Must Have Content For A Successful Small Business Website

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Ever wonder what makes one website more successful than the other?

They may both look equally appealing but one converts better and pulls in the attention that the users love to soak up.

There is a reason, in fact several reasons.

If you’re wondering what they are then let’s chat about some Must-Have Content You Need For Your Small Business.

Consistent Messaging

This is a biggie, landing on a website and getting mixed information just leaves people confused.

Which will ultimately cause people to click that little x to close out of your website.

Since we want to retain people on our websites longer it’s important that you deliver a consistent message.

For example, if you’re a massage business and when a potential client lands on your shop website and they see that you are talking about pedicures it may confuse them. Though a pedicure may be an option as a service. It’s not the reason that client landed on your website.

Maybe they want to find a great quality massage place that they can easily book a service with for them and some friends.

You would want to make sure you are talking about all the services that ultimately relate to massages.

Maybe the different types of massages, the benefits of getting consistent massages, what to do if it’s your first time as a visitor a massage shop.

All of that information will be helpful to your client and will ultimately lead them to booking an appointment.

Let’s sum this up even further.

Take your main service + your ideal client and speak to them throughout your website.

Going back to the massage example:

Service = massage & Ideal client = stressed out moms that need to relax.

When this potential client lands on your website they will know that it is for them because you will be speaking to their frustrations.

On the homepage maybe you will have an attention grabbing headline like: “Kids out of school for the summer, but you just want to unwind, come and book our Summer special just for moms who want a glass of wine while they relax.”

Followed by a nice call to action – Book your appointment today!

You would repeat this type of messaging on every area of your website. The about page, service page, contact page, etc. Just don’t miss the opportunity to connect.

Educate through Education

You’ll want to educate your audience without them really knowing it.

In order to educate someone you start telling them more about things they haven’t thought of.

Going back to the massage business, it would be a great idea to have some content related to “how to make the most of your appointment”.

If you as the potential client is already stressed out or in need of relaxation you’ll definitely appreciate getting the most out of your visit.

Infusing some psychology – you as the business owner just triggered something in that client’s mind says: “Oh they want me to feel valued” <—this will trigger an action (i.e committing to booking that service).

Serving through education is a must-have feature to help improve conversion and build trust.

You may even implement tactics such as a coupon, referral points for sharing with a friend that you could use to get them on your email list.

Maybe if they don’t book now, you’ll still have a way to continue the relationship you and eventually re-ignite that interest.

To really seal the deal, be clear about who your ideal client is and what they may need. You can use your research and past customer feedback to implement improvements that will increase a better ROI.

Position Your Expertise

There may be a lot of competition in your industry which could make standing out a challenge.

In order to win the hearts of the crowd you’ll have to position your business in way that serves your audience.

You may be thinking what is positioning?

Positioning is the way you choose to show that you are the expert in your field.

That can happen in various ways (videos, blog posts, educating on social platforms, etc) there are so many ways to educate your audience and leave them with the knowledge that you are there to help them succeed.

A positioning example for our massage business…

Create a targeted ad or graphic, etc catered towards busy moms. It could say:  “As a busy mom did you know these are your most important stress points? Here are some ways to add more relaxation back into your day.” 

Now raise your hands if that would be a catchy positioning statement for you. If I was that potential client/customer I would be thinking: “wow they know about how to help me relax.”

If no other massage business is out in front speaking to that client I can almost bet if they saw that message or content from you they would book an appointment. Why? You have showcased that you understand their needs and you have a solution.

Positioning is also a great place to start with taking someone from unaware to booking your services or buying your products.

FAQ – Address Before Being Asked (ABBA)

You can call it what you like but it is important that you address questions on your website that people tend to ask.

If someone is preparing to part with their money they need to feel secure that you got their back.

One way to do that is address common questions before they ask, you may even address questions they have not thought about.

Implementing ABBA on your website will lower stress levels especially if someone has had a not so great experience in the past or they are just completely new to your service or product.

If I am considering purchasing a product or service I always read the FAQ’s.

One I already have a question in mind, two I end up seeing an answer to a question I haven’t considered. In the end it could be the breaking point to help me commit.

Take your client/customer research information and be sure to address the most pressing questions they may have.

Think of questions from someone that is new to you as well as clients/customers that may have already worked or purchased from you.

Clear Call To Do (or Call to Action)

Having a website most likely means you want someone or several people to DO something.

You have to be clear on what it is you want them to DO.

If its to book a call, make sure it’s easy to do so. Sign up to a email list, don’t ask them a million questions, keep it simple. Share on Pinterest, have social shares activated.  Each page should have a clear call to action that is easy.

I’ve visited websites where I couldn’t find contact information because it was hidden at the bottom. Which makes me think they prefer not to be contacted unless absolutely necessary which is fine if your Oprah.

The placement of these call to do (or actions) are equally important.

Your call to actions should always relate back to your goals for your business. They also need to be implemented based on the various problems your client/customer may have.

For example, some of your clients/customers are going to need more education.

One of the best types of call to action for them is signing up to your email list in exchange for valuable content.

Once you have them on the list you can continue to build the relationship, this will help them move into a different space.

Either they’ll decide that it’s not for them, love receiving your content or book and buy your products or services.

For your clients/customers that are already interested, but not sure, maybe a special deal or no obligation call to action would work best. For example, offering a free 20 min consultation call.

As you can see your website should serve your business in various ways. It can only do so if its equipped with the right strategies in place, that will help your customers and clients solve their problem.

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