Let’s face it – in this digital-first world of ours, your website needs much more content than ever before. The days of a website being little more than just an online brochure are gone.
Nowadays, your website is a powerful marketing tool that can boost your business beyond anything you ever thought possible. Need more customers and sales? It all starts with a results-driven website.
Yet, too many small business owners in Rhode Island treat their websites like set-it-and-forget-it projects. A website should constantly evolve and adapt to meet your business goals. The good news is that you don’t need a massive budget to make your website work harder for you. By focusing your effort on a few key elements, you can turn your website into a high-performing asset that drives growth.
I believe in keeping things simple, so here are five proven ways to turn your website into a powerhouse that works harder for your business and crushes your competition!
1. Clarify Your Message with Storybrand Principles
Are you guilty of confusing website visitors with too much information or unclear messaging? It’s one of the most common mistakes small business owners – and experienced web designers – make.
Repeat after me: “A confused customer never buys.”
To get the most out of your website, you need to clearly communicate who you are, what you do, and how you can solve your customer’s problem.
This is where Donald Miller’s Storybrand framework comes in. The essence of Storybrand is simple: Your business is not the hero — your customer is.
You are the guide who helps the customer overcome challenges. By positioning your customer as the hero and simplifying your message, you can capture attention and inspire action.
Here’s how to apply Storybrand principles to your website:
- Create a clear and concise tagline at the top of your homepage that answers the three most important questions: What do you offer? How will it improve my life? What do I need to do to get it? Check out our homepage for an example of this.
- What do you offer? Website solutions without the hassle.
- How will it improve my life? Get a high-performing website that’s simple to manage and built to grow your business.
- What do I need to do to get it? Request a free consultation.
- Focus on your customer’s problem and how you solve it. Don’t make the mistake of making your website all about you.
- Use simple language and avoid jargon. Your website copy should be easy to understand, even for someone unfamiliar with your industry.
By clarifying your message, you’ll make it easier for potential customers to know exactly what steps they need to take next, whether it’s to contact you for a consultation or make a purchase.
2. Make Sure Your Website Is Mobile-Friendly
Did you know that more than half of all website traffic comes from mobile devices? If your website isn’t optimized for smartphones and tablets, you’re losing out on a significant amount of potential business.
A mobile-friendly website isn’t just about fitting your content onto a smaller screen. It’s about creating a seamless experience that makes it easy for visitors to navigate your site and take action, whether they’re using a phone, tablet, or desktop computer.
To ensure your website is mobile-friendly:
- Use a responsive design that automatically adjusts to fit any screen size.
- Keep your navigation simple so mobile users can quickly find what they need.
- Make buttons and calls-to-action (CTAs) easy to tap on small screens.
- Ensure fast load times. A slow-loading website will frustrate users and cause them to leave before they even see your content.
By optimizing your site for mobile devices, you’ll ensure that visitors have a positive experience, no matter how they’re accessing your website.
3. Optimize for Local SEO
It’s nearly impossible to rank at the top of Google Search results for most keywords. However, as a small business based in Rhode Island, you’ll find it much easier to rank for local search terms.
That’s why local SEO (search engine optimization) is crucial for driving traffic to your site from nearby customers looking for your services. Catering your website content for local search can help you rank higher on Google when someone searches for services like yours, in your area.
Here are some key local SEO tactics to implement:
- Claim and optimize your Google Business Profile. Make sure your name, address, and phone number (NAP) are consistent across your website and listings.
- Use location-based keywords in your page titles, meta descriptions, and throughout your content. For example, phrases like “web design in Rhode Island” or “Rhode Island small business websites” help us rank higher for local searches. What keywords could help you?
- Create content that targets local audiences. Blog posts about Rhode Island business trends, case studies of local clients, and community involvement can signal to search engines that your website is relevant to local searches.
- Encourage reviews from local clients. Positive reviews on Google and Yelp can boost your credibility and visibility in search results.
Don’t sleep on local SEO. It’s a powerful way to make sure your website is attracting the right people.
4. Use Clear Calls-to-Action (CTAs)
If you want your website to work harder for you, you need to guide your visitors toward specific actions. Too often, business websites lack clear calls-to-action, leaving visitors unsure of what to do next.
Whether your goal is to sell products or book consultations, your website should have clear and compelling CTAs that tell visitors exactly what step to take.
Here are some tips for creating effective CTAs:
- Use action-oriented language. Phrases like “Get a Free Quote,” “Schedule a Consultation,” or “Download Our Guide” are direct and encourage visitors to take immediate action.
- Place your CTAs strategically throughout your website. Don’t just stick them at the bottom of the page — include them in prominent spots like the top right corner of your header, smack dab on the hero image of your homepage, at the end of blog posts, and within your services page.
- Create a sense of urgency. Use language that suggests limited availability or a special offer to encourage visitors to act sooner rather than later.
When done right, clear CTAs can dramatically increase conversions and ensure your website is actively working to grow your business. Think about it – you know you can help your customers. You just need to show them how.
5. Keep Your Website Fresh with Regular Updates
Your website shouldn’t be exactly the same every time someone checks it out. It gives this subconscious, off-putting feeling that you don’t put the attention into your business that you should.
Regular updates can make a big difference in how well your website performs. You want to keep visitors on your website long enough to take an action like scheduling a consultation with you or buying a product.
How do you do that? By keeping visitors engaged. Visitors are more likely to return to a site that provides fresh, up-to-date content. The more often someone goes back to your site, the stronger the bond they’ll have with your brand. The stronger the bond, the more they’ll buy your products or services.
Here are a few easy ways to keep your website updated:
- Update your blog regularly with new content that addresses common questions or problems your customers face.
- Refresh your homepage every few months by highlighting new services, special offers, or customer testimonials.
- Review your services or pricing pages to make sure all the information is accurate and current. If your business changes, your website should reflect that!
- Showcase recent projects or client successes in a portfolio, case study, or featured products section to build credibility and demonstrate your expertise.
These small, regular updates show visitors that your business is active and engaged. Plus, it gives you an opportunity to promote your latest offerings and continue building trust with your customer base.
Final Thoughts
I may not be completely objective in this statement, but I really believe your website is one of your most valuable business assets, and by following these five strategies, you can make it work harder for you.
From clarifying your message with Storybrand principles to optimizing for local SEO, every improvement you make can increase your site’s effectiveness in generating leads and growing your business.
If you’re ready to take your website to the next level, Rhody Digital can help. As a local web design agency in Rhode Island, we specialize in creating websites that not only look great but also deliver results. Contact us today to learn how we can help your small business thrive online!
