Why Isn’t my Website Drawing in Business? 10 Key Elements of a Great Company Website – Part 2


Your company’s website can serve as a valuable resource for converting visitors into leads. If you haven’t experienced much success with your brand’s site, it may be time to reevaluate.

If you missed our last blog post, click here. You’ll want to begin by learning the first 5 key elements of a great company website.

Now, let’s continue with our list:

  • Balance of Visuals and Text

As we mentioned before, it’s beneficial to include both written word and visual components within your website content. The trick is to find a good balance of the two. Your goal is to be informative and entertaining at the same time.

  • Flow

The flow of your website is crucial in two ways. First, each page should flow well together. Order matters.  Moreover, when a viewer switches from page to page, there should be a sense of consistency amongst the design elements. Sizes, shapes, and placement should be complementary to the overall theme.

Secondly, it’s important to take on the mindset of your target audience. How will these people browse throughout your website? There are many pathways they could choose to take. Consider these paths and find ways to cater to this flow. That could mean placing a link to another page here or a CTA there.

  • CTAs, Landing Pages, and Forms

These three items work together and could make or break your website. Calls-to-action are simple and direct messages that tell your audience what the next step should be. The CTA may encourage your audience to proceed to that next step by offering something of value. This thing might be a free download or even a coupon. It will help if you make the CTA look like a clickable button. Also consider the colors and size of this button. CTAs should stand out while still complementing the theme of your site.

Once users click on a CTA, they should be taken to a landing page. This landing page will usually contain a headline, a reminder of the CTA/offer, at least one image, and a form.

Forms are used to capture the information of potential consumers so that you can better market to them in the future. Without an effective form, CTAs and landing pages are basically pointless. Remember to only put as many fields in the form as you think you’ll really need. The fewer fields a form has, the more likely people are to complete it.

  • Blogging

This is the best way to earn the trust of potential clients while establishing credibility for your brand. A blog allows you to consistently share valuable, in-depth information without asking for anything in return.

Today’s consumers are tired of being harassed by the typical salespeople trying to make a quick buck.  Show them that you’re genuinely interested in providing solutions to their needs.

  • Social Sharing

Word of mouth is the cheapest and most effective method of marketing.  How can something that’s free have such a significant impact on your business? That’s easy. Consumers trust other consumers. People are more likely to use a product or service when it has been recommended by someone they know.

If you read last Friday’s blog post, you know that recommendations seen on Facebook have resulted in purchases by 33 percent of online consumers in the U.S. alone. (BlogHer) Make online sharing easy for your audience by placing prominent social sharing icons within your website and blog.

When done properly, company websites can be a valuable asset to your business. Without these 10 essential elements, your site may become a missed opportunity for sales growth.