5 must-have elements for your small business website

Be honest, when was the last time you made significant changes to your website?

Weeks?… Months?… Years!?…

Maybe you have a DIY website and it’s just missing that extra touch. Whatever the case may be, making updates to your website really helps to keep things relevant and functional to your viewers.

Things are always changing in the design world. New concepts, new software, new practices.

This blog is not about keeping up with the latest trend, rather making your website effectively deliver your message and keeping visitors happy. You most likely want your website to encourage visitors to engage and ultimately take the next steps to enquire about your services.

We’ll cover what you can do to make your website achieve your overall goals and some of the overlooked elements a website needs to be user friendly, especially a WordPress site.

So, here are my top 5 must-haves for every small business website.

1. Clear call to action (CTA)

A call to action or CTA is you telling the visitor precisely what you want them to do. This can come in many forms, the most common being “book a call” or ‘sign up’. These are the actions someone takes to progress further in your sales funnel and learn more about the services you have to offer..

You can get creative with the wording if you like, but the most important thing is to make it clear. Have a link in your navigation menu, create obvious sections throughout your website or even create contrasting coloured buttons for your main CTA.

Make it obvious and make it quick. No-one wants to fill out 20 questions on a contact form. The easier you make it for clients to connect with you and buy from you, the better their experience will be.

2. Client testimonials

This is a big one. You NEED to have social proof from previous clients you’ve worked with. Whether that’s kind words clients have written in emails, messages or even better…on a social platform for everyone to see.

Did you know that 80% of people look at testimonials to validate their purchasing decision?

By providing your viewers with testimonials of others you’ve worked with, it helps to build that trust and credibility of your business, a key factor considered by clients when choosing to work with you!

3. Business tagline

This is a big must-have. When a visitor lands on your website, do they know exactly what you do, without scrolling? 

Having a tagline helps to speak directly to your audience and validate that they are in the right place. It doesn’t have to be complicated. Follow this formula for your business and see how it flows.

I/we [what your business does] for [who your ideal client is] so [the solution you offer].

For example, a life coach might say “I provide 1-1 life coaching for busy female entrepreneurs so, that you can achieve your goals in life and business”.

4. Clean design

A huge chunk of text is what a blog is for. When people land on your website, they want to learn about your business progressively. Rather than dumping a load of information, try to bring in elements of imagery that reflects your brand personality. 

Now, if you’re just starting out and don’t have any professional images yet, that’s fine. There are plenty of online resources that provide high-quality images to give your website a more seamless flow such as Unsplash or Pexels.

Also, make use of the white space on your website.

It can be easy to add images, buttons and text. And very quickly the page becomes too crowded. A great tip is to split your web page into sections. Each section focused on one piece of information.

The less distraction there is, the easier the visitor will find it to focus on the message you are trying to relay. 

5. Business blog

You love what you do and have an abundance of knowledge about your industry.

Great. Tell everyone!

Where possible, I recommend including a blog on your business website. Writing a blog is a must-have for keeping your website fresh to show people that your still here and ready to serve. A consistent flow of blog content related to topics in your field is the perfect way to position you as an expert, further building that trust.

Next Steps

Now you know some of the must-have key elements that make a great website, it’s time to see what changes you could make. Take some time to look at your website in the eyes of your ideal customer. 

Try going through the typical process you would expect them to follow. Land on the home page, read your services, book a call etc. See if there are any kinks in the customer journey and make the necessary changes. You can also use this blog as a checklist to discover what you might be missing to make your website even better.

If you’re interested in making a big change with your website and would like to ask me some 1-1 questions, feel free to book a no-obligation discovery call to see how I can help you. 


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