Business Website: 9 Crucial Elements that Affect Conversion and Sales

Every website is unique. However, some common elements should be present on every business-oriented website if its goal is to generate sales and attract customers to the business.

It is not just about design. I have seen numerous websites that look great but fail to benefit their owners. It is critical for businesses to attract traffic to their websites and convert it into leads and sales.

The common cause of failure is that developers and business owners do not know how they want everything to look. Therefore, I have written this article to introduce and describe a list of vital elements on a commercial website. They will be relevant for B2B relationships and specialists offering their professional services.

Each of these elements affects the result in a different way. However, when implemented as a whole, these things simplify website SEO promotion, increase the return on marketing campaigns, and ultimately turn any website into an efficient business tool.

According to a study by Ruler Analytics, the average conversion rate across all fourteen industries is 3.3%. — Ruler Analytics

“About Us” Page

The “About Us” page is essential for almost any commercial website. It gives you a chance to describe your business as you see it and take the first step toward building trust-based relations with customers. Moreover, this approach works equally well for companies and independent specialists.

Never waste time filling it with sterile and boring text, where anyone can replace the company name and add it to any other website. Add some personal touch, take a group photo, or add staff shots with a few lines about each person.

Even a few paragraphs about the company’s work philosophy and culture drive customer loyalty and add points to transparency. The “About Us” page should be interesting, informative, and personalized. Its purpose is also to evoke positive emotions about your brand and the team representing it.

Portfolio

That is a prerequisite for some niches. Design agencies, architectural offices, construction companies, and similar businesses should develop high-quality portfolio pages. They can directly convert visitors into customers while showing good performance indicators.

Complete and well-designed portfolio pages show work cases to potential customers and let them know they are dealing with practicing professionals. This approach works much better than just words and assurances.

Customer Feedbacks

It is desirable to have customer reviews on your website. They tell other users how your company helped them solve their tasks and objectives. Customer feedback is the best proof of quality and trustworthy services (or products).

People’s photos, mentioned names, work positions, and employment companies increase reviews credibility. If your website allows video reviews, you will have yet another advantage.

Social proof is crucial when making decisions. People always read reviews. Even if they are negative, the effect will still be better than no reviews altogether.

Detailed Contact Page

The contact page should be informative and simplify your potential clients’ interaction with you as much as possible. You cannot predict which communication channel a particular person will consider the most convenient.

The page should include your phone numbers, email addresses, Telegram or Viber channels, links to social media pages, and a contact form. A more detailed list depends on your business specifics.

You can also add a map with your office location mark. That is an essential point for any local business targeting customers from a specific region.

Display your business hours here even if you have no physical office or retail outlet. This information allows you to manage people’s expectations as you let them know when they can definitely reach you.

FAQs (Frequently Asked Questions)

This page includes answers to the questions most frequently asked by customers, like pricing, shipping, returns, refunds, and more. Articulate clear answers! They will influence conversion rates in the best way possible and allow you to attract traffic using low-frequency keyword searches.

This approach is potent if you work in the medium or high-price segment and provide complex intelligent services. Buyers need detailed information about the offer they are interested in to verify they are doing everything right.

An FAQs page simplifies the way people make decisions, as they can easily receive answers to their questions without contacting service providers or retailers. As practice shows, an individual approach is unnecessary, as most customers in any niche ask similar questions.

Cooperation Details 

Browsing the pages with service or product descriptions, potential clients want to find out prices or at least an approximate price fork. Therefore, it is not the best practice to hide information about prices.

Moreover, your landing page should provide answers to other questions your potential customers may have, for example:

• what is necessary to start cooperating with you;
• how the work process is going on;
• warranty conditions, etc.

To avoid visual page overloading, designers can display all this information using minimalistic information blocks.

Use Calls to Action (CTA)

Calls to action are necessary to encourage visitors to do something, for instance, place an order, leave a request using the form, register for a webinar, leave a review, etc.

If properly used, CTAs will have a good effect on your conversion rates, allowing you to increase the income from the website even with a constant traffic level.

A simple “Call me back” button, meant for callback ordering and placed in the website header, can positively affect conversion — not very creative, but better than nothing.

You can place call-to-action elements anywhere on your website. However, you have to make sure they are relevant to the webpage content. Otherwise, users will just refuse to interact with them.

Photos and videos 

People want to pal around with people. That is why sharing personal media is more meaningful than just pages with impersonal text like anywhere else. That is crucial for service businesses.

You do not have to rent a studio or hire a professional photographer to take a quality picture. Any modern smartphone is capable of doing incredible things in photography.  However, try to get natural and relaxed pictures. For the same reason, you should avoid boring and “refined” stock images.

Take pictures of your team, office, production process, or objects before and after the work is complete — you can come up with numerous options. Pay attention to the lighting conditions. Even smartphone photos will look superb when taken under decent light and from a good angle.

Let us summarize

Many business owners believe that there is no need to spend time creating a quality website or improving it on an ongoing basis. With such an approach, it would be strange to expect sales from it, let alone turn it into a business development tool.

However, if you want your business to grow, increase its market share and compete successfully with other companies, you should do everything the other way around.

Use this article as a checklist to inspect your own website and add the missing elements. In addition, you can contact me and I will help you do this work at the highest level possible.