Cole Dalton
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Must-Have Website Elements

Of course you want a website for your business that’s visually appealing, but if you’re not keeping strategies like SEO, content strategy, user experience, website functionality, and design in mind you could be costing your business countless business opportunities.

In fact, your website needs to do so much more than just be a digital brochure for your business. It needs to show up in search results, build trust with and educate customers, convert visitors into shoppers, and nurture leads wherever they may be on their buyer’s journey — and that journey often starts online. Ultimately, your website needs to tell a story; not about you, or your business, but the story that your customers are telling themselves.

That story begins on your homepage. It’s the first stop on that journey, the first chapter, and visitors need to feel compelled to move on to the next step of the purchase process. To get the

Most out of their visit, consider implementing the homepage elements below. (Of course, different types of businesses may need a few different elements.)

A promise: There needs to be a promise on your website to show that you understand the visitor and the challenges they face. Your promise needs to solve their problem.

Sub-promise: Once you’ve made that promise, you need to back it up with social proof that builds trust, and it needs to be front and center on your homepage.

Call to action: This is an image or text that prompts visitors, leads, or customers to take a specific action, guiding and advising on their next step in the journey.

Contact info: People should know how to get in touch with you at a glance. Make sure your business phone number, email address, and other info are clearly listed.

Visual branding: Visual branding is an important part of your story. Integration of strategy and messaging is important for a business as it becomes a huge trust factor.

Video: Video gives visitors a real sense of who you are, what you stand for, and let people hear your story. It’s also a great way to produce content to engage your audience

Pain points: Identify the problems you solve and make it easy for website visitors to see them. This will allow them to quickly know if they’re on a site that will address their needs.

Elements of trust: There need to be elements that build trust with customers on your home page, whether they’re testimonials, reviews, or glowing accolades about your business.

Changing content: Use tools like blogs or social feeds on your homepage to show recent activity. It’s a great way to show your company is active and to keep content fresh.

Mobile optimization: More customers than ever are using mobile devices, and Google is even penalizing sites that aren’t mobile-optimized as it provides a poor user experience.

Personality: For most businesses, it’s OK to be human and show your personality on your homepage. It will help to establish an emotional connection with your audience.

Social proof: If you can show that other people love your products and services, new prospects will be more inclined to buy from you. Add elements of social proof across your entire website.

Clear path: Many businesses have different types of clients and audiences that they serve. Make it easy for them to know which path they need to take to find specific answers.

Content upgrades: Give people the ability to download premium content in exchange for an email address or capturing a lead. This is an essential element for conversion on your website.

Core services: One of the things many companies don’t do enough of is list out their core services on their homepage. In addition to pleasing your prospects, it boosts SEO.

Resource menu: Be sure to add a menu at the bottom of the homepage with links to important resources, site pages, and social media channels. 

Web design includes a lot more than just choosing key colors and using keywords. You need a website that will market your business for you. The goal is to ensure your website has high conversion rates and low bounce rates, increasing your bottom line. 

Unfortunately, if you are working with an SEO agency or a web designer, there’s a good chance that you’re not getting a marketing activated website, which means you’re wasting your money. If your website isn’t doing its job, then even the most powerful referral will be a tougher sell and will expect to pay you less. Let us help you increase sales and your bottom line.