Many small and medium size enterprises completely undervalue their online presence, considering their website to be a necessary evil rather than an essential resource. Having a one page site or an “under construction” holding page can be more detrimental to your business than not having a website at all. These are the Five Pages All SME Brochure Websites Should Have.
The construction of your website should be something that you approach with the same clarity and forward planning that you would apply to the construction of your home or office. A well planned out website will be quicker and easier to build, and ultimately be more informative and helpful to your end user.
Your target audience want to know some key information straight off the bat, and they don’t want to have to go trawling through page after page to find it, therefor it is essential that this information is contained within the main navigation items on your website. There are many other pages which you can add to your website to expand out more information about your businesses products, and services, but below are the Five Pages All SME Brochure Websites Should Have.
1. Home Page – Your Websites First Introduction
Despite the fact that all search engines now index and list every page on your website it is still essential to designate a Home Page for your site. Your Home Page is your front door, the designated initial landing page for people who have come to your site, and as such it should instantly reflect who you are, where you are and what you do.
You Brand/Logo, and the sites navigation should appear on the top of every page on your site, but after this on your home page consider putting in at least one high quality image, as well as some concise informative text. Another good tip is to put in some quicklinks to the more detailed pages on your site.
2. About Page – Your History and Your Ethos
All relationships are based on trust, in order to grow your customer base you must establish trust, trust that you know your industry, trust that you have experience in your industry, trust that you can deliver what it is that they are looking for and trust that you will be around to support them should they need it.
People trust businesses more if they can find out more about them. The About page is your opportunity to clearly let your potential customer know your background, history, ethos and plans for the future. Tell them when you were established, the projects you worked on, your qualifications and experience, tell them of your plans for the future and just why it is that you are the best at what it is you do. Instil confidence to instil trust.
3. Our Services/Products – What you do or sell and why they should choose you.
No matter the business or product you are selling it is most likely that there are others in your locality that are selling the exact same product or service, so it is important that you let your potential customers know why they should choose you over your competitor.
Really have a good think about your products and services, what singles you out, what is your USP (Unique Selling Proposition). Put yourself in the mind of your customer, what is it they need to know. Of course price is a factor, but in most cases people will choose a job done right over a job done cheap, so don’t make it all about “we are cheaper”… make it about “we are better”.
4. Testimonials – Build confidence from previous success
If your product or service has been well received by previous clients then you should be shouting about it. Testimonials are a key way to instil more confidence in you abilities, and from experience previous clients are usually more than happy to write you up a few lines, so don’t be afraid to ask them.
One piece of advice I would give though is to not make testimonials up, sooner or later you get found out on these. When you get in a good testimonial, either by asking directly or through feedback on your social media etc. then simply add it to your website and cite the source.
If you got positive feedback via email or other means then make sure that the person who sent it is ok with you posting it to your website before you upload it, even though people are happy with your work they may not be comfortable with having their name on your website.
5. Contact – Make it easy to reach you.
This should be the most obvious of all pages that you should have on your website, and in fact every other page on your website should end with a call to action which directs viewers to this page, after all this is exactly what a brochure website is for, engage, inform and then make the call.
Your contact page should have all the relevant information, your contact name, email address, phone number, physical address, as well as links out to your social media pages. Some people prefer to fill out forms so go ahead and put one in there for them too, make it as simple as you can for people to contact you.
I would say that your contact information should appear in the footer of every page too, people are used to this positioning now and often go straight there rather than the contact page. That said just because you have it in the footer doesn’t mean you don’t need the contact page too, again the easier it is for them to get in touch the better, so its a case of Both/And instead of Either/Or.