Creating a new website for your business can be overwhelming. What information should you include? What should you withhold? What message do you want to get across? Many business owners want to include everything but the kitchen sink on their website. What they don’t realize is that this is a huge waste of both their time and energy.
Generally, users will spend only 15 seconds on a website before deciding whether to leave or dig deeper1. This means that you only have 15 seconds to capture your audience’s attention before they decide to visit a competitor’s website.
In addition, once a user does decide to look for additional information on your website, they will often only read about a quarter of the text on each page they visit, starting with the headers and call outs. This means that the hours you spent constructing paragraphs of text for your site will go unnoticed, no matter how amazing the writing and messaging.
It is important to note that we are not saying you should only have headers and call outs on your page! If a customer can’t find the information they are looking for on your website, they will probably just search elsewhere for answers rather than reach out to you. It’s also important to mention that less content on your website means less words for Google to index, which can lead to low search result rankings.
So how do you decide what is important enough to include on your website? In order to point you in the right direction, we have put together a list of information you should always include on your website, in order of importance:
Product or Service Offering
What is it that your company does? What does it provide for consumers? This should be front and center from the moment you open your website’s homepage. As we mentioned above, you only have 15 seconds to explain what you do before you lose the interest of your customer.
“Call to Action”
Although this doesn’t necessarily have to be the second thing your customers sees on your website, it is second in importance. If you want to generate leads for your business through your website, you need to give customers a clear onboarding path; this may include filling out a contact form, signing up for a newsletter, or scheduling an appointment.
About Your Company
What makes your company different from the competition? What is your corporate culture and company’s personality? Today, consumers want to connect with companies and brands on a personal level. In order to provide this experience on your website, talk about your company as if you were introducing a friend. Use language that you would use in real life. If you usually use slang when you speak to clients in person, use slang on your website; there shouldn’t be a disconnect between your website and your company. Additionally, giving your website a unique personality sets it apart!
Testimonials and Portfolios
People want to know about the work you produce! They want to see what you have done in the past so that they know you can solve their problem and meet their current needs. Consumers also want to see what others have said about working with you. While these categories may not be applicable in every scenario, they are important to include for most companies.
This is by no means a full list of content you should include on your website, however, it is a list of the content you MUST include. If you aren’t sure whether you should include something on your website, ask us! We are here to help! Not a writer? Simplicity also offers writing services for search engine optimized content.