In addition to guest posting on the UpCity blog, Outreach Local Marketing is featured as one of the Top Digital Marketing Agencies in Glendale. Check out their profile here.

One of the biggest mistakes small business owners make is having a set-it-and-forget-it attitude about their website. The websites of today are living, breathing entities that require nurturing, almost on a daily basis. Whether you have an existing website or are about to embark on launching your first site, there are some important aspects every business website requires.

The Story

Story time is the new purpose of today’s websites. Consumers are no longer interested in the brochure style websites that are strictly business.

Example of an outdated brochure style site.

Instead, they want to learn about who you are and what you can do for them. Interactive websites that tell your story will help to guide consumers into a world of self-directed discovery. They will experience your website in a manner that is pleasing and user-friendly, allowing them to learn and explore at their own pace.

You will want to make sure that your new website is responsive and built for smart phones and tablets. It will also need very clear calls to action letting your visitors know the next step you would like them to take.

The Lesson

Your story is important, but it has to have a moral. In other words, there has to be a purpose to the content that will educate visitors about your products and services in an engaging manner. You have to lead them to the end result you want without overwhelming, boring, or intimidating them with hard-sell tactics. Knowledge is key, so have an intriguing blog that’s filled with usable content that will resonate with visitors. The phone call, sale, or email inquiry will happen naturally if you teach them why they need you.

Not a great writer? No problem, there are plenty of freelance services online that will take care of the task and make you look like a pro.

The Allure

When website design first became a thing, it was a scary prospect where every bell and whistle was thrown into the mix to wow and impress. That high dynamic website was overstimulating, loud, and overwhelming. Today’s web design uses a simplistic approach that builds intriguing imagery and uses straightforward text to invite customers to delve deeper into your site.

There are many free and paid websites out there where you can find great images that you can use like iStock Photo or Creative Commons which is a free photo sharing site.

When it comes to text on your website try and write like you would normally talk to someone about your business and it will come off as more genuine.

The Competition

Competitive research is a must for both website creation and website refreshes. Knowing what your competitors are doing can provide insight as well as an opportunity to do things better. See how they are getting their core message across and determine what they are doing right and what they are doing wrong. You can correct their mistakes when you design your site. Do what they are doing right, but improve upon it.

It’s also helpful to search for similar businesses in other cities or states and try to find something from their site that you can use on your website that your competitors haven’t even thought of.

The Purpose

Your core message, positioning, and unique value proposition have to be clear on your website. Understanding your business goals is also imperative to ensure your website is aligned with those goals. Your main purpose is, of course, to generate revenue. So that has to be the main purpose of your website as well. However, it has to be achieved with your own brand voice and goals in mind.

tenderteam’s website showcases their value prop front and center so visitors know right away what to expect. They also use imagery for visual interest and icons to help funnel channel to various parts of their site. 

Show the world why and how you are different. Make a list of what makes your product or service unique, or how you do it better or faster than your competition.

The Strategy

Last but not least, websites today are not just about design. There are many facets to a website that are required to help people find you. Your entire online presence should be considered including SEOkeywordscontentsocial mediaratings, and reviews.

In order to ensure all these important aspects are incorporated into your website hire a professional web development company to help grow your online presence.

David Gersh Headshot
David Gersh
Founder and President at

David Gersh is the founder and president of Outreach Local Marketing, a digital marketing agency based in Westlake Village, CA. Through his agency, he helps local businesses build a marketing machine that attracts leads and customers by implementing a strategy first marketing approach.