If you’re considering building or upgrading your existing business website, this blog will surely offer you a perspective that may help you take the right actions. So, let’s dive in and discover how you can make your business website a true standout!
Link To Your Google Business Profile
Everyone likes to dig a little deeper about companies that they intend to get into business with. And all of us are looking for signals that will strengthen our hunch. Google Business Profile (GBP, also known as GMB) tends to serve that hunch well.
A well made GBP would tell its viewers:
i. The business is rooted. This is particularly important for businesses serving across geographical locations that may not have walk-in offices/stores in every one of them.
ii. The business is listening. (Reviews, Q&As, Updates).
iii. The business’ communication style. This is a more of a personal trait that comes out, especially in the way a business responds to feedback.
So, let’s say you’ve got a great website and you’ve created traction through various sources, a link to your GBP would do you a world of good with people who are serious about getting in business with you. After all, businesses are about people.
Link to your online stores (Amazon, Flipkart, Etsy):
I haven’t actually seen an example of this, but I strongly believe it’s a great way to build visibility and trust. If your business has an eCommerce website and is also listed on other marketplaces, having a link to those marketplaces is a good way to give your customers options and increasing your chances of a purchase.
If you came across an online store for the first time and were keen to try it out, but were feeling jittery about shopping with an unfamiliar website, wouldn’t an option to buy from a known website ease that decision? It most likely would.
Go ahead and try this one out if you’re registered on Amazon or any such marketplace. I’m eager to try this one out with our clients.
Appointment Scheduler:
Having trouble with long wait lines or providing free consultations, an appointment scheduler is what your customers (and you) need. A good one will come with cancellation & rescheduling, alerts, calendar sync, online payment and customisation options.
Besides the obvious simplification of the process of interacting with each other, a good booking system on your website also tells your audience that you value their time and make them take you seriously.
Comparisons (Before & After Images, Competitors, Etc):
Most of us want to be rational buyers who do their homework, gather data, and make decisions based on thorough evaluation rather than impulsive shoppers who open up their wallets just because they liked something. Which is why we go through various websites and platforms, to make informed decisions.
Showcasing comparisons can highlight the value of your products or services and set you apart from competitors. Whether it’s before-and-after images, side-by-side product version comparisons, or competitor analysis, visual comparisons can be incredibly persuasive. It portrays you as an authority in your field as well as increases engagement on your website.
Examples: A home renovation company can increase potential clients’ confidence in them by showcasing before-and-after images of their projects. An e-commerce website that deals in electronics can show feature comparisons between various models to help their consumers choose the right fit. And a service provider can show value by letting clients know how they stand in comparison to other popular providers.
Support Articles (How-Tos, What To Do In case Of, Etc):
If your product requires after sales service or a use-case guide, it greatly adds to creating a positive perception about your company when you provide tips and guides on your website. It shows you have thought through from the customers perspective and are making it easy for them to continue using your product.
Think of a car dealership’s website that provides short videos and FAQs on how to maintain their cars or troubleshoot minor problems. It saves you from going to the mechanic on every drop of the hat and more importantly, it makes you feel empowered and builds credibility for the dealership.
Tip: Do keep these articles organised and searchable for semantic queries.
Chat (WhatsApp, Direct):
Let’s say you’ve got all your support documents sorted and you’ve trained your representatives (AI or humans) well on the guidance to provide when someone is enquiring about your business. Would that be greatly appreciated if reaching out to them was not convenient? We all know the answer to that.
The idea that help is just at arms length or a click away is very reaffirming to most of us. This is one of the reasons why online stores will never be able to replace brick and mortar stores. When you walk into any of the stores, you’ll almost always find the store owner or assistants available to help you out. Whether you have a specific product you’re looking for or want some additional details about the service, it’s available to you right then and there. Adding this to your website will definitely have a similar impact on your business.
News & Updates Section:
These types of information are usually skipped by readers (I know I do), but when done right it has the potential to add a lot more value to your website than merely filling up the space. Everybody likes to keep abreast of current trends and upcoming events in their zones of interests, after all FOMO is real. The pertinent question is how?
Have you seen those reels on Instagram from small businesses that share milestones they have achieved or what they are releasing for their tribe? They have a pretty good engagement rate and a dedicated following. Creating this content keeping your audience in mind and how they like to consume information, can make your otherwise dull news and updates section standout.
Reviews & Testimonials:
As a general trait, we like to follow the herd and we try not to be the first ones to put our money in something. We actively look for people who have been there, done that and what they have to say about it. Although a part of our brain may go like, “Are these 5-star reviews legit?”, reviews still give us the comfort of not being the first one.
This can be corroborated better with your Amazon shopping experience. Let’s say all things being equal, you find a product from two sellers. One of them has a stellar 4.8 rating with about 100 reviews and the other has just started out so does not have any reviews. You go through the one with all the reviews and find that some of them may not be true. Which of the two are you more likely to buy?
Accreditation:
Why does a Harvard or an IIT label on someone’s resume make them more credible than the candidates with similar qualifications but from lesser known colleges? All of us know the answer to that question, but the point that we often miss is that when trying something new, we will judge a book by its cover.
Accreditation plays the same role for a website. If you found a website through search, your judgements are going to be based on what they show rather than on the people who run the show. At least during the initial research phase. Displaying industry certifications, BBB accreditation, or awards for excellence, badges and accolades on your website definitely adds that +1.
Example: Imagine you’re a cyber security firm. By proudly displaying your certifications and awards for cyber security excellence on your website, you demonstrate your commitment to protecting your clients’ sensitive data.
Numbers (How Many Users, App Installs, Recommendations, Etc):
Even for someone who is not a maths nerd, skimming information in numbers is simpler than going through scores of text. True for headlines as well. Adding numbers to headings is much more attention grabbing (5x) than plain text, because quantifying the impact makes it easy to take action.
The title of this blog tells you how many features have been written about and thereby lets you calculate (approximately) the time you will be required to spend on it. Had it been without any number, you probably would have skipped a good article!
As it happens, we measure worth primarily in numbers, whether in time or money.
Calculators or Estimators:
When we hear calculators we immediately think of those on the insurance or banking websites. The savings or ROI calculators. Add a pinch of creativity and you’ll see calculators being useful for real estate, hotel booking, calories counters and more.
Example: A recipe blog incorporates measurements for each of its ingredients. It has a well formatted blog with pictures and videos explaining the cooking process. But the recipe serves 4 and you would like to try it out for 1. The blog owner anticipated this need and included a calculator in the blog that lets you quickly revise the proportions to serve as per your need. Would you not bookmark this website over the one that forces you to calculate on your own?
Interactive Portfolio Showcase/Virtual Tours:
I wouldn’t recommend going overboard on this but an interactive portfolio or virtual tours brings in the element of playfulness to a website. 3D models that move with cursor, virtual tour of spaces that you are seeking to rent out, or hotspots that explain your product without cluttering the website, create immersive experiences for your audience. It brings your portfolio to life.
Example: One of the best implementations of 3D models I saw was on an automobile company’s website. You could view the car from various angles, open doors and check the interiors, and play with colour combinations.
About Us:
We are driven by stories. Stories about people. No brand merely connects with its audience because it has a great product or a service. Otherwise we would not have been flooded with ads that tell us their purpose or process. Humanising your brand and sharing the people behind the business helps build connections and trust.
Example: Let’s say you’re a family-owned restaurant. By sharing the story of how your restaurant came to be, introducing your chefs and staff members, and highlighting your commitment to using locally-sourced ingredients, you create a personal connection with diners.
Timelines (Company Growth, Product Development, Service Expectations, Etc):
Timelines offer a visual representation of your company’s history, growth, and achievements. Whether it’s milestones, product launches, or service expansions, timelines provide context and showcase your journey. Another out-of-the-box way to use timelines would be with process completion, that is how long it would take to get from A to X and what segments are covered in each step.
And there you have it – 14 function-packed features to make your business portfolio website stand out from the crowd! By incorporating these features into your website, you’ll not only attract more visitors but also engage them, build trust, and convert them into loyal customers. So what are you waiting for? It’s time to take your portfolio to the next level and make a lasting impression online!
Niyati Sethia