There’s a lot that goes into creating a strong Web presence. In fact, yesterday I shared a number of local search-inspired infographics which covered the many, many things we SMBs have to worry about. Stuff like getting reviews, building links, earning citations, being mobile-friendly, and, of course, the social media elephant. But there’s one area that’s even more important than all of those in the eyes of your customers. And, oddly enough, it’s the only real part of your presence that you have complete control over so you’d be wise to take advantage of it.
What is it? It’s your Web site.
Earlier this week, Myles Anderson wrote a great piece for Search Engine Land about the key to converting local consumers to customers. In it, Myles argues that the key to boosting rankings is simple Web site improvements.
Actually, it’s really, really simple Web site improvements.
In an environment where it’s all too easy to chase the next big thing or make things more complicated than they need to be, Myles post reminds us that sometimes our customers’ needs are pretty simple. And that’s pretty awesome.\
To find out what IS important to local consumers, Myles’ company ran a short survey with their local consumer panel and asked them their opinion on four questions related to local business Web sites. You can read the full findings over at Search Engine Land, but I wanted to share a small snippet. To read about all the findings you’ll have to go read his piece, however, I wanted to share one questions
When asked what information is MOST valuable on a local business Web site, the responses shaped out like this:
Hear that? Consumers are on your Web site most looking for
- Pricing information
- Your list of services
- Contact information
- Your address
- Driving directions
That’s it. Sure, the social profiles and the fancy site features may be nice, but when it comes to really converting a local consumer, the above information is what they’re really after. They’re looking for the basic and most essential information about you so that they can get off your site and make a purchase in your store.
As we head in 2012 with those long To Do lists, keep that in mind. Take a look at your Web site and make sure you’re taking care of those core needs and information points.
If a consumer landed on your site today would they be able to find clear information about your products and your business? If not, then you need to change that. Because all the mobile-friendliness and social media won’t help you if your Web site doesn’t address the questions that a customer would have about your business.