Think about your website like your business card, they give people an impression of your business. In some cases, especially in the technically advanced world we live in today, websites are often the very first impression you make on your customers. But what is the main difference between your website and other ways to get your company's name out there, like business cards? Well, your website has the potential to be seen, not just by people in your area, but by millions of visitors from all over the world!

But what should be on a business website? Before you can convert all those visitors into paying customers, you’ll need to answer the questions customers will ask before buying. Think about it in a way that you're the customer, what do you need to know in advance to make a purchase for a product or service. You need to know:

• Who the company are
• What they can do for you as a customer
• Why you should choose this company over their competitors
• The value you get for your money
• How you can make a purchase with this company

In this blog, I'll cover each of the bullet points above, in order, as questions you should be asking yourself as well as sharing with you the important information to add to your website and what common mistakes you need to avoid.

Who are my customers dealing with?

In the case you're a small business, your customers may probably know you by a few different names. For example: your company name, the name of your product, your own name, your domain name, brand name, your social media handles… And the list goes on.

A common mistake is to use different names in different places. It confuses your customers and looks unorganised. We recommend using a consistent brand name everywhere, for everything. Even if your website represents one of several brands in the same company, your customers need just one name to deal with.

Which name should be on your website?

The obvious choice would be either your company name, your brand name or the name of your product, right? Choose the name that is most widely recognised by your customers. Using one name (and one name only) will bring so much clarity to your branding and make it easy for customers to pick you out from the crowd. A strong business brand gives a clear impression of what you’re about, who you are and that’s what you want!

How does my business help its customers?

Customers who already know your company name and brand don’t need much introduction, however new visitors do. When a potential customer visits your website, you need to give them a good reason to stay and explore your website.

Today's websites meet visitors with short, easy to understand pitches when they land on the homepage. This quick introduction is basically your elevator pitch, to entice the visitor enough that the journey through your website. In as few words as possible, it should explain what you do and how that benefits your customers.

Remember, your customers mostly care about what your product or service can do for them. Yes, they’ll love hearing about your adventures as a company, especially if you win them over with a great product or service first, but they need to know what you do for them first. More details about you as a company and how you got to where you are today should be featured on the website, for example on the 'About Us' page. So note that the homepage, and especially the first few lines of text, should be less about you, and more about how you can help this new customer.

Why should customers choose my company over others?

No matter what business you’re in, you're going to have competitors who offer the same/similar products and/or services. For example personal trainers, photographers and make-up artists are all professionals within competitive industries but it's up to you to showcase what makes you different from all the rest.

So when you write about what your company does and what you have to offer, be specific. Don’t sell yourself short by using generic language. After all, selling yourself short serves no-one. Tell them what you do and how you stand out from the crowd.

If you only mention your brand name or job title, your visitors won’t get to read about all the qualities that make you "one of a kind". These are important because they make you stand out and gives visitors a reason to journey through your website and choose your company instead of someone else’s.

Not sure what to write when it comes to how you're different and why people should choose you? Take this time to break out those customer reviews. Here are some of the ways you can win-over web visitors using social proof:

• Share customer testimonials from those that have used/purchased your product and/or service
• Add customer reviews to each of your products and services
• Back-up your claims with numbers, research and facts

What do customers get for their money?

Customers look at two main things when they are considering a purchase: how much is it and how does it value me? Laying out your products and services is like creating a menu for your company. Whatever business you’re in, a clearly structured pricing page will help your customers see what you have to offer and make a decision where to buy from your company.

Make everything clear. What’s included in the offer, for how much and what add-ons/ extras are available? Even if you usually quote per-project or provide customised services that don’t have a set price, you can still indicate your price range and give ball park figures.

When you have clear pricing on your website, your customers will already be aware, and prepared to pay, the rates when they contact you. You won’t have to waste time with customers who are in a different price bracket and, instead, you can invest more energy in the people who’re likely to buy. Your pricing page can also help you avoid any misunderstandings about what is and isn’t included in your product and/or services. Also note there’s nothing pushy about a clear description of what you offer and its price. Giving potential customers a clear offer is part of running a business.

How can customers buy from me?

So a new visitor lands on your website, they find out more about your products, and they love what you do. What happens next? How do they become a customer, make a purchase or get in touch with you?

Your website should clearly explain all of this, because becoming a customer should be the easiest thing someone can do on your website. If you make it complex to use or understand, the drop off rate will rocket and sales with go down.

Making the purchase/sale process of a website easy to use will vary from business to business. For example, for a restaurant visitors will need to be able to make a reservation on a bookings page. Or for a freelancer, customers will need to request a quote using your contact form.

Making sure it is clear how the customer can buy from you should be a priority in the web building process. Make it as easy as possible for them. If you're unsure if it's clear enough on your website, now’s the time to create a page that focuses purely on converting visitors into customers. This page is for people who’re already interested in buying your services or products, and want to do so as quickly and as simply as possible. Once you’ve created this page, make sure to link to it from every other page on your website. That way, when a visitor goes from just looking to ready to buy, they can go straight to the right page. Create that journey to the finish line for them.