Step by Step Marketing for Small Businesses
Web Content: Organized
“If you fail to plan, you plan to fail”
This is an old adage that is just as applicable to your website. before you start designing your website you need to create your plan. This can feel overwhelming, especially if your site will become quite large, but it is critical to create an effective site.
Let’s compare your website menu to a fast food menu
Break your content into simple categories. Just as when you go to your favorite burger joint, they have all their burgers together and sides together, etc. it just makes sense
So, let’s say your business is home remodeling. This means you will have several services that you offer. You would group your services together like “complete kitchen remodeling”, “kitchen flooring”, and “kitchen lighting.” Then on another tab you could group “complete bathroom remodeling”, “updated bathroom fixtures”, and “new shower installs.” This also means that each of these services would deserve their own page.
The wrong way to organize your services would be to create a master list on the side of your webpage, assuming that someone would spend the time to look thru your exhaustive list to find what they need. Instead they would quickly leave your site in search of another provider with a more organized menu. In short, organizing your site in this manner will lose you clients.
Your main menu should be short, clear and instructive
In a glance your visitor can see clearly what they are going to get when they visit your site. Because you organize your site like this, you will find your visitors spend longer on your site as they knew where they are going and what they will find.
What are the 3 most common pages on any website?
I am sure your site will include these three as well so let’s define them.
1. Home page
The majority of the time, this is the first page that a visitor will see (unless they came thru a targeted landing page.) using bold and catchy headers, your homepage should identify what your site has to offer, or “what you do”, “who you do it for”, and “why they should use you.”
Tip: make sure you include a tag line, often found near or as part of your logo, that also describes your business.
2. About page
This may just be the most visited page on your site. It should include background information on the firm and possibly on key leadership. This is a great opportunity to get a little more personal and show some personality. Maybe share some hobbies of team members or favorite quotes. Either way this is a great way to show you are people rather than an unknown business entity.
Tip: when writing about yourself, find ways to weave in possible benefits to your prospective clients.
3. Contact page
Simple. This page should share ways that you and your company want to be contacted. You can also include driving directions if applicable. Since this page is certainly where people will end up, it is a great place to include testimonials and social links. Don’t overwhelm them but make sure you use this page most effectively.
So how many pages do I need on my website?
This is not always a simple answer depending on the size of your business and how many services you offer. but one thing is for sure, each one of your services needs its own page. If not, you are missing out on a great opportunity.
Why individual pages for each service?
Back to the fast food analogy. Not all your visitors will enter thru the front door (your homepage). A well optimized site sends people to different entry points (specific services pages).
If you can solve different problems for people then you need different pages. Someone may need only to have their shower replaced rather than their entire bathroom, but if all they see is that you do “complete bathroom remodels” then they may go to the next remodeler.
Whether you are a beginner or an expert at web design, you still want to start by grouping your services into categories, then make individual pages for each of those services.
A few remaining questions before you get to work. Do you know who your target audience is? This can go along way in deciding what content you need to include.
Here are some questions to think about while creating your content:
Who do you want to visit your website?
What are those visitor’s needs?
What pains are those visitors feeling?
How can you solve those pains?
Will the website easily be able to solve those pains?
Are you answering their basic questions?
Are you speaking to them in a language they can understand?
How can you prove your ability to solve their problems? (testimonials, social proof, etc)
Do you have a call to action on your site?
Remember to plan your site before you ever start to design. It will save a lot of time and headache if you do so. Also, each service you offer should have its own page. This will help customers identify their needs and your ability to solve them. As you follow these key points your website will become much easier to navigate and solve your customers needs.