If you’re a small business owner, chances are diversification — or adding a diverse array products and services to your business — is part of your small business strategy. Maybe you began your business solely as a photography business, and since then, your business has evolved to offer educational resources for fellow photographers as well. Or, maybe you began your business solely as a web design business, and now, your business offers web design products, small business coaching, and a podcast, too. Diversifying your offerings can serve as a meaningful way to strengthen your business, to serve your audience’s varying needs, and to grow your business in a well-rounded and comprehensive way. 

The question is: How can you ensure your web design — the online home for your business — is showcasing your multifaceted business in a purpose-driven, conversion-driven way? Today, we’re going to explore web design for multifaceted businesses… considerations, questions, and approaches for creating a strong web design for your multifaceted business.

Web Design for Multifaceted Businesses

Diversifying your offerings and creating a multifaceted businesses which offers a variety of products, services, and resources can serve as a meaningful way to strengthen and grow your small business. But when it comes to creating a web design to house those unique offerings, where do you begin? Here is our 5-step process for creating a conversion-driven web design for multifaceted businesses.

1. Pare down your offerings. Before beginning the web design process, pare down your offerings and ensure you’re offering the products, services, and resources most meaningful to your business and to your audience. In Episode 008 of Brand It, Build It, we ask “Are you offering too many services?” and explore ways to determine if your offerings can be pared down. By solidifying your offerings, you can ensure you’re beginning the web design process from a place of strategy and purpose — creating a space to house the offerings most valuable and meaningful to your business.
2. Determine the level to which you’d like to showcase each offering. Which area of your business is most valuable? Which do you want clients or customers to notice most of all? Which area of your business is most profitable? At With Grace and Gold, for example, when we think about our capacity and our goals, we would love for 50% of our visitors to pursue a custom brand and web design and for 50% to pursue a customizable Showit website template. For this reason, our web design gives equal weight to custom brand and web design and Showit website templates. If, for example, we wanted 80% of our visitors to pursue a custom brand and web design and 20% of our visitors to pursue a customizable Showit website template, we would design our website in such a way that highlights our custom brand and web design services — and showcases our Showit website templates in a more supplemental way. Knowing the level to which you’d like to showcase each offerings helps to ensure you’re creating your web design from a place of purpose — equipping each visitor to learn about your offerings in a way you value. 
3. Bring clarity to your copywriting. When a business offers a diverse array of products, services, and resources — clarity is key. We recommend working with a professional copywriter, or using resources created by a professional copywriter, to ensure you’re describing your offerings in a user-friendly way… in a way your audience will resonate with and connect with. With clear and concise copywriting, you can ensure your web design is working on your behalf, communicating the values of your business and the benefits of your offerings, in a conversion-driven way.
4. Create a user-friendly navigation menu. Use your navigation menu to organize and showcase your offerings in a user-friendly way. Less is more when it comes to your navigation menu, so if you can create a primary navigation menu with your key offerings, and a secondary navigation menu with supplemental pages, your visitors will have a more seamless experience reaching the most valuable pages within your website. 
5. Include a clear call-to-action on every page. As visitors scroll through a page and reach the bottom of a page, a call-to-action lets visitors know what they should do next — what action they should take in order to move forward. As an example, maybe on your Services page, the call-to-action prompts your visitors to reach out to you or to book a free consultation. Maybe on your Shop page, the call-to-action is the purchase or Add to Cart button for each product. Calls-to-action allow you to equip your visitors for success. That way, no matter which area of your business they’re exploring — from products and services to resources and podcast episodes — your calls-to-action will equip them for successfully engaging with and pursuing your business.

So, summed up:

1. Pare down your offerings.
2. Determine the level to which you’d like to showcase each offering.
3. Bring clarity to your copywriting.
4. Create a user-friendly navigation menu.
5. Include a clear call-to-action on every page.

As always, if you’d like to learn more about how With Grace and Gold can help bring your vision to life through brand and web design, please visit withgraceandgold.com!

About Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is a leading small business marketing podcast for small business owners, creatives, founders and entrepreneurs. Enjoy weekly, actionable episodes to build a successful, sustainable small business from the inside out.