Clearly show who you are and what you stand for
A simple About Page lets visitors know the person and philosophy behind the brand. In an age where visitors look for authenticity and veracity vagueness add doubts while showing a little of your personality helps build trust.
Use real photos, your own photos. Be real. Be you. Describe your brand values and share how you are different from other similar providers.
Tell your story.
Why are you in this business?
What do you hope to accomplish?
Clearly define the benefits you bring to your ideal audience
Visitors need to know how you can help them specifically. A Service or Product section would need to address the following:
Why should your visitors be interested in wanting to know more about your business (brand)? How does your solution alleviate your audience's pain? What can they look forward to at the end of using your product?
Address your ideal clients directly
Let your ideal audience know that your site is for especially for them, so they know they've come to the right provider.
If you are serving solo-prenuer and micro-businesses, welcome them with something like, "I serve solo-preners and micro-businesses ..." so your ideal prospect immediately feel welcome and at ease.
Give something super useful to your visitors with an opt-in form
Offer something useful for free in exchange for an email address. This allows prospects to get a foretaste of your solution while you get their explicit permission to continue the conversation with them over a series of follow up emails.
Not having an email marketing system is wasting precious promotional efforts. Without this you don't have permission to continually email your visitors about your business, let alone segment your market or use marketing automation to accelerate your business growth.
Spamming is not an option.
Have a landing page dedicated to collecting emails
This works hand in hand with the free gift and the email marketing system. Make sure there are no distractions on the landing page.
The sole purpose of the landing page is to share the benefits of your free gift so you can make a clear call-to-action for an email address in exchange for the free gift.
Set aside a hub for content publication
Brochure-type websites with static, dry information do not give visitors a reason to come back for another visit. They are boring.
Have a content area where you regularly post useful articles or audio podcasts that provide web visitors with practical tips. Over time, they'll get to trust you and connect closer towards your brand.
Display contact info clearly