11 Features For Your Business Website To Reach Full Potential

February 1, 2022

By: Eva Castleberry

11 Features For Your Business Website To Reach Full Potential

In 2022, it will be more challenging to attract a client's attention to your side every day because the number of startups is growing every minute, but unfortunately, only 1% survive.

In a study by Martin Lindstone, which he described in his book "Buyology: Truth and Lies About Why We Buy," it was found that 99% of businesses die in the first year of their existence without having time to celebrate their birthday.

Therefore, a business website needs to have all the client's features. They will help boost your brand and product sales and awareness to the next level.

Many digital market experts understand the demand for such services and start to learn web design, but sometimes they have difficulties with learning and assignments.

In such cases, they turn to a professional service for help to understand their problem and relieve them of its severity.

The Benefits Of Optimizing Your Business Website

Image Source: Unsplash
Image Source: Unsplash

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Without technology and its proper use, it would be challenging to become the next Steve Jobs or even just a small business owner.

According to the book "Hook Point: How to Stand Out in a 3-Second World", today a business has only 3 to 6 seconds to attract a client's attention to its product, and since 2015 this figure has decreased by four times.

The correct presentation of information on the site can be an excellent lever for promotion and development. A website brings opportunities to your business every day. The sooner you join this online movement with the right features, the easier it will be to find your customers because demand and competition are growing.

11 Features To Improve Your Business Website

New IT trends are being developed every day, and a business website needs to follow every innovation to stay afloat.

In addition to adding some new functionality to the site, you also need to monitor the correctness of its implementation. What features are integral parts of a good website?

A Precise Target

Everyone who is familiar with your company should know the purpose of your website; not just you.

Only two things should be clear to the client when they visit your site or stumble upon it by accident, and that is what you want the visitor to do and what you do. It is imperative to convey the specifics to the visitor so that he does not decide to jump to another page.

How much you can sell yourself to a client in the first second while he views a page on your site depends on what opinion you get about your business.

A Friendly Web Address

You should not invent something new and come up with an incredibly unique web address. The main thing about this section is to help people easily find you and, preferably, remember your words by heart. The shorter it is, the higher the chance people will enter at least the first words or letters from memory to find you.

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Let your web address be made up of simple attributes and include your company name so that your branding populates every feature on the site. People don't like doing unnecessary things, so it shouldn't be hard for them to find and remember your address.

Strong And Consistent Branding

Small-scale enterprises sometimes underestimate the importance of company branding.

Everything that represents your business should have one style that will unite all the values, such as the page's address, colors, slogans, and much more. If you want a successful and growing business website, put effort into your professional branding.

After all, it helps people recognize you and remember all the values ​​​​you presented as crucial for your brand. Branding is what you can use to stand out from several competitors and, importantly, beat them in the race for academic performance. Branding will not only help you join the ranks, but also lead them.

A significant part of branding is a website logo. It should reflect your intentions, so a scribbled drawing is not suitable for a business that wants to declare itself seriously on its business website.

Entrust this matter to an independent expert who will put all their professionalism into the work. The client first recognizes your logo design and then remembers what kind of product or service it is.

Easy Site Navigation

There are innumerable options when it comes to website menus.

You can have something like a dropdown list or scroll-triggered etc. It doesn't matter which type you choose; the important thing is that visitors can easily find what they need precisely on the page of your site. Navigation should be simple, accessible, and understandable in page organization and design.

Self-generated navigation bar items and dropdowns that contain the most important supporting information for the site are the most important pages. It should be easy to find what you're looking for at a glance, which means the design experts have done their best.

It is worth remembering that customers like to find information quickly, preferably in one swipe. The easier it is to navigate your site, the more successful your business seems.

Decent Calls To Action

This point ties in with our first point about making your visitor's next step thoughtful for them. A call to action should tell your client what to do and, if possible, what he will get from it as a result.

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For example, a psychologist might have a call to action such as: "Zero out your problems by scheduling a consultation with me today." In this way, people will know what you are asking them for and what they will receive as a result.

Strategically placing a CTA in your content is another way to increase conversions, such as embedding text on your landing page or home page. This simple button grabs attention, but it should not be too intrusive, as it will be far from a call to action and close to spam.

Here’s a helpful guide to finding the perfect call to action for your business website:

You have to find a middle ground to attract customers without going overboard. You don't want to stress people out or be too intrusive because they might disconnect and leave your site.

Contact information

Do you think it's realistic to expect people to contact you if they can't find your information?

It is unlikely that you want to lose a potential client because he cannot understand and discover how to contact you. Besides just looking up your contact information, you also want to show them the different ways to get in touch with you.

It could be a phone call, an email, a form on a website, live chat support, or live chat feature, all of which are worthy options.

Engaging Content

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Image Source: Unsplash

Serve something useful to people who visit your site. Few people want to spend time just scrolling through a few pages of your business website. They want to see valuable content that they can take home with them and remember after they leave your site.

Content is how and why your site will get traffic, whether through search engines or social networking sites.

Plus, you can't just post something you think is exciting and then drop it. Your content must be relevant to your target audience, informative, and optimized for search robots. What would your ideal customer like to know about your products/services? Think about it, and create pages and blog posts on these topics.

As you can see, creating good SEO content is not as easy as it might seem at first glance. You need to find it and correctly adjust it to the rules of Google or another system. This is why so many people hire marketing agencies to create their content!

After all, the company owners understand that they cannot achieve the desired result without incredibly savvy and educated people.

Mobile Traffic

Mobile traffic is half of all web traffic, so a good mobile experience is critical to traffic. If your business website doesn't load as fast as you'd like and doesn't provide a good enough user experience, you're likely to lose visitors.

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These people are unlikely to come back to you because they will find another site that will give them the best service, in their opinion.

This section will help you create responsive websites. Responsive web design means that your site will display and work well on any device, be it a computer, tablet, or phone.

If you ever had to go to a site from your phone and could not perform any actions because the site's layout is missing some features, this makes the communication process almost impossible. So, take the structure of your site under adaptive control.

Google Analytics

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Image Source: Unsplash

While technically, you can have a business website without Google Analytics, we do not recommend doing this with your site. Google Analytics provides valuable information about the traffic and users who have visited your site, from the traffic source to the operating system your customers use most often, and much more.

In this way, you will learn about your users and better adapt your efforts to them in terms of marketing strategies. You can even set goals, such as filling out a contact form or clicking a link, and track whether you achieve those goals within the time frame you set.

The price of the issue is also paramount, and Google Analytics is completely free.

Setting up Google Analytics is easy, depending on your skills, of course, but features like goal tracking will get a little more complicated.

Deciphering all the data can also be difficult, but once you understand how Google Analytics works, you will be amazed, thinking, "How did I live without it before?"

Here’s a short tutorial to help get you started:

Positive Feedback

We need to face the fact that people read reviews and make many decisions based on them. So, if you have great testimonials, you want people to see them when they visit your site and forums whenever possible.

This will give them some confidence in the reputation of your business and how you operate. It can also encourage them to leave similar feedback after dealing with you and having a specific experience.

Sometimes we need to be prompted and advised, and we want to trust opinions and not overthink the results.

Business Website Security

No user on the Internet wants to encounter an error while viewing a page on a site, but not only the security of their subject of communication is at risk in this situation.

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As an eCommerce business, you are likely to store a lot of data about your products and users for those who register to buy on your site. As a result, security is one of the essential requirements for a commercial website. To bypass this, you can consider using a good website maker to rely on their security capabilities without manually keeping track of any potential risks.

Any breach of this data not only puts your business and reputation at risk, but your potential customers' contact information may also be stolen and sold, or you may lose important data forever. But if this happens, you will face stolen data and the possibility of legal action from customers. To avoid potential data breaches, it is essential to use cybersecurity software like a password manager.

An unsecured website gives you a bad reputation on Google, other search engines, and potential customers. More recently, Google has begun flagging sites without an SSL certificate or HTTPS protocol. This is much more than just warnings or recommendations for owners, so it's worth implementing SSL monitoring.

Users will not be able to visit places without these two components, and if your certificate has expired, you may lose potential orders.


To maintain the position of your business and even expand it, you need to keep up with the times and put up a reliable and efficient business website.

A well-designed website tailored to your target audience's needs will exponentially increase your chances of securing a position at the top.

Ready to design your logo? Get started with our logo maker!

Eva Castleberry is a freelance content writer. She is interested in a wide range of fields, from education and online marketing to personal entrepreneurship. She is used to handling many writing orders at the same time and understands the importance of writing clearly and concisely. She has been a contributor for Essayshark since 2018.

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