Many businesses make the mistake of focusing entirely on getting traffic (in other words, visitors) to their website and do not stop to consider if the website is designed in such a way that it will convert visitors in to enquiries or sales. There really is little point in having thousands of visitors if your products or services are not competitive or if your website does not offer the information they need.
If you have an ecommerce website then ideally you want your visitors to make a purchase on the site, with other types, such as brochure sites, you may be wanting the visitor to call or email you enquiring about a product or service you offer. Whatever type of site you have, it is all about the conversions.
When looking at what should be on your website, have a look at a few competitor’s sites. See what they offer, how they detail the information and if possible what prices they charge. This will give you an idea of the level of competition that you are up against. You can then tailor this information to your business and check that firstly you are competitive and secondly that you are giving the correct information to your visitors in order for them to complete the purchase or enquiry etc.