Internet marketing is unique. You have an opportunity with a web page to create an EXPERIENCE of some kind for the person that lands on your site. This “experience” does not have to be something flashy or fancy, and it certainly does not have to be expensive. Something as simple as giving the visitor a PDF to download that has great information they might be interested in is a great example of something easy to do but effective for marketing your business.
The most long-lasting experience you can provide your web site visitors is VIDEO. Short, casually produced videos of the business owner inviting people to explore the site and thanking them for visiting are remembered for a long time by potential customers. Providing a download of a free PDF report, coupon or some other value item raises their experience on your site to another level. Many other items can be done to push the experience of visiting a small business website even higher and the business should be constantly looking for simple ways to do this.
In short, there is only ONE purpose for your website – to convert visitors to paying customers. All of the other nice items like business history, directions, contact information, etc. are only there to support the MAIN function. Make sure your website has the ability to make people remember being there, and most importantly —- CONTACT THE BUSINESS to become a customer!