Clear about what?
What You Do
Where You Are
How to Reach You – Contact Information
When You Are Open for Business
Have you ever spent (too much) time on a website because you finally found the perfect contractor but can’t find their phone number? You search their “Contact” page without success then move on to their “About Us” page. Now you are getting a little frustrated. Finally, you find their phone number in small print at the bottom of their site and realize they are located in Indiana. “Why didn’t they just say so in the first place?” you ask. What a waste of time.
Avoid audience frustration by streamlining your site content.
What do you do?
When a potential customer visits your site, what you do should be immediately clear. There is a big difference between the business names “Okanagan Cheese” and “Barry1036.” What the heck does Barry do? What does the Okanagan Cheese Company do? Identify your business goals immediately through branding – your business name. In this example, you are immediately aware that the Okanagan Cheese Co. sells cheese in the … yup, you guessed it – the Okanagan. This is useful information whether you live in Australia or the Okanagan Valley. Remember, the web is a global entity, so define your business immediately through your business name then translate that name through to your domain. OkanaganCheese.ca. That’s clear.
Where are you located? What’s your service region?
In the very first sentence of your content – HOME or ABOUT US page – tell us where you are. For example: After clicking on the ABOUT page, you immediately read: The Okanagan Cheese Company in Kelowna BC … If you are a contractor and serve the region outside your municipal location, be clear about the areas you serve. If you are an entrepreneur who offers online ordering services, this fact should be immediately clear in your navigation bar (for example, an “ORDER ONLINE” page). That’s clear.
Adding a map to your site is a good idea if your business is a little out of the way and your brick-and-mortar is open to the public. Maps give clear directions to your storefront. You can also create an account with Google Places to get listed on a regional map that leads customers to your door.
How to Reach You – Contact Information
I am sure you have been on a website that offers a contact form and that’s it. Annoying, right? Let’s not build our websites that way. On our CONTACT page, say “Thanks for visiting!” or “Drop us a line, we would love to hear from you.” Have a contact form, phone number, email and mailing address (if you have a brick and mortar storefront). Offering more than one contact option is not overkill, because now your customers see a legitimate business. When your business persona is genuine, customers trust you, and that trust often translates into making a sale, with benefits to both the buyer and seller.
When are you open for business?
Along with your contact information, adding your hours of operation on the contact page is important. Google maps includes this courtesy with your account.
Clear, relevant content is vital for good business. If you want to get “fuzzy,” write a pro- blog. With blogging, pretty much anything goes, and you can be less militant with content, including posting your favorite (cheese) recipes. Blogs are a great way to engage your audience, push your persona out through social media, and make new friends.
Further Reading: Why You Should Write a Company Blog
*Interestingly, after writing this blog I checked to see if our example domain OkanaganCheese.ca is registered, and indeed it is! It turns out, Naomi has a fantastic site, and you can meet her here: OkanaganCheese.ca
Thanks for visiting InfoTel Multimedia. We wish you all the best in your entrepreneurial adventures! If you have an idea for a blog article you would like us to write, drop us a line and we will do our best to craft an article especially for you.