A professional, well-designed website can do wonders for your business. A website establishes your credibility, allows clients/customers to more easily find you online, and provides a space for you to share who you are and what you do (in a longer form than social media might).

If you’re still on the fence about if you need a website in today’s social media age, you do.

Not only do you need a website, you need one that incorporates strategy and makes a great first impression. While a lot goes into web design and strategy, I summed up five major things you should include on your site as a small business owner.

Concise Copywriting

If someone lands on your website and sees paragraph after paragraph of text, there’s a pretty high chance they won’t stay there long. Your copywriting (AKA, all the words on your website) should be clear, concise, and organized. 

If you have a ton of text you must have on your website, cut it in half, then incorporate it strategically throughout your site. Here’s what I mean: break the paragraphs up using good web design, so your copy is easy to digest. Move your viewer through your homepage in easy-to-consume chunks of copy. Here’s a great example from a professional copywriter, Karsen Murray.

About Page

Relationships are important, especially when it comes to purchasing decisions. If a potential client/customer understands who you are, they’re more likely to connect with your brand and convert into a paying customer. A well-written About Page is a simple way to connect with your audience, share your story, and explain the mission behind your business. It might not seem like a critical part of your website, but it’s more important than you might think.

Email Opt-In

Email is a surefire way to connect with your audience without the noise or distractions of social media, so yeah, you should be collecting email addresses as often as possible. Include a space on your site for visitors to sign up for your email list— bonus points if you offer some sort of incentive for them to do so (free resources, graphics, a digital download of some sort, 10% off your shop, etc.). Once you start compiling emails, you can move to phase two: email marketing.

Products, Services, or Offerings

In the simplest of terms, your site visitors want to know how you can help them. Explain what you offer, what you charge, and what they can expect from working with you. After informing clients/customers about your offerings, be sure to include actionable next steps for them to take.

SEO TIP: Listing out your products or services will also help Google figure out how to pair your site with search terms.

Contact Information

I admit this one sounds obvious, but you’d be surprised how many websites I land on without any contact information for the business. In my mind, that’s an automatic red flag and instantly ruins credibility. Be sure to include contact information— you could even include a field for visitors to directly message you from the site. This page should have your email, phone number, and for my brick-and-mortar friends, business hours.

If your website can only be one thing, it should be strategic. Open up a tab and check your site— does it include these five must-have items? If not, it’s time to give your website some TLC. If your website has been on the back burner for a while (been there), and you’re ready to make it a priority, let me know! I can help you create a dynamic website you’re proud to show off.