1. Accurate, realistic images
Pop quiz: which photo below seems the most genuine and realistic?
You likely chose Photo #2, which is real photography of a small business. This photo allows you to see who is behind the bar, who comes to visit and what kind of atmosphere to expect. If you were to present your business as Photo #1 (which is stock photography), you could mislead potential customers into believing you’re something you’re not.
Which leads us to declare this our #1 piece of advice for small business’ websites: Using your own photos on your website (and social media platforms) is far more beneficial than using generic stock photography.
Customers want to see the authenticity, value, and uniqueness your business has to offer above another. Real photos of your real business and real products and services will represent the qualities a potential customer will relate to, and in turn, trust. Take pictures of your store front, your employees, your showroom, and your equipment.
Taking your own photos and showing off your authentic and unique business self is going to set you apart from your competitors and bring in more customers.
2. Engaging, well-written content
We’ve all hard the saying, “A picture is worth a thousand words”. But that doesn’t mean you can skimp out on well-written content in exchange for the realistic, quality photos that we talked about above. Websites should have a good balance of photos and text. You want what your images “say” to mesh with what your words say.
Web content is not like the most recent novel you’ve read. The text on your website will be scanned over briefly for the general meaning instead of digested carefully in the case of a book. Consumers want quick information about who you are, where you are located, what you sell, and how to reach you. Therefore, put your most important information first on each page. Use short paragraphs and sentences to help keep your visitors’ eyes moving until they find what they are looking for. You can even use large, bold, or highlighted text to help readers find the information you want them to find.
In short, the easier you make the information-gathering process for consumers, the more likely they will be to do business with you.
We’ve talked about some strategies for good web content, so what sort of things should you avoid? Industry jargon, buzz words, and clichés. These add nothing to your site and, if your content is too difficult to understand, can discourage customers from buying from you.
3. Strong Call to Action
So, a customer has visited your site and is impressed about your quality photos and simple, well-written narrative. They are interested in your product or service but are not sure if it is the best fit for them. Now what?
Unless you tell your customer to either purchase or contact you for more information, a large majority of potential customers will simply close your website and look elsewhere, such as your direct competitors’ websites. Without a strong call to action, you are essentially running a marathon (i.e., your marketing strategy), but stopping just short of the finish line (i.e., the sale).
What are call to action statements? And how do you go about writing the perfect one for your business? Check out this excellent article: https://adespresso.com/blog/call-to-action-examples/