A company’s website should serve a purpose: driving traffic, generating leads and converting leads into customers, but it takes more than simply having a website. Does your website have all the components necessary to get results?

Here is a list of 10 “must-haves” your website needs to drive traffic and get results.

1. Aesthetically pleasing design

“The design of the site is the first test of a site’s credibility.”
– Beau Brendler, Director of Consumer Web Watch.

Having an aesthetically pleasing website design will help your company look more credible. Avoid any unnecessary features such as Flash animations, background music or auto-play videos. These can be distracting for the visitor and make them leave the site quickly. Use easy-to-read fonts and images to help keep the site design clean.

2. Upfront value proposition

When a visitor comes to your site, you want them to be able to know exactly who your company is and what you do. Your core value proposition should be clear from the homepage. Giving key information from the beginning will help keep visitors on your site and looking at more pages.

3. Logical navigation structure

Your website should be as intuitive and easy to use as possible. If people are confused or overwhelmed when they come to your site, they will probably leave. Make sure the roadmap for your website is logical and makes sense. Link pages to other internal pages on your site to help further guide visitors to important information that they may be interested in.

4. Quality content

Providing relevant, customer-focused content on your website in the form of eBooks, case studies, whitepapers, etc. will help you get found online by prospects looking for products and services like yours, at the exact moment they are interested. It allows you to deliver valuable information and subject-matter expertise that makes your prospects more educated, more likely to view your company as thought leaders and ultimately more likely to buy from you.

Content can include email newsletters, presentations, webinars, social media posts, blog articles, whitepapers, webinars, guides, podcasts, videos and many others. The key is to use a variety of content, but make sure you always focus on quality. Focus your efforts where you can make the most impact. If your content doesn’t provide value to your prospects or customers, it’s just noise and it will be discarded or ignored.

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5. Company Blog

Blogs are a great way to provide content, increase traffic and generate leads. Here are some stats to prove it:

– B2B marketers who use blogs generate 67% more leads per month

– B2C companies that blog generate 88% more leads per month

– The average company that blogs gets 97% more inbound links

Overall, the average company receives 55% more visitors by blogging. Blogs provide an avenue for prospects to hear about your company by providing them with information that they are looking for.

6. Calls to action

Once you’ve attracted a prospect and provided them with valuable and relevant information through your content, there needs to be a call to action. A call to action button or link should be on almost every page of your website to guide visitors to do what you want them to do. Do you want them to download a whitepaper? Or fill out a form? Or call you for more information? Or register for a webinar of event? Or view a case study? It should be clear what you want the visitor to do to lead to more conversions.

7. Case Studies/ Testimonials

When leads visits your website, they will look for testimonials or case studies to validate your company’s products or services. Providing content dedicated to your success stories will be imperative. Case studies and client testimonials are a great way to demonstrate your company’s results and show your worth. If you can provide specific numbers, such as a percentage of increase in sales or ROI, this would be even more valuable.

8. Social media sharing

Your website should promote your social media channels and vice versa. Providing social share buttons makes it easy for your visitors to share information and content about your company with people they know.

9. Multiple forms of contact

Contact information such as phone and email should be visible and accessible on every page of your website. A contact form is a must-have to include, but everyone prefers different forms of contact. Some would rather email you than pick up the phone. Others would rather fill out a form. Your website should provide at least 2 different ways to contact your company.

10. SEO best practices

There are a number of tactics you can use to be sure you website is SEO friendly. By building inbound and outbound links, Google will see your website as more valid and relevant, which helps increase your rankings. Placing keywords in headings and subheadings that you want to be associated with helps Google further associate your company with those words.

For more details about SEO best practices, read our blog post about 7 Ways to Improve Your SEO Starting Now. You will want to make sure your website is optimized to be found by the Google crawlers and your audience.

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With your prospects searching online, the way to make sales and close deals is getting found when they search for you or what you sell.  Making sure your website has all the necessary “must-haves” to turn prospects into leads and convert leads into customers is a top priority for companies in today’s digital landscape.