A Clear Value Proposition
A value proposition explains why a customer should choose you over competitors. When you have this front and center on your small business website, it makes it very easy for a client to make a connection to your brand. Remember, you have only 2-3 seconds to capture their attention, so be sure you have a clear description of who you are and how you help solve the problem.
To develop a clear value proposition, think about these questions:
- What is the outcome your prospects are searching for?
- What benefits does your solution offer?
- How does your customer currently feel and how do you want them to feel in the future?
Try this exercise to help you determine your statement of value and complete this sentence:
_____________ enables _____________ to experience _____________.
The first blank should contain the name of your product or service. You can also insert your brand or product name.
The second blank should describe your customer.
The third blank should describe the customer’s desired ‘After’ state.
Psychologically, people trust other people, and potential customers love hearing stories from real people. Honest feedback from others helps build trust and credibility in your offer.
Adding a Trust Signal is another way to assure customers of your brand. A Trust Signal is an easily-recognizable way to offer peace-of-mind to a potential customer. There are many types of Trust Signals including ‘guarantee’ stamps, social proof testimonials or verification symbols.
An Obvious Call to Action
Tell your visitor what you want them to do and be sure to make it visible! This could be by using a bold font, incorporating a button or repeating your call to action. For example, if you promote a free 15-minute consultation, be sure this is apparent and looks special.
Technical & On-Page SEO
Search Engine Optimization doesn’t have to be a fancy, super complicated practice. At a minimum, you should use brand keywords throughout your text. Include a variety of links, name your page titles and URLs correctly, and include a good mix of images and videos. If you want to take it to the next level, be sure your Technical SEO and On-Page SEO are up-to-snuff.
Technical SEO is the foundation of your entire website, while On-Page SEO relates more to your actual content, such as blog posts, keywords and more.
Fresh, Quality Content
Potential customers are looking for answers and ways you can help them with a problem. Create helpful blog content to share your knowledge and expertise. Content is also a great way to show the personality of your small business. While your brand information remains static on the website, supporting content is a great way to keep your brand fresh. BONUS: You can organically improve your small business website SEO with regularly updated content.
A Secure Hosting Platform
The hosting platform for your website MUST be secure. This is not only for your business data protection, but it’s also important for customer data and private information. Take time to research the different types of hosting platforms, including WP Engine and Flywheel, which are both highly reputable and come with great security.
Simple is best, as they say! The same rings true for website design. Limit your colors, choose a clean layout and watch the amount of text displayed.
If you’re feeling overwhelmed:
- Try to break text into short paragraphs. Use headers if necessary.
- Use bullet points.
- Highlight important words or phrases.
Also, don’t skip over the navigation design on your small business website. You want to make it easy for visitors to find what they are looking for. Clearly organize your brand offerings into categories, and then use those to create drop-down navigation menu options.
If it’s time to update your website, we’re here to help!
We specialize in modern, SEO friendly web design for all types of small businesses.