Ok, so you have busted a gut spending time and money getting traffic to your website, but you are not converting that traffic into leads. In fact most of the traffic you generate lands on your site, and then leave very quickly. Sound familiar? Well, you are not alone.
The internet is noisy, and there are plenty of other business websites also vying for your customers’ attention. This is why you need to make sure that when they land on your website homepage that they get relevant information they require as quickly as possible, while also establishing credibility and trust.
In this article, we are going to show you the 5 ‘must have’ elements that should be included in your small business website design. Get these bad boys in there, and you stand a much better chance of turning that traffic into leads.
1. Contact details
Once on a company’s homepage, 64% of visitors want to see a companies contact information. (Source: KoMarketing).
A bit of a no-brainer this one. You MUST have clear, easy to reach contact information on every page not just your homepage. As this is one of the key reasons a customer will visit your site, make it easy for them. At the very least add a clear link to the contact page.
And do not forget mobile users either. On our site, we know that the main reasons people visit on mobile is to get our number. We don’t make them hunt it out. We have a telephone icon that if clicked will call us direct.
2. Your UVP (unique value proposition)
According to the Nielsen Norman Group, most users to your site will stick around less than 59 seconds. So, if you don’t give the user what they are looking for in less than a minute, you’ve lost them.
If my customers are coming to my site looking for a new WordPress website or a marketing strategy, I need to make sure they are in no doubt they are in the right place as quickly as possible.
A good way to do this is in your UVP or Unique Value Proposition. Your UVP is your ‘elevator pitch’, and should be the first thing that a customer sees when hitting your homepage. It should answer these questions:
- Who is this website for?
- What are they offering?
- Why you and not your competitor?
Prospective clients not only need to know what you do but how that will help them and make them stick around. You need to pick out 3 or 4 key reasons why your product or service is right for them.
Keep the copy light, to the point and always try to speak the language of your customers.
4. Testimonials/Social Proof
Social proof is an indicator of trust. You may have wowed your prospective client with a beautifully crafted UVP and impressed them by your features and benefits. But they may not believe you unless they hear it from other people too. And that’s exactly what social proof does. The three most important ways of showing social proof are:
- Client Testimonials – Your best (short) quotes from customers with at least a company name, but a contact name and photo are even better if you can get permission.
- Case Studies – Links to your case studies that go into detail about how you have helped other clients.
- Client Logos – Especially powerful if you can show a visual list of client logos that are well-known brands
5. Lead Generation
To generate more leads from your small business website, you should have a compelling content offer. This can be an e-book, checklist, a whitepaper or guide, in fact, anything that you are willing to give away in return for an email address. The key thing is that it needs to have real value. People who may not be ready to buy, but would be willing to download a valuable guide, means you at least get a name and email address. Without any offer, you would have probably lost them.
Our lead generation homepage offer is a free guide aimed at helping our target demographic (see below). When someone fills out their details, they are sent the download, and they are added to our marketing automation system for further nurturing and leading them down the path to becoming a customer.
- Tell them what you’ve got (describe your product or service).
- Tell them what it will do for them (What BENEFITS will they receive).
- Tell them what to do next (make them an offer they can’t refuse).
If you implement just one of these things you’ll start to see some results – I guarantee it. The thing is, if you are serious about getting more leads from your WordPress Website, my advice is to implement as much as possible from this list.
Just do it and see the results for yourself. Do you have any other website must haves? If so, we’d love to hear about them.
Let Us Help You…
Brothers Creative works in partnership with businesses all sizes to create some of the best WordPress websites in the U.K. We are a WordPress Agency you can rely on.