Essential Features Every Business Website Should Have

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In today’s world, websites for small businesses are non-negotiable. Regardless of your industry or the loyalty of your customers, you can’t afford to ignore your business’s online presence. However, merely having a website isn’t enough. Small business websites must be functional and inspire visitors to stick around.

 

Most often, your customer’s journey begins by finding you online. People decide whether or not they’re interested in doing business with you long before your initial contact with them.

 

A bad experience on your website does more than just frustrate online visitors. Instead of trying to navigate through a poorly designed website, 89% of consumers will give their business to your competitors instead. That’s a lot of missed leads and lost revenue! 

 

When creating a website, you want to produce the ultimate user experience. From branding to content to customer reviews, here are the essential website features that every small business website should have.

 

Simple navigation

Simple, intuitive website navigation is one of the most important website features. First-time visitors to your website already have a goal in mind when they land on your home page. Therefore, they expect to find the information they’re looking for quickly and easily. 

 

The navigation at the top of your website should link to the most important pages with drop-down menus linking to supporting pages. Here’s an example:

The navigation at the top of the Hyport Digital home page displays the site’s most useful pages. Upon hovering over the Services tab, a drop-down menu appears that allows visitors to navigate through the various services offered. 

 

Remember, visitors to your site want to find information easily and quickly. The easier they can navigate your site, the longer they’ll stick around.

 

Strong content optimized for SEO

Without content, your website is useless. However, you can’t just fill up the pages with text and call it a day. Visitors want to see content they can benefit from.

 

Consider what your target audience would want to learn about your products and services and create content around those topics. Each page should contain fresh content, including text, images, videos, and anything else that can capture the attention of your visitors.

 

Incorporating SEO (search engine optimization) keywords into your content is vital for generating website traffic. If your visitors are likely to search for your services, your content must contain the words and phrases they may search for. Keyword optimization links your content to the terms people are searching for and leads them directly to your website.

 

Well-designed logo

Your business logo is often the first connection your customers make with your brand. Incorporating your logo on your website lets visitors know they are in the right place. Your logo tells potential clients who you are, what you do, and how that benefits them. Good logo design looks professional on the surface and gives customers a sense of your company’s values and character.

 

Logo placement on your site also makes a difference in how it stands out. When people land on your website, your logo should be the first thing they see. We recommend placing your logo at the top of the page, either in one of the corners or the middle, where visitors will be looking for specific information. The colors in your logo can also help with the overall design of your website.

 

Testimonials

When researching a business’s products or services, what’s the first thing you do? If you said “read the reviews,” you’re in the majority of consumers.

 

Nearly 95% of people read business reviews before buying anything. If your business has glowing customer testimonials, you want people to see them on your website. 

 

Positive reviews will give customers peace of mind about your reputation and may even influence them to leave their own reviews after having a positive experience with your business.

 

Call to action

A call to action (CTA) is a prompt that tells the user what action you want them to take after visiting your website. This may be to read a blog post, fill out a contact form, or schedule an appointment with you. A CTA should tell the visitor what to do and, if possible, how that action will benefit them.

 

Check out the CTA above the fold on Netflix’s home page: The persuasive text in this CTA encourages website visitors to take advantage of unlimited options that can be streamed anywhere. Plus, if you’re unhappy with the service, you can cancel anytime. This is educational and helps to build confidence in the brand before signing up. 

 

Be sure to include your CTA on every page of your website. It should be easily recognizable throughout the site and accompanied by an action button.

 

Contact form

A contact form is one of the most important website features you can have. First and foremost, it signals to your visitors that you’re interested in doing business with them. Having a contact form makes it easier for them to converse with you and ask questions about your products or services. Plus, the contact information they provide allows you to build up your lead database.

 

Contact forms don’t have to be complicated. Too many fields may exhaust the visitor and prevent them from completing the form. Provide fields for their name, contact information, message, and anything else specific to your business or goal for the form.

 

The bottom line

While every business is different, certain website features are standard across all industries. Without these, visitors can become frustrated and leave the site long before purchasing a product or achieving the desired goal. The more you invest in your website, the more valuable it will be.

 

A website lets people know what you offer, why they should care, and gets them to take action. Having a professional website that’s well-designed and full of rich content will go a long way in proving your credibility and setting you apart from the competition.

 

Are you ready to launch your own small business website but unsure where to start? Reach out to the team at Hyport Digital to learn more about how our in-house design and development team can help you increase online sales, generate leads, and drive more in-person traffic to your business.



Get in touch today for more details!

 

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