Websites are an important marketing, communication, and outreach tool for any business. When you think about it, all of your marketing efforts lead back to your website. Traditional advertising, social media marketing, emails, and even the links on your business card are driving traffic to your website. So how do you decide what exactly your website should include? That’s a great question, and one we will answer together!
For starters, your website should include basic information about your business.
No brainer, right?
Sure, but there are specifics you need to be aware of.
Your website should be able to answer these 3 questions, ideally “above the fold“. Above the fold is the first visible section of your website that loads up.
- What do you offer?
- How does it make my life better?
- What do I need to do to buy it?
If your website doesn’t answer these 3 questions quickly and easily, you’re losing out on potential leads.
Once you’re sure your website answers those three questions, irrefutably, then we can move on to the 5 most important things your website should include.
1. Clear Headers
Try to stay away from catchphrases, and being too “artistic” in your wording in your headlines above the fold on your landing pages. Cute and clever doesn’t sell. Clear and concise does.
Because clear and concise phrasing is key: “Become the massage therapist that everyone wants to book with”… sounds like a dream, right? It’s clear and to the point.
2. Powerful Calls To Action
Create a clear call to action, something to accept or reject. When you give visitors a clear call to action, not only are you simplifying the process for them to work with you, but you sound confident in what you’re selling.
3. Problem You Solve / Failure
Tell your website visitors why NOT working with you would have a negative impact on their life. So, phrasing like “Is your back pain causing you to lose out on precious hours of sleep every night? Do you struggle to find a restful position when reclining? We hear it all the time, and we are here to help!” Frame this as “I am your only solution to your problem”.
Additonally, you also need to frame the benefits of working with you. What will your website visitor’s life look like if they DO work with you? “You can live a back-pain-free life by working with us!” Ideally, this is promptly followed by that call to action we mentioned earlier!
5. Plan of Attack
Give your customers 3 ultra simple steps to work with you. Break down the process of doing business with you. If you break down these steps and hyper-simplify them in your website visitors’ minds, you’re breaking down the last barrier holding them back from working with you. When the process is ultra simple, there should be no additional reservations in their mind.