Website Basics: Why every website need these things

Your website is the virtual shopfront of your business, intended to impress potential clients and keep the ones you have. It is the gateway through which visitors enter your digital world, exploring your services, offers and for them to explore if you’re the right person for them. 

Your website is where people who are looking for your services find you (thanks Google) and where people who are referred to you go to check you out to see if you’re the real deal.

Just like a real-life office or store, you want to get all the elements right so it creates a good experience for your clients.  But far too often, the business website doesn’t reflect what I know about them. 

Having a crappy website is costing your business clients. The things that bug me include;

– poor design
– I have no idea what you do or why I should choose you
– copy that’s all about you and doesn’t connect with the customer
– no lead capture
– hasn’t been set up to be found (no traffic)

You’re missing out on business if you don’t have a website that captures attention, communicates effectively, and converts visitors into customers.  You need to get the website basics right so it can work for you. 

Here is a guide to Website Basics you have to nail

Start with an attention-grabbing, value-packed lead statement.

The lead statement acts as a powerful hook, instantly conveying what you do, who it’s for, and how you solve your audience’s problems.
If people aren’t clear on what you do and why it’s relevant to them they will bounce off your site onto your competitors.

Some examples.

  • Financial Advice Firm: “Take Control of Your Finances and Reach Your Money Goals Sooner with Personalised Wealth Planning.”
  • Estate Planning Legal Practice: “Secure Your Family’s Future and Protect Your Legacy with Strategic Estate Planning Solutions.”
  • Local Gym: “Transform Your Fitness Journey and Reach Your Health and Wellness Objectives with a Training Program just for you”.
What Belongs on Your Home Page: Navigating the Front Door

Your home page acts as the virtual front door of your website, welcoming visitors and guiding them further into your online realm. Here are the essential components to include:

  • Clear Navigation: Intuitive menus that direct visitors to key sections of your site, ensuring easy navigation. With clear, not clever titles, so I know what to expect when I click into them.
  • Short introduction: give one-to-two sentences up-front to provide context.
  • A high-level view of services: acts as a secondary navigation to guide people to your offers.
  • Benefits of using your service: Clearly communicate the unique benefits and value your business provides to visitors and why they should choose you.
  • Social Proof: powerful testimonials, case studies, accreditations, qualifications go far to establishing your credibility. 
  • Compelling Call-to-Action: Encourage visitors to take the desired action, such as contacting you or exploring your services further.

    Tip: If you only have a one-page website this could potentially be hurting your google rankings.
Why Your About Page Isn’t About You: Building Trust and Connection

Despite its name, your About page is not just about you. It’s a way for you to build trust and establish a connection with your audience. Consider the following approaches:

  • Tell Your Story: Share your journey, highlighting the experiences and expertise that position you as a reliable and relatable authority.
  • Highlight Customer Success: Include testimonials or case studies that showcase the positive outcomes and satisfaction of your past clients.
  • Show Empathy: Address your audience’s pain points and challenges, demonstrating your understanding and commitment to helping them overcome obstacles.
  • Position your business ethos and value: what you stand for and how that translates to your service.
Clear Service Offers: creating a pathway to working with you

Think your service pages and offers as a digital salesperson; your service page MUST clearly outline what problem you’re solving. 

Potential clients need to tell how this service is the answer to their problems. 

Next, don’t just tell; show.
Use multiple, clear examples to illustrate exactly how your service works. This adds a layer of authenticity and makes your service relatable. For example, steps, processes or diagrams.

Lastly, in context, FAQ or Social Proof is GOLD. They display you’re not only trustworthy but also an expert in what you do.

Remember, your service page works 24/7, so set it up to be the best salesperson you have.

Design Choice: Guiding Visitors to take action

Effective design choices play a crucial role in guiding visitors through your website and enticing them to engage further. Consider these best practices:

  • Intuitive Layout: Organise content in a logical and coherent manner, prioritizing key information to enhance user experience.
  • Clear Call-to-Action Buttons: Utilize contrasting colours and compelling copy to make your call-to-action buttons visually appealing and attention-grabbing.
  • Visual Hierarchy: Implement headings, subheadings, and bullet points to break up text and make it easy for visitors to scan and digest information.
SEO-Influenced Copy: Speaking Google’s Language and Connecting with Humans

Crafting copy that is both SEO-friendly and conversational is essential for attracting search engine visibility and engaging your audience. Consider these strategies:

  • Keyword Research: Identify relevant keywords and seamlessly incorporate them throughout your copy (in all the spots Google loves).
  • Compelling Meta Tags: Craft engaging meta titles and descriptions that entice searchers to click through to your website.
  • Relevant and Engaging Content: Create informative blog posts and articles that address your audience’s questions and provide valuable insights.

    P.s – did you know I’m an SEO copywriter? 
Lead Generation: The Power of Capturing Leads

People expect to find what they are looking for on a website, so want an easy, quick way to get in touch with you, understand next steps and have a low-risk offer from you to try you out. 
A lot of this comes down to the website basics we’ve talked about but the main thing is: 

  • Intuitive Layout: Organise content in a logical and coherent manner, prioritising key information to enhance user experience.
  • Clear Call-to-Action Buttons: Use contrasting colours and compelling copy to make your call-to-action buttons visually appealing and attention-grabbing.
  • Build in-context links: throughout your copy, make the linkages to ‘what’s next’ for me for them.
Form Over Function: Prioritising User Experience

While design elements may initially appear impressive, it’s crucial not to sacrifice user experience for aesthetics. Prioritise usability and functionality to ensure an optimal browsing experience:

  • Fast Loading Times: Optimise your website’s performance to ensure quick loading and seamless navigation.
  • Mobile Responsiveness: Adapt your design to various screen sizes, as an increasing number of users access the internet via mobile devices.

When you nail the website basics, you’ll end up with an exceptional website with a strategic blend of compelling copy, effective design choices, and a focus on user experience.

Remember, your website is your digital shopfront – make it the best it can be!

Want to work with me? 
Need help to get your website working as hard as you?

  1. Website Review ($550 +GST): Gain valuable insights into areas of improvement, receive expert recommendations, and choose between a DIY approach or making a business case for funding to get my  help.

  2. Website Project (Starting from $4000 +GST): Collaborate on a comprehensive website project tailored to your specific needs, ensuring an outstanding online presence that drives conversions.

    To get started email me or give me a call.
Financial Services Marketing

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Ready to get those marketing tasks off your to-do-list and onto mine?

– website projects
– content and marketing strategies
– LinkedIn training and more

About the Author

Rebecca Cofrancesco is an experienced marketing strategist and content creator.

She works with professional services brands and offers freelance services without the overhead of a full-time employee.



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