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Many small business owners “just want a website”. In fact, we have even had requests for “a one page website”. It appears that, for most small business owners, their website is last on the priority list.
However, there are some things you may want to take into consideration:
a. What do you need on your website in order for people to be willing to trust you?
b. What will it take for Google to take note of your website?
Fair enough, Google is fussy, and it (really) takes around 200 things into account when ranking your website. However, if you don’t at least have the basics in place, your website may be buried on page 500 of their results forever.
What are the 10 basics your small business website absolutely needs?
1. A home page that works.
Many web designers try to be smart, and play around with unusual layouts and content sequences. We have even come across websites which have NO menu bars.
Ask yourself the following:
a. When someone lands on your website, can they ascertain – within seconds – that they are in the right place? Because if they are in any doubt, there are other websites they can explore.
b. Is the content in a logical order? This could vary depending on your market, but in most cases it starts with a clear value proposition, then two or three short sections about what you do, and then social proof.
c. Does it load quickly, and does it display correctly across different devices? Though it varies between markets, typically around 70% of website traffic – at present – comes from mobile devices.
2. An about page that tells a story.
People love reading stories they can relate to. They also prefer buying from people they can relate to. What is the story behind your business, and what do you hope to achieve?
3. The FAQ page.
Think about it logically: When a potential client or customer talks to you, what are their most common questions and their most common objections?
Your frequently Asked Questions page is your opportunity to allay all of their fears and clarify all potential misunderstandings, even at 2AM while you are asleep.
4. Pricing for services.
If you have set prices for your services, state them clearly. You may also want to include any possible motivation behind your prices, like accreditations which allow you to ask for more.
If you don’t have any specific pricing structure, just add a page explaining all of the variables that can are taken into account when calculating a quote.
5. How it works.
If you provide services, explain the process from the moment you receive an inquiry, to the moment the job is completed. What is required from the client, and what are your commitments?
If you sell products, is it just a matter of walking in and picking them up, or is there some preparation involved?
(Think about cars, baked goods and bespoke items.)
Or do you have an online shop? In this case, you need to explain your policies for shipping, returns and refunds.
6. Services and products:
For services, you can have one page with all of your services combined – but do also add one unique page for each service.
Why?
First, your chances of ranking in Google are better for a whole page than for one paragraph among several others.
Also, on Google’s business listings you can add specific services, and link each of them to a page. That helps your business listing to rank better for specific keyword searches relating to what you offer.
If you sell products, but do not sell online or do not have a whole catalog online, you still need to explain to people what exactly it is that you sell, and what you can offer them.
7. Any relevant credentials.
Does your business need any specific licensing or certifications to operate legally?
Have you received any awards or positive publicity? All of these can make it easier for people to trust you, and choose to do business with you.
8. Do you have testimonials?
If you are brand new, testimonials are not an option. But as you acquire reviews and testimonials, you should display some of them, and link to pages where people can leave reviews about your business.
There is no sales tool more powerful than the words of actual happy customers or clients.
9. Actual contact details.
While many small business owners prefer to just have a contact form on their website, the mere act of adding a phone number – and depending on your business, the physical address – not only inspires trust in visitors to your site, but it also counts for something when Google ranks your website in its search results.
10. Pages that matter to Google.
Having a privacy policy page is essential. Having a terms of service page is recommended, and is essential for any a-commerce website.
The next step for your website:
Start a blog, or add a knowledge base. However, make each title – as well as every sub-title – and actual question. Why? Because AI search responds to specific questions. The more questions you can answer on your website, the more chances you have of being seen in AI search results.
In conclusion:
For many years, Google tried to tell us to create websites for people, and not for search engines.
Fair enough, the text on your website needs to include common phrases which people may search for when they need to find you with a search engine.
While it did actually take quite a while for Google to catch up and view websites the way that people do, they ended up looking at pretty much the same things that your potential clients or customers will look at:
Does the website answer their questions?
Do you seem trustworthy?
Are there people who are happy with what you sold to them, or what you did for them?
And is it easy to use your website, and find what they need, even when using a phone?
As long as you keep in mind that every visitor to your website is a real person, who could just as well have been talking to you in person, you will know what to put on it, and what to say.