Most business owners pay someone to build a website and then hope it just magically produces tons of business for them.
Unfortunately, as you probably know, if you own a small business, your website doesn't come with built-in traffic. You have to produce that yourself, but let's say, for the sake of this article, you’re able to get some traffic (if you need more traffic, book an appointment, we can help!). Assuming you have said traffic, the next thing you need to do is make sure that the website does what it's supposed to do, or that it creates a user experience that gets the customer to choose your business.
To start with, you need a home page that guides your audience down the path to doing business with you. We call this the LaunchScape® home page. Without it, your website is just a brochure, not a sales tool. If you are going to spend several thousand dollars on a site, it should help you close deals.
Not only is that page important, but everything needs to work correctly and provide the right information on every page. Buttons need to click through to the correct destination. Phone numbers need to work. The lead forms and chatbots need to send the information to the right place. You should view your website as a living, breathing entity. It should be ever-growing, explaining what you do to potential customers and showing search engines that you are legitimately who you say you are and that you are continually engaging with the business. There are, at the simplest level, four general parts to SEO (keeping it high level here):
Technical Requirements
Keyword Optimized Content
Backlinks Establishing Authority
User Experience
When I first started looking at local business websites, I noticed that they often lack some basic website logic along with some basic sales skills to help a client say YES! I know this is one of the primary reasons business owners are frustrated with their sites and the lack of results they get from them. Because of this, we developed a 24-point website audit that we perform to help make perfect websites. Here are the things we check when we perform these audits:
H1 Tags and Meta Descriptions: If your images are called image980321.png, the search bots have no idea what that is; you have to explain it in the meta description.
Mobile Responsiveness: Is the website fully optimized for mobile devices, with easy navigation and fast load times?
Page Load Speed: Does the website load within three seconds on both desktop and mobile?
SSL Certificate: Does the website have an active SSL certificate (HTTPS) to ensure user data security?
Contact Form Functionality: Are contact forms easy to find, simple to fill out, and functioning correctly? Do you have a chat tool? AI Bot? Email Opt-In: Is there a clear and attractive email sign-up form or lead capture element?
Keyword Optimization: Are your keywords optimized for your target audience?
Schema Markup: Does the website have proper schema markup for enhanced search engine results?
Content Section: Does the website include a blog or content section to support SEO and engage users? Is new content added regularly?
Social Proof: Are there testimonials, reviews, or case studies featured on the site?
About Us Page: Does the “About Us” page tell a compelling brand story and include team information or photos?
Purpose-Driven Homepage: Does the home page make sense? Does it create a pathway to doing business with you that customers can follow without resistance? Does it follow the LaunchScape recommended traffic flow/lead gen?
Footer Design: Is the footer section clean and does it include important links like privacy policy, terms of service, and contact information?
Internal Linking: Do all the links, menu items, and other links lead to something? Are there any broken links?
Social Media Integration: Are social media icons prominently displayed and linked to active accounts?
404 Error Handling: Is there a custom 404 error page with helpful navigation?
Video Content: If applicable, are videos embedded properly and optimized for fast playback with proper metadata?
Brand Consistency: Is the brand identity (colors, fonts, logos) consistent across all pages?
Legal Pages: Are required legal pages (privacy policy, terms of service, cookie policy) present and easily accessible?
Search Functionality: Is there a functional and intuitive search bar?
User Journey: Is the user journey intuitive, with a clear flow from landing page to conversion?
Search Console and Analytics Setup: Is Google Analytics (or similar) installed and tracking site performance?
Retargeting Pixel: Is a Facebook Pixel or similar retargeting pixel installed for ad tracking?
Localization: If the business serves specific regions, does the site clearly indicate the locations served? If you are a retail location, do you have Google Maps integrated?
FAQ Page: What are your common questions and answers? This will not only serve your clients, but the robots who search your site will find what they are looking for too.
This audit is only $250, but imagine the difference it will make by simply showing up in a powerful way to the people who are looking for you. Reach them as they are looking, and there is little resistance for them to do business with you.
To provide more detail on how your homepage should be functioning, here is the breakdown of the LaunchScape® homepage setup:
Menu Bar
Make your logo clickable to the homepage. Include relevant links only. You don’t need a “Home” button, everyone knows your logo will take them there.
Less important items, such as your privacy policy, can be placed in your footer.
You should also include a clickable “Call” button that people can click to call. Over 50% of web traffic is via mobile and people will use this.
Section 1: Header Image/Section
1. Start With Your WHO:
Speak directly to your ideal audience. Use an image or illustration that reflects the people you serve, ideally experiencing the benefit of your product or service. Avoid generic stock photos—make it personal and relatable to your target market, also avoid pictures of yourself or your team. We use a rocket to signify growth which is our primary mission. Help our clients grow!
2. Then speak to their WHY:
Focus on your audience’s primary motivation, pain point, or desired outcome. In one concise statement, demonstrate that you understand their deeper reason for seeking a solution. Your WHY statement should clearly answer: “Why should they choose you over anyone else?”
3. Offer a Clear and Specific Value Proposition:
Deliver a bold promise or benefit that sets you apart. This should speak directly to what your WHO wants most. For example: “Stop wasting ad dollars and start fueling real growth..”
4. Keep the Design Simple and Focused:
Avoid clutter. Every visual element should support the core message. Make sure the reader’s eye goes first to the main benefit, then naturally to the CTA.
5. Include a Strong CTA:
Provide one clear, compelling call-to-action that encourages immediate engagement. Use an action-oriented phrase that hints at the benefit, such as “Blast Off ” or “Get Your Custom Growth Plan Now.” Link this CTA to a contact form, consultation sign-up, or lead magnet that moves them down the funnel.
6. Speak to the Audience, Not Yourself:
Reserve self-promotion and company backstory for later sections. The header should be about your WHO—what they gain, how they feel, and why it matters. Make it crystal-clear you “get” them and have what they need.
7. Test for Immediate Clarity:
Within five seconds, a visitor should know who you serve, what problem you solve, why you’re unique, and what step to take next. If any of that is unclear, refine further..
Section 2 - Cost of the Alternative
Objective: In this section, highlight the common frustrations and shortcomings your clients experience with the competition. Show your audience “the cost of the alternative” by emphasizing how other providers fall short. By addressing these familiar pain points, you’ll quickly resonate with your reader, paving the way for your solution to shine.
1. Focus on Common Complaints: Use language and scenarios that your target audience frequently mentions. The more your reader sees their own frustrations reflected here, the stronger their connection to your message.
2. Emphasize the Impact: Make it clear how these problems hurt results, waste time, or sabotage growth or whatever your primary benefit is. Show, don’t just tell—help them feel the cost of sticking with less-effective solutions.
3. Create a Contrast Point: Position these issues as a direct contrast to what you offer. This sets the stage for Section 3, where you’ll highlight your unique advantages.
Section 3 - Why are you Special?
Objective: Now is your chance to spotlight what sets you apart. Having established your audience’s frustrations in Section 2, focus on how your approach directly solves those problems. Offer proof that you do things differently—in our case it is by emphasizing strategy, creativity, and measurable results. Keep the tone confident but humble, and tie every “brag” back to your audience’s needs.
1. Lead with Differentiation: Start by stating that you take a strategy-first approach, clarifying what that means for the client.
2. Address Specific Pain Points: For each issue from Section 2, highlight how your methods overcome it.
3. Emphasize Measurable Outcomes: Stress that your approach leads to better results, not just more ads.
4. Offer Next Steps: Reinforce that you’re here to help them succeed, then guide them toward exploring your solutions or booking an appointment.
Section 4 - Primary Services
Present your core offerings in a clear, organized way that immediately communicates value. Group your services into logical categories and highlight the key benefits of each. Make it easy for your reader to understand what you do and why it matters to them. Use concise, benefit-driven language, and conclude each category with a direct call-to-action.
1. Keep It Simple: Use short, descriptive headlines for each service category.
2. Focus on Outcomes: Instead of just listing features, highlight what your client gains (e.g., strategic clarity, brand identity, measurable growth).
3. Direct CTA: Encourage readers to take the next step, whether it’s learning more, exploring plans, or booking a consultation.
4. Consistent Format: Present each service category similarly (Headline → Benefit-Focused Description → CTA) for a clean, cohesive look.
Section 5 - 3 Easy Steps
Make it crystal clear how to start working with you by outlining a simple, step-by-step process. This section should remove any guesswork and help potential clients feel confident in taking the first action.
Here are some examples:
Schedule an appointment
Make a payment online
Be 10 minutes early to your appointment
Pick Your Package
Choose a Flavor
Get one or save with auto-refill
We kept with the launch countdown motif to stay on brand. You could use simple illustrations to depict your steps.
Section 6 - Lead Capture
Convert interested visitors into qualified leads by offering something of genuine value. Think beyond “sign up for our newsletter”—provide a unique resource, a special tool, or insider insights that make handing over their contact details feel like a no-brainer.
Ideas:
1. Value-Driven Offer: Clearly state what they’ll gain. Is it a free growth strategy session, a handy checklist, a data-backed industry report, or a tool that solves a key problem? Make it feel indispensable.
2. Keep It Simple: Use a short form (name and email) to lower barriers. Your headline should focus on the benefit, not just “subscribe to our newsletter.”
3. Highlight Immediate Benefits: Explain how this resource will help them achieve their goals, save time, or prevent costly mistakes.
4. Strong CTA: Use direct, action-oriented language like “Get My Free Strategy Guide” or “Unlock Your Growth Potential.”
Section 7 - Social Proof
Build trust and credibility by showing real-world results and testimonials. Social proof reassures potential clients that you deliver on your promises, reinforcing that working with you is a smart choice.
1. Highlight Authentic Feedback: Use genuine client reviews, testimonials, or case studies. Include the customer’s name, photo, and business (when possible) to add credibility.
2. Show Tangible Results: Whenever possible, feature metrics or specific outcomes—like percentage growth, leads generated, or revenue increases—that demonstrate measurable impact.
3. Visual Variety: Consider adding logos of well-known clients, before-and-after metrics, or star ratings if relevant.
4. Simplicity Counts: Keep the focus on the positive experiences and key takeaways. Too much text can dilute the impact; short, powerful testimonials are best.
Additional Tips
Ensure that every section of your website communicates clearly, feels approachable, and consistently highlights your unique value. Along with the idea that you care, they matter to you, and that you will do your best to serve them well. Keep your visitor’s perspective in mind: they should leave with a strong understanding of who you are, why you’re different, and how you can help.
Approach:
Tell a story, not just information. Your about us page should talk about your origin, speak to your motivations, and tell your brand story, not just when you started and what you do. Dig in to the story behind your business and your motivators.
Clarity Over Complexity: Choose simple, direct language. Your goal is to help visitors understand your message in seconds, not struggle to decipher industry jargon or complicated concepts.
Consistent Narrative: Your site should tell a cohesive story. Reinforce the “WHO” (your target audience) and the “WHY” (what makes you special) throughout, connecting all sections with a common thread.
Visitor-Centric Focus: Always frame your offers, services, and testimonials around the benefit to the customer. Make it clear why they should care and how you solve their problems.
Differentiation Matters: Highlight what sets you apart from competitors. Whether it’s your strategic approach, your expertise, or your track record—make it obvious that you offer something they can’t easily find elsewhere.
Visual Support: Use relevant, high-quality images or graphics that strengthen your message. But avoid unnecessary clutter—your visuals should enhance comprehension, not distract from it.
If you would like help creating an effective webpage for your company, please contact us by visiting ryanspelts.marketing -- 385-600-5292
Contact with Ease: Make sure there are multiple ways to get a hold of you. Clickable phone numbers, contact forms, chat widgets (maybe with an AI bot), tools, or free offerings can build the desire to interact with you. Lead capturing is a great tool too. Find a way to get them into the system and then nurture that lead to become a client.
If you would like to have us perform a 24 point audit on your site, please click here. Here is an infographic detailing how we use this on our website.
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