This is not a one-way relationship. If you’re going to build a website, you need to ensure that it offers the things that your customers expect to find. Here’s an overview of the top five things customers want to see on your website and will leave if they can’t.
1. Your NAP Information
First things first, your website should contain your NAP – name, address, and phone number. While this seems obvious, these are things that many website owners forget. This is the easiest problem to fix.
Customers who cannot find your phone number also cannot call you. Considering how many website searches start with local intent, it’s downright silly not to have your address on your website.
If you don’t post your address, phone number, and name, customers don’t know where to locate you, how to get in touch with you, or really anything that they need to know to do business.
With this in mind, keep your NAP information up-to-date and on your website. As a general rule, it should be large, centrally located, and easy for customers to find no matter where they are on your site. Bonus points for making it clickable. And if you can keep it near the top so people don’t have to scroll to find it, even better.
If you have a separate business and mailing address, use your physical address on your website. That’s mostly the one that customers will be looking for, and is an essential one to present to them.
Super Important Note: It’s a BIG deal to Google that you are consistent across all your web properties. Make sure your NAP info is the same everywhere. That means settle on one public phone number and a consistent business name, i.e. Don’t be “Rocky’s Pizza” on Yelp, but just “Rocky’s” on Facebook.
2. Contact Forms
In some cases, customers aren’t necessarily looking to call you right away. They may have a complaint, may have a question, or may have some other inquiry that they would rather submit via email or contact form. As such, it’s ideal to offer an electronic means of contact on your website. It you aren’t taking advantage of SMS, Messenger and live chat, you are losing customers – and you’ll never know it.
Contact forms are also essential for small business owners who can’t always get to the phone. For best results keep them short and don’t ask for too much information at this point. First name, phone # OR email address and message are all you need. The more you ask for, the less inquiries you’ll get.
3. Pricing Information
One of the first questions. The only way they’ll get an answer to this question is if you post pricing information on your website. With this in mind, respect everyone’s time and make your prices clear, easy to understand, and simple for your customers to navigate. Customers want to know that they’re working with a person.
Your website should have extensive pricing information. This will give potential customers an idea of the level of service they want to purchase before contacting you.
Unless you have an ace sales team who convert leads like a wolf on Wall Street, make your prices public. Even if you don’t have fixed pricing, give people an idea or a range to think about. Not only does this help you come off as upfront and honest, but it will save you time in not dealing with people who have wildly different expectations.
4. An “About Page”
Customers want to know who they’re working with, what your company is all about, and what drives you. Because of this, it’s essential to offer a comprehensive, detailed, unique about page.
Although this page will vary depending on who you are, your industry and what your company’s mission is, the general must-haves for an about page include your company’s background, a bit of information about the founders or managers, a breakdown of your services, and a general expansion of your company’s elevator pitch.
Your website, no matter how short or long it may be, should always have an about page that explains your experience, your company’s values, and what makes you unique.
5. Social Media Links
People love social media – even if you don’t. They also want to work with you where they feel most at home. They may never pick up the phone, but they’ll send a Facebook message at any time of day. Your job is to make make it as easy as possible for customers to reach you, so offer your social media links just like you’d offer your phone number. They should be obvious, clickable and featured at the top and bottom of each page on your website, and obviously, these should link directly to the proper platform.
For best results, use matching social media icons to take customers to your various pages. When customers can find your social media effortlessly and easily, they’re more likely to follow, share, and interact in the ways that you want them to.
This is pure 80/20-rule stuff. These five tips are the low hanging fruit that will get your site on track to becoming the profit center it’s supposed to be.