The Top 7 Things You Should Have On Your Website

Got a website but not getting any customers? Read on to find out how you could build a successful online presence today.


Your website says a lot about your brand.

It’s the first thing people see when they want to find out more about you, so it needs to be engaging.

And even if they’ve landed on your page, it doesn’t mean they’re there to stay. In fact, 55% of viewers spend less than 15 seconds on a website.

That means you’ve got around 10 seconds to make a good first impression.

That’s not long, but it’s worth it if you get it right. Generally, the longer users stay on your page, the more loyal they become.

But, how do you get their attention in the first place? Here are the top 7 things every website should have.

1. An Excellent Headline

According to famous copywriter David Ogilvy, on average, five times as many people read the headline as read the body copy.

That means if your headline is weak, users won’t bother scrolling through the rest of your website. They’ll decide there and then whether or not they’re still interested. Read Adzooma’s article on the 3 Costly Headline Mistakes you don’t want to make.

Your headline should highlight your USP.

It should include the strongest benefit of your business, so it captures the attention of your ideal customers and tells them why they should buy from you.

It should also include specific numbers and data to add to your credibility.

Believe it or not, several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement.

So, if you’re an expert handyman with 32 years’ experience, put that in your headline. Saying you have extensive experience isn’t effective enough.

Plus, exact numbers such as 32 work better than rough numbers such as 30 as the specificity makes them more believable.

Likewise, if you’re offering an accounting service that will save your customers 40-50% in costs, that should also be your headline.

Bear in mind it also needs to be ultra-specific.

It shouldn’t be too long – it should convey exactly what your website is about and entice the user into finding out more.

2. A Strong Services List

You need to make it clear what you’re actually offering. You don’t want to overload your users with loads of information before telling them what they can buy from you.

That’s why your services list must be placed in the top portion of your website.

That way, users can quickly scan through your page and decide whether or not they’re going to make a purchase. They can also clearly see your prices, product information, etc – basically everything they’re looking for.

If they can’t find your services list, they’ll probably leave.

Remember, users will spend less than 15 seconds on your page. Give them what they want.

3. Benefits

Your website should be packed full of benefits.

It’s all your users want to know – what your business will do for them, how it’ll make them feel, the stress it’ll take off their shoulders.

So, you need to make your benefits obvious.

If you offer a same day dry cleaning service, don’t just tell them that and leave it there. Tell them what they’ll get – super fresh, beautifully washed clothes in just a few hours.

Again, using the latest technology in dry cleaning isn’t a benefit either. They want to know how it’ll benefit them – their clothes will be returned with sharp collars and cuffs and a prestige finish.

And they want to know straight away. That’s why your website should highlight the strongest points of your business from the very beginning.

4. Positive Testimonials

Your testimonials can be the difference between gaining a customer and losing one.

In fact, a recent survey by Podium suggests that 93% of consumers say online reviews have an impact on their purchasing decision.

They help to establish credibility within your brand and give other potential customers reasons they should buy from you.

You should include as many positive testimonials as you can.

Use the ones that say the most about your business – commenting on your brilliant customer service, your speedy delivery or how amazing your products are and how they’d never buy from anyone else again.

That way, customers can see how reputable you are and feel assured they’ll always receive the best service from you.

It also shows your longevity and proves you’ve been trusted by other customers for a long period of time.

Think about it – If a product only has a couple of reviews, you’d probably be a bit hesitant or skeptical about buying it. But, if a product has over 150 reviews and most of them are positive, you probably wouldn’t think twice.

That alone shows how influential testimonials are. In fact, they have the highest effectiveness rating for content marketing at 89%.

5. Appealing Imagery

A website without images isn’t engaging.

People don’t come to your website to read pages of writing, they come because they want to see your products and find out what’s so good about them.

That’s why you should include as many images as necessary throughout your website.

That way, users will feel interested as soon as they click on your page and become even more engaged as they scroll through. In fact, posts that include images produce 650% higher engagement than text-only posts.

Plus, 91% of consumers now prefer interactive and visual content over traditional, text-based or static media.

It’s a win-win situation. Your website looks more appealing which, in turn, keeps users on your page for longer.

6. Call To Action

No matter the topic of your website, there needs to be at least one call to action.

There’s no point in telling your users how brilliant your business is if you aren’t going to tell them how they can take the next action – call you, find out more, buy from you.

You should always have a call to action at the end of your website.

Better yet, call to action buttons throughout your website can be used to prompt the user even more.

In fact, it’s estimated that 90% of users will read your CTAs, and if they’re embedded in your text then your conversion rate will increase by over 120%.

But, you shouldn’t just use any old call to action buttons – they need to match your brand and your copy.

According to Jeffrey Vocell, Principal Product Marketing Manager at Hubspot, personalised CTAs convert 202% better than default versions.

So, if you offer a dry cleaning service, one of your CTA buttons should say something like “clean my clothing” rather than something more generic such as “find out more.”

7. Contact Details

Last but not least, your website must include all of your contact details.

This makes your brand appear more reachable and shows that you’re happy to be contacted by potential customers.

It sounds simple but it’s an essential part of attracting more business. In fact, the ‘contact us’ page is one of the most visited pages on any website. So, your contact details need to stand out.

Whether that’s by putting them on a separate page or using a bold contact form, users should be able to find the information quickly and easily.

But, your contact form shouldn’t be too long or too complex. As stated by Hotjar, forms are boring and if not done properly, they can be the biggest deterrent for your users.

You want users to land on your website and feel engaged on every page. You don’t want them to switch off at the most important part.

Why Should You Follow Our Tips?

So, why should you include all of these on your website?

Think about it – how often do you look at company websites to see what they’re selling or buy a product? Or to see what their reviews are like, to make an enquiry or to find one of their stores?

Most of us do it. In fact, according to the eCommerce Foundation, 88% of consumers will research product information before they make a purchase online or in the store.

That alone shows how important it is that your website is up to scratch.

Having an ineffective, poorly crafted website is basically the same as not having one at all. Either way, you’re losing out on thousands of potential customers.

The image shows a stereotypical bad website and shows that if you website is like this it can reduce your customers by thousands.

Start Boosting Your Conversions Today

Matt Cutts, head of Google’s web spam team, said people should try to make a site that is so fantastic, they become an authority in their niche.

By following our guide, you can do exactly that. An excellent website is the first step towards gaining a successful online presence.

But, if you’re unsure about building a website yourself, it might be worth looking for an easier way to get your business online.

That’s where Adzooma comes in.

Our ‘Done For You’ service provides you with everything you need to start attracting new customers today. You don’t need to write a single word for your website, as we’ll do all of the hard work for you.

Click Here To Find Out More

Author:
Jess Kirkbride
I studied Journalism at Derby University, so I have experience writing about a range of subjects and interviewing people for hours on end. I love anything to do with makeup and beauty and probably spend most of my time either getting ready or watching makeup tutorials. It’s very rare I wear an outfit that isn’t completely black but I think I look weird wearing colour.