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5 Components Your Business Web Site Needs

5 Components Your Business Web Site Needs

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    Last week I talked about why a strong web site is crucial to your business. Today I’m going to talk about five components your web site needs and why you need them. Bear in mind, however, that these five aren’t the only components you need. At the end of the article, I’ll mention a couple of other things you may want to include. Now, you can’t just slap these components on a web site and have something great. You’ll still need some solid graphic design, good usability and ease of navigation, plus you definitely want to make sure your design, copy, and code are developed using principles of search engine optimization. With those cautionary notes aside, let’s dive in to the five components you need for a successful web site.

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    1. Opt-In Box

    If you’re not capturing your visitor’s details with an opt-in box, you’re missing one of the greatest marketing tools available online today. An opt-in box is a place where people enter their name and e-mail address (or just their e-mail address, but I’ve found it’s useful to have more information), and then they subscribe to your e-mail newsletter or e-zine (pronounced “EE-zeen”). You can start building a relationship with your subscribers with regular, useful contact (defining “regular, useful contact” is a separate article in and of itself).

    2. Who you are

    Generally speaking, if you’re selling either a product or a service, you’ll want your customers or clients to trust you. Part of building trust is sharing a bit about you and how your company got started.

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    3. What you do

    Obviously, if you want to sell your products or services, you’ll need to talk about them. This is where good marketing copywriting comes in handy. If you’re not good at writing marketing copy that converts visitors into buyers, hire someone who knows how to do it well. Investing in good copywriting can make all the difference.

    4. Sticky content

    Sticky content refers to any content on your web site that attracts people and keeps them there, kind of like flypaper. Consider your blog, articles, audio and videos, and other resources, to be the flypaper that keeps visitors “stuck” to your site. The longer they stay at your site, the more likely they are to convert into buyers. There is, however, a point where your content will hit critical mass and can be too sticky. If you give too much away, your potential buyers won’t need to buy. They’ll settle for the freebies and never convert into sales.

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    5. Contact Information

    Potential clients and customers will want to know how to contact you for several reasons. If they can contact you, they can buy from you with the assurance that if they experience any troubles with the product, they’ll be able to ask questions or process returns easily. Also, they can ask you questions before they buy. There’s a long list of other reasons customers and clients may want to contact you, and they’ll feel safer buying if they can contact you easily. So provide at least phone and e-mail, and if you can, provide a physical address as well. If you work from home, don’t post your home address. Instead, get a P.O. box or a box at the UPS Store and post that instead.

    If you’re selling products or services online, in addition to these five components, you’ll do well to invest in a shopping cart system and a payment processing system. Forcing potential buyers to contact you to get purchasing information ensures that those buyers will go elsewhere most of the time. We live in a high-demand, instant gratification world. If someone is shopping in the middle of the night or on a Sunday and they want what you have to offer but they can’t get it when they want it, they’ll buy it from someone else who can deliver instantaneously. Don’t give your potential buyers a reason not to buy from you.

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    So how do you implement all this stuff? How do you get a web site with these components, plus good design, good usability, and strong SEO? Next week, I’ll talk about how to hire a web firm to design your site. I’ll tell you how to educate yourself so you know enough to ask the right questions and know when you’re getting the right answers, how to balance value and price, and what red flags to watch out for.

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    Last Updated on October 9, 2018

    How to Write a Personal Mission Statement to Ensure Peak Productivity

    How to Write a Personal Mission Statement to Ensure Peak Productivity

    Most of you made personal, one sentence resolutions like “I want to lose weight” or “I vow to go back to school.” It is a tradition to start the New Year with things you want to achieve, but under the influence resolutions are often unrealistic.

    If you’re wondering when will be a good time to write a mission statement, NOW is the time to take a personal inventory to make this year your most productive year ever. You may be asking yourself, “How am I going to do that?” You, my friends, are going to write personal mission statements.

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    A large number of corporations use mission statements to define the purpose of the company’s existence. Sony wants to “become the company most known for changing the worldwide poor-quality image of Japanese products” and 3M wants “to solve unsolved problems innovatively”. A personal mission statement is different than a corporate mission statement, but the fundamentals are the same.

    So why do you need one? A personal statement will help you identify your core values and beliefs in one fluid tapestry of content that you can read anytime and anywhere to stay on task toward success.

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    For example, Tom Cruise in Jerry Maguire came to the realization that he had lost track of what was important to him. After writing a personal mission statement, we saw him start his own business and he got the girl, Renee Zelleweger. Not bad, wouldn’t you say? A personal mission statement will make sure that, through all the texting, emailing and constant bombardment of on-the-go activity, you won’t lose sight of what is most important to you.

    Mission statements can be simple and concise while others are longer and filled with detail. The length of your personal mission statement will not be determined until you follow this simple equation to create your motivational springboard for 2008.

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    To begin your internal cleansing, you will need to jot down the required information in the following five steps:

    1. What are your values? Values steer your actions and determine where you spend time, energy, and most importantly, money. Be specific and unique to yourself. Too much generalization will not be as effective. It is called a “personal” mission statement for a reason.
    2. What are three important goals you hope to achieve this year? Keep your list of important goals small and give them a date. It is better to focus on the horizon and not the stars. Realistic goals are keys to ultimate success.
    3. What image do you hope to project to yourself? How you see yourself is how the world will view you. Think about this carefully. Your image should encompass what you look like and feel after you have achieved your goals.
    4. Write down action statements from each value describing how you will use those values to achieve your three goals. Start with “I will…”
    5. Rewrite your statement to include only your action statements. Make portable copies for your wallet, car or office.

    If you followed the steps above, congratulations! You have just written your first personal mission statement. Your personal statement will change over the years as your goals change. You can have more than one statement for the different compartments of your life such as your career, family, marriage, etc.

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    Writing a personal mission statement is an effective method to ensure your productivity is at its peak. It is an ideal tradition to start so that when next year rolls around, the outdated practice of resolutions will be something you permanently left in the past.

    Featured photo credit: Álvaro Serrano via unsplash.com

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