Most of the time in this section of our website, we are focused on how to protect the security of businesses and consumers online. We’re taking a slightly different train of thought with this article, which discusses the key data that online businesses should include on their website to encourage sales and build brand personality in order to turn users into customers and customers into long-time advocates.
Whether you are planning your new business website, or you’ve recently launched your start-up online, we’ve put together a key quintet of pages that are essential to visitors interested in your goods or services.
Make sure your unique selling point is highly visible
First and foremost, your website visitors shouldn’t need to have a first-class university degree in forensic investigations to know what your business does. Communicating your brand’s unique selling point (USP) from the outset is essential. Your USP is what differentiates your business from the rest. It should catch the eye of your users and coax them into staying on your website longer.
Display your full complement of services
Once you have clearly communicated your brand’s USP, you should demonstrate the breadth of goods or services you provide. Don’t be afraid to shout about having a broad-based skill set – it gives many users confidence and reassurances. At the other end of the spectrum, don’t fear to operate with a limited list of services due to your niche specialisms – so long as you do your niche well, of course!
List the professionals behind your business for greater personality
One of the most effective ways to make your business stand out is to demonstrate personality. Within your ‘About Us’ section, be sure to dedicate a landing page to your hard-working employees. As a small business, you probably won’t have too big an army of staff, which makes it easier to go into detail about individual workers. This should include their specialisms, their talents, and even their hobbies so that clients and prospects can relate to them on a personal level. For most small firms, their success would be nothing without their employees. That’s why a growing number of entrepreneurs seek to obtain a workers compensation insurance quote and activate a policy that safeguards businesses and employees alike in the event of illness or accident. Providing this information on your website will demonstrate your fair management style.
Place contact details ‘above the fold’
Imagine losing out on a potential sale to a rival business, just because your website visitor struggled to find your contact details. It happens more often than you might think. Many users don’t have the patience to scroll through your website and find your email address or telephone number. That’s why you should always ensure that legitimate users can see your primary contact details on your website from the moment they land on the homepage. In the marketing world, they call this being placed ‘above the fold’, i.e. before the user needs to scroll down the page.
Ensure social media links are prominent
It doesn’t matter what kind of business you are building; all brands need to have a social media presence today. Most millennials and Gen Z consumers (95%) said that they would consider the following brands and services they like on social media channels. Today, social media gives brands like yours a chance to have real, meaningful conversations with prospective and existing customers. It’s a chance to build trust. Think of social media more like an extra customer service channel. Whichever social media platforms you choose, make sure links to your social pages are visible, allowing users to visit and follow you with a single click.
