If building a website for your company is top of your agenda, you will need to put some thought into the type of content you want to add to it. You might be employing someone to build the site for you, but with your expert knowledge of your business, you are the best person to come up with the content that truly reflects the unique aspects of your business.
Here are seven elements of web content to consider including on your website:
1. Unique selling points
On your website it is crucial that you explain to your customer what is special and different about your company, and why they should use you rather than your competitors. Do you offer unrivalled service levels? Perhaps you have a low price guarantee? Make sure your web content includes your company’s unique selling points, preferably on your home page.
2. Product or Service details
If your business sells actual products, you will need detailed product specifications as well as photographs for your site. If your business provides particular services, you will need to include a description of the various services you offer, and what they involve. Try to write this from the point of view of your customers without using too much industry jargon if they won’t all be familiar with it.
3. ‘About Us’ section
This section of your website is a chance to tell your customer a bit more about your company. You can choose to tell the story of your company so far; when you started your business, how it has developed and your vision for the future. You could just give key facts about the business such as the number of employees and locations, or you could write about the values and policies of your business. By reading your ‘about us’ page, your customers should feel they are beginning to build a personal relationship with you.
Asking satisfied customers to write a testimonial to you or your company is a great way to convince potential customers to buy from you. Make sure your testimonials are authentic; customers that you have worked well with in the past should be willing to write a couple of lines recommending your products or services.
All websites benefit from photos and images; it helps to break up the text and add interest to the site. A photograph of yourself for the ‘about us’ page, a photo of your premises for the ‘contact us’ page, and any other images that you feel give a sense of what your business is about, are all useful contributions to a website.
Some companies choose to advertise their price list on their website, and it can give customers a good idea about whether they can afford your products or services before they contact you. You may be worried about competitors undercutting you, but many customers will be put off if they can’t get an idea of price from your website, and won’t bother to contact you in person. You could always include example prices or a case study with costs if you don’t have a set price list.
7. ‘Contact us’ section
Every business website should have a ‘contact us’ section which explains how you want your customers to communicate with you. You can include a phone number, address, directions, and a map, and most websites also incorporate a contact form so visitors can e-mail direct.
If you are setting up a website for your business, providing your web designer with as much of the above data as possible will help them to construct an effective and informative website.