Is your website working for your business? Often times that is the last thing a small business owner is thinking about, especially if they aren’t selling products or services online. Many times when we build a website, it’s not about generating leads for our client’s business, but rather as creating a professional presence online for them.

However, even if that is the case, your website should still be working for your business. There are 3 different areas you need to review to ensure your website working for your business.

The three areas you should focus on are: 

1. Your Branding
2. Your Website Usability
3. Your Calls-to-Action

If these 3 areas are all working on your website, they will ensure that your website is working for you. Below we’re going to dig into each area, and I’ll provide you insights, tips, and ideas to help you improve your online presence—because at the end of the day, it’s all about having your website working for your business, not the other way around.

Your Branding

Branding is the number one piece of the puzzle. If this isn’t aligned with your business, your website (and frankly anything else), nothing you do is going to work. Your branding is NOT just your logo. To simplify it as best I can, branding is a combination of 3 things: Your Voice, Your Look, Your Story. When these three elements are aligned, they create consistency—and that consistency is what ultimately makes your website working for your business, not against it.

Your Voice

The first part is your voice. This is how you write your content and how you come across to your audience. Are you more professional or more casual? Are you friendly and funny? Are you optimistic and positive? Formal and authoritative? Inspirational or entertaining? This is informed by who your ideal client is. Think of your absolute best client-to-date.

What tone in your writing would they relate to the most? What would make someone else like them contact you? Say, you are the business I want! That will inform your voice, and should be front and center in EVERY piece of writing your business puts out. This means every page of your website should come off with this style of writing, every social media post, no matter what platform. Every email. Every proposal. They all should be written the same way.

And remember, your website working for your business is more than just the content—it’s how your voice connects with your audience and reflects the essence of your brand. Your website should convey this tone and be aligned with everything else you produce. Consistency is key in making sure every piece of content speaks to the ideal clients you’re aiming to attract.

Your Look

This next part is all about your look—how your audience sees you. This is largely determined by your logo (the face of your brand). The colors and fonts that make up your logo and complement your logo define your visual identity. And that look tells your client who you are.

Are you fashion-forward, pushing the envelope?
Maybe you are friendly?
Or trustworthy?
What about modern?

What you select will tell your client what to expect when working with you, and will inform what tone they will expect in your writing, and what kind of service they will anticipate from you. All of this contributes to having your website working for your business—conveying your values clearly, building trust, and attracting the right customers.

Your Story

This is going to bring together your Voice and your Look. Your Story tells who you are as a business, and what ideal client you’re talking to. Yes, client, not clients. Because you have that one ideal client, the perfect one. And that’s who you’re talking to.

We need to take your Voice (let’s say: friendly and entertaining) and your Look (let’s say: relatable and trustworthy) and combine them together in everything we do. It should be clear in our writing and our designs who we are (friendly, entertaining) and what we’re here to do (build a relationship and help you).

By ensuring your website working for your business, we can seamlessly integrate your Voice and Look. Our writing should talk directly to our client. It should answer the questions (and fears) they have, build their trust, and make them feel like we are in their head and they need us to solve their problem.

Your Website Usability 

How is your ideal client interacting with your website? Will they have a good experience and be excited to contact you, or will they have a bad experience and leave without reaching out? The best usability comes from thinking about your ideal client from prospect through completion—their entire journey. Are you delighting and delivering every step of the way? It’s time to make sure your website working for your business, not just existing online. Every click should build trust, every page should serve a purpose, and every interaction should bring your client closer to saying yes.

Does your website work on all devices? How about on all browsers?

Phones, Tablets, and computers? Play with it, ask others to play with it, and give you feedback. Could they do what you wanted them to do on it? Believe it or not, most people are on mobile devices today, so that should be your number one priority. 

Do elements stack appropriately? When you’re on a mobile device does everything work as expected?

Be sure that your content stacks appropriately, you don’t want the header, then the image, then the content, then the CTA. You want a header, text, CTA, and thenan image. Or perhaps you want the image first, as long as it doesn’t take up too much space and push the header too far down. This is what you need to take note of. 

Do your forms submit, send you an email and load them into a system you can use for follow-up?  

We’ve been adding FluentCRM to all of our websites lately. It makes it easy for our clients to see what form was submitted, who submitted it and then be able to add them to the appropriate list to continue to stay in contact with them. If you aren’t doing something like this, you need to make sure to! And, I always tell our clients: set a date in your calendar that repeats monthly and go in and fill out your form(s). Make sure it functions as expected, so you know you aren’t missing any important leads! 

Can your system send automated emails?

What we found is great about FluentCRM is that we can include the free version on every website, but if you’re ready to take your marketing to the next level and have your website working for your business, you can upgrade it. With the upgrade, you can set up flows, welcoming new email subscribers, or automatically send emails when someone fills out a contact form or downloads a document.

Your Call-To-Action

Lastly we need to take it back to the question: 

What do you want your ideal client to do on your website?!

Is it clear?! Sign-up? Call you? Read something? How is that action performing right now? What can you do to make it better? Change the color? Or change the text?

These are all the questions you need to ask yourself as you go through your website. A good gut check for this is seeing if you’re getting contacted from your website, and if you are, are you getting your ideal client? If A.) you aren’t getting contacted or B.) you are by the wrong person then you need to revisit this area (and probably also your branding).

Get Your Website Working for Your Business: Key Takeaways

Your website should be more than just an online presence – it should be actively working to support and grow your business. Whether you’re generating leads or establishing professional credibility, having a website working for your business is essential. Three critical elements determine your website’s effectiveness:

• Your Branding – Knowing Your Voice, Your Look, and Your Story
• Your Website Usability – Ensuring anyone who comes to your website can easily use it
• Your Calls-to-Action – Making sure it’s clear what you want your website visitors to do

Clarity in these 3 areas will ensure your website working for your business. 

Overwhelmed and not sure where to begin? We’re here to help. Contact us, and together we’ll light the fire and get your website working for your business. 

Frequently Asked Questions