5 underrated features that every business website needs
Your business website is a crucial part of your marketing strategy and it’s so important that you get the functionality right. This means including all of the features and pages that your customers want to see. When people visit a site and they cannot easily find the information they are looking for, it leaves a bad taste in their mouth and reflects badly on your business.
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Unfortunately, many businesses miss the mark with their website because they focus on the wrong things and they neglect some of the features that their audience actually values the most. These are some of the most overlooked features that your business website should include.
A call to action
A user lands on your homepage and they are presented with some great information about your company. They read through to the end, but then they are just left hanging with no idea where to go next because you didn’t provide a clear call to action. Should they sign up to your email list or give you a call for more information? Should they head to your product pages or fill out a contact form? This seems quite obvious but a lot of businesses don’t give a clear call to action on their website and it leaves users unsure where to go next, so they don’t take any action at all and you lose that potential customer. So, make sure that you always include a call to action and put it in the right place.
Often, it is good to place the call to action above the fold so you can encourage people to continue reading, knowing what action they are likely to take. For example, if you are trying to convince them to make a purchase, you tell them the basics of why your product is so great and then invite them to browse your product page. At this point, they are interested and they know they can buy a product if they want to, but first, they’re going to read the rest of the page to decide whether they want to or not. Giving them the prospect early on maintains their interest and stops them from getting bored halfway through the page.
Simple contact options
If you want people to contact your business, you need to make it as easy as possible for them. Live chat is one of the most desirable features on a website these days because it allows for instant communication. People also like a button that will call you automatically when they are browsing on mobile. It’s not just the high-tech options that are effective either. A simple contact form where people can leave their details and then wait for you to get in touch is perfect. You are only asking people to invest a small amount of time, which means they are far more likely to get in touch.
A company values page
People don’t buy products, they buy people. That might be a bit of a cliche but it’s true. So, people want to know about your business and, most importantly, what your values are. Including a page with your company mission and outlining what your core values are is very important. Consumers are increasingly making their decisions based on the ethics of the company and deciding whether they want to contribute to that business before they even look at the products in any depth. So, you’re losing a lot of potential customers if you don’t include a page about your company values.
Customer reviews
Consumers love it when companies put reviews on their own website because you are making their job easier. The prevalence of reviews makes it easier than ever for people to research their purchases and most people will check online reviews before they buy anything. Having them right there on your website makes this process quicker. It also shows that you are proud of the feedback you get from your customers, which tells people that your products are amazing. If you are not willing to show your reviews publicly, people will immediately ask why and assume it’s because they are mostly bad.
Accessibility features
If somebody with a disability visits your website, it’s important that it is accessible to them. If it isn’t, you’ve just lost that customer. Unfortunately, businesses don’t always think about this and it is a big problem for many people. There are a number of simple accessibility features you can add to make a website easy to use for everybody, and this should be a priority. Making it keyboard-friendly, considering the use of color, and adding text-to-speech functionality will all make it easier for everybody.
Next time you revamp your business website, make sure that you don’t overlook these key features.
