While out at a first grade birthday party today at the Oasis Family Fun Center I had the occasion to talk to the owner of Rossi Lawn Care. We started talking about the nature of small business and what owners and operators need from their website. What should your website cover? Why, the interrogatives, of course!
Your site must include an about page. This page should include the prinicipal persons who run your business, be they owners, managers, or even front line staff. You should also consider including the narrative of your business. Not every web browser will click on an about page, but the person who does has an itch that needs to be scratched. They want to know who you are, how your business came to be, and what makes you and your business tick.
Your site’s “what” page should cover what you do in terms of what goods or services your business provides. Don’t necessarily go into granular detail, but the products or services page should confirm to the browser that they are in the right place.
When and Where?
At the very lest there should be a dedicated page that includes your hours of operation (given that your business has a location where the customer would be inclined to visit) or contact information along with hours where you are readily available to take customer inquiries. That contact page needs to include your mailing address, office address, phone number, and email address. You should also consider a contact form, particularly one that services to collect leads that you can convert to new business. Best practices include putting this same information in the footer of each page. You can also choose to put that contact form on every page as well.
Your why page should give third party proof as to why your are the best choice for you potential client. This could include Yelp reviews, a display of your Foursquare check-ins, or Facebook likes. Most importantly – and this varies on your type of business – would include photos and videos of your place of business and photos or videos of your work. Imagine a videographer showing wedding clips, photographer showing modeling shoots, or a home remodeler showing a before-and-after of their work? Seeing is believing.