A great deal of work goes into building your business website and planning its content.

The last thing you want is for all this work to go to waste.

If you’re not saying the right things to the right people in the right way, your site won’t perform well.

Here are the 7 essential elements of a successful website.

1.  A Home Page to Welcome New Visitors

Your home page is the first thing most people will see when they land on your site.

It should clearly state who you are and what you do.

It should also offer easy, intuitive navigation to the other information the visitor is looking for.

2.  Quality Content that Delivers

Your site should be filled with quality content, providing the information your target audience is looking for.

Each page should offer content that offers helpful information to build relationships, solve problems, earn trust, and explain your offerings.

The goal is to establish your site as the go-to place for information.

3.  Tell Your Story

Somewhere on your site, you should tell your brand story.

Tell visitors why you do what you do.

Explain to them your core values.

Show them how your business attempts to make the world a better place.

They will recognize their own values in your story, and this will help to forge a strong relationship.

4.  Social Proof

Well-placed social proof shows that you’re trustworthy and you get results for those who use your products or services.

It works because it shows a third party talking about the value you offer, rather than you singing your own praises.

One great method is to include testimonials from past customers or clients.

If you can get an influencer to leave you a testimonial, this will work even better.

Another way to demonstrate your value is to include information about webinars or speeches you’ve given.

This will show that you’re an expert in your field.

5.  Something to Look At

Your site should include plenty of engaging visuals.

Humanise your business with a picture of its founder or employees.

Take the visitor behind the scenes in your facilities.

Present detailed and beautiful images of your products.

Videos work great as well.

A welcome video on your home page is a wonderful way to engage visitors and start building a relationship with them.

6.  Clear Calls-to-Action

At each point where you want the visitor to take some type of action, give them a clear call to do so.

Tell them exactly what they need to do in order to receive the benefits you offer.

Actions might include buying products, signing up for your list, following you on social media, checking out content elsewhere, or commenting.

If you don’t lead your site visitor to action, you’re wasting a valuable opportunity.

7.  The Essentials

Finally, make sure your website has up-to-date contact information with a real address, a privacy policy, Terms of Service, and whatever certificates you have.

This will show that you’re a legit company offering value.

Do you want to learn more about creating the right content for your website? Follow this 5-part series of articles over the coming weeks.