In today’s digital world, it takes more than just an address on the internet to capture the attention of existing and potential customers. A company’s website not only needs to make a good first impression visually, it needs to have the elements customers are looking for and need.
HubSpot conducted a survey in 2021 asking consumers what they wanted to see on a company’s website. Here’s a look at five of the top must-haves, and how you can incorporate these elements into your own website to improve your digital footprint.
1). Contact Information
While it may be a no-brainer, including contact information on your website is crucial. Of those polled, 62 percent said contact information was the most important part of a website. Customers need a way to contact your business via phone, email or a contact form, and want to be able to do it quickly and easily.
Along with displaying your contact information on the homepage, it’s beneficial to have a “Contact Us” page for extra exposure. Optimize your mobile site so when visitors click on the phone number, it brings up the option to call with one click. When clicked, your email address should also automatically open an email client. Consider including a call-to-action button, such as “Contact Us”, in a prominent place that links to your email or contact form.
2). About Us Page
The HubSpot survey found that 31 percent of respondents thought an “About Us” page was a crucial website element. Customers want to know who they are doing business with. An “About Us” page shares your company’s story, puts a face to the company name and builds trust with customers.
This section doesn’t have to be a novel, just a glimpse into your business, including the people who make up the company, what’s important to your company and why you do what you do.
3). Social Media Icons
Highly recognizable by most customers, social media icons are another must, with 30 percent of the respondents listing them as an important part of a website. Social media channels give customers a way to stay up-to-date with your company and having the icons on your website leads them right to your pages.
Display the icons prominently on the homepage and check the links regularly to be sure they are actually linking to your page. Only include icons for the social media platforms you update regularly.
4). Original Photos and Videos
The HubSpot survey found that 27 percent of people said original photos and videos were one of the most important features of a website. Photos and videos help tell your company’s story and provide visuals for what you offer in terms of products and services.
Most smartphones have high-quality cameras, making it easier than ever to take your own photos and videos for your website.
5). Geographic Details
According to HubSpot, customers are looking for local information, with 46 percent of Google searches including inquiries about a specific area. In the HubSpot survey, 26 percent said physical location information on a website is an important element.
Including your physical address on the website also helps with search engine optimization. Consider using your location in page titles to boost SEO even more, and if you have multiple locations, create landing pages for each area.