1. Keep it short.
If you’re anything like most business owners, then chances are, you have a lot you’d like to say about your business.
Unfortunately, your website’s average viewer probably possesses neither the time nor the desire to read everything you’d like to say. Therefore, it is generally a good idea to limit your text to only one or two pages’ worth of information on all the different pages of your website. There are exceptions to this rule, as when you’re writing for your company’s blog or you’re crafting an informative article like the one you’re currently reading, but, for the most part, one to two pages is the limit. Remember, studies indicate that the average time a viewer stays on one page of a website is less than sixty seconds. This means that you have less than a minute of your potential customers’ time to make your point, so keep that in mind when writing content for your website. If you are finding it difficult to develop good, concise content, consider seeking the help of a professional writer or marketing company for advice.
2. Use the About Us page wisely.
Many businesses struggle with what to include in the About Us section of their website, but it isn’t as complicated as you might think. At its most basic level, the About page should provide useful information about your company that otherwise might not have a place on your website. Here are a few guidelines for writing a great About page on your website:
Tell exactly what your business does, including areas of specialty. Sometimes the About page will be the first page visited by a first time viewer of your website, so even if you’ve said it before, you’ll want to state very clearly what your business does.
State who you primarily serve.Talk about how long your company has been around and important dates and milestones in its history.
The aforementioned points are all very important, but unfortunately, many business owners stop there. If you end your About page after the basics, however, you risk severely under-utilizing this component of your website. Go beyond the basics by also following these rules:
Tell the viewer what you can deliver.
Talk about your long term and short term goals.
Mention your core values and mission. Use caution, however, as you could alienate certain individuals if you become too “preachy” in this endeavor.
Brag about your business. Awards, achievements, and other forms of praise should all be included in this part of the website.
Appeal to human side of your website’s visitors. The About page should certainly talk about your company, but it’s also an opportunity to talk about the people behind it. Including self-prepared employee bios, favorite quotes, and other personal facts is a great way to make the human connection with potential customers.
3. Include a page with your business’s contact information.
This is an essential, yet often overlooked component of every good business website. The Contact Information page is a necessity because customers need to get in touch with you. Including this information on a part of your website that is not clearly labeled makes it difficult to determine where your company is located and how a customer can go about contacting you. Considering how little patience the average website visitor has for poorly designed websites, if they have any trouble with finding a phone number, email address, or mailing address, they’re highly likely to simply leave your website and search competitors’ pages instead.
Your website needs to be well-designed as well as fully functional in order to effectively attract and retain potential customers. You should be confident in your website’s ability to act as an ambassador for your business and your brand, and your website will often be a huge determinant of your business’s reputation. A Contact Information section, About page, and short, poignant content are all necessities for a well thought out business website.