Do you have a website that’s, well… less than stellar? Well today’s your lucky day because here’s what every small business website needs to be ‘stellar’!
And when I use the word “stellar” for a small business website, I’m thinking more in terms of inbound traffic and customer conversion than anything else.
Ultimately, I would say you have a stellar small business website if you are actually generating leads and sales as a result of your website.
If you aren’t, and your website is simply occupying minuscule amounts of bandwidth on a server somewhere, than you might want to take what I’m about to share to heart.
What every small business website needs to be ‘stellar’
The simple answer to what your website needs to succeed is a great content strategy.
But I realize that’s a generalized answer, and one that doesn’t give you actionable steps to take to having a stellar website.
To be more specific, a content strategy that results in a “stellar” website for your small business starts with 3 very specific things:
- Your products and services
- Your target audience
- Answering questions
These three items are not inseparable.
In fact, they complement one another in the planning process of creating content that results in a stellar website.
#1: Defining your products and services
This might seem silly to some, but you have to get very specific in defining your niche products and services. Meaning, you have to move beyond the generalized mindset of your products and services, and start getting detailed in your descriptions and definitions.
Do you sell a product that people consume?
Or are people buying your product and then doing something with it?
Do you sell professional services such as those offered by lawyers, accountants, financial advisors, etc…?
Or perhaps you sell a different type of service such as carpet cleaning, lawn maintenance, etc…?
Maybe you are real estate agent who sells homes, condos, luxury or executive real estate?
The point here is you have to first define the exact product or service that you sell.
If you are a real estate agent, more than likely there’s a particular type of property that you specialize in or know the most about.
If you are a lawyer, more than likely you practice in a narrow range of specialties such as personal injury law, criminal defense law, business litigation, etc…
The more detailed you get about what specific product or service you are selling, the more effective you’ll be with item #2, defining your target audience.
#2: Defining your target audience
In order to create amazing content that results in a stellar small business website, you have to fully understand who your target audience is.
Meaning, who are your customers?
You need to get as detailed as possible – the more detailed the better:
- how old are they?
- what city do they live in?
- are they mostly male or female?
- are they married?
- do they have kids?
- are they self employed or do they work for a company?
- what are their taste in clothes, food, cars, homes, movies, etc…?
The more detailed you are in defining your ideal customer, the more successful you’ll be with step #3…
#3: Answering questions
Now that we defined, in detail, what products and services you sell and who your ideal customer is, we are now ready to proceed with the last step – answering questions.
Answering questions is, in my opinion, the #1 way you go from having a non-existent website for your small business, to being the dominant force that’s literally all over the place in social media and at the top of search engines.
This comes from understanding the framework of people’s minds as they searching for products and services on the web and in Google.
People are searching mostly because they have a question about something.
- How does this work?
- How much is this?
- What did this sell for in the past?
- Who are the best _____ that sells ____?
- Where can I find the best ____?
And the list can go on… all you really have to do is fill in the blanks with targeted keywords that fit the products and services you sell.
And come up with questions that you know your customers are already asking!
After all – nobody knows your customers better than you do, so it should be a relatively easy task to come up with a list of questions that your customers are asking.
** You might be interested in learning more about how to do with by reading about my “Start With 10!” strategy for starting a small business blog.
Answering questions with informative content meets your prospective audience at the pain point of why they are online searching in the first place – because they have questions!
Pages or blog posts in a website that answer questions, accompanied by simple navigation that makes it easy to find this content, is how your small business website goes from “obscure” to “stellar”.
And it doesn’t matter if your market is a small town or large metro area.
When your website is seen as the top source for information, solutions, and answers to questions that your customers are asking, you’ll experience what it’s like to have a “stellar” small business website – a website that’s growing in traffic, higher rankings in Google, and increased customer conversions.
There’s something magical about producing informative content that’s customized to a very targeted audience who you know is searching for your products and services.
The better you get at defining your products and services, identifying who your target audience is, and answering questions, the more “stellar” your small business website will be.
image credit: SalesForce