Far too many small business websites don’t have three essential elements. Without them, your small business website isn’t doing its job, and it is costing you customers. Once you learn about these three things, you’ll be amazed at how many small businesses ignore these three elements. The only reason they do is because they don’t know any better.
Well, you’re not going to be one of the uninformed. That nonsense stops today. Get these three things on your small business website, pronto.
1. Your Phone Number
Don’t make it hard for people to call you. Sixty percent of searches happen from mobile devices, so having your phone number at the top of your home page (and every page) of your small business website will encourage people to call you. If your site is hard to navigate from a mobile device, then you must have your phone number displayed prominently at the top of the screen. If you don’t want customers to phone you, then, by all means, don’t include it at all or just bury it on the Contact Us page.
If you have a restaurant, this is especially important. Don’t make someone scroll through your site or navigate to the contact us page when they just want to make a reservation. Sure, some people want to look at the menu or see photos of your dining room, but for the person who is down the street and just wondering if they can get a table, seize the opportunity and make it easy for them to call you.
Look at Linger’s mobile homepage:
Their phone number is right at the top. Bravo! They have also made it easy to find where they are by including a button to a map from the home page as well. Double kudos to them.
Another note, be sure that when your homepage scales to mobile that the phone number stays on top. Many websites are optimized for desktop, and when they scale down, important information like the phone number gets pushed to the bottom of the page.
2. Your Value Proposition
Don’t assume your visitors know who you are, why you’re awesome, and what they can get from you. Spell it out for them on the top half of your homepage. It takes a user less than a second to form a first impression of your website. Make sure you spell out your value proposition on every page of your website, so they have a reason to stick around.
Check out Revolution Dry Cleaners’ home page:
The photo tells the visitor that they are a dry cleaner that offers home delivery service. The text further elaborates on their value proposition. “Exceptional service and environmentally-friendly dry cleaning technology make us the most dependable cleaners in the Boulder and Denver area.”
Beautiful. The visitor can understand very quickly why they should do business with Revolution Cleaners.
3. A Clear Call To Action
The third and possibly most important element is the call to action. What do you want the visitor to do while they are on your site? Shop your products? Make an appointment? Download a case study? Well, make that glaringly obvious with a clear call to action. (That’s a CTA in marketing parlance.)
Websites with buttons or form fills get extra points as these elements stand out and give the visitor a clear path to goal completion.
Look at BD&P’s website.
The CTA is clear—type a lawyer’s name or select an area of practice. Great. They have told the visitor what you want them to do. (Notice that they don’t make it easy to call them, as you have to ferret around to the contact us page to find a phone number. Burying the phone number could be intentional if they are trying to limit the visitor’s first contact to email only.)
The Holy Trinity in Small Business Website Design
Your phone number, your value proposition, and your call to action. It’s so simple, and yet too many small business websites don’t have these three essential elements. And while we’re at it, why not put these elements on every page of your website? That way, no matter where someone lands on your site, they will be able to determine if you’re the right business for them and how to get in touch with you. Because if you’re putting time and money into a website, make it do its job and get you more leads.
We make websites for small businesses that convert visitors into customers. Hire us, and these three elements will be on every page of your site and your visitors will know exactly why they should do business with you. Contact us today to discuss your marketing strategy and your small business website.