6 Features Your Website Needs To Be Effective

  •    Megan is the Chief Editor for ChamberofCommerce.com. ChamberofCommerce.com’s platinum membership program helps small businesses grow on the web.

Small businesses have a lot of tasks to manage, and one of those is their website. If your website has a steady flow of traffic, is professional and has excellent content but the traffic doesn’t convert, you need to adjust your site to convert those visitors into customers. Take a look at these six features your website needs to be effective.

A Clear and Concise Site

Make sure to read through the site, looking at every page carefully. Double check for incorrect or outdated information and broken links. These seemingly minor details actually contribute to the success or failure of your site. Your website should be polished -- it’s the place your customers go to get a first impression of you. Make it good!

The Right Amount of Copy

A home page needs to have more than just a couple of lines that briefly discuss what you do. If you want to create a successful business, you need to give your customers additional information about your products, services and the business. Small businesses are often afraid to put too much copy on their site, fearing visitors won’t read it or will learn what they wanted to know and fail to call them. However, as long as your copy is informative and interesting, you won’t overwhelm your potential customers. They will read what appeals to them and not bother with the rest. Keep in mind that when you provide more information, you show that you’re an industry expert.

The Contact Information and Hours Clearly Listed

Don’t forget to have a Contact Us page on your website. You don’t want your customers to have to search to find your phone number, email and hours. Those need to be clearly in front of their face on every page of your site. Your customers will want to know opening times of shops like yours before they leave their home to make a purchase.

Real Photos

Your site needs to have high quality, non-stock images to really make it shine. Real photos will give a true representation of your business’s people. These images will tell your company’s story and build credibility, and you should do everything possible to make visitors trust your site. Stock images will cause your site to appear generic and deter visitors.

Pages with a Call-to-Action

Every page needs to have a call-to-action. The goal of your website is to convince someone to take action. This means your website should urge visitors to subscribe, contact you or purchase one of your products.

Once you share the details of your products or services, it’s time to encourage prospects to contact your business. This is the way to move them forward in the sales process.

The Ability to Stand Apart From the Competition

It’s a crowded marketplace out there, and many small business owners might find vying for customers a struggle. This is why you have to find ways to show that you are different from your competition. Don’t rely on referrals; instead use your website as your way to communicate your expertise and share information about each and every product or service you offer.

Follow these tips and view your website as a tool that’s meant to be informative and intuitive. Remember that if you build a strong, clear website, it will be the best marketing tool in your arsenal.