Business Website Structure and Why It Matters
At this point every business should have a website. The website should be more than just an online business card. It needs to be structured so that it effectively brings in new customers and clients for the business. In order for website to do this, it needs to have media and calls to action in the right place in certain functionalities that make the user experience easy and convenient. In order to do that we place information and calls to action in the right places to take the user through the website so that they can see everything that they need to see, find all the information they need to find, and then decide on what method they prefer to contact the business.
The way we prefer to structure websites at Squeeze Marketing is to have a homepage, detailed services sub-pages, a blog, and any further sub-pages that facilitate the user finding required information seeing product details or contacting the business. The detailed services sub-pages provide an opportunity to write a large amount of content in a format and on the page that is appealing to the user. If all this information is placed on the homepage it overwhelms the user and creates a homepage that is not visually appealing. By placing information on services sub-pages, you allow the user to decide how much information they would like to get and then go deeper if needed. Each services sub-page should be all of the required information someone would need to learn everything they need to know about that service in order to make a decision. The homepage should be comprehensive and clearly represent the business and culture. The section of the homepage is seen by the user before they have to scroll is referred to as "above the fold". This is the most important section of the website and needs to include links to all sub-pages for additional information, more than one call to action, the phone number of the business, visually appealing photography to keep the user interested and incentivize them to scroll, and enough base information for user to know what this website is about before they need to scroll. Additional pages on the website can consist of a blog, contact page, any events specials or promotions that might need their own page, and any unique pages to the specific type of business.
The website is the base digital location for all information about the business. All social media accounts and other digital properties were information about the business exists are offshoots from the base that we create with the website. The user should not feel the need to leave the website to find any information that they need. We do however incentivize the user to go and check out different social media profiles in order to learn more about the culture of the business and see what people are saying about business. It is also an expectation that a user be able to go to a website and then use that website find any additional information or digital locations that the business or products exist. As a result, we place social media icons on every website that we build or every website that we modify. These social media icons can be placed at the top of the website or in the footer, but we find that social media icons placed at the top of the website about the menu achieve the highest engagement percentages.
The contact page of the website should include some key pieces of information. It must have the address and phone number of the business, a contact form available for the user to fill out, an inserted Google map that shows where the business location is, and links to all social media profiles. The important principle to consider is that different people prefer to contact businesses through different means. You have to give the website visitor options for contact that fit their preferred method. Different personalities prefer to call versus email or fill out a form. By offering different options for contact you get out of the way of the customer and prevent any holdups or roadblocks to them contacting and initiating a business transaction.
The main principles we use for marketing websites and other digital platforms are to put the best foot forward in every situation for the business. This means offering all of the information required in a visually appealing package and then allowing the customer to easily contact the business by the method they prefer. In order to do this the website, social media profiles, and all other locations and business directories at the business exists on must be optimized and have all available content visual and easily accessed. By doing this, we ensure that every customer or client who is looking for the business service or product is able to find it easily, and the option they prefer for contacting the business is presented to them.
Business website structure when done correctly allows the business to take advantage of every customer or client that might contact them. By structuring the website correctly, the client is able to find all of the information they need very quickly and easily and then contact the business. By ensuring that all digital properties are linked and that all of those digital properties have all of the information that they need edits presented appropriately, we ensure that every customer or client is able to also use the platform, but they prefer to find business information. Social media platforms are becoming a primary method for customers to find products and services and by structuring the website appropriately and linking social media profiles you allow the customer to choose which platform and which method they interact with businesses, increasing the likelihood that they reach out for purchase.
Your website and other digital platform need to be the best representation of your business as they may be all someone sees before they decide on whether to buy from you or not. Give us a call and let Squeeze make sure your site is doing everything it can for you!