The following audio is from a blog post and video in our Marketing-to-Go series. Marketing to Go: What Should I Include in My New Business Website?

Your website can make or break your business. Eighty percent of people look at a business’ website at some point in the buying process. I consider it your most important salesperson. So it’s critically important that your website has what it takes to bring people through your sales funnel, from discovery to information-gathering to action. I’ll explain what you need to include on your website. Truth be told, this piece has potential to make or break your business.

Let’s get started.

1. A smart website is easy to use.

Your customers need to easily navigate through your website, regardless of the device they are using. Make it obvious where your visitors should go to find information. And, don’t bury your most valuable and requested information! It should be one simple click away from your homepage.

Help your customers take the next step in the buying process, whether that is signing up for your newsletter or making a purchase. Provide multiple conversion opportunities. For example, include a newsletter sign-up form or a link to your online store on every page.

A website needs to be easy for you to use, too. At Checkerboard, we build our websites on WordPress engines because they are powerful, flexible and so user friendly. Plus WordPress integrates with other marketing tools, such as email and social media. This saves our customers time, effort and money.

2. A smart website contains the right content.

This is where some websites miss the mark. In addition to the basics about your product — what is where, where to buy it, etc — a smart website needs to clearly identify your product positioning.

Positioning refers to developing the difference between your product and the competition’s product in the thoughts of consumers.

Chances are, you don’t have a one-of-a-kind product. So why should customers choose your product over your competitor’s? That’s where positioning comes in. Positioning tells your consumers where your product fits into the market. Is it the highest quality? Lowest price? Closest to the beach? What makes it unique?

Some factors that you may want to consider include:

• Price

What’s important is that you clearly communicate your positioning through written content and design.

That brings us to number 3.

3. A smart website must be well-designed

Some business owners and web designers focus too much on the visuals. They give the website all kinds of bells and whistles to dazzle the viewer. Don’t fall into this trap. While design is critical, what’s more important is that your website actually drives sales.

But don’t ignore design either! Poor design detracts from your message, and can even turn away a customer. Remember, you have just seconds to catch a visitor’s attention. Make them count!

Good designers use your positioning statement to develop your design. This way, their visuals add to the user experience. This helps your customers better understand your story and take action. The best designers combine technical skills with marketing know-how to create a website that functions as well as it looks.

When you build smart — your website helps visitors take action. And isn’t that what you want from a website?

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