Your small business blog and website are tools. Done right, your blog introduces you to your audience so they will want to do business with you. Set the foundation and make it easy for your audience to make the buying decision. You can do that by giving them the information they need in well-crafted pages that tell a story and set you apart.
The About Page
Most websites have an about us page. Some are good and some are not. In addition to the about page for your business, include an about page for you. Introduce yourself to your audience. Tell a story that will make someone want to go out of their way to meet you. If you are participating in the Create Your Story Challenge provide links to your favorite posts about yourself. (Join The Challenge anytime, if you are interested in blogging prompts that will you help you tell your story.)
Here are some great about us and about me pages to use as inspiration.
Andrew Reifman. Very creative with interesting information. Far from your standard about me page.
The Contact Page
People underestimate the importance of this page. People think having their email at the bottom of every page is sufficient. It’s not. Your audience is conditioned to look for a contact page, so make sure to give them what they want. You contact page should include various ways to get ahold of you including:
- Phone Number
- Email Address
- Contact Form
- Physical Address (Include a map)
- Your social sharing handles
The easier it is for people to get ahold of you, the better. Would you want to do business with someone who makes it difficult to find them? Of course not. Making yourself available and easy to find gives you credibility.
The Resource Page
This is a great page to provide your audience with tools they may find helpful. This is also a good place to begin monetizing* your blog. Think about your customers. What are the things that you can provide (either from your own site or with a link to another site) that they may find helpful. Provide that information on this page.
Some sample resource pages:
Just Breathe Massage: Includes links to local businesses. Team up with some local businesses and exchange links.
Two very different approaches but both provide helpful information to their audience. Remember this is for your audience, not your peers.
Buy / Hire
Make it easy for people to buy from you or hire you. For instance, if you are massage therapist you should include all the types of massages you offer. Ideally you will have created a separate blog describing each type of massage and its benefits that you can link to. Do you offer onsite massage? Do you offer products? Do you teach wellness classes? All of these things should be listed here. There is no need for prices on this page because price is rarely the determining factor for someone choosing your business. The key is to be thorough. If people don’t see it they will assume you don’t offer it and a blanket statement telling them to call for special requests doesn’t work.
Take a look around at your competitor’s website. Look at it from a competitor and customer point of view. What do you like? What don’t you like? What is missing? Make sure to include all the missing bits and eliminate the things that you don’t like from your site. Keeping these pages up to date, visually appealing and easy to find will help you connect with your customers.
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