PanPages TRINITY | Articles Library: Business Website

Making a company website is not an easy process. There are plenty of things to consider, and you need to have adequate information available to increase your credibility. Your customers will trust you more if your website looks professional and has enough information in it. This is why you must at least have the following information and elements on your website.

6 Basic Content to Have on Your Website to Establish an Online Presence

About Your Company

Include a brief introduction of your business, with information such as:

Company Name
Core Products
Company Location
Years of Establishment

If your company deals with food or other consumables, you can consider including the following as well:

Hygiene grade certificate
Halal certificate

Service or Product Page

Ensure that your products and services are well-categorized and have adequate information. Some details that you'll want to have on these pages include:

Product photos
Product description
Similar products
Product price (if e-commerce is available)

Contact Page

Where should your customers find you? Include any relevant details that you need on this page, such as:

HQ address (Google Maps & Waze links are a bonus!)
Location for other branches
Contact number
E-mail for inquiries
Contact/ inquiry form
Links to your social media accounts where applicable

Past Projects

If you provide services instead of products with set prices, have a page that shows your work results in past projects would be a good idea. Try to include:

Past project location/ name
Services included
Photos of completed project

Client Testimonials

Who better to vouch for you than your previous customers? Offer a discount or a complementary add-on product for your customer's next purchase if they leave a review for the product/ services they subscribed from you. Include the following where possible:

Client Name / Company Name
Client Photo / Company Logo
Product bought/ Services subscribed
The review itself, of course.

With these information on your website, your website is set for some smooth operation. However, you still need one more thing to help your website get more attention online.

You can do this by implementing some SEO optimization for your website.

Website SEO - Title, Description & Social Card Image

An example of SEO in action would be as shown in the image above.

When I search for our company's blog (you're on our blog right now), you'll see something like this in the search results.

"PanPages TRINITY | Articles Library" is our Blog SEO Title, while the rest of the description underneath would be the SEO description.

These gives a good overview of the types of content that you can expect in the blog.

If your business includes products that you're going to sell, remember to include good keywords for your core products in your SEO title and description too!

Having a good SEO will improve your website's ranking in Google's search results and help it to come up when relevant search queries are made.

Not Sure Which Keywords are Good?

TRINITY's business website packages include SEO Titles & Descriptions, and we will also help you with the website layout and design. You only have to send us your digital assets - logo, product photos & descriptions etc for us to get started.

Don't have a website yet? Don't worry - we have also helped many SME businesses to build their first business website with us.

Hit us up at info_trinity@panpages.com or on our Facebook page to know more about our business website services!

A year or two ago, having just one extra landing page aside from the main company website would have meant victory for the entire company. However, that is no longer the case these days when customization and personalization is so important.

Having One Landing Page Is No Longer Enough. Here's Why.

Caring about your customers no longer just means having a product for them - it also means having the right ad graphics, call-to-actions and text ads to attract them.

There's one thing that you can utilize for this - landing pages. Lots and lots of them.

Not assured yet? Here's more reasons for you to build more customized landing pages for your prospective clients today.

More Landing Pages = More Conversion Opportunities

Each and every landing page that you create will be indexed in search once published. Having multiple SEO-optimized landing pages would be good for your website's overall ranking in the search results.

If you take the extra time to optimize each landing page's SEO - SEO title, description, social card images etc., then your landing page could be found easily too!

Imagine if your potential customers would stumble upon your landing page by chance, simply because your SEO description and landing page content matches their search query well.

That's free traffic without needing to run ads prompting customers to click that pesky button!

A click leading directly onto your landing pages from relevant search terms would mean that there is a very high chance of them converting.

We are not promising conversions, but you can be sure that the chances of conversion will be much higher with more landing pages.

More Landing Pages = More Customized Offers

Customize, personalize and meet your potential buyers at each and every purchasing stage.

You can have an informative landing page for visitors who are completely new to your business.

You can also have the next landing page with a discounted offer for first-time customers who have visited your website several times.

You can even consider having landing pages with membership benefits for your customers who have been purchasing from your regularly.

These landing pages can personalize different offers for groups or individuals in varying purchasing stages. Running ads targeting different audience segments leading to these landing pages would be a breeze!

More Landing Pages = More Search Engine Rankings

You can link your landing pages to specific blog posts, Facebook ads, Google ads or any other digital marketing collateral that you have.

Search engines favor websites with plenty of external linking since it would show that the website is popular and credible, so don't be afraid to share your links here and there.

At the same time, internal linking within your website can also do wonders for your SEO rankings, so don't neglect it!

While keywords are no longer used by search engines to determine your search result rankings, it would still be helpful to implement these terms in your texts for your readers to find what they need.

More Landing Pages = More Customer Segmentation

With only one landing page, it's hard to tell what made the customers convert.

However, if you have a different landing page for different products, you will at least know that the leads from one landing page indicates a specific interest in that product only.

You can use these information for your internal marketing and advertising purposes.

As an example, the e-mails collected from your landing page on product A can be used to create a lookalike audience or similar audiences list for your next ad targeting.

Having Google Analytics embedded in your landing pages, for one, will help you to determine your buyer persona along the way as well, so that's even more customer segmentation for you!

More Landing Pages = More A/B Testing

Don't have a huge variety of products or offers for so many landing pages? Create at least 2 or 3 variants of your landing page regardless!

Having multiple landing pages of the same offer or product can help you to determine the design, website layout or information that pushes your visitors to convert.

Don't be afraid to test different website graphics, call-to-actions and more continually so that you can see which pages have a higher conversion rate over several weeks.

Once you know which page design or offer works better, you can run more ad variants with the better-performing page and get more results!

Start Building More Landing Pages

You don't need to start with having 3 landing pages for each product straightaway. Start by just having a dedicated landing page for one product, and slowly expand to include more variants and customized offers.

Like every other marketing effort, building landing pages is by no means an easy feat, but once you start putting effort and time to it, you'll see that having more landing pages really pays off!

Hey, Mr./Mrs./Ms. Client,

It's us. Your campaign manager. Uhm... The one from PanPages TRINITY. Wait no, not that one. remember when you signed up for Google Ads/ Facebook Ads/ YouTube Ads/ Waze Ads with us? Yeah, that's the one.

That's us.

We have some new for you. Good news and bad news. Which one do you want first?

Pick your poison

Actually, you know what, I think we should make something a little clear first.

You have spent a few thousands for your ad spend in the past 3 months, yes? Yeah, well, you see... This isn't really working as well as we think it should.

The good news is - your ads are performing quite well!

Currently, you have about 20% click-through rate for your search ads on Google - that's really healthy. Yep, trust us. For your industry, the benchmark would have been about 10%, and we doubled that right up! Heh, you're welcome. We know you'd be happy. We're pleased too. Our team took some time finding and optimizing the right keywords and targeting settings for your company.

Trust me - we have been working as hard as we can to give you some results.

Yeah, the ads are good too! Thankfully you have your Google My Business account so you can add all those fancy little ad extensions. You guys were prompt with taking actions for that one and we are really thrilled. Your campaign was launched on time!

Oh, the bad news?

Well... You might have noticed that the searches don't quite convert to anything much, yes? Uhm... Well you see, we think it's the website issue. We have optimized all we could from our end on the Google Ads interface.

Well, you see, your website is still running on Flash.

It's not responsive. By now, websites should be running on a responsive design, which means that your website should automatically resize and rearrange itself to fit the screen that it is being displayed on.

... and still be easy to read without needing to zoom in.

Create a Mobile-First Website Design

Most responsive designs are based on how they will look on mobile screens first and foremost, followed by a matching layout on desktop view.

You see, more people are searching and purchasing on the go nowadays - which means that you need to optimize your website for mobile screens even more.

A glimpse into how a responsive website design looks like

Flash websites and other non-responsive websites don't work that way. They just squeeze whatever you can see on your laptop into the width of other screens - on phone, on tablets. It's not user friendly.

Hey, 1990 called. They want their website back.

Yeah, I'm sharing my screen across. You noticed how distracting the moving GIF above is for you to read this?

That's bad user experience, isn't it?

Uhm, I don't know how to break it to you gently, but this is what you are doing to potential customers landing on your website.

... Yeah.

So... Even if we were to give you the best campaign set up and get you a 100% CTR for your ads, well, no one's going to really do anything when they land on a website like that, you know?

A website like that just makes you want to make a run for it and cross off the tab even if you were indeed interested enough to click on the ads.

Nope.

Maybe hire a web designer to help you revamp the website? I think we might have some tips for you if you were working on this alone too.

We can help you with some tips on creating a better website, but we also have our own business platform if you are up for it.

Yes, it's responsive.

Yes, you can choose from ready templates that can serve different industries.

and yes, you can even put fancy things like pop-ups for vouchers, free downloads, or even have this little phone button that directs mobile users to the calling screen if they click on it.

In fact, we hold workshops to show you what our website platform can do, so maybe you can come around some other time to see if you're interested. We'll let you know, and you will definitely know too if you just follow our Facebook page. That's where we put all our upcoming events and workshops.

Meanwhile, there's another issue with your website that we'd like to point out too.

Your website needs some buttons and information. Okay, let me explain.

Let's say someone has searched for keywords about something you are selling. They saw your ads about your products - at a promotion price. Awesome! So, they click in, and they are greeted with a page like this below.

Bear with us, we completely made this website up on Paint - except for the picture of the bike of course.

Umm... wow. So all the client is going to see when they land on your page is a couple of photographs of what you're selling and the model name? What does it feature? It doesn't even say anything about the promotion on the ad that the client clicked on earlier!

We Need More Product Descriptions & Details!

It won't hurt to add some additional information about your products or services. Let your customers know what they might get if they purchase this product.

Even if your product is something as bland as an egg carton, you can still include phrases such as 'eco-friendly', 'sturdy make' or anything else. Anything is better than leaving the product descriptions blank!

So, let's fix this.

Questionable design, yes, but granted, it has the details that every buyer needs. The colors available, the prices, what your product has, and even the beautiful model name and the promised promotion that the client clicked on!

But uhm... What next?

You Need to Make Your Product Pages Actionable

Make it easy for your customers to purchase from you. If you already have color choices, why not let them choose a color and a quantity, as an example, and let them purchase their model online?

You can make this trashy website a little better just by making your landing pages more actionable.

Let your users know what they can do next by adding a button underneath the product descriptions - something like in this picture below:

Even if you don't do online selling, you can at least change the button text to something like "Find Out Where You Can Buy This" or "Request a Quotation for This Product" or even something a little more quirky, like "Send Us an Inquiry about This Product for a 5% Discount".

The point is, you need to make your website actionable.

Now, let's just say that your customer is really hyped up to purchase from you. Right there. Immediately. Pronto.

Then they get greeted with the most complex check out system ever.

That's where all your customers are going to log off.

Make It Easy for Your Customers to Purchase From You

Here's a few guidelines from us:

Take only the information you need to get your job done.
Enable 'Guest Check-Out' for purchases. You can provide incentives for registering an account on your website - e.g. 'Get RM5 off when you check out after registering/ signing in.'
Complete the purchasing process in as few steps as possible.
Have secure payment gateway options - SSL certificates, FPX payment etc.

Now, that would make your website a lot better already.

Here's how your website might look like after all that enhancements. Just click on the images or the links in the caption to visit the website itself:

One of our clients at https://www.maxitonengineering.com

Our client from educational category at: https://www.euinstitute.com.my

A fun company from our client base at https://www.dpartyparadise.com.my

Oh, just one last thing. It's really the last point, I promise.

Going back to our Google Ad campaign, we really hope that you can add that conversion code into your website soon.

Conversion Codes Help Us to Track What's Working & What's Not

When a user searches a keyword on Google, clicks on your ad and successfully complete a valuable action, such as registering an account, adding an item to the cart, successfully purchasing from you, or even just leaving an inquiry in a contact form, Google Ads track this.

From our end, we will know which keyword and text ad was impressive enough that it made the user click on it and complete the action that you wanted.

We get enough of these data and we can optimize your Google Ads & keyword lists even more, bringing you more results for your ad spend.

Sounds good to you yet?

Yep. So...

I'll send you the codes again, okay? Just ask your web developer to put those codes on the pages that matter and we can get started. We'll send you the specific instructions too.

Let me know if you want us to help you with the website meanwhile, aite? We'll make you one that's good enough to get the customers purchasing.

Okay, thanks for your time, see you soon!