When you open up a book, one of the first things you probably look at is the table of contents.
It helps you understand what the book is about and helps you decide if you want to read more.
A business website is the same way!
Your website may be the first impression of your business that potential customers get, and it tells them at-a-glance important things they need to know.
As a hub that influences their decisions, can you see how important it is?
Today we’ll explore the 3 levels of a business website, and some great platforms to look into.
We’ll cover:
- Does Every Business Need A Website?
- How To Find The Right Business Website For You
- 5 Amazing Business Website Builders
- Business Websites 101: The Power Of Content Marketing
Does Every Business Need A Website?
In the words of my then 18-year old daughter (Who couldn’t verify the legitimacy of a company that had made her a job offer):
“Everybody’s Google-able, Mom!”
Now, this was from a kid who HATED the internet…
So if she’s saying that, it shows you how important a web presence is!
People simply expect you to be online. Essentially, a solid web presence has a correlation with how legitimate people perceive your business/brand to be.
In 2018 alone, 46% of small businesses had ZERO web presence. So with just a website, you may already be ahead of many other businesses…
A business website is your opportunity to express your brands to the WORLD – sharing what you offer with customers, future employees and your community!
To create a stunning website, you first need to figure out what category you fall into.
How To Find The Right Business Website For You
When it comes to business websites – no one size fits all!
Struggling with the idea of a website for your organization? Are you worried the price tag for a good one will be high?
Well, the fix doesn’t have to be hard – or expensive. Because there are levels to a website! And your level depends on what you need your website to do for you…
No matter how simple your site is, you have to spend some time, and some money on it.
When done right?
You’ll get a superb return on investment!
So, here are what I consider to be the 3 levels of a business website:
Level 1 – Basic Website – A Digital Business Card
I spoke to a therapist today and after our conversation, I felt that all she really needed was a place for clients to schedule their own appointments.
She is a sole practitioner, so she can only serve a finite number of clients every week.
I mean…her schedule is already full with JUST referrals.
This is not a person who needs a complex website with all the bells and whistles, a $1500/month SEO package, or even a content marketing strategy.
For her, that would be a monumental waste of time and money.
This therapist just needs a respectable web presence — and that’s exactly what a Level 1 business website is.
Level 1 is ideal for sole proprietors or people with a small team that just need website essentials.
Things like:
- A Home page
- About Us
- Booking Calendar
- Contact Us
- Privacy Policy/Terms of Service
If this sounds like you, then look for website builders that make this process easy for you!
Pack in the necessary information, but eliminate unnecessary sections. Omit phrases and images that may distract website visitors from booking a call or whatever call-to-action you desire.
Level 2 – Your Typical Business Website – Serving Many Stakeholders
A business owner with a Level 2 website is ready to SCALE.
Meaning they have clearly defined goals, they understand their market, AND they have systems in place to take in a higher volume of leads and customers.
If your business fits in the Level 2 category, you’ll need a site with:
- Sound user experience. (A user needs fast load speed, easy navigation, FAQs, valuable information, search functionality, credibility, and mobile-friendly design.)
- Taxonomy developed with the customer journey in mind. (Things that guide users along to an action: Pop-ups, calls-to-action, email list invitations, calendars, or live chat.)
- Solid link structure that keeps readers on the site. At the same time, it showcases the organization’s expertise and authority. (Blog posts that link to your other blog posts, links to testimonials and case studies.)
- An SEO strategy to rank on search engines. (Using high search intent keywords on the website, good URL structure, optimized metadata. 68% of online experiences start when users go on search engines.)
With these elements in place as a level 2, you have a higher likelihood of getting the most out of scaling efforts!
Level 3 – Expert Content Marketers – Using the Web to Be Found and Drive Leads
This organization is going all-in with the web! They have the features of both previous levels and:
- Their well-optimized website offers a content library full of interlocking (“webbed”) information that is useful, educational, or entertaining – and sometimes all three! (Their large following makes it super important for them to pump out more content.)
- Additionally, their market is well segmented, which helps them create content that caters to each customer segment. This can include weekly email newsletters that give value to segmented lists.
- And, they run a multi-faceted content marketing program. At least once a quarter they do strategic content planning:
This means posting consistent original content to their site AND to social media (daily or several times a week.) which helps them rank in organic search results.
Level 3 companies also leverage social media ads in a smart way, to get the most out of their budget.
As you can see, Level 3 not only has a beefed-up website, but they’re also holistic in their digital strategy by leveraging platforms beyond their website (like social media).
To Wrap It Up
There may be more levels, but these three examples are sufficient to make the point…
Not everybody needs a boatload of features on a website, but EVERY credible business today has to have some kind of web presence.
The truth is?
Today’s consumers are smarter and they do their homework on companies they’re interested in!
5 Amazing Business Website Builders
Here are great website builders to create your business website on no matter what level you’re at:
Browse the countless website themes and templates and apply the necessary information you need to create a site that makes visitors interested.
If you need any ideas, I’m here to help!
Business Websites 101: The Power Of Content Marketing
Content marketing has proven its value over time.
Giving your audience free and important information is what separates you from the fray!
At The Allyson Group, we’re content writers and creators who can help you narrow down the website you need, and work with your budget to craft amazing quality content for you!
Want to learn how we can help you?
Call or email today to set up a time on our calendar. We’d love to talk to you about your content needs.
No obligation. Just a conversation!
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