7 Website Must-Haves

By: Brad Graham

At BlueTone Media, we’ve been creating websites since the early 2000s (in fact, this month marks our 15th year anniversary!). Throughout that time, we’ve seen a lot of fads and new functionality come and go. However, the following 7 Website Must-Haves have remained constant during that stretch.

1. Simple, uncluttered, easy-to-read font
You’d think this would be a no-brainer now a days, but we still see several websites that come to us for redesigns that have an array of various fonts, some extremely difficult to read. Try to stay away from bad font choices and avoid going all caps where you can. If you’re on the fence about something being difficult to read, the fact that you’re studying it and not sure of its’ readability is a good sign that it should change. Whenever in doubt, keep it simple and web safe, and limit the number of fonts you use to three or less. People will only care about the font you choose if it’s hard to read. Having good content is far more important!

2. Quick, get-to-the-point, direct solutions and guarantees for your client’s pain
Understanding your client’s pain points is vital for having a solution for them. You wouldn’t want a doctor to just hurl you into surgery without hearing everything that ails you, would you? So knowing what the issues are and highlighting your solution in a way that’s easy to find and understand is crucial. There’s so much information on the web, we want to show what you can do first and foremost, or your site will quickly be left and forgotten forever.

Offering a guarantee is a great way to convert customers that may be on the fence. Early on, when they’re in the decision making process, it will give them some peace of mind and may help them decide to go with you over your competition. Once they try you out and love your product or service, they won’t think twice about the guarantee, and you’ll have an ambassador for your business.

3. Clear contact information
One thing you definitely don’t want to do is have your potential and current customers hunt for how to get ahold of you. “Contact Us” links should be in the main navigation, typically as one of, if not the, last item on the right. A phone number should be displayed in the top area, or, at the very least, on the contact page. It’s not recommended, but it’s okay to only have one method of contacting you, so if you don’t want calls, a contact form or email address listed should do the trick. Just keep in mind, you want your customers to contact you how they prefer to contact you, so having options is always a good idea.

4. A clear Call to Action
Calls to Action are an extremely important piece of any website. They need to be engaging, but also relevant to what you’re trying to get your audience to do. For example, if you want someone to contact you to talk about what you can do for their business, don’t go with something boring like “Click here to contact us.” Give them something substantial and enticing, like “Schedule your FREE consult!” This lets them know they’re getting something with value by getting in touch with you.

5. FAQ section
An FAQ section may seem like an antiquated way to get people to learn more about you, but it’s still an effective way to help educate potential customers without spending a lot of your time talking with each of them. It helps weed out those that may not be a great fit and a waste of your valuable time by them finding the answer they were looking for and discovering for themselves that you aren’t a good match. On the flip side, if someone is interested in what you have to say by finding a question that is often asked, it will give them a better understanding of what you do and solidify their decision to go with you. So when they do contact you, they’ll be qualified and closer to pulling the trigger.

6. Compelling value - "Why You?"
You probably offer the same or a very similar product as your competitor. Take BlueTone Media for example. We design and build websites like thousands of other companies out there. What sets us apart from our competition is rather than trying to focus on a particular solution we offer, we try to really dive deep with a customer and see what would be effective for them and what is important to them.

We approach a client in a consultative way and offer the best solution, even if a third party has what will work best for them. That’s our Value Wedge, that we’re adaptable to our client’s needs.

What about you? What makes you different than your competition? If it’s important to the customer, showcasing it will help them quickly get on board.

7. Testimonials
Have you ever bought something off of Amazon because it had a great rating and good customer feedback? Have you ever not bought something because it had the opposite? People love to see what others have experienced. I recently discovered a time tracking device that had good reviews and looked like a solid investment for me to manage my time. However, before pulling the trigger I decided to see if there was a cheaper alternative. I found one, but after reading a handful of poor reviews, decided it was worth the extra money to get the nicer device. I couldn’t be happier with my decision, and it was all thanks to those reviews. Adding a testimonial section to your site is a fabulous way for potential customers to see what real people have experienced with your company. Reviews and testimonials will help build trust in your brand.

We hope you’ve enjoyed reading about the 7 Website Must-Haves. If you’re doing all or most of these things, you likely have a very successful web presence. We’re curious to know, which of these have you found to be most beneficial to your website?

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