One of the most common misconceptions about business websites is that it will survive with “evergreen” content. This consists of articles, photos, or videos that are considered timeless and will have no need to be changed every now and then. This is just wrong in so many levels.
For a website to succeed and actually rank in the first page of search engine results, it has to be chock-full of updated and fresh content. Google crawlers notice when a site is active and will look into its movement to determine viability. If you have an inactive site, even with generic content, you might as well declare yourself dead.
However, merely posting articles isn’t what a quality website is all about. There are basic elements to a business site that will ensure customers know who you are, what you offer, and how to connect with you. Content is a way to build interest and engagement, but there are “must-haves” that should always be put up. Their presence is non-negotiable. Here are the five key elements of a business website.
1. Home Page
The home page is the first thing that your market sees when they click your site’s URL. You have to make a very good first impression. The things that are critical to your home page include a simple and straighforward design, fast loading time, quality content, and a call to action. All these should appear above the fold, so readers can easily spot the essential information at one glance. Don’t make them scroll down and have to look for where to click. If you make them “work” at understand you, remember that it’s very easy for them to click that X button and move elsewhere.
2. What We Do Page
This is page that lists your products and/or services. If you have an e-commerce site, you will need as many pages according to your product categories. If you’re selling a service, a single-page description is enough. As with all advertising copy, keep your text short and the to-the-point; leaving lots of white space all around. Don’t stress your reader out with huge blocks of text. Bullet points are also very helpful.
3. About Us Page
While customers are concerned more about your product or service, they will also want to know who they are dealing with. They’re not really interested in your full history, so keep this part concise. Focus on how you came up with a solution that will benefit your clients, what you’re doing to meet their needs, and how they can benefit from their connection with you. About Us is about you, but make it also about them.
4. Contact Us Page
Make it easy for customers to get in touch with you. That’s how you land business and make money. Post your phone number, email address, physical address, etc. If you opt to use a Contact Us form, don’t neglect to still include all these information. If you just use an online form and do not disclose your actual contact details, it’ll seem like you’re hiding siding. Customers want transparency, so give it to them.
5. Blog Page
Your blog is your way of connecting and engaging with your target market. Take note that blog entries don’t always have to be promotional. It can include the latest news about your industry or tips on how to do things in relation to your product or service. A blog allows your reader to agree or post comments — to actually engage in a conversation with you. It also helps establish your brand as an authority in the industry. More importantly, a blog is a powerful way of optimizing your website for search engine purposes.