It’s pretty unusual to find a business without a website, as it’s an essential marketing tool for any business looking to grow. However, having just any website isn’t enough. To reach those dreamy business goals, there are certain key features of a successful website that will turn those nonchalant visitors into adoring clients.
Let’s look at some of the most important features that your website needs, so you can make sure your website designer covers all areas:
1. Responsive design to keep up with modern browsing trends
A responsive design means that your website will adapt to the screen size of the device it’s being viewed on, making it easy for users to navigate and interact with. The stats are surprising for people surfing the net via their phone / tablet versus a laptop / desktop. This trend finding website have found that 58% of internet usage is via a mobile device.
A website can be stunningly beautiful on a desktop, but look really odd on mobile if it’s not correctly designed. This can really drop the trust levels of a potential client and can sometimes be the difference of making a sale or not, especially if the booking or checkout process is too tricky to complete via a mobile device.
2. Easy navigation for a successful website
When users come to your website, they want to be able to find what they’re looking for quickly and easily. For example, if they know they want to buy something you sell, they’ll be looking for an easily accessible button towards the top of the landing page that will take them exactly where they need to go right away. If they need to click around to find what they want, they’ll lose interest, get frustrated and click away to a competitor. That’s why having a clear and simple navigation and calls to action (CTA) are crucial for a successful website.
3. High-quality content
Your website’s content is what will ultimately draw users in and keep them engaged. I give my clients guidance about what to include and how to position your copy, however if you’re not confident with writing copy yourself, I recommend working with a professional website copywriter. They’ll be equipped to create high-quality, relevant content that speaks directly to your target audience. Whether you’re selling products or services, or simply trying to provide information, your content should be well-written, informative, put the spotlight on the reader (rather than you) and be engaging.
Alongside the written copy, you’d be amazed at how much a website design is elevated by using professional photos. I’ve personally experienced huge improvements to my business when I upleved my images. Photos of people, the products or services your business offers and the workspace really help to build a connection and trust between you and a potential client.
4. Clear calls-to-action
As an extension to your top notch copy & photography, your website also needs clear calls-to-action (CTAs). A CTA is a prompt that encourages users to take a specific action, such as making a purchase, signing up for a newsletter, or contacting you for more information. When you lead your user by the hand to exactly where you want them to go, you’ll see a rise in leads. Your CTAs should be prominently displayed throughout your website, and be clear and compelling.
5. Fast load times
People expect websites to load quickly. In fact, studies have shown that if a website takes more than three seconds to load, users are likely to abandon it and move on to something else! We’re not a very patient bunch, are we?! That’s why it’s important to optimise your website’s load times by minimizing the size of images (the easiest way to do this is by using free image compression tools), using a content delivery network (CDN), and optimising your website’s code by making sure there isn’t any irrelevant parts to the website that are affecting load time.
6. Search engine optimisation (SEO)
Search engine optimisation (SEO) is the practice of optimising your website to rank higher in search engine results pages (SERPs). By optimising your website’s content and structure for search engines, you can increase your visibility and drive more organic traffic to your website. This can be achieved through keyword research, optimising your website’s meta tags, and building high-quality backlinks. I talk more about SEO here.
7. Social media integration
Finally, it’s a good idea to integrate your website with your social media profiles. This means including links or feeds to your social media profiles, as well as social sharing buttons that allow users to easily share your content on their own social media channels. This can help to increase your social media following, drive more traffic to your website, and build brand awareness.
However, the end goal of a business marketing funnel is often to get the user onto the website, so if this is your goal make your social media links less prominent. It’s still a great feature to build trust through social proof, but you don’t want to guide your precious new user away to the forever scroll of Instagram!
Let’s summarise the features of a successful website
If you want your website to be successful, it needs to have certain key features. From responsive design to social media integration, each of these features plays an important role in creating a website that engages users, builds your brand, and drives conversions. By implementing these features on your website, you can create a strong online presence and increase your chances of success in the digital world.
Of course, these features are not exhaustive, and there may be other elements that are specific to your business or industry that you should consider. The key is to identify what your target audience needs and wants, and to create a website that meets those needs in a way that’s engaging and effective.
Building a successful website takes time, effort, and careful planning. By focusing on the key features discussed in this blog post, you can create a website that is not only visually appealing but also user-friendly and effective in achieving your business goals. Remember, your website is often the first point of contact between you and your potential customers, so make sure that it leaves a lasting impression that drives conversions and builds your brand.
If you’re not sure where to start with your website, or if you’re struggling to implement some of these features, consider working with me to help you create a website that’s tailored to your unique needs and goals.
Photo by Domenico Loia on Unsplash