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What Is A Business Website?

A business website is one of your company’s main contact points with your customers. There is a common misconception that business websites are only important for eCommerce, but that couldn’t be farther from the truth. Let’s talk about 5 business website features your website must have.

While you can use your site as a marketplace to sell your products and services online, it can also be a great marketing tool and a source of information for your customers. Business websites can offer insight into what your company does, where you are located, and how people can contact you.  

If you want to know how to get the most value from your business website, keep reading and learn about some of the must-have features you should consider. 

Importance Of Your Company Website

Woman using some of the business website features on this site.
Online shopping website on laptop screen with female hands typing. Freedom shopping e-commerce.

First impressions matter. Often, a potential customer first encounters your brand via your company website. And depending on their impression, they may convert into a valuable long-term client or leave and never return. 

69% of consumers say they look up a business online before making a purchase. And according to a study from the Missouri University of Science and technology, it takes users less than 1 second to formulate an opinion about a website.

So suffice it to say that the first split second is crucial. It represents your company as a whole, and if you want your business to thrive, you’ll need to optimize your online presence. But how should you do that?

Well, let us show you.

5 Must-Have Features For Your Business Website

1. User-Friendly Design

Making your business website user-friendly and easy to navigate is by far the most important feature on this list. Don’t believe us? 94% of consumers say so.  

If visitors can’t figure out how to get around your site, they won’t stick around for very long. And that means they won’t buy anything either.  The easier your website is to navigate, the faster a prospect or customer can find what they’re looking for. 

To prevent that from happening, keep the following three web design practices in mind.  

  • Simplicity – Don’t go overboard with the design of your website. Most people respond better to simple, functional designs.
  • Easy Navigation – To help users find their way around your business website, have clearly labeled and logical menus in clear view from the home page.  Users should know exactly where they are going when clicking on any link, and a clear menu structure makes this easy to achieve.  
  • Keep Mobile In Mind With the ease of browsing the web from phones, internet users consistently choose their mobile devices over computers.  Make sure your business website suits both mobile devices (including tablets) and desktop computers.  

2. Visible Call-To-Action

A visible call-to-action is a great way to bluntly encourage anyone visiting your website to do what you want them to, such as purchase a product.  

Whether it’s a message like “shop now!”, “call us now” or “register today!” you can use a call-to-action to push your customers in the right direction.  

A call-to-action is also a great way to let users know how they can get in touch with your customer service representatives.  A link like “contact us” is an absolute necessity so customers and prospects can easily get in touch with your company.    

Without a call-to-action, the average internet user won’t feel enticed to browse around your site or purchase anything.  

3. Clear Description

Some people may visit your business website searching for something specific, while others may just be browsing. If someone stumbles across your business website, make sure they can easily find out who you are and what you do!

When arriving on your website, users should be able to identify who you are and what you offer them. If someone accesses your business website and can’t quickly figure out what you do, they will leave instead of investigating.

If your business is primarily offline and in-person, make sure prospective customers are informed of where they can purchase your products or services.

Woman pointing at her computer.

An “About Us” section, accessible from your home page, is a great place to give users a brief version of the story of your business. How you came to do what you do, why you do it, and what you hope you accomplish in the future. This is a great way to connect with users on a personal level while also providing them with information about your business.  

4. Testimonials 

One of the best marketing tools you can employ on your business website is allowing satisfied customers to share their positive experiences.  

You should showcase all your testimonials in their own section on your website but, if possible, have one or two of your best reviews displayed on the homepage. Your business website is not a place to be modest. Let everyone know just how great your company is. 

Make sure the users who visit your website immediately know that you provide a great product or service and that other customers love you!

Without a testimonials section, users who may know very little about your business will be forced to trust you. While this isn’t always a deal-breaker, many prospective customers prefer to have some sort of assurance that their money will be well spent with your company.  

5. Company Blog

A company blog is a great way to harness the power of online marketing. SEO, more communication channels, and company credibility are just some of the benefits having a blog on your business website can offer.  

Blog posts should be well-researched, thoughtful, and provide useful information for a business audience.  These posts can solidify or establish your company’s position as an expert and authority in the industry.

If your company does not create and circulate a company blog, you will be missing out on SEO content that can make your website rank higher in search engines. While this may not be important to everyone, it is an easy marketing tool that should be given some consideration.

Visual content is a great way to make your blog stand out. It can be videos, images, infographics – anything that makes your post more visually appealing. Making a video will help you to add interest to your blog posts, showcase your company’s products or services in a creative and engaging way, and increase traffic to your website.

To Sum Things Up

A company website is an essential part of your business, whether you conduct lots of business online or not. It is a great tool for marketing, sharing information, and creating excellent first impressions. If you follow the tips you learned here, your business website will engage customers for years to come.

Contact Matchbox Design Group Today!

If your website could use a refresh or you’re looking to drive more traffic to your site, fill out the form below and we’ll contact you to learn more about your digital needs.

About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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