4 Must-Haves For Service-Based Business Websites
Have you ever thought of your website as your digital business card? If so, I can see how you would think that, but your website is so much more than a business card. Your website should lead website visitors on a buying journey.
James Clear, author of Automic Habits, talks about the four laws of behavior change, which he writes about in the context of starting new habits and getting rid of old ones, but I would like to relate them to people taking action on your website.
The 4 laws of behavior change are:
Make it obvious
Make it attractive
Make it easy
Make it satisfying
Let’s take a closer look at how you can apply these laws of behavior change to your website design:
#1 Make it obvious - Clear CTA’s (call to action)
A call to action is a text prompt, typically on a button, telling the user the next step you want them to take. These are incredibly important because each website visitor needs different things to make a buying decision.
Some buyers want to know more about you so that they can trust you. Others want to see your portfolio to check out the work you’ve done in the past. Or consider the direct buyer who just wants to check out your services right away. This is why you need to use different CTA’s across your website, leading each buyer to take the next step.
Tip: Generally, your website should have about 2 CTA’s per page.
#2 Make it attractive - Social Proof
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. AKA herd mentality. We are more likely to do something if everyone else is doing it.
Your website should feature things like:
Client testimonials
Industry leader shout-outs
Google reviews
Customer logos
Certifications
Media recognition
Social proof builds credibility, which means you can gain the trust of potential clients, and the real value is you can increase your leads. 89% of consumers say they search online for testimonials and recommendations before purchasing a product or service.
I visit A LOT of websites each week, and a common mistake I see is a need for testimonials. Don’t be afraid to ask past clients for a testimonial or repurpose a Google review on your website.
Tip: If you have testimonials but need help figuring out where to put them on your website, download my free Client Testimonial Questionnaire, which walks you through strategic questions to ask and where to include them on your website.
# 3 Make it easy - Simple & Clear Navigation
We’ve all been to those websites where the navigation is confusing, or the icon doesn’t link back to the Homepage, so you leave within the first minute.
Your navigation should be self-explanatory and easy to use.
Do away with cute titles and keep it simple because you only have 0.05 seconds for someone to decide if they will stay or go, and the navigation is one of the first things a person sees.
Also, internet users instinctively know that when they click on an icon, they will be taken to a homepage, so if it is currently linking to something else, it’s time to change it. It’s confusing them when they land on a page they weren’t expecting.
Tip: Go back to the basics and keep it simple here!
#4 Make it satisfying - Value propositions
Before a prospect ever scrolls on your website, you should tell them what you do and what value you can provide them with. As a business owner, it is easy to want to talk about yourself and why you started the company or assume they know what you do. In reality, when someone is hiring a service provider, they just want to know what they are going to get out of it. Let’s focus on building value and fast.
Tip: When writing content for your business, always think WIIFT (what’s in it for them), which will help you write more compelling copy for your business.
Let’s recap the 4 essentials your website should feature:
CTA’s to lead your visitor on a buying journey
Social proof to help you build credibility
Simple and clear navigation to increase time spent on your website
A value proposition to tell your visitors what they will get if they hire you as a service provider
If you found this helpful and want more ways to improve your website, check out my free guide, 8 Website Must-Haves for Service-Based Business Websites. This value-packed guide examines why these four things are essential for your website and four more vital things your website might be missing.
If you want to elevate your website from DIY to designer, download the guide below, then take time to assess your website, develop a task list of things to update and begin implementing.
