Do You Need A Business Website & What Content Do You Need ? is an interesting question often asked by SME’s and startup businesses.
Let’s start with some stats
Did you know the internet was used daily or almost daily by 82% of adults (41.8 million) in Great Britain in 2016, compared with 78% (39.3 million) in 2015 and 35% (16.2 million) in 2006. ( Office Of National Statistics )
For those selling products online the IMRG Capgemini eRetail Sales Index says Britons spent an estimated £10.7 billion shopping online during July, resulting in total estimated spend YTD in 1016 reaching £70.2 billion.
So from this alone it proves that any business be it a SME, retail outlet or startup business should have an online presence.
So what content do you need on a website ?
So what should you put on the website ? Think of your website as an online version of a company brochure. The size of that brochure depends on size of your business and number of products of services you provide.
For a startup or small business I recommend to my clients they include:
Who ? – Who your business is, where you are based and the area you cover.
What ? – What does your business provide it’s products and services
Why ? – Why should the site visitor choose you over your competition ?
Web designers will explain that content is king and will look for a minimum of 300 words per page, but don’t waffle on. Use clear paragraphs with easy to see headings and bullet points. Visitors attention span tends to be short and they more often than not want to be able to a quick decision on whether you are the business for them.
The most important thing then is to include easy to find contact information. A telephone number and email address are normal prerequisites. Even an interactive map of how to find your business and easy to use contact form with Spam filtering are expected by visitors.
If your business profile is quite large add an About Us Page. Here you can go into the companies history, its business goals, mission statement etc.
For larger businesses service and product pages which should include the features, advantages and benefits (FABs) of the service or product.
What content do you need on an e-commerce web site to sell online ?
A good e-commerce site should be easy to navigate with good search facilities and products broken down into logical categories.
Each product should have good quality images, a solid description, when there are specifications or the product make them easy to read using bullet points.
The Shopping Cart and Payment Screens should then be easy to use clearly showing what the cart contains, the costs, VAT if applicable and most importantly the delivery cost. There is nothing worse than getting to the very end of the purchase and finding out the delivery charge is an unexpected surprise in cost.