7 Elements of a Successful Business Web Presence

January 5, 2011  

As a small business owner, your most prized possession (online at least) is – drumroll please – Your Website Presence!

So you want to be sure that your web presence is flush with the right elements to exponentially increase your chances of success. I’ve identified 7 basic elements you should have to help your business be successful online. Use this as a checklist against your own web presence and if you need additional assistance, don’t hesitate to ask.

1. Your Website

Most people think it’s all about a great looking design that creates success. Well, yes, that helps but it’s not the complete picture. Once people get over how great the website looks, what then do you have to offer?

I’ve seen some ugly websites offer great information and beautiful websites that lack substance. So it not all about looks per se.

First, because your homepage is most likely the first point of contact for visitors, make sure it’s inviting. What is it you want them to do, see, know, learn? Whatever your goals are for the site, ensure the homepage directs them exactly where you want them so you don’t lose your visitors right out of the gate.

Secondly, your visitors must know who you are and who’s behind the website. Nowadays, visitors are even less trusting due to so many false “faces” online. Your job is to provide enough information to give them a “warm and fuzzy” about what you do and your abilities to help them.

Note: One of my friends pointed out to me recently that taking the extra step of having an “About You” page or blurb helps build trust as well. Know this: your websites is not about you and your business. It’s about what you can do for your visitors. Provide information about who your customers are, the problems and frustrations they encounter, and how you can solve them.

2. Blog

No, don’t run away! A lot of small business owners I run into think blogging is a tedious ordeal and not worth it. However, I’m here to tell you that blogging isn’t hard, doesn’t have to be time consuming, and even can be outsourced. Just think of blogging as a way to establish authority in your field, offer relevant and useful information for your readers, keep visitors coming back and last, but  definitely not least, ensure you stay on their minds when it comes to selecting someone in your field to help solve their problems.

Having a fresh blog, meaning having content consistently updated on whatever interval makes sense in your business, also helps to increase traffic and bring even more visitors to you, learning about your brand.

People will begin to say, “Hey, Kesha over at XD Web Solutions knows what she’s talking about so let me stay in her circle/ask her a question/have her help me, etc.” Well, at least I hope that’s what they are saying

3. Multiple Ways of Connecting With You

People like choices so make sure to give them several ways of contacting and connecting with you. The most basic way is to include a contact form on your website. Don’t just list your email address. You never know what kind of email programs or software they have and/or they may not even be on their own computer to have the ability to use a program and send email. To avoid losing them altogether, include a simple contact form. They pop in their information, click Submit, and voila, easy way to contact you.

Other ways are to include your social media accounts like Twitter and Facebook. There are lots of options of including them on websites these days and very easy to do so. You can even add your Facebook Fan Page badge on the site so that people can “Like” your business right from your website. Keep it simple and easy for people and you’ll start to get more connections, fans, and  followers.

4. Keep in Contact With Visitors

Once people are on your site, what’s the best way to get them to come back? Well, outside of keeping fresh content, newsletters are one of the easiest ways to collect visitor’s contact information. When they submit their info, they are giving you direct permission to contact them and keep them updated about you have to say.

Note: People also like incentives so give them a reason to drop you their contact info, Offer a free ebook/report, offer to be entered into a monthly contest, offer a free consultation or review, and much more. The opportunities are endless! Be creative but keep it  simple.

The next 3 elements are more “intangible” than the above but still highly important.

5. Be You

You’ve heard this before I’m sure, but a lot of people tend to be someone else online. Surprising, eh? If you are building a legitimate business, just know that your true personality and character will eventually show so make it show right off the bat. Use your own voice and tone in all your communications. Even if you outsource this part, ensure that you interview thoroughly and give them thorough instructions on how to communicate on your behalf. In the end, be professional but be you!

6. Show Your Authority

The whole purpose of your web presence, outside of getting clients and sales of course, is to show you know what you’re talking about and build your expert level. Your web presence helps position you and your company as a leader in your marketplace.

7. Don’t Be Salesy

You know people don’t like to be sold so don’t make your web presence all about you all the time. Consider the 80/20 rule: 80% of the time, offer value in way of solutions, information, and support while the other 20% can be used for direct messages of your products and services. I’ve even seen people propose 90/10 instead. However you do it, offer value more often than not!

I could go on and on but I’ll let you weigh in now.

Are you using these elements to maximize your web presence’s effectiveness? What other elements do you suggest?

About Kesha Brown

Kesha is the Creative Director and Principal Web Designer at her company XD Web Solutions who specializes in helping small businesses and organizations maximize their online presence. Go ahead and follow her on Twitter and LinkedIn.