Your website is an extension of your business and often times, businesses pour too much money into the aesthetics of the site and not enough time into its architecture. How can you optimize your website to better engage potential customers without spending a lot of money? We’ve put together this webinar to walk you through steps you can take to make your website more visible online, more effective for making sales, and to better answer your customer’s needs. In this presentation you will learn how to: - Build a marketing optimized website - Structure a website to capture SEO benefits - Organize your navigation menu for better visitor usability - And much much more!

1. Optimizing Your Small
Business Website
A ThriveHive Presentation

2. When building a website for their business, SMB owners often prioritize
design over structure and content. But snazzy graphics and other bells
and whistles by themselves won’t get your site found or convert visitors
to customers.
A marketing optimized site needs:
that attracts visitors and drives visibility for the
business.
that makes it easy for visitors to find the
information they’re looking for and the browsing
experience enjoyable.
that communicates how you’re solving for your
market’s problems.
that helps visitors navigate your site easily
and capture their information to convert them into
customers.

3. Common Mistakes
Best Practices for Usability
Optimized Content
Navigation menu
Homepage
Call to Action
Contact Us page
Site and Page Structure

4. Poor navigation menu structure
No Call to Action
Missing contact information
Misplaced or hard to find information
No lead capture form

5. Keep your copy concise
Break up text with multimedia
Use keywords in your titles, image alt tags, and
descriptions
Test ease of navigation
Check for errors

6. The content on your website should aim to:
Communicate the unique value of your business clearly and
concisely
Empathize with your visitors
Educate visitors about your products and services
Influence & persuade visitors that you can provide an affordable
solution for their needs

8. Why is the Navigation Menu important?
The ease with which a visitor navigates around your
website correlates both to how well your website
converts traffic into leads and your site’s ranking in
search engines.
About 60% of the time, people cannot find the information they’re
seeking on a website.
Approximately 50% of potential sales are lost because users
can’t find information they’re looking for.

9. Navigation Menu Placement
The menu should either be at the top of your website horizontally
or vertically down the left hand side (makes your site more
familiar and easier to navigate around)
.
The menu should be visible on every page of your site in the
same location so users can easily click around and find their
place.

10. Navigation Menu Structure
A typical website’s content is organized and structured in the
navigation menu this way:
People read from left to right so the informative pages should be on
the left, and the “action” pages on the right
Limit your navigation menu to a maximum of seven pages
Sites should offer information quickly, with the fewest clicks

11. What to place in a Navigation Menu?
The navigation menu should be descriptively labeled to minimize
the amount of work your visitors have to do to find information
most relevant to them on your website.
Use keywords that your target market is using to search for
businesses in your industry.
<Home> <About Us> <Products/Services> <Contact Us>

12. Reviews/Testimonials
Calendar
Blogs
Payment Page
Portfolio
Past
Projects/Performances/Venues
Photo Gallery
Music Compilation
Fun Facts
Industry Insights
Latest Updates About Your
Business
FAQs
Glossary of Industry Terms
Pricing Page
Resources Page
Comment/Feedback
Additional Page/Subpage Ideas

13. Your homepage is your business’s first impression to
an online visitor. After landing on your site, visitors
should know immediately if they will be able to find the
information or solution they were searching for.
Opt out of a flashy homepage design for a clean, simple layout that
will direct your visitor’s eyes to your Call to Action.
Write concisely and get to the essential facts quickly.
Convey the purpose of your business and direct new visitors to the
information they are searching for.

14. Homepage Content
Simple Navigation Menu
Brief Intro about Business
One Eye Catching Graphic
Contact Info
Hours of Operation
Call to Action
Social Media Buttons

15. Your website should have at least one Call to Action button, to direct
visitors to take a specific action or draw their attention to a special offer.
It should be targeted to your audience’s interests and should include a
clear set of benefits.

16. Best Practices
Explain benefits clearly
Include a single, direct action
Place it where it stands out
Make it eye-catching
Make your offer multiple times

17. The Contact Us page is often the last stop of your visitor’s tour of your
site. Use this page to capture your visitor’s information with a lead form
and set the foundation for developing future relations with him or her.
This page does not require a lot of content, only a clean layout with
your business’s basic contact information and call to action.
Include your phone number, fax number, address, business hours,
lead capture form, and possibly links to your social media platforms.
Ask your visitors for the least amount of
information necessary to capture them as a
lead.

18. The layout should be simple and should direct your
visitor’s attention towards filling out a lead form.

20. Download our free “5 Step Guide to Creating
Killer Website Content”.

21. Marketing Resources
Call us now to schedule a FREE consult:
(888) 997- 4183
Be sure to check out our Marketing
Resources page for free eBooks, templates,
webinars, and more.