WordPress is the best CMS (Content Management System) for business websites. There are many successful business websites that use WordPress, for example Ford, The Wall Street Journal and Sony. WordPress is usually chosen to power a company’s website because
- it creates websites that are well-structured for SEO and can rank highly in search engines
- it can be easily updated by multiple individuals with no knowledge of HTML
- it is the most popular CMS on the planet creating a community of users and developers that can help you out if ever in need
A business site should have a home page that explains the USP of the company in a few words. From this page users can easily navigate to other areas of the site to find out further information about products and services.
Every website should fulfil a purpose. The point of many business websites is to generate leads or get people to contact the business so that they might purchase something.
I try to get business owners to condense their pages in the top navigation down to 5 or 6. These will include, typically, a Home page, an About page, a Blog and a Contact page as you can see below on a site I designed recently for an IT company.
The static pages are the “shop window on the world” that should be endlessly tested, updated and improved. However, the more important pages are in the blog which should include compelling content that prospects will value. This will be the content that draws in traffic and converts visitors into clients.
Here are some tips and techniques that I’ve used for many company’s websites.
Put keywords in the site’s title
In the WordPress administration section go Settings > General and, instead of putting your company’s name (for example, “Harrison and Sons”), put some words about what the company does (for example, “Widget Manufacturers, Harrison and Sons”). This will increase your chances of being found in Google by people searching for “Widget Manufacturers”.
Create a static page for your home page and a separate section for your blog
Still in the WordPress back end, go to Pages > Add New and create a new page. With our example you would maybe entitle that page “Widget Manufacturers, Harrison and Sons” and create an eye-catching and succinct synopsis of what value you give to your clients with links to other pages in the site for further information.
Again, go to Pages > Add New and create a new page with the title “Blog” and publish it.
Then go to Settings > Reading and select your static page (as per our example “Widget Manufacturers, Harrison and Sons”) for the Front Page and select the “Blog” page for Posts Page.
This way visitors to the home page will see a well-presented business website. But the blog will eventually draw in new visitors as fresh content does better in search engines.
If getting visitors to contact the company through the website is the main objective of the site, then you should have a clear call-to-action on the Contact page. Mention how contacting your business will result in a quick benefit for the visitor. You may wish to offer a 10 minute free consultation, this would increase the number of contacts.
Offer as many ways to contact you as possible:
- Phone (with international code)
- Contact Form
- Email address
With the email address, don’t just give out your email address or even present it in the
var username = "rob";
var hostname = "robcubbon.com";
var linktext = username + "@" + hostname;
document.write("<a href=" + "mail" + "to:" + username +
"@" + hostname + "?subject=Enquiry" + ">" + linktext + "</a>")
Always use an email address with the same domain as the company, never use a free email service like Gmail for a business website.
The best techniques to use in business websites
Company websites need to walk the line between being professional enough to attract big businesses and down-to-earth enough to build a community that will comment and promote the site. There are various things you can do to achieve this:
- Turn off comments on pages but keep them on the blog posts
- Have a call-to-action in the sidebar with further reasons for prospect to contact you. For example: “we can either help or be able to recommend other companies for you”
- Other “Hire Us” links in the top navigation bar or in a Hello Bar. These extra calls-to-action should be subtle, well thought out and continuously tested. You shouldn’t put them everywhere and look too desperate!
- Do not have any ads on the site! Particularly not on the home or static pages.
- Use WordPress page templates to get rid of the blog-like sidebar from the home or portfolio pages.
- Social proof. Create a testimonial page including quotes from other companies that have used your services and have positive thing to say.
What about you?
Do you WordPress as a straightforward blogging tool. Or do you get clients to contact you through your WordPress website?
Do you employ any tips or techniques to get prospects to contact you?