Websites matter–they are the primary place you can showcase your business and your website can provide information about your services. An online presence gives your business credibility by demonstrating your abilities and expertise. And, like it or not, people value attractive web design, meaning websites have the power to convert potential customers.
Want to make a good first impression on web visitors? Read on to find out what key elements your website should have and why they’re so important.
1. Explanation of what you do and who you serve
Right when someone lands on your page, they need to know what you offer and who your audience is. It should be easy for visitors to understand what your business is all about!
Provide a clear, straightforward explanation of your services. You’re looking to attract an audience who is interested in what you offer, so use language that appeals to your ideal client. Make sure to highlight your brand values, since this will help visitors feel connected to your business and mission.
If visitors feel like you have something valuable to offer them, they’ll stick around to check out more of your web design.
2. On-brand visuals in your website
Investing in brand photography isn’t something you’ll regret. It’s obvious if you use stock images that don’t tie in to the brand aesthetic, and they likely won’t give you the vibe you’re looking for. Instead, stick to brand photos and visuals that resonate with your audience. This will create a high-level brand experience for website visitors.
Pro tip: When you do your photo shoot, be sure to include close-up shots of you working. For example, a copywriter might have a close-up photo of her hands on her keyboard, or a pen in her hand, writing in a notebook. You don’t want headshots all over your website!
3. Clear explanation of what you offer
Your homepage is the place to showcase the high-level explanation of your services–save the in-depth description for your services page. At this point, you’re trying to hook your audience without overwhelming them with the details.
Don’t try to get fancy in your offer descriptions on your homepage–simplicity is key. Provide enough info to get people interested, then encourage them to click on your services page to find out more.
Part of your website’s job is to increase brand awareness and credibility. Introducing yourself and sharing your background will help your target audience get to know the face behind the business.
Be sure to include information in your About section that your target audience wants to know. We recommend including information about your education, experience, strengths, and what you love about your work. Maybe even throw in a fun fact or two to add a personal touch!
Your introduction will help your audience see you as a subject matter expert who is both competent and personable. A friendly introduction goes a long way in cultivating confidence and trust in your business.
5. Website with user-friendly navigation
It’s no surprise that better navigation encourages more website traffic. No one wants to deal with a clunky or confusing website.
We’re fans of using standard navigation so visitors know what to expect. Keep your menu simple and accessible, and place it at the top of the page where visitors can easily find it. Use simple fonts and descriptive labels for your pages so visitors can quickly see and access information.
Some people might not click past the homepage, so make sure to put the most important information front and center. Link other important pages to the homepage, too. Streamlining your website so people have to navigate as little as possible improves the user experience.
And don’t forget to include clear calls to action throughout your website! That way, visitors know how to connect with you and get in touch.
6. Free resources to capture email addresses
For service-based businesses, we highly recommend creating free downloadable resources for your website. A value-packed resource guide will show your audience the benefits of your expertise–plus, you’ll be able to get their email addresses.
After they leave your website, you can stay connected with them via email marketing. This is a great way to generate high-quality leads and expand brand awareness.
7. Results-driven testimonials on your website
Another way to increase trust with potential clients is by including testimonials. We also call this social proof. You’re basically proving your offers have been helpful to others via their personal testimonials.
Results-driven testimonials are best because they show the ROI of the services you offer. The more you can show your services are worth the investment through social proof, the less concern your target audience will have about spending money on your services.
8. Social media links
Social media links are a must-have in your web design. They build trust, develop a relationship with your target audience, and encourage engagement with your brand. Social media also makes it easy for people to share your website with others. This increases exposure for your website. Having more ways for people to connect with you means more leads and more clients!
More links also factor into Google’s algorithms. Including your social media profiles on your website is a quick way to boost your SEO rankings and give more people a chance to discover your website.
If you’re ready to create a web design with all of this and much more, check out our Website in a Week service. We’ll design your website from start to finish in just one week–complete with color palette, fonts, and design elements that are unique to your brand identity. Take a peek at our website or send us a message to learn more!