Your website is more than a digital brochure. It’s your best salesperson. Your 24/7 storefront. Your credibility check. For both business owners focused on ROI and marketing heads managing budgets, a great website isn’t about bells and whistles—it’s about results.
So, what separates a “nice-looking” site from one that actually grows your business?
Below are seven must-have features for a high-performing, high-converting website—each practical, scalable, and budget-conscious.
1️⃣ Clarity-First Homepage
Confused visitors don’t convert, and first impressions can form in seconds.
A great website should speak clearly about what you offer, who it's for, and what they should do next.
Long sentences and huge blocks of text create a huge cognitive load for the reader. This is especially true if they’re reading on a small screen like a cell phone!
So… Write. Then, take what you’ve written and rewrite. Then, take what you’ve rewritten and shorten it. Into shorter sentences. And then shorter.
This makes your marketing messages have better results. Shorter sentences test better!
Essentials:
- A headline that communicates value instantly
- Subheadline that supports your promise
- Clear primary CTA ("Get a Quote", "Book a Call")
- No jargon, no fluff
- Write shorter sentences
For budget-conscious teams: Start with just one strong headline and one CTA above the fold. More clarity, less clutter. Write shorter sentences for the most impact.
2️⃣ Mobile Optimization
More than 60% of web traffic originates from mobile devices. If your site loads slowly or looks broken on a phone, you're losing leads.
Mobile-first design isn’t a luxury: it’s table stakes.
Priorities:
- Fast website load times (under 3 seconds)
- Responsive layout (no pinching or zooming)
- Clickable buttons, readable fonts
You must follow the lean approach: use a clean, mobile-friendly template and compress images. Something with a huge visual impact, minimal investment.
3️⃣ Clear Navigation
Website visitors need intuitive paths to follow. No guessing—keep it simple, clear, and quick. Don’t make the user think too much. It should be clear within seconds of a quick glance what action you want the user to take.
Include:
- A simplified top menu (5–7 key items max)
- Descriptive labels ("Our Services" or "Solutions")
- A sticky header for easy access on scroll
Visualize it like a sales funnel: each click moves the visitor closer to contact or conversion.
4️⃣ Compelling Messaging + Copy
Most people don’t initially read your copy word-for-word. At first, they glance, skim, and scan your copy for devices that catch their attention, such as headlines, subheadlines, bullets, lists, bold, italics, underlines, and so much more.
Then, once you have their attention, and only AFTER you have their attention, do they actually read your copy for the most part.
Great design pulls them in. Great copy keeps them there.
Messaging connects your service to their problem. Copy moves them to act.
Tips:
- Speak to the customer’s pain points and desired outcomes
- Use headlines, bullets, and bold text for scannability
- End every section with a call-to-action
- Write shorter sentences
Have a small budget? Even 2–3 hours with a professional copywriter can significantly elevate your messaging. Great copywriting is meant to convert and encourage your customers to take action.
5️⃣ Social Proof & Trust Builders
At the end of the day, people buy from brands they trust. Your website needs to demonstrate your credibility, especially if you're a newer or smaller player competing against larger ones.
Trust Signals:
- Client testimonials
- Google review widgets
- Certifications or awards
- “As seen in” logos or affiliations
Here are a few simple implementation ideas: add one testimonial per service page. Consider including a 5-star Google rating banner in your footer.
6️⃣ Conversion Points Throughout
Here's a big one: don’t make users scroll to the bottom to get in touch.
Place conversion elements throughout:
- Contact form on homepage
- CTA button every 1–2 scrolls
- Chat or contact widget in the bottom corner
For lean teams: embed a Calendly link or simple contact form that routes to your inbox. Easy to set up and highly effective.
7️⃣ SEO-Ready Structure
Even the best website is invisible if it doesn’t show up in search results.
SEO shouldn’t be an afterthought—it’s a growth channel.
Baseline SEO elements:
- Page titles and meta descriptions
- Image alt text
- Internal links
- Keyword-focused headings (H1s, H2s)
Start with your top 3 services or locations. Optimize those pages first—get traction before scaling.
✅ Final Thoughts
A great website isn’t built with guesswork—it’s designed to serve the business, and it's backed by data and knowledge. For business owners, this means more leads and conversions. For marketing heads, it means a scalable asset that respects tight budgets and still delivers.
Think of your website as a revenue engine, not a project. Start lean, prioritize impact, and optimize as you grow.
Want to improve your customer’s website experience and have them take action by contacting you? Follow these best practices and you’ll be well on your way.
Need help making a killer website? Contact WSI today.
