Most brands now realize the importance of having their own website. However, building a website takes planning and know-how. Aside from the technical side, it’s crucial to understand which types of content and pages a successful company website needs. Therefore, this article aims to explore the subject in further detail.
Information about you or your brand
It would be easy to state you need an about us page, but that’s not necessarily the case. For example, one-page websites are becoming more popular, and they can work for numerous brands. However, there must be some information about you or your brand, even if it’s only a tiny section of your home page.
Sadly, many brands ignore this, and that’s why there are numerous generic-looking websites. The thing is, whatever sector you are in, competition is likely to be fierce. Therefore, prospective clients or customers want to know what is different about you. Spending a bit of time on your about section could be the difference between securing the next client or not.
Make contacting you easy
Many big brand websites now make it incredibly hard to find someone to contact quickly. If you’re a smaller brand or start-up, take advantage of this point. It’s also true that filling out a contact form on a big brand website can take some time to receive an adequate response.
First things first, make sure it’s obvious where a prospective client or customer should go to contact you. This would usually be a dedicated Contact Us page or section of your website. Second, provide as many options as you can. Many brands fall down here because they only offer a contact form, for example. Instead, you can provide multiple phone numbers such as mobile and landline, and a contact form as well as an email address. The reason to provide an email and contact form is again about giving prospective customers different options.
Detail about your products and services
Again, the mistake brands often make is to provide generic descriptions of their products and services. The problem here is that it can make one brand sound identical to another; many customers will simply choose the cheaper option if this is the case.
If you have done your marketing prep work, you should know who you are targeting and tailoring your products and services to them. After doing that, write those product and service descriptions with your target audience in mind. When you can demonstrate that what you offer is more specific and tailored to your clients’ needs, they will be able to see why your services are worth more if that’s relevant in your case.
Spend a lot of time on your home page
If you have a website with multiple pages, it’s crucial to use your home page fully. The home page isn’t simply there to say welcome to the site. It also plays an essential role in directing users to the information they are looking for.
A helpful strategy is to have a small section of your home page connected to each of your other pages. For example, you can have a small summary of your products and services linked to your main product and service page to learn more. Equally, if your website has a blog, you might want to feature your best or newest piece of content on the home page.
Ensure your website connects to digital channels or a physical location
Everything within your business needs to be connected. Therefore, your website does not exist separately from your physical location or social media pages in any natural way. For example, if someone visits your physical location, you may want them to access your website for more information. Equally, you likely want website users to visit your physical site.
Therefore, ensure the two are always connected. A straightforward approach is to have a section of your website that details your physical locations and what is on offer there. You can take things one step further and offer a discount coupon that can be used in-store, but you can only get it by visiting your website.
Of course, not every business will have a physical location in this way. However, there are similar things you can do with your digital channels. For example, you can direct users to your social media platforms from your website. The simplest example of this is to include social media links on your website. You can take things further here as well by running a competition on one of your social media channels that users can only enter by visiting your website.
Many realize the importance of a company website, however, it’s easy to create a site that doesn’t create the right impression. Remember to include information about your brand, make contacting you an easy process, provide detail about your products and services, spend a lot of time on your home page, and ensure your website connects to digital channels or a physical location.