Contact Information
Make sure you give the customer a direct way to contact you. Most of the time, this is the same thing as what happens when they click the call-to-action button, but it needs to be in a format that isn’t a button.
List your email address and phone number. If a customer is willing to engage with you, do not make it difficult for them to do so.
Again, this is a mistake we see our new clients making all the time. Don’t make people click to a contact page or search your website in order to get ahold of you. List it plainly right there on the front page.
Getting your website right is critical to the success of your business and the five elements listed below are the best place to start. These, however, might only be the starting point for getting your website where it needs to be.
We’ve identified 30+ additional growth opportunities that most businesses miss with their website, so let’s schedule some time when we can figure out the things you can do to get your website where it needs to be. Contact us.