Are you a small business owner or entrepreneur and aren’t happy with your website’s performance?
eTip is all about making the most of your website for your business. If
you want to see more of a return from your website, then I’ve got 6
must-haves that are just for you!
So what are these 6 things you must have in order to have a high performing website? Keep watching!
6 Essentials For a High Performing Business Website
1. Consistent & Professional Branding
people see your website, does it look consistent with your social
media? Your website and social media should have consistent branding
across all platforms.
Consistency is the key here but it needs to
look professional. An amateur looking website will not attract the right
kinds of clients.
First impressions are extremely important so it
doesn’t matter how great you are if the way it’s presented looks cheap
Make sure you don’t design something that’s
just for you. You might be a huge fan of a colour or design but if it’s
not something that would appeal to your clients, then it shouldn’t be on
We use purple a lot ourselves but we know it’s good
for our business so keep in mind you may be putting people off if
you’re the only one who is a fan of a colour or design element.
2. White Hat SEO (Search Engine Optimization)
Don’t underestimate the power of good SEO.
SEO you are making sure your website is not only something search
engines will index and (hopefully) display to users but that it’s done
You are competing with other websites for the same key
phrases users enter and your goal is to be at the top of those results
when searched by your target market.
Many people lack
understanding of SEO even though it’s extremely important. You’re
competing with many other websites. If you don’t have good white hat
SEO, then no matter how good your website is, users won’t be able to
Look at essentials in onsite SEO like having your keyphase targets in things like the title tags, meta data and the URL.
A great example is if you’re selling a book. Many people will list the URL pertaining to their book as xxx.
What you should do is have a URL like this: xxx/title-of-book
The title will likely be intuitively connected to your content with good keyphrases in it and Google will be able to read that.
You can even add the keywords you want to rank for to elements like image naming and alt tags too.
sure you have your desired key phases set and then include them in the
onsite copy. All of this is the set up for SEO so Google knows what you
want to rank for.
This part of the industry is daunting so don’t
be afraid to reach out for help from someone who does professional
search engine optimization. But watch out for overseas scams, do your
due diligence first, and only proceed once you’re comfortable.
for someone who will understand your business and work with the
branding, website development, and SEO together since these all work
best when they are working together.
3. Responsive Website
A responsive website means your site will display well on phones and all smaller screens.
ago websites only had to display well on desktop computers. Now that
smart phones are common, it’s important to have a website that can
display well on one.
With responsive design your website will
change its display while maintaining the same information, making it
easily usable on a cell phone.
Designers sometimes opted to have
two separate websites that would be detected by the device and would
display the appropriate one. With this though, there were two websites
to maintain and update.
With responsive design the template
changes so you remove the redundancy of having to do everything twice.
Google places a lot of importance on mobile usability so it’s a really
good idea to get a responsive website if you don’t have one already.
you don’t know if your website is responsive or you need help making it
that way please get in touch and our website developers will make sure
your site displays properly and performs well on mobile devices.
you don’t think your potential clients use smart phones then think
again. Over 50% of people are on smart phones when they’re searching
online so please get in touch if yours isn’t optimized for mobile
4. List Building and Follow Up
building is in place because if a user comes to your website for the
first time, there is a small chance they’ll convert right away. The odds
are slightly better if you offer something in the way of e-commerce.
users are more likely to convert after their first visit, you want to
give them a way to find their way back. An email newsletter subscription
is a great way to to that.
To build your list you can try
offering something for free like a download of a free how-to guide that
requires the user to enter their email address in order to receive it.
could be anything: An audio file, video series, or PDF report. The
point is to provide value in exchange for the user committing to giving
you their email.
Then stay in touch with your list to cultivate
the know, like and trust factor with this, providing them good reasons
to come back.
5. Solid Marketing Message
A lot of entrepreneurs make their website all about them. ‘I do this’ ‘this is me’ ‘this is what I do’.
Unfortunately for a user this can leave them asking: what about me?
website has to reassure a visitor they’ve arrived in the right place.
Your messaging should clearly state what problems you solve and that you
are there to help.
Use terms like “You” and “Your” rather than
“Me” or “I”. Hiring a professional copywriter is a great idea because
they understand the intentions of the visitor’s needs coming first and
can make what you do exciting, which helps convert them into a paying
Creating excitement isn’t easy to do so a great
copywriter is essential to making sure you get your website visitors
excited about you and what you provide.
6. Make It Easy To Reach You
Make the process of contacting you as easy as possible.
you have an online store you need a customer service phone number
prominently displayed. It’s normally placed in the top right side of the
Even if you don’t have an online store and you’re providing
a service or something else with a “Buy Now” button, the service number
reassures the user there is a real person behind the scene in case they
Establishing trust is key so providing them with ways
to contact you if necessary is essential to establishing trust. You will
get more site visitors to commit to you and your business once trust is
Many entrepreneurs are worried about having their
phone number out there but at the end of the day you need one so
whatever you can do to provide one is a must.
Also have a good contact form. This and a phone number are essential to establishing trust with your potential clients.
a CTA (Call To Action) that leads users towards their destination. If
your conversion is qualified by a contact then lead users on each page
towards the contact page. Use buttons and text telling them to click and
easily get in touch with you.
These are the must-haves for your website.
are many more things to cover but these 6 are the essentials for
success. You may think you have some of these covered but if you’re
using a prefabricated template or an all-in-one solution, you may have
something too bloated with excessive code to index well and it could
actually be working against you.
Susan Friesen, founder of the award-winning web development and
digital marketing firm eVision Media, is a Web Specialist, Business
& Marketing Consultant, and Social Media Advisor. She works with
entrepreneurs who struggle with having the lack of knowledge, skill and
support needed to create their online business presence.