Business Website Tips: Is Your Website Working Hard Enough?

What should every business website have? What do business owners tend to neglect online? And what are potential customers actually looking for when they visit your website?

Those were some of the questions I put to the members of BNI Business Success during my recent featured presentation but instead of another PowerPoint presentation, we turned it into a game of Website Family Feud.

We split the room into two teams, pulled out the buzzers and challenged members to guess the most popular answers to questions all about business websites.

There was plenty of friendly competition, but there were also some important reminders for any business owner who relies on a website to attract and convert potential customers.

What Should Every Business Website Have?

We started with a simple question: What is something every business website should have?

The answers from the room included everything from a company logo and list of services to photos, reviews and—one of the top answers—a phone number.

It sounds obvious, but that’s exactly the point.

A beautiful website isn’t very useful if a visitor can’t quickly understand what you do or figure out how to contact you.

At a minimum, your website should clearly communicate who you are, what services you provide and how someone can take the next step.

Depending on your business, that could mean calling, completing an inquiry form, requesting a quote or scheduling an appointment.

What Do Business Owners Neglect on Their Websites?

Next, we asked the group to name things business owners commonly neglect on their websites.

One of the first answers? Keeping the website up to date.

That can include outdated information, old services, broken links or content that simply no longer represents the business.

We also talked about some of the less-visible pieces of a website that are easy to overlook.

Reviews and testimonials: Many businesses rely entirely on reviews appearing elsewhere online rather than bringing that social proof onto their own website.

Mobile usability: More and more visitors are viewing your website from their phones. A site that looks great on a desktop but is frustrating to use on a phone can cost you opportunities.

SEO fundamentals: Page structure, image alt tags and other behind-the-scenes details help search engines understand your website and its content.

Clear calls to action: Don’t make visitors guess what they’re supposed to do next. Give them a clear path to contact you, book an appointment, request information or take whatever action makes sense for your business.

These aren’t necessarily dramatic website problems, but together they can make a major difference in how effectively your site works for your business.

What Are People Looking for When They Visit Your Website?

Our final round turned the question around: What are people actually looking for when they visit a business website?

The BNI members came up with many of the things prospective customers want to find: services, business hours, pricing, phone numbers, reviews, location, information about the people behind the company and a way to submit an inquiry.

And that’s a great checklist for looking at your own website.

Put yourself in the shoes of someone who knows very little about your company. Can they quickly find the information they came for?

If they have to hunt for your phone number, wonder whether you provide a particular service or search somewhere else to determine where you’re located, you’re creating unnecessary friction.

Your Website Should Be Your Hardest-Working Employee

At the end of Website Family Feud, there was one thing I wanted everyone to take away from the presentation:

Your website really should be your hardest-working employee.

It should generate leads. It should inform your customers. It should build trust.

And it can do all of those things while you’re sleeping.

That’s why your website shouldn’t simply exist. It should have a job to do for your business.
Whether that means generating inquiries, answering common questions, showcasing your work, establishing credibility or helping customers find you, a good business website should actively support the rest of your marketing and sales efforts.

Watch Website Family Feud

Watch the full Website Family Feud presentation to see the competition and test your own knowledge of what makes a business website work.