I spend all day, every day working with websites. Looking at how to make existing websites easier to use and quicker to load or working with clients to build their perfect new website.

One question that I will ask my customers for every single website project I work on is – what information do you want to put on your website?

Some of them already know exactly what they want to include but others aren’t sure. A good website is an excellent tool for capturing new business leads, helping people learn more about you, answering FAQs and even helping to get repeat business – whatever the goal, I can support it.

What makes each website I design different is that the goals of each business owner are slightly different, and that steers exactly what they want on there.

So how can you figure out what information you should include? Here are some handy hints and tips:

The moment someone lands on your homepage, they should be able to easily see what your business is called, what you do or sell, what sets you apart from the competition and then, to answer the ‘how’, a clear way to learn more or buy from you. If you sell services or products to people in your local area, make sure you include ‘where’ as well! So, if you are planning content for a website homepage, sit down with a notepad or on your computer and write out answers to those questions. Here’s a very (very!) basic example:

Welcome to Sadie’s Floristry School

Join me for fun and creative group lessons in flower arranging and artistry in Henley-on-Thames, Marlow and Maidenhead. Beautiful venue and all flowers provided, afternoon tea and bubbles included – perfect for hen parties, groups of friends and flower enthusiasts. Use the button below to check the dates available and secure your space.

Check dates and book (button)

I am a florist with over 20 years’ experience and an eye for Instagram-worthy floral creations. My flower arranging and floristry lessons are fun, creative and you’re guaranteed to learn a lot!

It’s wise to include a ‘call to action’ for the last element, the ‘how’. Depending on the type of products or services you offer, there could be a button with ‘buy now’, ‘learn more’ or ‘book a discovery call’ on it which links to an appropriate web page.

This doesn’t have to be stuffed with a thousand words detailing your entire career, but here’s why it is a good idea to include a little relevant information about yourself and/or your team on your website.

A website can be a great way to build trust in your business and your brand, showing people why you are uniquely qualified and experienced to help them.

For example, someone with 30 years’ experience working in interior design who has won multiple awards should include all that information on their ‘about’ page in a bio. It shows visitors exactly why they’ve come to the right place.

This is another great way to boost brand trust, something which is so important if you rely on online selling alone.

Testimonials can also show people a little more about how you work and that you offer seamless customer service.

Ask your customers to write a testimonial when they’ve finished working with you and add them to your website.

You could have them on the homepage, nearer the bottom, on the about page or on their own dedicated page.

One thing that most website visitors will have in common is that they will want to find the information they are looking for quickly, and if it’s not there then be able to go and carry on their search elsewhere.

The best way to help convert website visitors into a customer is to make sure it’s as easy as possible for them to go from your homepage to making contact or buying your product with the fewest clicks.

That means having a clear menu, sensible page names, lots of calls to action (those buttons and links we mentioned before) and no huge videos or images to slow down the page load times.

A contact page will work for you in several ways. It should show several ways people can get in touch with you, ensuring you don’t put anyone off (emailing you, filling out a form, calling a telephone number). It should display your opening hours if you have a [physical presence, which people will appreciate rather than travelling to then find you closed. Including icons with links to your social media pages makes it easy for people to follow you and find out your latest news too.

If you would like 10 website terms to make working with a website designer stress-free, click here