Essential features every small business website must have

Why having a well-structured website is essential for small businesses. Briefly touch on the importance of creating a professional online presence and attracting local customers through a clear and user-friendly website.

Update
January 8, 2025

Your website’s homepage is like the front door to your business. It’s often the first thing visitors see, and it sets the tone for their entire experience. A well-designed homepage isn’t just about looking good, it’s about making the right impression and guiding your audience to take action.

1. A Clear and Compelling Homepage

There’s only one chance to make a first impression. Your homepage should represent your business in the best possible light. It should clearly communicate what you do, who your services or products are for, and why your business matters.

Highlight the benefits you provide, the value you bring to your customers, and all the essential information visitors need. Make it easy to navigate, linking to other key pages through the header, footer, and specific sections of the homepage itself.

Design matters, too. The homepage should follow your brand colors and create a seamless user journey, guiding visitors as if you were personally introducing your business to them. Think of it as a short story about who you are and what you offer, leading to the next chapters they’ll explore as they move through your site.

Let’s dive into what makes a homepage truly effective!

2. Mobile-friendly design

In today’s mobile-first world, more than 60% of website traffic comes from mobile devices, and this number continues to grow. That’s why ensuring your website looks and functions perfectly on smartphones, tablets, and desktops is no longer optional—it’s essential.

A mobile-friendly design isn’t just about aesthetics; it directly impacts how users interact with your site and how search engines rank it. Google prioritizes mobile-friendly websites in search results, meaning a poor mobile experience can cost you visibility and potential customers.

Why Mobile-First Design Matters

“Mobile-first” is a popular web design approach that starts by creating the mobile version of a website first, then scaling up for desktop. This ensures your site performs well where it matters most—on mobile devices. With mobile-first design, you’re not just adapting to current trends; you’re future-proofing your website for an audience that’s increasingly mobile.

Key Elements of Mobile-Friendly Design

Responsive Layouts
Your site should automatically adjust to fit any screen size. This means images, text, and buttons resize and reposition themselves seamlessly, offering a smooth experience on any device.
Readable Fonts
Font sizes need to be legible without requiring users to zoom in. A good rule of thumb is a base font size of 16px for body text, but this can vary depending on your design and audience.
Clickable Buttons and Links
Buttons should be large enough for users to tap easily, with enough space between them to avoid accidental clicks. Small, hard-to-click buttons can frustrate users and drive them away.
Fast Loading Times
Mobile users expect speed. Compress images, minimize unnecessary code, and use caching to ensure your site loads quickly, even on slower mobile connections.
Simple Navigation
Menus and navigation should be straightforward. Use collapsible menus or icons like the “hamburger” menu to keep the interface clean and intuitive.
Test Across Devices
Don’t just assume your site works well on all screens. Regularly test it on various devices and screen sizes to catch any issues early.

Why It’s Important for SEO

Google’s algorithms prioritize websites that are mobile-friendly. If your site doesn’t perform well on mobile, it could significantly impact your rankings, no matter how great your desktop version looks. A responsive, mobile-first design ensures you’re not penalized and helps you stay competitive in search results.

A mobile-friendly website isn’t just a nice-to-have; it’s a must-have for engaging users and improving your visibility online. By focusing on responsive design, you’ll create a better experience for your audience and help your business thrive in today’s digital landscape.

3. Contact information and location

Making it easy for customers to contact you is one of the most important aspects of a small business website. Your contact information should be accessible and intuitive, placed where visitors expect to find it. When people have to hunt for basic details like your phone number or email address, it creates frustration and could cost you potential clients.

Where to Place Contact Information

Visitors are accustomed to finding contact details in specific places. To meet these expectations, ensure your information is displayed:

On a dedicated Contact Page, with all the relevant details clearly listed.
In the footer, which appears on every page and is a common location for basic contact info.
Optionally in the header, especially if your business relies heavily on phone calls or quick inquiries.

For mobile users, consider adding a “Call Now” button that stays visible at the bottom of the screen. This feature is particularly useful for service-based businesses that rely on phone calls to book appointments or answer inquiries.

Essential Contact Details to Include

Phone Number
Make sure it’s clickable for mobile users so they can call you directly with one tap.
Email Address
Provide a professional email address, not a generic one like Gmail or Yahoo if possible. This helps build trust.
Physical Address
If your business has a physical location, include it prominently. This is especially critical for brick-and-mortar stores, restaurants, and service areas.
Operating Hours
Let visitors know when you’re available for calls, visits, or online inquiries.
Google Maps Integration
Embed a Google Map on your contact page to make it easy for customers to find your physical location. If you offer services at specific areas rather than having a physical location, list the areas you serve clearly.

The Role of Contact Forms and Chat Tools

Contact forms are a great way to streamline communication. A well-designed form saves time for both you and your clients by collecting relevant information upfront. For example, include fields for the client’s name, email, phone number, and a message box for their inquiry.

If you use live chat tools, ensure they’re easy to access. Chat applications are increasingly popular and provide immediate support for potential customers who may have quick questions before making a decision.

Don’t Forget Mobile Optimization

For mobile visitors, all contact options should be easy to tap and interact with. Avoid small buttons or links that are hard to click, and test your site to ensure everything works smoothly across devices.

By providing clear, accessible, and well-placed contact information, you make it effortless for customers to reach you. This not only improves their experience but also builds trust and increases the likelihood they’ll choose your business over a competitor.

4. Services or products page

Your services or products page is one of the most critical sections of your website. It’s where potential customers decide if what you offer meets their needs, so this page must be clear, compelling, and optimized for search engines.

Speak Your Customer’s Language

Start by using terms and phrases your potential clients are likely to search for. Research keywords related to your industry and location, and incorporate them naturally throughout the page. For example, instead of simply listing “landscaping services,” include phrases like “professional landscaping services in Dallas” or “affordable landscaping for small backyards.” This approach helps your page rank higher in search results and ensures it resonates with your audience.

Highlight the Benefits

Don’t just list what you offer—explain why it matters. What problem does your product or service solve? How does it make life easier for your customers? For each service or product, include a clear list of benefits. For instance:

Saves time
Reduces costs
Provides peace of mind

These details help customers see the value of choosing your business over competitors.

Use High-Quality Visuals

A picture is worth a thousand words, and this is especially true online. Include professional, high-resolution photos of your products or services. If possible, add videos to demonstrate how your product works or show your service in action. Visuals make your offerings more tangible and relatable to your audience.

Include Detailed Descriptions

Be thorough in your descriptions. Don’t leave potential customers guessing about what you provide. Cover the key details:

What the product or service includes
Who it’s for
How it works
Pricing, if applicable (transparency builds trust)

If you offer customizable services or packages, make that clear and provide examples.

Add FAQs

Address common questions directly on the page. This not only helps customers make informed decisions but also saves you time by reducing repetitive inquiries. For example:

How long does this service take?
What’s included in the package?
Are there additional fees?

Provide Downloadable Content

Consider adding downloadable resources, such as PDFs or guides, that customers can save for later. For instance, if you’re selling a product, include a user manual or care instructions. If you’re offering a service, provide a checklist or step-by-step guide related to your work. These resources build credibility and show you care about your customers’ experience.

Make Navigation Easy

Ensure customers can easily find what they’re looking for. Group similar services or products together and create a logical flow. Use buttons or links to guide them to related offerings or a contact form for more information.

Call-to-Actions Are Key

Don’t forget to include clear calls-to-action (CTAs) on the page. Whether it’s “Get a Quote,” “Schedule a Consultation,” or “Add to Cart,” make it easy for customers to take the next step.

A well-designed services or products page isn’t just informative; it’s persuasive. By combining strategic content, visuals, and an intuitive layout, you can create a page that converts visitors into paying customers.

5. About us page

The About Us page isn’t the most critical part of a small business website, and it’s often one of the least visited. However, it’s still worth having. While potential customers may not spend much time here, this page serves an important purpose—it builds trust and credibility. It’s also frequently visited by people who may want to collaborate with you, such as suppliers, marketing agencies, or potential partners.

Why you should have an About us page

Even if it’s not the most popular page, it’s a chance to tell your story and showcase your values. For the visitors who do land here, it’s an opportunity to connect with your business on a deeper level. A strong About Us page helps humanize your brand and make it more relatable.

What to Include on Your About Us Page

Company History
Share the story of how your business started. Keep it concise but meaningful. Was your business inspired by a personal passion? Did you see a gap in the market? Let your visitors understand the journey that brought you to where you are today.
Mission Statement
Include a short mission statement that highlights your goals and the purpose behind your work. This should reflect the value you aim to provide to your customers and community.
Team Introductions
Introduce the people behind your business. This could include photos and short bios of key team members, highlighting their roles, expertise, and what they love about working with your business. If you’re a solo entrepreneur, talk about your background, skills, and why you’re passionate about what you do.
Community Involvement
If your business contributes to the community through charity work, sponsorships, or other initiatives, this is the place to showcase it. Mentioning your social responsibility efforts shows that you care about more than just profit and helps build a positive image.
Visuals and Media
Include high-quality photos or videos to make the page more engaging. A team photo, behind-the-scenes images, or a short video introducing your business can make the page feel more personal and approachable.
Key Achievements and Milestones
Share notable accomplishments or milestones that demonstrate your growth and success. Awards, customer success stories, or partnerships can add credibility to your brand.
A Call-to-Action
Don’t forget to include a call-to-action (CTA) on this page. Encourage visitors to explore other parts of your website, contact you, or follow you on social media. Examples:
- “Learn more about our services.”
- “Check out our latest projects.”
- “Follow us on Instagram for updates.”

Tips for Your About Us Page

Keep it authentic. Avoid making it overly formal or generic. Write in a tone that reflects your brand’s personality.
Focus on your audience. While it’s about you, remember to highlight how your story and values benefit your customers.
Update it regularly. As your business grows, make sure your About Us page evolves to reflect your current mission, team, and achievements.

A well-crafted About Us page may not drive the most traffic, but it can leave a lasting impression on those who visit. It’s your chance to share who you are, what you stand for, and why your business matters.

6. Customer testimonials and reviews

Customer testimonials and reviews are one of the most powerful tools for building trust and credibility on your website. For small businesses, they act as social proof—showing potential customers that others have had positive experiences with your products or services. A well-placed testimonial can make the difference between someone choosing your business or a competitor.

Why Reviews Matter

Social proof helps establish credibility. When visitors see that others trust your business, they’re more likely to do the same. Reviews can also address common concerns or questions, giving potential customers the confidence they need to take the next step.

How to Feature Testimonials and Reviews

Embed Google Reviews
If your business has a Google My Business profile, integrate your reviews directly into your website. You can embed them or manually showcase a few of the best ones. Highlight reviews that mention specific services, exceptional customer experiences, or unique aspects of your business.
Select the Best Testimonials
Choose reviews that are detailed and relatable. For example, a glowing review from a client who had a specific problem you solved is much more impactful than a generic “great service” comment. Look for stories that highlight your expertise, reliability, and customer care.
Create a Dedicated Testimonials Page
While it’s a good idea to showcase key reviews on your homepage or service pages, consider creating a dedicated page for testimonials. This allows you to share more in-depth customer stories and builds trust with visitors who want to learn more about your business.
Use Different Formats
Not all testimonials need to be text-based. Videos, audio clips, or even photos of customers with their purchases can make your reviews more engaging and authentic. For instance, a short video of a happy customer talking about your services can leave a strong impression.
Include Names and Details
Add the customer’s name, location, or business name (with their permission). This adds authenticity and makes the testimonial feel more genuine. Anonymous reviews may come across as fabricated or less trustworthy.

Encourage More Reviews

Don’t hesitate to ask satisfied customers to leave a review. You can:

Send follow-up emails after completing a service, politely asking for feedback.
Offer a simple link to your Google My Business page or other review platforms.
Provide instructions on how to leave a review to make the process as easy as possible.

Where to Display Testimonials

Homepage: Add a carousel or section featuring your best reviews.
Service Pages: Include relevant testimonials directly related to the service being described.
Contact Page: Add a few reviews to reassure potential customers before they reach out.

The Role of Reviews in SEO

Reviews don’t just build trust—they also help with SEO. Google considers reviews as a ranking factor, and having positive, keyword-rich reviews can improve your local SEO performance.

Testimonials and reviews give your website a human touch, showing visitors that real people trust and value your business. By strategically placing and curating reviews, you can create a powerful tool for building confidence and converting visitors into loyal customers.

7. Blog section

A blog is one of the most effective tools for boosting your website’s SEO, building trust with your audience, and showcasing your expertise. For small businesses, a well-maintained blog can help attract more visitors, answer common customer questions, and position your brand as a knowledgeable leader in your industry.

Why Blogging is Good for SEO

Blogging allows you to target specific keywords that potential customers are searching for online. By writing posts optimized for these keywords, you increase your chances of ranking higher in search results. Tools like Google Keyword Planner or Ubersuggest can help you discover which terms people are searching for in your industry.

For example, if you’re a landscaping business, a blog post titled “5 Tips for a Low-Maintenance Garden” could attract local customers searching for landscaping advice. Each blog post becomes another opportunity for your website to appear in search engine results, driving more organic traffic to your site.

How a Blog Builds Trust

A blog isn’t just about SEO; it’s also a way to connect with your audience. By sharing helpful, relevant content, you demonstrate your expertise and build trust with potential customers. If visitors find your blog informative, they’re more likely to see your business as reliable and professional.

What to Write About

Your blog should focus on topics that are valuable to your audience. Here are a few ideas:

Answer Common Questions: Write posts addressing questions customers frequently ask about your services or products.
Provide Tips and Advice: Share practical tips related to your industry. For instance, a cleaning service might write about “How to Remove Stubborn Stains from Carpets.”
Highlight Industry Trends: Discuss new developments in your field to show you’re up-to-date and knowledgeable.
Local Content: Create posts tailored to your area, like “Best Pool Maintenance Tips for Albuquerque Summers.”

Blogging Best Practices

Consistency is Key
It’s better to post regularly, even if it’s just once a month, than to have a burst of posts followed by long periods of inactivity.
Keep it Relevant
Stay focused on topics that matter to your audience. Avoid straying too far from your core business.
Use Visuals
Add high-quality images or videos to make your posts more engaging. Infographics, charts, or step-by-step tutorials can add extra value.
End with a Call-to-Action
Encourage readers to take the next step after reading your post. Examples include “Contact us for more information,” “Check out our services,” or “Subscribe to our newsletter.”

How to Promote Your Blog

Once you’ve published a post, don’t let it sit idle. Share it on your social media platforms, include links in email newsletters, and ask your customers to check it out. The more people see your content, the greater its impact.

Long-Term Benefits

A well-maintained blog isn’t just a short-term SEO boost—it’s a long-term investment. Over time, your posts will continue to attract traffic, helping your website grow in visibility and credibility.

By writing valuable, keyword-optimized content, your blog becomes a powerful tool for connecting with your audience and driving more traffic to your website. Whether you’re answering customer questions, providing tips, or sharing insights, your blog can help establish your small business as the go-to expert in your field.

8. Fast loading speed

Speed is one of the most critical technical aspects of any website. No one wants to wait several seconds for a page to load—users will simply leave and move on to another site. Not only does a slow website hurt your user experience, but it also negatively impacts your SEO.

Why Speed Matters for SEO

Google tracks how users interact with search results. If your website takes too long to load and users hit the back button to choose another result, this signals to Google that your site isn’t providing a good experience. This behavior, known as “pogo-sticking,” can lead to lower rankings over time.

In short, even if your SEO efforts get you to the top of search results, a slow site can cost you visitors, conversions, and your hard-earned rankings.

How to Improve Website Speed

Optimize Images
Images often take up the most space on a webpage. Compress them to reduce their file size without sacrificing quality. Use modern formats like WebP and tools like TinyPNG or ImageOptim for better performance.
Minimize Plugins
Plugins can add functionality to your site but also slow it down if overused. Audit your plugins regularly and remove any that are unnecessary or outdated.
Enable Browser Caching
Browser caching stores parts of your website on a user’s device, so returning visitors experience faster load times. Most caching plugins or settings can help you enable this feature with minimal effort.
Use a Content Delivery Network (CDN)
A CDN stores copies of your website’s files on servers around the world. This reduces the time it takes for users to load your site, no matter their location.
Minify CSS, JavaScript, and HTML
Reduce the size of your code files by removing unnecessary characters and spaces. Many website optimization tools, like WP Rocket or Autoptimize, can handle this for you.
Choose Reliable Hosting
Your hosting provider plays a significant role in your website’s speed. Opt for a hosting plan that fits your website’s needs, and avoid shared hosting if you experience heavy traffic.
Test Your Speed Regularly
Tools like Google PageSpeed Insights, GTmetrix, and Pingdom can help you analyze your site’s speed and provide actionable recommendations for improvement.

How to Balance Speed and Design

While it’s tempting to add animations, videos, and flashy visuals, always prioritize functionality over aesthetics. A sleek design won’t impress users if it takes too long to load. Aim for a balance between visually appealing elements and a fast-loading experience.

A fast-loading website isn’t just a nice-to-have feature—it’s essential for keeping users engaged, improving conversions, and maintaining strong SEO rankings. By focusing on speed optimization, you’ll provide a better experience for visitors and ensure your site stays competitive in search results. Remember, in the online world, every second counts.

9. Local SEO optimisation

For small businesses, local SEO is a game-changer. It ensures that your business appears in search results when potential customers in your area look for services like yours. If you want to attract local clients, this is one of the most important areas to focus on.

Why Local SEO Matters

Local SEO helps you connect with people in your area who are actively searching for the services or products you offer. It’s not just about visibility—it’s about making sure you’re visible to the right audience at the right time. For a deeper dive into the impact of local SEO, check out our article, How Local SEO Can Transform Your Service Business.

Key Elements of Local SEO

Google My Business (GMB)
Your GMB profile is the cornerstone of local SEO. Ensure your business listing is complete, accurate, and optimized. Include:
- Business name, address, and phone number (NAP)
- Hours of operation
- High-quality photos of your business or work
- Customer reviews (and respond to them regularly)
A well-maintained GMB profile can significantly improve your visibility in local search results and Google Maps.
Local Backlinks
Build links from local sources, such as news portals, community blogs, or local directories. These backlinks help Google understand that your business is relevant to your area, boosting your rankings in local search results.
Keyword Research
Research location-specific keywords that your potential customers are searching for. For example, instead of just targeting “plumber,” use “plumber in Chicago” or “emergency plumbing services Chicago.”
On-Page Optimization
Implement these local keywords throughout your website, especially on key pages like the homepage, service pages, and contact page. Don’t forget to include:
- Title tags and meta descriptions with local keywords
- Clear NAP information on every page (preferably in the footer)
- Schema markup to help search engines understand your business details
Customer Reviews
Encourage satisfied customers to leave reviews on platforms like Google, Yelp, or local directories. Positive reviews build trust and improve your local SEO rankings.
Location-Specific Content
Create content tailored to your local audience. For example, a landscaping company might write a blog post about “Best Plants for Gardens in [City].” This type of content helps you rank for long-tail keywords and establishes your business as a local expert.
Mobile Optimization
Many local searches are performed on mobile devices. Ensure your website is mobile-friendly and loads quickly to provide a seamless user experience.
Citations and Directories
Ensure your business is listed in relevant local directories and that your NAP information is consistent across all platforms. Inconsistent details can confuse search engines and hurt your rankings.

Local SEO is essential for small businesses looking to dominate their local market. By focusing on tools like Google My Business, local backlinks, and tailored content, you can ensure your business stands out in local search results. Start optimizing today to attract more local clients and grow your business.

10. Secure hosting and SSL certificate

A secure website is the foundation of customer trust and a key factor in your website’s performance. Visitors need to feel confident that their personal information is safe when interacting with your site, whether they’re submitting a contact form, making a purchase, or simply browsing. Beyond trust, security also plays an important role in SEO and your website’s overall credibility.

Why Website Security Matters

When users see a secure site (indicated by a padlock icon and HTTPS in the browser bar), they’re more likely to engage with your business. In contrast, a site labeled “Not Secure” can scare visitors away before they even explore what you offer.

For a more detailed guide on how to secure your website effectively, check out our blog post, Strengthen Your Website Security with Proven Best Practices.

The Importance of SSL Certificates

An SSL (Secure Sockets Layer) certificate encrypts data exchanged between your website and its visitors, protecting sensitive information like passwords, credit card details, and personal data. Websites with SSL certificates use HTTPS instead of HTTP, signaling to both users and search engines that the site is secure.

Here’s why an SSL certificate is essential:

Customer Trust: Visitors are more likely to stay and engage with a secure site.
SEO Rankings: Google considers HTTPS a ranking factor, so having an SSL certificate can help improve your position in search results.
Data Protection: SSL ensures that sensitive data is encrypted, reducing the risk of breaches and hacking attempts.

Choosing Secure Hosting

Your hosting provider plays a critical role in your website’s security. Look for a provider that offers:

Reliable uptime to minimize vulnerabilities.
Regular backups to protect your data in case of issues.
Security features such as firewalls, malware scans, and DDoS protection.

Best Practices for a Secure Website

Enable HTTPS: Always activate HTTPS on your site by installing an SSL certificate. Many hosting providers include SSL certificates as part of their packages.
Update Regularly: Keep your CMS, plugins, and themes updated to prevent vulnerabilities.
Limit User Access: Only grant administrative access to trusted individuals, and use strong passwords for all accounts.
Backup Your Data: Regular backups ensure you can quickly recover your site in case of an issue.
Monitor for Threats: Use tools to scan for malware and other security risks regularly.

Website security isn’t just about preventing hacks—it’s about building trust with your audience and maintaining a strong online presence. By investing in secure hosting and an SSL certificate, you protect both your visitors and your reputation. Plus, with Google prioritizing HTTPS in rankings, a secure site is also a smarter choice for SEO.

Don’t overlook this crucial aspect of your website—secure it now to create a safe and trustworthy experience for everyone who visits.

11. Analytics and tracking tools

Analytics is one of the most powerful tools for understanding how your website is performing and how visitors interact with it. Without proper tracking, you’re essentially navigating in the dark—unsure of what’s working and what needs improvement. Whether you’re looking to boost conversions, refine your content, or enhance the user experience, analytics provides the data-driven insights you need to make informed decisions.

Why Analytics is Essential

Website analytics helps you answer critical questions:

How many visitors come to your site?
Where are they coming from?
Which pages are most popular?
How long do they stay on your site?
Are visitors converting into customers?

This information allows you to optimize your website, refine your strategies, and better meet the needs of your audience.

Recommended Tools for Tracking Website Performance

Google Analytics
Google Analytics is the gold standard for tracking website performance. It offers comprehensive data on user behavior, traffic sources, and conversions. Whether you’re a beginner or a seasoned marketer, it’s an invaluable tool for measuring success and identifying areas for improvement.
Independent Analytics
For WordPress users, Independent Analytics is a rising star. This plugin is designed to provide detailed analytics directly within your WordPress dashboard. It’s user-friendly, doesn’t require external accounts, and respects user privacy by operating without cookies. We’ve recently started recommending this to clients who prefer a simpler, WordPress-native solution.
Hotjar
Hotjar allows you to go beyond numbers by providing heatmaps and session recordings. These tools show you exactly how visitors interact with your site, helping you identify bottlenecks or areas where users might get stuck.
SEMRush and Ahrefs
These tools combine SEO insights with analytics, making them perfect for businesses focused on search engine optimization. They help you track keyword rankings, backlinks, and overall site performance.

How to Use Analytics to Improve Your Website

Identify High-Performing Pages
Use analytics to determine which pages are attracting the most traffic. Focus on optimizing these pages further by improving content, visuals, and CTAs to maximize engagement and conversions.
Understand User Behavior
Analytics tools reveal how users navigate your site. Are they dropping off on certain pages? Are there areas where they spend more time? Use this data to improve site structure and user flow.
Track Conversions
Set up goals in tools like Google Analytics to measure specific actions, such as form submissions, purchases, or newsletter sign-ups. This helps you understand what’s driving results and where improvements are needed.
Monitor Traffic Sources
Analytics shows you whether visitors are coming from search engines, social media, or direct links. Understanding these sources helps you refine your marketing strategy and invest in the right channels.
Test and Optimize
Use A/B testing to experiment with different headlines, layouts, or CTAs. Analytics will show which variations perform better, enabling you to make data-backed decisions.

Investing time in analytics is crucial for maintaining a successful website. Whether you use Google Analytics, Independent Analytics, or other tools, the insights you gain can transform your site’s performance. From understanding your audience to optimizing conversions, analytics is the backbone of a data-driven online strategy.

By consistently tracking, analyzing, and acting on this data, you’ll ensure your website evolves to meet the changing needs of your visitors—and your business.

12. Call-to-Actions on every page

A website without clear Call-to-Actions (CTAs) is like a roadmap without directions—your visitors may not know where to go or what to do next. Every page on your website should guide users toward a specific action, whether it’s contacting you, booking a service, or learning more about your offerings. CTAs are crucial for driving engagement, boosting conversions, and turning visitors into customers.

What is a CTA?

A Call-to-Action is a prompt that encourages visitors to take a specific action. Examples include:

“Contact Us”
“Get a Free Quote”
“Learn More”
“Schedule an Appointment”

In recent years, the concept of a landing page has become popular. These are single pages focused on one goal, often with a clear CTA designed to drive conversions. However, every page on your site—not just landing pages—should have a CTA to guide users.

Why CTAs Matter

CTAs help visitors take the next step in their journey on your website. Without them, users may leave without engaging further, even if they’re interested in your services.

Best Practices for CTAs

Include CTAs on Every Page
- On your homepage, invite users to explore your services or contact you directly.
- On your services page, add CTAs for each individual service, leading to more detailed pages or directly to a contact form.
- On your About Us page, encourage users to learn more about your team or visit your services page.
Keep Them Clear and Visible
CTAs should stand out visually, using contrasting colors or bold fonts. Place them where they’re easy to see, such as at the top of the page, in the middle of the content, or at the bottom after users have read the information.
Match the CTA to the Page Goal
Each page serves a different purpose, so tailor your CTAs accordingly. For example:
- A services page might use “Learn More” or “Get a Free Quote.”
- A blog post could use “Contact Us for More Information” or “Download Our Free Guide.”
- A contact page should have a “Submit Inquiry” or “Call Now” button.
Use Action-Oriented Language
Strong CTAs use action verbs to inspire users. Phrases like “Start Your Free Trial” or “Book Your Appointment Today” are more engaging than generic terms like “Click Here.”
Optimize for Mobile
For mobile users, ensure that CTAs are easy to tap and not too small. Sticky buttons at the bottom of the screen can work well for actions like “Call Us Now” or “Get Directions.”
Create a Sense of Urgency
Adding urgency can motivate users to act quickly. For instance:
- “Limited-Time Offer: Book Now!”
- “Only 3 Slots Left—Reserve Your Spot Today!”

Examples of Strategic CTA Placement

Header: A “Call Us” or “Book Now” button for immediate engagement.
Mid-Page: After explaining a service, add a CTA like “Find Out More.”
Footer: Include a persistent “Contact Us” or “Subscribe” link across all pages.

CTAs are the guideposts of your website, directing visitors toward meaningful interactions with your business. Whether you’re leading them to another page, encouraging them to get in touch, or driving a specific conversion, every page should have a clear purpose supported by an effective CTA.

By incorporating CTAs thoughtfully, you’ll create a user-friendly experience that keeps visitors engaged and helps your business achieve its goals. Don’t underestimate the power of a well-placed button—it could be the difference between a casual visit and a loyal customer.

Your website: The most important tool in your marketing toolkit

For small business owners, a well-designed and optimized website is more than just a digital presence—it’s a vital tool for success. Unlike a poorly built website that lacks traffic, frustrates visitors with bad UX/UI, or fails to generate leads, a high-quality website can be the foundation of a thriving business.

Why Your Website Matters

Your website is often the first interaction potential customers have with your business. A professional, user-friendly site immediately establishes credibility and trust. It’s the central hub where all your other marketing efforts—social media, email campaigns, paid ads—ultimately lead. Without a strong website, those efforts can go to waste.

Benefits of a Great Website

Attract More Customers
An optimized website ranks higher in search results, bringing in organic traffic from people searching for your services. With a focus on local SEO, you’ll connect with customers in your area who are ready to buy.
Convert Visitors Into Leads
A website with clear calls-to-action, engaging content, and an intuitive design guides visitors toward taking the next step, whether that’s contacting you, booking a service, or making a purchase.
Build Trust and Credibility
A professional website shows that you’re serious about your business. Features like customer testimonials, a detailed About Us page, and secure hosting help establish your business as reliable and trustworthy.
Support Your Marketing Strategy
Your website is the anchor for all your digital marketing efforts. Every ad, email, or social media post directs potential customers to your site, where they can learn more about your business and take action.
Save Time and Improve Efficiency
A well-structured website answers common customer questions, showcases your services, and provides clear contact options, reducing the need for repetitive inquiries and streamlining your communication process.

Investing in a great website isn’t just about keeping up with the competition—it’s about creating a platform that grows with your business. Your website is your 24/7 salesperson, always working to attract, inform, and convert visitors into loyal customers.

By focusing on the essentials outlined in this post—clear design, mobile optimization, local SEO, and customer-focused content—you’ll set your business up for long-term success. Your website isn’t just a tool; it’s the foundation of your digital presence and the key to building a strong, profitable business in today’s digital world.

Get a no-cost preview
of your new homepage

Discover how your new website could look—with a free homepage preview. Just fill out our form, and we’ll set up a live preview on a Strumark subdomain. Impressed by the transformation? You can opt to purchase the complete website. If not, no worries—you’ll still receive a JSON file of the design to use with your own developer.

*Please note: Due to high demand, we may not be able to accommodate all requests. If needed, selections will be made based on our internal criteria.

I’m thrilled to give you a firsthand look at our design skills. Sign up for a free homepage preview. We can’t wait to impress you!

Ljubo Struharik, Founder & CEO of Strumark

Title: You Might Also Like Text:

Why SEO is still king in the age of AI and zero-clicks

January 8, 2025

Wix SEO vs WordPress SEO – which is better

December 29, 2024

Strengthen your website security with proven best practices

October 22, 2024

Make your business stand out
in search results

Get a custom SEO website that puts your business in front of those searching for what you offer. Enhance your online presence and connect with more customers. Start with a free homepage design proposal based on your filled-out form today.