If you run a local business that relies on people coming into your store or office—like a dentist, a restaurant, or a beauty salon—potential customers will likely check out your website first.

Your website is your digital storefront. For brick-and-mortar businesses, a well-designed website can be the difference between a steady flow of customers or an empty shop.
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Is your website doing everything it should to attract people into your business? Here are the top 5 things it needs to bring customers to your doorstep:
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1. Site Identity

Your logo and tagline are the foundation of your brand. When someone lands on your site, they should immediately know who you are. Your logo acts as a visual anchor, helping visitors remember your business, while your tagline should clearly communicate what you offer in just a few words.

Think of it this way: A memorable logo sticks in the mind, and a strong tagline makes visitors say, “I know exactly what this business is all about.” Whether it’s a bakery with “Fresh from Our Oven to Your Table” or a dental practice with “Bright Smiles for Life”, your tagline should immediately convey what your business does.

2. Instantly-Clear Headline

You’ve got about 5 seconds to make a strong first impression. (One study even claims that people have shorter attention spans than goldfish!) If a visitor can’t immediately understand what your business offers, they’re likely to click away to a competitor’s site. That’s why your headline needs to be crystal clear—no guesswork or vague language allowed.

For example, if you’re a chiropractor, your headline could be as straightforward as “Feel Better, Move Better with Expert Chiropractic Care.” In one sentence, visitors know exactly what you do and how it benefits them.

A clear, no-nonsense headline builds trust from the start. Be sure this essential information is visible “above the fold” so visitors don’t have to scroll to find out what you offer.

3. Competitive, Benefit-Rich Messaging

Why should a customer choose your business over the competition? This is where benefit-rich messaging comes in. Simply listing your services isn’t enough—you have to spell out what’s in it for your customers.

Are you offering faster service, a unique product, or competitive pricing? Maybe your restaurant uses locally sourced ingredients, or your beauty salon offers personalized skincare treatments.

Highlight what makes you stand out. For example, a dentist might say, “Gentle Care for Every Family Member” or “Same-Day Appointments for Busy Professionals.”

The key is to focus on the benefits your customers care about and how you’re better than the competition. Make sure this messaging also appears “above the fold” to grab attention right away.

4. Clear Call to Action (CTA)

Visitors should know exactly what action to take next. Should they book an appointment, call for more information, or visit your shop today? A clear, action-oriented CTA makes it easy for them to take the next step.

For example, “Book Your Free Consultation Today” or “Reserve Your Table Now” are effective because they’re direct and encourage immediate action. Don’t bury your CTA in fine print—make it bold and easy to spot, ideally above the fold.

5. Contact Information

Perhaps most importantly, your website must have easy-to-find contact information that includes your N.A.P. (Name, Address, and Phone number. Believe it or not, many brick-and-mortar businesses forget to display this clearly! If customers can’t quickly figure out how to reach you, they’ll move on to a competitor. (Want to know the one thing many brick & mortar businesses are missing on their websites? You might be surprised!) 

Your contact info should be prominently displayed on your homepage and consistent across all pages. This is especially important for local SEO, as search engines use this information to help people find you. Also, consider adding a map to your website so visitors can easily see your location.

Why “Above the Fold” Still Matters

In the days of print newspapers, “above the fold” referred to the top half of the front page that was visible when a newspaper was folded. It was the prime spot for eye-catching headlines and stories. Today, the term still applies, only now it refers to the part of your webpage that’s visible without scrolling.

This is where your most critical content—headline, CTA, and benefit-rich messaging—should go. Since visitors often decide within seconds whether to stay or leave, what they see “above the fold” can make or break their decision to explore further.

These five essential elements can turn your website into more than just a digital brochure—it’s a powerful tool to attract, engage, and convert visitors into loyal customers.

Is your website pulling in all the foot traffic it can? If not, learn how a Website Content Review can help improve your online presence. 

Think Chamber membership is just about networking? Think again—it’s one of the best-kept secrets for boosting your local SEO (Search Engine Optimization) and online visibility.

In today’s hyper-connected world, even brick-and-mortar businesses need a solid online presence.
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Chamber membership helps your business be more visible to customers both online and in the community.

• High domain authority: Chamber websites often score 50+ on the search engine credibility scale.
  
  
• Local relevance: Chambers are respected in their communities, which is ideal for targeting local customers.
  
  
• Built-in trust: A backlink from a Chamber site signals credibility to search engines.
  
  

Just one high-authority Chamber backlink can be as valuable as several links from smaller, less credible websites.

As a Chamber member, you can share valuable content through newsletters, social media, or blogs that solve common problems your customers face. By offering practical tips or industry insights you position yourself as a go-to source in your community.

When customers see your name tied to content that meets their needs, they’re more likely to remember you when it’s time to make a decision. Providing value through problem-solving content helps to build trust and strengthen your connection.

Being a Chamber member instantly boosts how people view your business. In fact, 49% of consumers are more likely to think favorably of a Chamber member, and 80% are more likely to buy from them.¹

Displaying your Chamber membership on your website or social media pages reinforces this trust and encourages customers to choose you over competitors. It also sends a clear message to search engines that your business is reliable, and worth ranking higher in local search results.

Chamber membership is all about building real connections. Participating in events or sponsoring projects expands your network and increases your visibility.
 
"One of the most significant benefits the Chamber offers is connection. I’ve witnessed firsthand the power of collaboration during Chamber events, with businesses exchanging ideas, brainstorming partnerships, and supporting one another’s goals,” says Desirae Broadhead, Membership Manager for the Heber Valley Chamber of Commerce. “For example, I recently observed two businesses at one of our events planning a future joint initiative that will benefit them and the broader community. Seeing feedback from members about how the Chamber has helped them build their identity and achieve lasting success in the Valley is truly rewarding."
 
These connections often lead to valuable partnerships, referrals, and word-of-mouth recommendations, helping more people discover your business.
 
As one local business owner shares, "Some of my best clients come from Chamber events. I go to every lunch and mixer I can—the consistency allows me to make these connections faster."
 
Mary Tull, the Founder of Massage Mahal, adds, "It's the only place I've met new clients since I started my business. Every single meeting I've attended has brought me new clients."

​Chamber membership is a powerful way to build trust, improve your local SEO, and establish your business as a leader in the community. With benefits ranging from high-quality backlinks to opportunities for sharing insights, being an active Chamber member helps grow your business.

Looking for simple ways to optimize your website for local SEO? Be sure to check out this article >> The One Thing Most Brick-and-Mortar Businesses Are Missing on Their Websites.

Have a comment? I’d love to hear it—share below!
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Resources:
¹ The Schapiro Group. The Real Value of Joining a Local Chamber of Commerce: A Research Study. American Chamber of Commerce Executives, 2012. Accessed from Shapiro Study PDF.