Let's be honest, in this day and age it no longer feels like you can avoid being present online to make it in your business. In this digital world, having a well-structured, visually pleasing and easily accessible website is essential for any business. Yet, it is not just about ticking the box to say, you've made it online. You need to remember that your website serves as your online portfolio, a hub for interactions with your clients, and a platform that you own and manage to showcase your work.
Think of your domain as your home online. It is where you can display your work and your brand. You start off with a domain name which is your website address on the internet, and often the first impression that potential customers will have of your business. We will cover some of the more detailed topics of the impact of 'security certificates' and the 'legals' in another blog, but overall a good domain name helps establish credibility and makes it easier for clients to find you online.
In this blog post, we will go back to basics to break down the key components of an effective website for creative businesses, ensuring that you have a solid foundation on which to build your online presence.
Header and menu
This is the top part of your website and the first thing that anyone sees, regardless of the page that they land on. This is a critical component of your website's layout as it serves as the first point of interaction for visitors. The header will tend to include your logo, establishing your brand identity, as well as a clear concise navigation menu to guide your visitors to key sections of your site. Consider using drop-downs within your menu structure so that the navigation remains tidy and easy to use. As a rule of thumb, I would aim for no more than six buttons on your main navigation bar.
Homepage
This is very much the gateway to your website, and often, is the most visited page on your entire site. Unfortunately, while there is the saying around not judging a book by it's cover, potential clients will use the first impression they have about your brand within the first 0.5 to 2 seconds of hitting your homepage. Your homepage should provide a clear overview of who you are and what you do. Make sure to use engaging and clear visuals, concise text, and easy navigation to capture attention. Don't throw everything on the homepage though as you need to use it as a way to guide users to explore your site further, stay longer, and learn more about the services that you can offer. The aim is to not overwhelm the customer.
Portfolio or gallery
Especially for creative businesses such as yours, showcasing your work is crucial. A dedicated portfolio or gallery section will allow you to display your projects. Regardless of whether they are designs, illustrations, photography, or artwork. Always use high quality images, organised categories and detailed descriptions to highlight your best work and demonstrate your expertise. Remember that a picture paints a thousand words, so use them wisely. If the picture is too grainy, out of focus or unidentifiable, I'd recommend you simply leave it off your site.
About page
I would hazard a guess if you are reading this, that you are a creative and artistic solopreneur looking to take your creative passion and pursuits to the next level. You therefore are your brand. The about page is your opportunity to bring people on a journey with you, and for you to connect with your audience on a personal level. Share your story, values, challenges, and creative process to build and instil trust and rapport. Yes, it is possible to do that online too! Including a professional photo and information about your background can help visitors feel more connected to you and your brand. Check out my blog on the power of storytelling for some more hints on how to create genuine connections with your audience.
Services or products
Have a dedicated page or section on your site that clearly outlines the services or products that you offer. This could be multiple pages if you have a diversified range of offers, but regardless, provide detailed descriptions of what to expect when working with you, any relevant packages or options. Visitors don't have a crystal ball, nor are they necessarily clairvoyant, so make sure that you are as transparent as possible as it will help potential customers understand what you provide and sets clear expectations.
Resources
A section dedicated to useful resources, be it a blog or in our case a vault, is a way to provide value to your customers and establishes you as an authority and thought leader in your field. It also has the added (and vital) benefit of boosting your website's search engine optimisation and therefore ranking. Use this area to share insights, tips and news related to your creative niche. Be sure to keep this area regularly updated with new content and material that keeps your audience engaged which will encourage repeat visits.
Testimonials and reviews
One exceedingly powerful tool in building credibility with your target audience is social proof. This comes in the form of testimonials or reviews, and having a dedicated section for this allows past customers to share their positive experiences with working with you. Be sure to include quotes, and where you can even project images, as this will help to enhance trust, giving potential new customers the opportunity to see how you work and encouraging them to reach out.
Contact page
Make it as easy as possible for potential customers to reach out to you by including a dedicated contact page. If you prefer to handle everything through WhatsApp or your social channels, then be clear with that too. Keep your contact form simple and straight-forward. Add a wa.me link which you can create through your WhatsApp account, and link to your social media profiles. By providing multiple contact methods you are enhancing accessibility, all while showing that you value communication and want to hear from people.
Footer
This is a regularly overlooked part of the website but can serve as an important navigational tool, and re-emphasises your keywords that describe your entire site. Include your essential links, such as your privacy policy, terms of service, and ways to get in touch such as your social media icons. By including a single line of description or mission statement of your company, it not only reinforces the identity of your brand, but also helps with those keywords and SEO.
Understanding the overall anatomy of the website is helpful for creative businesses looking to establish a strong online presence. Whether you choose to have a multi-page website, or a single scrolling page with these sections, start of with a nice simple site. By focusing on some, or all, of these components you can create a well-structured and engaging website that showcases your work effectively and helps connect you with potential clients.
Just remember, that your website is a reflection of your brand, so invest the time and effort needed to make it shine!
Ready to build or revamp your website? Get in touch with us for personalised advice and support tailored to your creative business. Let's create a powerful and strategic online presence that resonates and connects with your audience.
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