People judge your website in the blink of an eye — 7 times faster than that, actually. Research has found it takes just 0.05 seconds to form an opinion.
That means your website’s first impression matters. Whether your site is already strong or needs a refresh, there are clear steps you can take to improve it.
At Zoe Marketing & Communications, we’ve helped businesses optimize their websites since 2020. Based on that experience, here are 12 must-have features of a great site.
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12 features that are a must for business websites
1. A simple platform
Your website should be easy to manage for small updates, even if you work with a developer.
Pick a CMS (content management system) that fits your needs.
WordPress powers 43% of websites, but Wix and Squarespace offer user-friendly, no-code options. Whatever you choose, make sure:
- It doesn’t require extensive coding knowledge.
- You have access to good customer support.
2. Mobile-first design
At least 60% of web traffic comes from mobile devices, so your site must be optimized for small screens first. A mobile-first design includes:
- Accordion-style navigation (aka “pancake menu”).
- Large, easy-to-click buttons.
- Ample white space for better readability.
- At least 16px font size for body text.
3. Fast page load speed
Users expect your site to load in 3 seconds or less. Google even ranks faster sites higher in search results. Improve speed by:
- Compressing images.
- Reducing unnecessary plugins.
- Using a content delivery network (CDN).
4. A clear ‘about us’ page
One of your most visited pages, your “about us” page builds trust and explains your business. Best practices:
- Focus on how you help customers (not just your history).
- Use “you” language more than “we.”
- Include team photos and customer testimonials if possible.
5. Strong brand identity
Your website should be consistent with your brand. This includes:
- A clear color scheme and readable fonts.
- High-quality, on-brand images.
- A consistent tone — whether playful, formal or approachable.
6. Clear contact information
Make it easy for visitors to contact you on multiple pages, not just your contact page. Essential elements:
- Simple contact forms (first name, last name, email).
- Phone number and hours if applicable.
- Clickable social media icons in the footer or header.
7. Clean, skimmable content
People skim websites rather than read every word.
Make content easy to digest with:
- Headers (H1, H2, H3, etc.) for organization.
- Short paragraphs (1-3 sentences max).
- Bullet points to break down key points.
- Fresh content (outdated pages hurt credibility).
8. Powerful landing pages
If your landing page asks visitors to fill out a form, ensure it’s clear and conversion-friendly. Strong landing pages should:
- Have no unnecessary distractions (like off-page links).
- Clearly state what you’re offering and why it’s valuable.
- Match design and messaging with any digital ads promoting it.
9. Great CTAs (calls to action)
CTAs guide visitors toward action, like signing up for a newsletter or booking a call. They should:
- Be visually distinct (bright button colors work well).
- Use action-driven wording (e.g., “Get Started,” “Claim Your Offer”).
- Appear throughout your site, not just on landing pages.
10. Good SEO practices
Search engine optimization helps people find your site when they Google services like yours.
Key SEO best practices:
- Optimize page titles and meta descriptions for relevant keywords.
- Ensure fast load times (again, 3 seconds or less).
- Create high-quality, valuable content (blogs help boost rankings).
11. Website security
A secure website protects user data and builds trust.
Two must-haves:
- HTTPS: Encrypts website data (Google prioritizes secure sites).
- SSL certificate: Protects users’ personal information.
If your site collects emails or payments, prioritize security.
12. Educational content
Blogs, videos and resource centers builds credibility and position you as an expert. Best practices:
- Be helpful: Aim for 300-600 word posts or 30-60-second videos that answer questions directly.
- Consistency: Publishing regularly improves SEO and keeps users engaged.
Next steps for improving your website
A great website combines speed, usability, branding and security. This blog covered the top 12 features every website should have.
Need expert guidance? Talk to us at Zoe Marketing & Communications. We specialize in website optimization, content strategy and SEO to make your site work harder for you.
Meanwhile, focus on:
