5 Things to Always include on your Website

By Michael J. Sammut

1. The tagline on your website should be easy to understand.

Websites have transformed from simply being informative to interactive. A well-designed website provides information and entertainment.

A website is a supplement to your broader marketing efforts, where it used to only have information about your company.

Your website should complement your overall brand strategy and support your clear ideas. It should be simple and compelling.

Do you have a single brand story that resonates with your customers, or is your brand all over?

  • If you’re a plumber, you fix everything that leaks, and you do it for a shockingly competitive price.
  • If you’re a life coach, you help people achieve their goals this year to accomplish more than ever before.

Say what you do.  Please do not make it overly complex.


This happens when a business leader has such a depth of experience and knowledge in their field that they project that to the audience, even when they

It is very difficult for most customers to give you a couple of seconds of their time.

To be understandable, we should explain it in simple, clear language.

For example:

  • We clean gutters
  • Your lawn will look perfect
  • Get fit with a personal trainer
  • Let us cater to your special occasion
  • Lease an apartment within walking distance of work

Action Step:  Come up with a tagline for your brand and make sure it’s easy to understand. That’s the first thing you’ll need on your site.

2. There should be a call to action on your website.

It’s amazing how many companies don’t clearly ask for the sale.

This one is really easy, tell your audience what you want them to do and lead with your core income stream.

Lead with your main income stream.

What should the obvious direct call to action be on your website?

If you ask people to use your product, it should be a request to place an order from your main income stream.

If your dominant revenue stream requires consulting, it should be a request to make an appointment.

That button should be the main focus of your website.

It’s a good idea to make it a bright color or place it in the top right of your website.

Make sure it’s on every page, so customers never wander too far from being able to press it.

You’d be surprised at how many sales you’re losing because you’re making your customers work too hard to buy what they want from you.

Examples of direct calls to action:

• Buy Now
• Place an Order
• Get a Quote
• Schedule an Appointment

3. Make sure that your web design visually displays the success your clients will experience if they use your product or service.

Many people are tempted to use images that depict them as an organization when choosing images for their website.

A website isn’t about your company; it’s about your customer.

Your website content should focus on what your customers want, need, and expect.

It’s tempting to show the front of our building or take a picture of us and our family. But we need to avoid the temptation.

Instead, we should use the images on our site to tell a story of what potential customers will look like when they purchase our products and services.

Are they going to be happier? Then show images of people who are happy with your products.

A customer buys a solution to an internal problem, not an external one.

We all know that problems can arise and cause frustration internally. What we mean here is that every external problem, whether it’s a leaky faucet or a flat tire, will manifest an internal problem — frustration, confusion, or even the feeling of “I don’t have what it takes.

When you show images of people who’ve had that tension relieved, your customers will be more likely to seek your expertise.

Use the images on your website to visually tell people what will happen if they visit your site. These are also great visuals to use when promoting your brand on social media, so make sure to use them as often as possible!

4. Your website should break down your products and services into easily scanned categories

One of the most common questions we get involves communicating what a company does when they’ve got a lot of products or services they offer. People browsing your website should easily find the right category for them.

People don’t like to make choices because they feel too many of them.

Restoration Hardware only offers a few paint colors because offering more choice upfront decreases interest.

It’s also why only a small fraction of their furniture is displayed in the showroom.

You’re already doing something about reducing choices for customers by displaying only the products you want them to see.

If you’re going to do this correctly, categorizing is essential. It would help if you were clear about what your company does so your customers will know what to expect from you.

Four Eyes is always looking for opportunities to streamline our services. We have decided to offer a simpler, more streamlined set of services than our competitors.

Create a website that doesn’t overwhelm your customers.

5. Your website should communicate your brand mission and scope.

Your brand mission or script is a document that will help keep you on track with your branding. If you’ve tried various branding techniques, this approach will help you stay on track and ensure your message stays consistent and compelling.

A brand mission means you know exactly who you are and what you offer your customers, and it helps you make sure you stay on-brand.

Your brand mission should have several features. For example, your brand mission should answer the following questions:

  1. What does your customer want?
  2. What’s the external problem they are dealing with?
  3. What’s the internal problem? (How is the external problem making them feel?)
  4. What empathetic statement can your brand make toward your customer’s internal problem?
  5. Why are you an authority to solve your customer’s problem?
  6. What’s your plan to ease your customer’s fear and confusion?
  7. What is the direct call to action?
  8. What does life look like for your customer if you solve their problem?

The answers to these questions will show you how to create your website, e-mail blast, sales presentation, and business philosophy.

Create your content like a story that offers your customers a fresh, compelling experience that keeps them coming back again and again for more.

If you answer questions like these, your potential customers will know you have what they want.


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