Small Business Saturday Blog

Your small business website: what to put on each page

Monday, November 23 at 17:27

Chris John, co-founder of Small Biz 100 Smart Little Web, a next generation website builder talks us through what exactly should be on your website.
In our previous Small Business Saturday UK blog, ‘Is your Website Doing What it Should?’ we went through a quick whistle-stop tour of what to consider to make sure your website is working hard to make your online presence successful.The tour included:
  • Who are you and what do you do?
  • Making it easy to navigate your site
  • Being transparent to encourage interest
  • Building trust
  • Including a call to action
A recent survey that we conducted across 500 UK small businesses unearthed that 24.4% found deciding what to put on and what to leave off their website was their biggest challenge.* So we’ve decided to take a step back and help you to map out the content for your website. What pages should you include and what should go on each?HomepageA homepage explains what the business is all about. A site without a homepage could have a high bounce rate (visitors leaving quickly). Let’s make sure this isn’t your site…On your Homepage, try to include answers to at least two of the following question: who are you; what do you do; where are you based; who are your customers; what’s special about you? Make it really clear exactly what your business is and your target audience will quickly know they’ve arrived at the right place.Secondly, include visual content that showcases your business - video as well as photographs work well - and preferably of the business and team itself. But at least include generic images that visually describe the area you’re in so that again, it’s easy to work out what you do. We’ve put together our five favourite FREE image resources so there’s no excuse :-)Thirdly, consider a Call to Action. It’s never too soon to encourage someone to get in touch or sign-up to your newsletter. Make this prominent on your Homepage.Finally, make sure navigation (in the form of a menu bar) to other pages on your website is clear - what can they expect from other pages? Don’t try to be too clever with other page titles or how a visitor finds information, the simpler it is for them the better.About Us PageIt’s a good idea to tell the Company Story on this page - how did it start / who started it? Why was it founded? Include team biographies with pictures and think about ways to bring as much personality onto this page as possible. Showcase your company’s heritage, team experience and include qualifications if relevant – this will add credibility and reassure visitors that you’re right for them.Services / Products PageWhat is the core offer? Can your services or products be grouped for easy navigation?Include an introduction - remind visitors what it is that you do, what you’re passionate about and what they can specifically buy from you that they might not get somewhere else. Then group your services and/or products into bite-sized chunks. Guide the visitor through your portfolio. This might mean having separate pages, but definitely have separate sections - this helps with Search Engine Optimisation as well (too much block text can turn Search Engines off)!Price PageMake sure you have one of these - ultimately, even a price guide can help sway your visitors to make an enquiry.Testimonials pageHave one if you can. And include some of this content on your Homepage too (a couple of quotes can go a long way). Even if a new business is newly-formed there will always be someone you can lean on for a testimonial. Perhaps a friend or family member that’s been a guinea-pig or an ex-client from a previous business can talk directly about working with one of the team. Don’t be shy in asking.Contact UsInclude a map. Especially if you’re a business that hopes online visitors might visit you offline. You’d be amazed at how many websites, from cafes to art galleries, we’ve seen that don’t include a map. Make the life of your online visitor as easy as possible so that they find you in the physical world too.And across EVERY pageInclude your contact details. Again, make it easy for visitors to get in touch.Include logos of associations (partners, suppliers, customers, qualifications etc.)Include links to social media channels.And include a Call to Action – to sign-up to a newsletter or to call for a non-obligation quote.And most of all - Good luck!*The survey commissioned by Smart Little Web was conducted in October 2015 by OnePoll 

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