What Your Atlanta Small Business Website Needs to Have
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You know your Atlanta small business’s website needs to have the basics like what you do and who you are. But did you know that you need additional resources in order to create the maximum impact possible on potential clients? As websites continue to grow in complexity and ability, it’s important to remember the important assets and how to correctly implement them.
How to Create a Valuable Website for Your Atlanta Small Business
There are a number of ways to increase your website’s value:
- Use video to create a connection
- Use dual-purpose video
- Add features to contact forms
- Blog regularly
- Prioritize high quality photos
- Add a call-to-action
By focusing on these key pieces, you can create a website that serves your potential customers.
Utilize Video to Connect with Your Audience
Written content and photos are valuable on your small business’s website, but you also need high quality videos. A profile video shares your story, introduces your target audience to you and your team, and explains how you help your clients and customers.
Your profile video helps create the connection that would ordinarily begin in person. Most people will search for your company online before visiting in person, and this video allows you to create an in person feel online.
If you have the budget, we recommend recording a few different videos: profile video, an explainer video on your product or service, and even some informational videos on your industry and niche.
When we began working with Amy Kelley, the Insurance Nana, we knew we needed to capture her vivacious personality in a video, because that is why so many of her clients work with her. She cares about her clients and is extremely knowledgeable in her industry, and this profile video shows this.
This video is shown on the Home page of her website, as well as on her About page.
Produce a Video for a Local Cable TV Commercial and Your Website
Your video can also be used as a commercial on local cable TV. This video for Professional Installed Floors is used not only on their website, but it was shown on HGTV.
This media buy was strategic. We bought the airtime on HGTV, targeting those watching home improvement shows for inspiration. Instead of purchasing airtime on any station, we focused the reach on those most likely to buy.
Dual-purpose content is always a beneficial choice in marketing, which is exactly what we did with Professional Installed Floors. We also used this video in the footer of each page on their website, adding another place where visitors can view it.
Make Contacting Potential Customers Convenient with a Simple Contact Form
Contact forms are pretty simple, right? Wrong! Yes, you need the basics like name, email, and phone number, but with Professional Installed Floors we also included a way for visitors to select their preferred time of day for the estimate.
This not only benefits you while scheduling, but also shows that you want to make an appointment that’s convenient for your potential customer. It’s small changed like this that shows you care about your customers.
The more care and value your website visitors perceive, the more likely they will be to purchase your product or service.
Update Your Small Business’s Blog Regularly
A blog is one of the most important pages your website can have. It provides value for both current and potential customers while improving your website’s SEO. SEO can be a tricky beast, but strategic blog posts can help improve your website’s ranking so more can find your company.
Quality over quantity is critical for a small business website’s blog. If you can blog every week (or hire someone to do it for you), then post every week. If you can only manage (or afford) two high quality posts a month, then post less frequently.
The better your content, the better your engagement with your target audience. These blog posts can be about your niche, growth in the industry, or how your customers can get the most value out of X, Y, or Z services.
Prioritize High Quality Photos
High quality photos are one of the most important assets your company has. These photos show your team, your space, your product, and other important pieces of your company. When a company has high quality photos, it shows you take yourself seriously.
These photos can be used throughout your website, but specifically on your Home and About pages. If there are budget or time constraints, you can purchase stock photos.
Stock photos have improved greatly over the past few years, and can help improve your company’s image. Make sure to double check the license! (Especially when using free photo websites.)
Add a Call-to-Action
A call-to-action can also be placed on your Services page, About page, and even your Home page, and is meant to incentivize your website visitors to complete a task. It’s often used to contact the company, but it’s also a great way to promote a guide, free consultation, or other offer.
Some possible call-to-actions are:
- Call us today to make your first appointment!
- Schedule your free consultation with us today with our appointment portal.
- Enter your email to get your free guide to Georgia health insurance!
- Discover how you can save on your home improvements. Call us today at 1.800.555.1234.
- We’d love to show you how we can help you achieve your project goals. Call George today at 1.800.555.1234 to learn more.
For The Insurance Nana, we emphasized a call-to-action on the Services page, instead of making visitors click to the Contact page in her navigation bar. On this page, her phone number is listed, and there is also a “Call Now” button that will begin a call directly with her.
For Professional Installed Floors, we have a call-to-action above the fold on their Home page. One of the first elements a visitor sees is a button to request a free in-home estimate, which takes them to the scheduling page.
With the right call-to-action, you can bring your website visitors to, well, action and improve your website’s success. Well defined call-to-actions can increase leads and grow your business, but make sure what you’re offering is valuable to your target customer!
If it’s too much work or if they can get the information somewhere else, you may lose that lead. With the right copy and the right incentive, your call-to-action will help you build your email list or increase consultations.
Your Atlanta small business website is a crucial piece of your company’s brand, and should provide value to potential customers. This means incorporating video and imagery while updating your contact forms and adding call-to-actions.
The list can seem overwhelming at first, but these changes all come together to create a cohesive website that will serve your business. The investment now will show a return as your website provides value and improves your online presence.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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