Features That Every Website Should Have

Your website is not just any web page. It is an identity. Most importantly, a sales funnel. How your visitors will convert into customers depends on how well-equipped (& designed) your website is.

Designing a website is not any easy task. There are several serious decisions to make, several critical elements to be chosen. Since it is literally the virtual front door of your store, you need to develop it well with the best features that will make the best first impression of your website for the people.

Here are some must-have features that every website must have in order to do well what it is meant to do: convert visitors into customers.

Banner Text

The big text that is popped on the header of any website you visit is the banner text. The banner text is basically an ad copy that says what your product or service is all about.

Remember, your visitors form a first impression about your website based on how well your banner text is written. So spend some time and write a fetching copy that will drive your website’s message. Ideally, it should be short and well written with good and readable font. It should convey the message under three seconds. So write straight-forward banner text that will not let your visitors take a second guess to understand.

Here is Contently telling what it does straight to the point:

Evernote telling in a subtle way what it does: Take notes instantly

And, Pocket giving a to-the-point copy that makes you want to try it:

As a best practice, follow up your banner text with sub-text or description. The description can be used to insert keywords or even to expand what you are trying to convey in the banner text.

Primary CTA

In the same banner image, where the text is placed you will see a button, popularly referred to as a CTA (Call to Action). The CTA’s responsibility is to provoke the visitor to take an action.

Something like:

  • Take a trial
  • Talk to our experts
  • Sign Up Now
  • Buy Now
  • Learn more
  • Make an appointment, etc.

Without a CTA, the effort you put in to create the banner text and its sub-line will go waste.

While writing CTAs make sure you have it optimized for mobile devices so that users can click it without any trouble.

Features and Benefits

The first thing we look for when visiting a product or service web page is the benefits that the brand extends to its customers. Or at least we look out for the features that makes it a different offering from others in the market.

Now the product features and benefits is a section without which no website can ever be. The purpose of this section is to provide detailed information to the customer about product, organization/business services etc. so that cusotmers will know whether those benefits will match their requirment for service they are expecting and if those will match then to buy or perform an action will remain easy for them.

A typical landing page with elaborate feature list will look like this:

Customer Testimonials

Managed to impress your customers in the past? Customer testimonials from genuine customers can go a long way in establishing trust and credibility for your brand. Testimonials are social proof that your business is worth transacting with. It also establishing the buy-worthiness of your products and services.

To add more originality to your customer testimonial, try adding a video clipping or at least headshot image of the customer, just like Unbounce did it.

Technical Resources

Are you a subject expert in whatever you are providing? If so, how do you prove it? Through technical resources, of course. Resources like White papers, case studies, blogs and technical papers help to establish your professional expertise and knowledge in the domain.

Customers would prefer to deal with someone who is well knowledged in the domain than an amateur or someone who is relatively new to the industry. Since landing page is the first place in your website your customers come to, make sure you show all your recently published technical sources to demonstrate expertise.

Trust seals

Certified professionals and authorized dealers close more deals than those without any of them. Any form of certification, permit or license can make your business appear more trustworthy to your customers.

SSL certificate is one of them which make your business/website more trustworthy towards customers by securing transmission of data between web browser and server & providing site seal etc. Website with enabling a EV SSL certificate gives green address bar and padlock symbol which proves that you are the owner of the domain and the website. SSL certiifcates from most trusted certificate authorities such as Comdo, RapidSSL, GeoTrust and many more provide site seal that you should put at website’s footer or payment pages to improve reliability of the website in the eye of visitors/customers.

Contact Us

In the end it all boils down to one thing – making customers get in touch with you. You can do this in two ways.

  • Insert a form wherein you can ask customers to input their name and contact information like email or phone number, OR
  • Display website’s own contact details like toll free number, email address, physical office locations, support ticket etc.

Final Words

These are some of the features that no website can ever be without. From impressing customers to showcasing your brand story and also making visitors become curious customers, these features help in more than one purpose.

Every single one is as important as the rest. There are still more features you can consider integrating into your website like a live chat support, a video demo of the product, latest press coverage, founder’s background and story, etc. Depending on your nature of business and the span for which it has been in the business you can tweak the kind of information that can be placed in the website’s landing page.



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