In last week’s blog, I covered eight essential features of training websites that attract more traffic, enquiries and, above all, bookings.
Your website is such a powerful tool for boosting your reputation and authority as well as your marketing that I wanted to continue the list with seven more essential things to include on your site.
1. Contact details
Your contact details should be clearly visible on your website so that people can contact you from any page. Many people opt to put their contact number or email on the main header for this reason.
If you’re trying to attract local clients, it’s especially important to have your address on your website – again, in the header or footer – so Google gets to know your location and can feature your website in local searches.
2. An easy-to-find enquiry form
One of the easiest ways to get potential clients to contact you is to have a quick and simple contact form on your website. Only collect the details that are essential to respond to the enquiry – in many cases, this is just the person’s first name and contact number or email address. You might want to give them the option to include a message too.
Make sure some of the calls to action on your website take people through to the enquiry form to make life as simple as possible for visitors or have a short enquiry form as the call to action on the bottom of each service page.
3. A blog
Featuring a blog on your website can fulfil many important roles. Blogging helps you to grow your audience, showcase your expertise, talk about topics in-depth, reach out to influencers, attract search engine traffic and social shares, give value to your audience, and much, much more.
Think about what you know and what your clients want to know from you. Your blog is where you can share this information.
4. Social sharing buttons
Although search engines don’t count the amount of like, follows, shares, comments, etc. your training business gets on specific social media platforms, they do look for signs that you’re creating high-value content and will use social signals as an indicator that people are talking positively about what you publish.
Social sharing buttons are a great way of making it easy for website visitors to tell their own networks about your content. There are some fantastic WordPress plugins for social sharing – I use the Monarch plugin.
5. Signs of credibility/authority
I mentioned social proof above when talking about reviews. Essentially, fear is a huge barrier for anyone buying a new product or service for the first time. People don’t want to think that it might turn out to be a mistake – that they could waste their time or money or, worse yet, look foolish because of their purchase.
They look for signs from other people that they’re making the right choice – this is social proof.
If you can feature indicators of your credibility and authority on your website, it will help to allay potential clients’ fears.
For example, you could:
- Show off your accreditations
- Feature the logos of previous clients
- Have an ‘As mentioned in…’ press page if you’re someone who’s appeared in the media as an expert
- Make sure your web address is HTTPS rather than HTTP
- Give a money-back guarantee
6. Clear navigation
It sounds like a small thing but the structure of your website and how visitors are able to navigate around it is central to a good user experience.
Ideally, all pages should be just two clicks away for the visitor with a clear main navigation menu. It’s also helpful to link blogs together using anchor text if you’re talking about related content, as this will help visitors read deeper into your site.
7. SEO basics
As well as creating a user-friendly website, you have to let the wider world know it exists. Search engine optimisation plays an important role in this.
By just being aware of the SEO basics and putting them in place on every page, you can help bump your web pages up Google’s rankings and potentially reach a greater selection of your target clients.
Does your website include all of these features? What do you consider to be website essentials? When was the last time you updated your site? I’d love you to share your thoughts in the Comments below.
You can find part one of this blog – Eight essentials for your training business website – here, in case you missed it.