The days of a website being little more than just an online brochure are gone.

Nowadays, your website is a powerful marketing tool that can boost your business beyond anything you ever thought possible. Need more customers and sales? It all starts with a results-driven website.

Yet, too many small business owners treat their websites like set-it-and-forget-it projects. A website should constantly evolve and adapt to meet your business goals. The good news is that you don’t need a massive budget to make your website work harder for you. By focusing your effort on a few key elements, you can turn your website into a high-performing asset that drives growth.

I believe in keeping things simple, so here are five proven ways to turn your website into a powerhouse that works harder for your business and crushes your competition!

1. Clarify Your Message with Storybrand Principles

Are you guilty of confusing website visitors with too much information or unclear messaging? It’s one of the most common mistakes small business owners — and experienced web designers — make.

Repeat after me: “A confused customer never buys.”

To get the most out of your website, you must clearly communicate who you are, what you do, and how to solve your customer’s problems.

This is where Donald Miller’s Storybrand framework comes in. The essence of Storybrand is simple: Your business is not the hero — your customer is.

You are the guide who helps the customer overcome challenges. Positioning your customer as the hero and simplifying your message can capture attention and inspire action.

Here’s how to apply Storybrand principles to your website:

• Create a clear and concise tagline at the top of your homepage that answers the three most important questions: What do you offer? How will it improve my life? What do I need to do to get it? Check out my homepage for an example of this.
  • What do you offer? Website solutions (without the stress).
  • How will it improve my life? Get a high-performing website that’s simple to manage and built to grow your business.
  • What do I need to do to get it? Book a free consultation.
• Focus on your customer’s problem and how you solve it. Don’t make the mistake of making your website all about you.
• Use simple language and avoid jargon. Your website copy should be easy to understand, even for someone unfamiliar with your industry.

By clarifying your message, you’ll make it easier for potential customers to know exactly what steps they need to take next, whether it’s to contact you for a consultation or make a purchase.

2. Make Sure Your Website Is Mobile-Friendly

Did you know that over half of all website traffic comes from mobile devices? You lose significant potential business if your website isn’t optimized for smartphones and tablets.

A mobile-friendly website isn’t just about fitting your content onto a smaller screen. It’s about creating a seamless experience that makes it easy for visitors to navigate your site and take action, whether using a phone, tablet, or desktop computer.

To ensure your website is mobile-friendly:

• Use a responsive design that automatically adjusts to fit any screen size.
• Keep your navigation simple so mobile users can quickly find what they need.
• Make buttons and calls-to-action (CTAs) easy to tap on small screens.
• Ensure fast load times. A slow-loading website will frustrate users and cause them to leave before they even see your content.

By optimizing your site for mobile devices, you’ll ensure that visitors have a positive experience, no matter how they’re accessing your website.

3. Optimize for local SEO

It’s nearly impossible to rank at the top of Google Search results for most keywords. However, if you run a local small business, you’ll find ranking for local search terms much easier.

That’s why local SEO (search engine optimization) is crucial for driving traffic to your site from nearby customers looking for your services. Catering your website content for local search can help you rank higher on Google when someone searches for services like yours in your area.

Here are some key local SEO tactics to implement:

• Claim and optimize your Google Business Profile. Ensure your name, address, and phone number (NAP) are consistent across your website and listings.
• Use location-based keywords in your page titles, meta descriptions, and content. For example, phrases like “web design in Rhode Island” or “Rhode Island small business websites” help rank higher for local searches. What keywords could help you?
• Create content that targets local audiences. Blog posts about business trends, case studies of your clients, and community involvement can signal to search engines that your website is relevant to local searches.
• Encourage reviews from local clients. Positive reviews on Google and Yelp can boost your credibility and visibility in search results.

Don’t sleep on local SEO. It’s a powerful way to ensure your website attracts the right people.

4. Use Clear Calls-to-Action (CTAs)

If you want your website to work harder for you, you must guide your visitors toward specific actions. Too often, business websites lack clear calls to action, leaving visitors unsure of what to do next.

Whether your goal is to sell products or book consultations, your website should have clear and compelling CTAs that tell visitors exactly what step to take.

Here are some tips for creating effective CTAs:

• Use action-oriented language. Phrases like “Get a Free Quote,” “Schedule a Consultation,” or “Download Our Guide” are direct and encourage visitors to take immediate action.
• Place your CTAs strategically throughout your website. Don’t just stick them at the bottom of the page — include them in prominent spots like the top right corner of your header, smack dab on the hero image of your homepage, at the end of blog posts, and within your services page.
• Create a sense of urgency. Use language that suggests limited availability or a special offer to encourage visitors to act sooner rather than later.

Clear CTAs can dramatically increase conversions and ensure your website is actively working to grow your business. Think about it — you know you can help your customers. You need to show them how.

5. Keep Your Website Fresh with Regular Updates

Your website shouldn’t be exactly the same every time someone checks it out. It gives this subconscious, off-putting feeling that you ignore your business.

Regular updates can make a big difference in how well your website performs. You want to keep visitors on your website long enough to take an action like scheduling a consultation with you or buying a product.

How do you do that? By keeping visitors engaged. Visitors are likelier to return to a site that provides fresh, up-to-date content. The more often someone returns to your site, the stronger their bond with your brand will be. The stronger the bond, the more they’ll buy your products or services.

Here are a few easy ways to keep your website updated:

• Update your blog regularly with new content that addresses common questions or problems your customers face.
• Refresh your homepage every few months by highlighting new services, special offers, or customer testimonials.
• Review your services or pricing pages to ensure all the information is accurate and current. If your business changes, your website should reflect that!
• Showcase recent projects or client successes in a portfolio, case study, or featured products section to build credibility and demonstrate your expertise.

These small, regular updates show visitors that your business is active and engaged. Plus, it lets you promote your latest offerings and build trust with your customer base.

Final Thoughts

Your website is one of your most valuable business assets, and by following these five strategies, you can make it work harder for you.

From clarifying your message with Storybrand principles to optimizing for local SEO, every improvement you make can increase your site’s effectiveness in generating leads and growing your business.