If you have a business in 2022, you have a website too. There are no two ways about it – every business needs an online presence, which starts with a website. But what kind of website do you need? Should it be something simple and elegant or something fun and loud? How many landing pages do you need? Should you plan for a blog? The reason why you need to answer these questions is that your website is a representation of your business online. As such, there are certain things your website says about your business – what kind of business it is, what it does, and more. It is in your best interest to ensure that the things your website says are representative.
Top 5 things your website says about your business
A website can say many things about a business – its name, address, list of services, and a few nice things about the employees. But the most significant things a website says about a business are often not said explicitly; instead, they are implied by what the website looks like or how it functions. So don’t just think about the content you’re putting out there. Think about the design and functionality as well, because it will contribute to the information about:
1 – What your business stands for
The basic information about your business is a given – your website simply must contain it. The official name of the company, its logo, address, and contact information should all be immediately available on the homepage. But it’s essential to go beyond the basics. So don’t just present your business; present your brand. There’s more to your website than colors and images. The tone of voice you adopt, the stories you choose to present, how you engage your users – these say a lot about your brand, which can sometimes be more important than what you’re explicitly saying about your business.
So ask yourself what image of your business you want to present. Then design a website that reflects that. For example, if you’re a socially conscious cosmetics brand, a web design inspired by nature, an inspiring and upbeat tone, and cheerful messaging will be a good choice. But if you are a serious, no-nonsense legal firm, you’ll want a professional tone to go with a sleek and minimalist design. The important thing is to put forward your values in addition to the factual information.
2 – What your business does
What products or services you’re offering is one of the most important questions to answer when starting a business. It’s only logical that your potential customers should know the answer too. If they’re already on your website, odds are they know a bit about your business. So what you want is to provide detailed information that they can’t find elsewhere. Include descriptions and photos of your products, reviews of your services, and examples of your success stories. For an even better effect, make your entire website fit the theme of the industry. If you’re in architecture, use geometric patterns in your design; if you’re in web design, show off your skills on your own website; and always use original photos of your own staff hard at work on landing pages.
3 – Whether your business can be relied upon
When it comes to the service industry, the internet has made it easier than ever to scam people with fake businesses. This has made many consumers more careful when making financial decisions; they only want to give money to businesses they actually trust. You can show them that you are one of these businesses through your website. First of all, just having a website is a good sign.
But another thing you want to do is regularly update and manage your website – this shows that you are invested and engaging with your customers. Finally, include proof of reliability on your website. For most service-based businesses, such as interior design or home maintenance, this means prominently featuring ratings and reviews on the website. This can help you drive more business and increase revenue, as well as build your reputation. As a notable example of service-based businesses, moving companies especially can show they are reputable when building their websites. As such, moversdev.com argues that one of the most important parts of a moving company’s website is proving its trustworthiness with information about its state and federal licenses.
4 – How your business compares to others
Proving that your business is reliable is only one step in converting users. After they know you are a good business to invest in, they will also need to know that you are a better choice than other businesses in the same industry. You may be tempted to disparage your competition to get this message across. But that is a bad idea. If you turn to negative SEO techniques, you’ll quickly regret it. Instead, let your website hype up your business. A good website reflects well on your business. So make it faster, easier to navigate, and better optimized than your competition. By improving exposure and user experience, you will put your business above others in the industry using your online presence.
5 – Why your business is the right choice
The last thing you need to say with your website is why people should buy your products or services at all. Sure, you’re trustworthy, and you’re among the best in the business, but do you fulfill their needs? This is tricky because you’ll never be able to please absolutely everyone. Instead, you need to focus on catering to a specific demographic that responds to your brand. You’ll create the perfect landing page by presenting your business in the best light in every aspect – content, aesthetic, and technical functionality – through the filter of your values. That way, your website will show which demographic you’re marketing to and attract those consumers. In return, those consumers will realize that you are the right business for them.
How to make sure that the things your website says about your business are representative
There are many more than just five things your website says about your business. Many of them are simply inferred and not something you’re intentionally putting out there. You may, for example, think of blog posts purely in terms of their SEO value; for your users, regular updates mean the business is doing well, and they aren’t being tricked with a fake website. But precisely because so much is up to interpretation, it is important to ensure that your website is a true reflection of your business.
The best way to be sure you’re not accidentally sending mixed signals or saying something you don’t want about your business through your website is by being consistent in your branding. Design a website that fits with your brand aesthetic and use visually similar images on all pages. Put real thought behind your content and only post what you can truly get behind. Finally, choose a core value to organize your brand around – maybe you have environmentally friendly products, or maybe your staff is incredibly polite when performing your services. Either way, this is what you’ll become known for, so always feature that on your website in any way you can. And remember: words are not enough; what your website looks like and how it runs is equally important.
