Example of a Business Website: 10 key features to add (2024)
Did you know that a few simple tweaks could dramatically boost your business website's performance?
Here are the 10 key features you need to consider adding to your business website in 2024.
Introduction
We’ll look at an example of a business website from three different industries and highlight ways you can incorporate these website best practices into your own websites to get a better user experience, more engagement with potential clients and ideally end up booking more business, because after all, our website is our digital storefront and the goal is for it to help us book more clients right?
Example of a Business Website
Architecture Studio Site
Business Site Example
Landscape Design Site
Introduction
Many small business websites are cluttered, difficult to navigate, or lack clear calls to action. This can frustrate visitors, leading to bad site engagement and not being able to turn visitors into buyers (also known as conversion rates).
Conversely, landing on a website and knowing you’re exactly in the right place, can encourage you to stay longer, and explore the site deeper, and lead to a stronger level of engagement in your site and ultimately with your business.
Creating a successful business website involves more than just having an online presence; it requires incorporating key features that enhance user experience, build trust, and drive conversions. In 2024, a well-structured website is essential for attracting and retaining customers, with statistics showing that 75% judge a company's credibility based on its website design. To stand out in a crowded market, your website should include essential elements like clear navigation, quality images, and strong calls to action. Below, we will explore 10 crucial features that can elevate your business website and help you connect with your audience effectively.
1. Website Heading
Your website's heading is crucial because it should instantly let visitors know they’re in the right place. You have just half a second to capture your audience's attention, according to research on first impressions of website aesthetics.
Business web pages examples
How to do it right:
To create an effective website heading, keep it short, ideally under 10 words, and make it specific to your target audience. Include key details like your service area if you’re a local business or highlight a unique selling point that sets you apart. Avoid vague or generic language; instead, focus on what makes your business special. Adding a subheading can help provide more context or support your main message, such as "Serving the Houston Area for Over 15 Years" or "Award-Winning Design for Modern Living."
2. Clear Menu
Example of a business web page
A clear, simple menu is essential for guiding visitors through your website with ease. Limiting your menu to six or fewer items helps keep the navigation clean and straightforward, reducing the chances of overwhelming your visitors. Grouping related pages under a dropdown folder—like placing "About Us" and "Our Team" under an "About" tab—can further streamline the experience. Less crucial pages, such as "Careers" or "Privacy Policy," should be linked in the footer rather than the main menu. This approach helps visitors find what they're looking for without cluttering the primary navigation. In fact, 37% of users reported that poorly designed site navigation made them want to leave a website, emphasizing the importance of a user-friendly menu.
How to do it right:
Keep your menu focused on essential pages that most visitors are likely to need, such as "Services," "Contact," or "Portfolio." Use dropdown menus sparingly for related items and keep the language clear and easy to understand. Make sure all menu items are easily accessible, with logical groupings that guide users naturally through your site.
3. Quality Images
Images can make or break a website. High-quality visuals help create a positive first impression and make the content more engaging, while low-quality or irrelevant images can make a site look unprofessional. Since 94% of visitors let the design of a website influence their trust in a business, using quality images can significantly impact how your business is perceived. Images should not only be visually appealing but also relevant to your content, helping to illustrate your services, products, or brand story. The right images can draw attention, support your message, and build trust with potential customers.
How to do it right:
Choose images that are clear, professional, and closely related to the content on your site. Use original photos where possible or opt for high-quality stock photos that fit your brand. Make sure images are optimized for fast loading to avoid slowing down your site.
4. Site Credibility
Establishing site credibility is crucial because potential customers are more likely to trust what others say about your business than what you claim about yourself. Credibility can come from various sources, such as online reviews, which 88% of visitors trust as much as personal recommendations. Other forms of credibility include showcasing businesses you've worked with, featuring press mentions, highlighting years of experience, or sharing results and success stories. These elements help reassure visitors that your business is reliable and worth considering, making them more likely to engage with your site and eventually choose your services.
How to do it right:
Feature genuine reviews, client logos, and press mentions prominently on your website. Use real stories and examples to demonstrate your experience and results. Keep this content current to reflect your most recent work and accomplishments.
5. Services
Having a clear "Services" section is essential because it shows potential clients what you offer and helps them quickly determine if you can meet their needs. Including a button that links directly to your services page or individual service details makes navigation easy and guides visitors toward taking action. This section is also valuable for Local SEO, as service businesses can benefit from including relevant keywords like "plumbing services in Dallas" or "Miami legal consulting." Doing so helps search engines understand what your business does and where you operate, which can improve your rankings for local searches and drive more traffic to your site.
How to do it right:
Clearly list your services and use descriptive language that includes relevant keywords. Place a call-to-action button like "Learn More" or "View Our Services" next to each service to encourage exploration. Make sure your service descriptions are concise, and if possible, add a location to target local customers.
6. Mobile Responsiveness
Mobile responsiveness is crucial for any modern website, as more than half (54%) of web traffic now comes from mobile phones. This means that if your website doesn’t look good or function well on a smartphone, you could be missing out on a significant portion of potential visitors. A mobile-responsive design automatically adjusts to different screen sizes, ensuring that images, text, and buttons display correctly. It not only improves the user experience but also boosts your site’s search engine rankings, as mobile-friendliness is a key factor in Google's algorithms. Have you looked at your website from your phone lately? Don’t be scared, be motivated!
How to do it right:
Most website design platforms, such as Squarespace, offer the ability to adjust your design layout for a smaller mobile screen. But still, many people don’t think through that part and just assume it will be good. Test your website on different devices to ensure it loads quickly and functions smoothly on mobile phones. Avoid large blocks of text and ensure that buttons are big enough to be tapped easily.
7. Areas of Expertise
Including an "Areas of Expertise" section on your website helps potential clients quickly see if you offer the services they need, allowing them to understand what you specialize in at a glance. This section is also beneficial for Local SEO because each area of expertise can serve as a keyword that people might use when searching for your services. For example, listing "residential roofing in Austin" or "corporate law consulting in San Francisco" helps search engines connect your business with specific local searches, making it more likely that potential clients in your area will find you. By targeting these keywords, you can improve your search rankings and attract more relevant traffic to your site.
How to do it right:
Clearly list your areas of expertise and use descriptive, keyword-rich phrases that specify your services and location. Make sure to organize this section in a way that's easy to scan, using bullet points or subheadings. Keep the descriptions brief but informative, and update the content regularly to reflect any new services or changes in your offerings.
8. Video
Adding video content to your website is a powerful way to engage visitors and keep them on your site longer, with studies showing that it can increase time on site by 88%. The video doesn't need to be of the highest production quality, but it does need to feel authentic and genuine. Whether it's a walkthrough of your services, a customer testimonial, or a personal introduction, the key is to connect with your audience in a real and relatable way. To prevent slowing down your site's loading speed, always embed videos from third-party platforms like YouTube or Vimeo, which host the content externally.
How to do it right:
Keep videos short and focused, making sure the message is clear and adds value. Use simple equipment with good lighting and audio to create a natural, authentic look. Embed the videos on relevant pages, such as the homepage or service-specific pages, where they can provide context or enhance the content.
9. Call-to-action
One of the biggest mistakes businesses make on their website is not asking for the sale. A strong call-to-action (CTA) encourages visitors to take the next step, whether it’s scheduling a consultation, making a purchase, or signing up for a newsletter. To maximize its impact, include CTA buttons in key areas such as the navigation, above the fold, throughout the homepage, and in the footer. Surprisingly, over 80% of businesses don’t place a call-to-action above the fold, missing out on potential sales opportunities. Including CTAs in strategic locations makes it easy for users to know what to do next and helps convert more visitors into customers.
How to do it right:
Use clear, action-oriented language for your CTAs, such as "Get a Free Quote" or "Schedule a Call Today." Make sure they stand out by using contrasting colors and placing them in visible, high-traffic areas of your site. Include multiple CTAs throughout the page to guide visitors, but avoid overwhelming them with too many options.
10. Lead Generation Magnet (LGM)
Not everyone who visits your website is ready to make a purchase right away, and that's where a Lead Generation Magnet (LGM) can make a big difference. By offering something valuable—like an ebook, a free consultation, or a discount code—in exchange for a visitor's contact information, you can capture leads who are still in the early stages of the buying funnel. This allows you to nurture them over time until they're ready to become customers. LGMs can significantly boost your website's effectiveness, with studies showing they can increase conversion rates by 50% or more. Offering an intriguing LGM helps you build a valuable contact list while keeping potential customers engaged with your brand.
How to do it right:
Choose an LGM that is relevant to your target audience and offers real value, such as a guide that solves a common problem or a trial of your service. Place sign-up forms in visible locations like above the fold, within blog posts, or as pop-ups. Make sure the offer is clear and easy to understand, and keep the form fields to a minimum to encourage sign-ups.
Conclusion
In 2024, a successful business website goes beyond just looking good. It needs to be functional, engaging, and optimized for various devices. Incorporating these key features ensures your site not only attracts visitors but also converts them into customers. By focusing on elements like mobile responsiveness, clear navigation, and effective calls-to-action, you can improve user experience, boost SEO, and ultimately drive more sales. Stay ahead of the competition by continuously optimizing your site to meet the evolving expectations of online visitors.
