Essential Website Features Every Small Business Needs

You know you need a website for your new or growing business – but what exactly should you have on there in order to maximise your success?

A well-designed website acts as your business’s online storefront, providing potential customers with key information about your products or services, inviting people in to look around and see why they might want to work with you or buy from you.

But just having a website isn’t enough. To convert your visitors into loyal customers, your site needs to be both functional and user-friendly. Lots of people come to me who are unsure about exactly which features and functionality they should include, so let’s take a look at the essential features every small business website needs to succeed

This is not an exhaustive list as every case is unique, but it covers the essentials that work for most businesses. Incorporating these elements will not only enhance your customer experience but also boost your search engine rankings and help your business grow online.

1. Mobile-Responsive Design

It’s likely that your website will get at least half of its traffic from people using their phones. With more than 50% of global web traffic coming from mobile devices, it’s crucial that your website is optimised for mobile users. A mobile-responsive design ensures that your site looks and functions well on all devices, from desktops to smartphones.

Google has also shifted to mobile-first indexing, which means it prioritises mobile-friendly websites in search results. Failing to have a mobile-responsive site can harm your SEO and lead to lost traffic.

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2. Clear and Concise Navigation

Visitors should be able to find the information they need quickly and easily. A confusing or cluttered navigation menu will frustrate your users, and they’ll simply leave your site without taking any action. We’ve all done it!

While it can be tempting to have elaborate navigation menus full of bells and whistles, instead aim for simple, intuitive navigation. It will improves the user experience (UX), encourage longer browsing sessions, and in turn increase the likelihood of conversions on your website.

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3. Fast Loading Speeds

Page speed is a critical factor for both user experience and SEO. A slow website is nobody’s friend: it can drive visitors away, increasing your bounce rate and lowering your search engine rankings. Research shows that 53% of mobile users will abandon a site if it takes longer than three seconds to load.

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Did you know: 53% of mobile users will abandon a site if it takes longer than 3 seconds to load.

4. Call-to-Action (CTA) Buttons

Your website’s main goal is to convert visitors into customers, and a strong call-to-action (CTA) is essential for making this happen. A well-placed CTA directs users to take specific actions, such as signing up for a newsletter, scheduling a consultation, or making a purchase. Without clear CTAs, users may well just leave your site without interacting further. Don’t let this be the case with your site.

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5. Contact Information and Forms

Make it super easy for potential customers to reach out to you. Displaying your contact information prominently can increase trust and encourage communication. Whether it’s a phone number, email address, or contact form, visitors should be able to get in touch with you effortlessly.

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6. About Us Page

Your website should tell the story of your business, and a good one will work hard for you. A well-crafted “About Us” page gives visitors insight into who you are, what you do, and why they should trust you. This page allows you to showcase your expertise, share your business values, and build a personal connection with your audience.

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7. Social Proof (Testimonials and Reviews)

Social proof is a really powerful tool for small businesses. Potential customers are more likely to trust your business if they see positive reviews or testimonials from previous clients. Displaying your reviews prominently on your website can help establish credibility and encourage new customers to engage with your business.

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8. Search Engine Optimization (SEO) Basics

A beautiful website won’t do much good if no one can find it. SEO helps your website rank higher in search engine results, driving organic traffic to your site. By optimising your site for relevant keywords, you’ll increase your chances of appearing in front of potential customers when they search for the products or services you offer, and the location where you operate.

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9. Blog Section

A blog is a great way to establish your expertise, engage your audience, and boost your SEO. You don’t need to think of it as diary or journal style content. Think of it more as an information bank of content that’s of interest to your customers.

Regularly publishing helpful, informative blog posts (or articles, if you prefer to think of them that way) can drive traffic to your website and position your business as an authority in your field. Blog posts can also be shared on social media, further increasing your reach and giving you an extra source of content for your socials.

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10. Secure Hosting and SSL Certificate

Cyber threats, hackers, and general dirty rotten spammers are out there. Don’t let them get you. Website security is more important than ever. Not only does a secure website protect your visitors’ sensitive information, but it also improves your SEO. Google heavily favours sites with HTTPS encryption, which means an SSL certificate is an absolute must for any business website.

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Conclusion

Building a successful small business website goes beyond just aesthetics. By incorporating these essential features—mobile responsiveness, fast loading speeds, clear navigation, SEO basics, and more—you’ll create a site that not only looks great but also drives traffic, engages visitors, and converts them into loyal customers.

Take the time to implement these features and your website will work much harder for your business.