The Most Important Small Business Website Features

To market your small business, it’s a given that you need a website. But to best brand your company, just having a website isn’t enough. Instead, your small business website needs to have those critical features that every customer and clients wants — and expects — to see. In order to compel prospects to choose you to do business with or customers to make a purchase from your website, you must have the right combination of website features.

Search engine optimization aside, take note of the most important small business website features:

About Us Page – This is a very important page to connect with your customers and prospective clients. Let them learn about you by sharing your history, your small business mission, how long you’ve been in business, and some information about you and your staff. Other ideas of what to include on your about us page include photos of employees, store front photo, awards, or anything else that makes your business special. Make your About Us page personable and likeable.

Blog – Adding a blog to your small business website is an opportune way to share updates, news, and educational information relevant to your visitors. By providing regular blog posts with relevant content, you get a couple of benefits. First, search engines like regular and fresh content. The more relevant content you have, the more chances your website will be found by users. Secondly, a blog makes your website come alive. It invites interaction and helps build a loyal following.

Contact Us Page – Both existing and prospective customers and clients need to have a sure-fire way to get a hold of you. The more ways the better! At the very minimum, include an e-mail address, but if you can add a phone number, address, and live chat, your golden. Add any social media accounts as an added plus.

Products and Services Page – With the benefits to your target audience in the forefront, clearly define your products and services. This may include product or service features, how the product or service will improve their personal or work lives, or the product or services benefits in relation to the visitors pain points, etc.

Free Content – Everyone likes free stuff, and free content is no exception. Relevant to your business and industry, include free educational, newsworthy, and sharable content, like articles, downloadable PDFs and whitepapers, tip sheets, checklists, instructions (written and in video form), and even eBooks. All of these are a fantastic way of establishing your credibility and expertise within your industry or niche. A good place to house your free contact is under a “resources” tab, where you can also showcase your partners.

Call to Action – For most for-profit small business websites, a call to action is one of the most important small business website features. Once visitors have found your website, you want to convince them to do business with you. Call to actions include:
– purchasing a product
– calling to make an appointment
– requesting more information
– signing up for your newsletter
– filling out the contact us form

There’s a awful lot that goes into creating a strong web presence, but it all begins with building a strong foundation. Having the most important small business website features ensures you have the building blocks to establish a strong brand.