More and more entrepreneurs are opting to build their own business websites instead of hiring a profession web developer or designer to build it for them. There’s nothing wrong with the DIY approach when it comes to getting your business online and it can certainly save you money when you’re just starting out, but as any web-design professional will tell you, self-made website are often missing some basic things that make them frustrating to use and navigate for potential customers.

In this post, I’ll go over the 5 fundamental and essential elements your website must have in order to make you and your business money.

1. A “BUY NOW” button on the top right

All too often, we make it really hard for people to buy from us. Don’t hide what a potential client must do in order to purchase your product or contact you! The rule of thumb is to have a clear BUY NOW call to action in the top right corner that looks like a button (you can see it on top of this website, too). It doesn’t have to say “buy now” if your business is service-based or you have a preliminary step before the purchase - something like “schedule a call”, “contact”, or “sign up” could work just as well. The point is, you have to make it super simple and easy for someone to do business with you, and if you don’t have this button on the top right of your website, you’re definitely missing out.

2. About page with a professional-looking photo

One of the biggest reasons people buy from your business and not your competition is because of you. This is why having an about page or paragraph is so important. Your potential customers need to have some trust in you before they are going to be willing to make a purchase. They need to be able to relate to your story and align with your and your company’s values. One very important thing to remember is that counter to popular belief, the About You page shouldn’t be about you, but about how you help your clients and how you’re qualified to do so. This is an opportunity to connect, and it’s often squandered by business owners as they relay stories about their passions that sound like the biography of every other business owner out there. The truth is, people don’t really care that you picked up a camera when you were 10 years old or that you discovered painting or design as a creative outlet. Always remember, your potential clients are thinking “What’s in it for me?”, so always write from a place of “This is how I can make your life easier”.

3. Your location and contact info at the bottom of every page

This is absolutely essential if you’re a local business: you need to have your physical location listed on every page (as well as hours if you have a physical storefront). This information should also be towards the top of your homepage, so that if someone is looking for a local interior designer, they know right away if you’re close by. This is obviously less of a priority if you work with people all over the globe, but you should still list your email and maybe even a phone number so that potential clients don’t have to go searching around your website when they need to reach you.

4. A clear description of what you’re selling

This one seems like the most basic thing, but you’d be surprised how many business websites are missing a clear description of what service they offer or what products they sell - as well as, what precisely makes that service or product unique. The key concept here being that it needs to be really clear and easy for someone to understand when they’re not part of your industry. If you’re writing this description yourself, you’re probably going to THINK it’s clear, but might unwittingly use jargon only you understand or miss a key point that needs to get across. Explain what you do like you would to a five year old. Make sure you have a friend or family member (or even a stranger on the street) read it over and tell you what they think it means. If another person doesn’t immediately understand what you’re selling, then your description simply isn’t clear. Don’t make people think too hard to try and figure it out, and don’t be vague. Things like “helping people succeed in their life” might sound nice, but have very little true meaning when it comes to actually describing what it is that you do. Remember, be specific and talk directly to your ideal customer.

5. List of benefits of your product or service

You have to be clear about the benefit you provide to your clients. Whether you sell physical products, digital courses, offer services, or provide coaching - once again, what’s in it for the person who’s looking at your website and thinking whether they want to spend their hard-earned money with you? Now, this is not a list of features. Features are ambiguous and confusing. How does each of those features actually benefit your client? Instead of saying “7 lesson modules”, focus on the fact that your online course “covers everything you need to get started”. Remember, list on the benefits that you’re providing, not the technical features characteristics that will probably mean very little to your potential client.

Most people think that creating a business website is super simple. And it certainly can be! When it comes to the technology aspect of it, making a website is easier now than it’s ever been. With visual editing capabilities, you no longer have to know any code to get a website up and running. But while you no longer need a technician to put a website together for you, the aspect of design, having copy that’s clear and speaks to your target market, and an overall structure that makes sense, still takes years of skill-building and knowledge.

This is why so many home-made websites are just bad and frustrating to use. It’s not about being able to get a website up and make it pretty anymore, it’s about crafting online pages that clearly communicate what you’re trying to say, and presenting you and your business in a professional manner. Keeping the above 5 points in mind will make your website better than 95% of everything else out there, and probably get your a lot more clients, too!