Features Your Small Business Website Needs

March 9, 2020 | Business

By: Dana B

Dana came to Acuity in 2016 as a workers' compensation adjuster, where she focused on handling minor to catastrophic claims in multiple jurisdictions. She also has a background in the services industry, with experience in project management and cosmetology. She graduated with a degree in community engagement and education from the University of Wisconsin-Milwaukee and serves on the Board of Directors of Mental Health America in Sheboygan County. Outside of work and volunteering, Dana loves spending time with her daughters, cooking, and practicing yoga.

Author of Services & Retail Focus

It’s well known that having a website for your small business is a must. When consumers are looking for information about a business and can’t find their website, they’ll quickly move on to the next business. An ineffective website isn’t much better than not having a website. Your website should be a converter for sales. Once a potential customer visits the site, they’ll ideally be one step closer to a conversion. The features of your website are tools in assisting with this.

Check out some important features to consider when building your business website:

Design. While design isn’t necessarily a feature, it’s a critical area. The site must be easy to navigate and visually appealing. Consider doing an analysis of your current website to determine what is effective. If it’s not in your budget to hire a website designer, there are plenty of DIY website building options, such as GoDaddy. Usually, keeping your design clear and simple is best.
Logo With a Tagline. Make sure you have a strong logo that is clear to your website visitors. Below the logo, include a tagline that succinctly describes your business.
Simple Navigation Menu. Don’t frustrate visitors by making it a puzzle to navigate the various pages of your site. There should be an easy-to-find navigation bar or menu that’s intuitive and simple to operate.
Contact Info. If customers are looking for information to contact you, it must be hassle free. The bare minimum to include would be your email address, physical address (if relevant to your business), and phone number.
Business Hours. Let customers know when they can visit your business.
Interactive Map. Make it easier for customers to find your location by embedding a map from Google Maps or another service.
Customer Testimonials and Reviews. It’s unlikely your customers will provide reviews to you without prompting, but happy customers are often willing to do so when asked. You may want to ask customers to write their reviews based on a certain question or topic you want to address. If you have a form for this, it may be easier for your customers to complete. Just be sure your customers are aware that you may publish their reviews.
Call to Action or Purpose. Determine what you want your visitor to do once they’re on the website—request a quote, download something, purchase from the website, make an appointment, contact a staff member, or request information. There are many possibilities, depending on your business functions, but make sure it’s clear in your mind when you’re designing the site so it’s clear to your customers too. A buy now button on a product page or a contact us button on a contact page would be a clear call to action. Just like your website design, it should be simple and clean.
Social Media Buttons. Include links to all your social media pages, making it easy for your customers to visit your social pages. Remind potential customers to like and follow you on social media too!
Payment System. Of course, this only applies to certain businesses, but it’s an important feature to have available if applicable. You will need to integrate an electronic payment system into your website, and the easiest way to do this is with e-commerce software or third-party payment processors. Make sure you choose a reliable, secure option that customers are likely to be familiar and comfortable with.
Automated Speed Improvements. If you use a content management system, having the proper plug-ins installed will cache parts of your website, so visitors do not need to download anything more than one time. This makes for a better user browsing experience.
High-Quality Images. Avoid cheesy stock photos! If you’re looking for good images, try photos of your actual business, office, and staff. This gives the visitor a sneak peek into your business and helps build a connection. Good images are important from a visual and SEO perspective.
FAQ Section. Are there questions customers commonly ask about your business? Reduce barriers to purchase by answering frequently asked questions about your products and services.
Blog. Depending on your business, this may be applicable. Blogs are a great way to share your industry knowledge and create shareable content that can drive more traffic and customers to your business.

Regardless of your industry, a website is necessary to be competitive in the marketplace. Not every small business owner is tech savvy, so it’s helpful to have a starting point when building or revamping your website. Hopefully this list provides you with an understanding of what features are important and can lead you closer to the goal of increased customer acquisition.

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