Businesses understand the importance of a website. However, just having a website is not enough. You need to ensure that your website has the necessary features that will help you attract the right customers and increase conversions. In this article, we will look at the seven essential website features that every business should have on their website.
1. Contact Information
This might seem obvious, but we come across sites regularly with either no contact information or contact information that is difficult to locate. You should have full contact information, including location, phone number, email address, and social media handles. Often a site will have no contact information but will have a contact form; however, particularly in Australia, human connection is important and sort after, and many consumers are more comfortable articulating their needs verbally rather than in text online.
Your contact information should be placed where it is expected in a user journey. Phone and email address should be in the top bar above the header, so it is readily available on the first load in a mobile device. Also, where it is traditionally found and where users expect to find it is in the footer. Lastly, of course, on a Contact Us page.
A further consideration is strategically placing phone and/or email addresses among your content. Using your contact information as a call to action can increase conversions.
2. User Experience & Mobile Responsive Design
Your website should be user-friendly. This means some of the essential components of user experience should be taken into account, such as the website’s fast loading speed and mobile responsiveness. According to statistics, 47% of people expect a website to load in less than two seconds. They will move away from it if it takes more time.
Similarly, mobile responsiveness is crucial, as the majority of internet users browse on their smartphones. It is essential to have a website design that is mobile-friendly and responsive. This means that your website should be able to adapt to different screen sizes and browsers without losing its functionality or visual appeal. Having a mobile-friendly website also improves your search engine rankings and ensures that your website reaches a wider audience.
3. Call to Action (CTA)
Every business website should have a clear CTA. It guides your website visitors towards a particular goal, such as filling out a form for a consultation, requesting a quote, purchasing a product, or subscribing to a newsletter. A properly placed CTA button or section is essential because it directly influences a website’s conversion rate. Ensure that your calls to action stand out and are placed prominently and strategically on your site.
4. Blog or News Section
The blog or news section can help businesses gain an SEO advantage. It allows businesses to publish comprehensive, informative content that attracts people to your website and builds credibility with them. The articles you publish in the news section can be about your industry, company updates, recent events, etc. Updating the blog section regularly will also boost your website’s SEO and make it easier for you to rank high on search engines. The blog posts increase keyword frequency for long tail keywords, improving our website’s overall SEO.
5. Social Proof
Social proof includes customer reviews, testimonials, and ratings. It assures potential customers that your business is credible and reliable. According to Brightlocal, 87% of people read reviews online before purchasing. Product or service reviews are one way to improve your website’s content and gain your customer’s trust.
Another idea is to include “Trusted by” logos of clients and users of your product if you are a B2B business.
6. Clear & Concise Navigation
Your website’s navigation should be simple and straightforward, making it easy for visitors to find what they are looking for in just a few clicks. Keep the menu items organised and easy to understand. Use clear labels and subheadings to help visitors navigate to the right page quickly. Clear and concise website navigation will reduce visitor frustration and improve their overall user experience.
There is a trend these days to include your site navigation in a “hamburger” menu. The hamburger is three short horizontal lines of equal width. The hamburger is standard on a mobile phone but is more and more used on desktop versions as well. Our own site has it, and increasingly it is an acceptable standard means of reducing the interruption of your navigation into the site design. This is only useful if you present a substantial amount of content on the home page, with clear calls to action in the content flow. Not all users recognise the hamburger, and it can be difficult for users to find what they are looking for if the navigation is poorly arranged.
7. SEO
SEO is crucial for your website’s visibility on the web. If your website is optimised for search engines, it will rank higher in search results, making it easier for potential customers to find you online. Make sure that your website content and metadata contain relevant keywords that people will search for when looking for products or services related to your business. Consider your site structure and keywords in headings, URLs, and of course, content. It is important to consider content being naturally written, easy to read, and helpful to your users.
Websites are a crucial part of business strategies. By following the right website principles, businesses can create an aesthetically pleasing, user-friendly online platform that positively impacts their growth. Including essential features, such as contact information, user experience, clear CTA, a blog section, social proof, clear navigation, and SEO, businesses can have a website that stands out among their competitors. So, if you’re a business owner, make sure your website has these seven crucial features to take your business to the next level.
