Key Features That Customers Want On Your Business Website

Key Features That Customers Want On Your Business Website

If you’ve been in business long enough, you know that your customers always come first. It doesn’t matter if you run a small business or a large corporation. Your business will be successful if it can keep its customers happy. One of the best ways to retain your customers is by thinking as they would. That comes in handy, especially when your business relies heavily on its website as a marketing strategy to increase your sales and profits. If you want to optimize your website for higher conversion, you can use Webflow a/b testing. When creating or managing a website, it is important to consider what key elements your customers would like to see there. Why? Because studies show that 38% of potential customers would leave a website if it is poorly designed and unappealing. Here are some of the best features your customers would like to see on your business’s website today.

  1. Your contact information

This might seem like an obvious feature, but you may be surprised to know how many businesses choose to be vague about where they are situated or how they can be contacted. Some businesses prefer to conduct all transactions online and do not see the need to include their physical address or phone number. Others also operate from home, so they worry about their security when it comes to sharing their location. Whatever your reasons, sharing contact information is a must for your business. It builds your credibility, and customers will feel safer buying from a place that can easily be found. Even if you run your business from home, a phone number can go a long way in making you appear more trustworthy. If you have a physical location, show that as well. You can also include maps for directions to your business so that your customers will not have a hard time finding your store. 

Where you also place your contact information matters. You can either set it on every header or footer section of your web pages or have a separate tab for your customer service. Also, ensure that you have multiple contact options, including emails, phone calls, or even instant messaging. For emails, you can have a link embedded on your page so that when customers click on it, it opens a new email page for them. You can do the same for the other contact options as well. 

  1. Include call to action (CTA) buttons

Even if you’re not the world’s best marketing pro, you still know how important CTAs are and understand why they are important to include on your website. Sometimes, all your customer needs are little prompts to act on a potential purchase or register for an offering. It could be as simple as “Buy Today!” or “Sign up for our monthly newsletter.” When you include CTA buttons, it’s your way of telling your customers the next steps they have to take. 

But when you are placing CTAs across your website, be sure you don’t bombard your pages with them. Use them sparsely on each page at visible and easily accessible locations. Too many prompts will start to feel gimmicky and, in some cases, turn your customers away. You can test different CTA styles to see what your customers like. Before you slap on catchy CTA messages on your website, you must understand the different types of CTA buttons you need on your website. 

  1. Testimonials and feedback

You might have the best business or provide top-notch services, but nobody will believe you if you don’t support your claims with evidence. This is where including feedback and testimonials on your website comes into the picture. It could go beyond testimonials. You can also showcase client lists, awards and recognitions you might have received, news clippings, and case studies. Displaying this information helps potential customers know the type of business they are dealing with and gives them insight into how your existing customers feel about your business. 

There are tons of ways to collect feedback from your client if you want to add this feature to your website. You can include a feedback button on your website at the end of a transaction, use live chat, or introduce popup surveys for your customers to take. You can also use your web analytics to collect feedback and track your organic traffic.  

The feedback you gather isn’t to show off. It usually contains useful information that offers suggestions and helps you take vital decisions within the business. You can use feedback to help your product development, especially if there is a common feature that most of your customers want. Additionally, you can also reach out to people who give you good feedback to improve your relationship with them and secure their loyalty and trust. 

  1. Easy and responsive website navigation

There are lots of businesses that have beautifully-designed and eye-catching websites. You might think everything is perfect about the page, but it becomes a nightmare once you start interacting with it. Opening a dysfunctional site can be quite frustrating and would discourage you from further dealing with it. For your business’s website, you must always ensure your customers have a seamless and super-efficient user experience, no matter what device they choose to browse on. Unless your website is a single page, make sure that it can be easily navigated through and that they can move from page to page easily. To make this much simpler, you can also include a search bar so that they can type in keywords. 

Apart from seamless response and navigation, the written content on your website should be legible and visible. If you strain your eyes to read what you’ve put on your website, your customers will likely have a hard time. 

  1. Showcase your business’s personality 

Your website can be the platform that helps you tell your business’s unique story and show its personality. Every element and content on your website, from your images, colors, and words, should reflect your business’s brand and identity. It should immediately inform your customers of who you are and why they should buy from you. People like knowing that the websites they visit have real and credible people running them. Ensure that your website has an ‘About’ page that introduces your company and your services. You can include other information, such as your core values and what sets you apart from your competitors. To make things even better, you can include links to specific products or services. 

You must also include enough information to convince customers to do business with you. Some businesses are especially concerned about the amount of information they share on their website, mostly for competitive reasons. However, it would be best to find the perfect balance when sharing information with your customers. The information you provide should satisfy your customers to the point where they feel secure enough to make a purchase. Some customers would rather move to a competitor than contact you if they can’t figure out what your business is about. 

  1. Social media integration

Your website is an excellent platform for your visitors to know you. However, not every visitor that comes on your page might be ready to make a purchase. You can ensure that they purchase from you when they are ready by including links to your social media pages. That way, your visitors can stay in touch with you and think of you first when it’s time for them to buy. 

Whether it’s Instagram, Twitter, Facebook, or YouTube, many businesses are now more active on social media. It’s also a smart way to solidify your social media presence and build an organic following. Additionally, it can be another avenue to encourage communication with your customer base. You can keep them interested by providing helpful and relevant content designed to keep them coming back. It could be fun behind-the-scenes videos, new product announcements, or sharing customer reviews. 

  1. Include a blog on your website

If you are an expert in your industry of operation, you can share your knowledge with your customers through a blog. It’s a smart way of solidifying your presence as the go-to person for industry advice. When you provide interesting content, it can go a long way to impress prospective and current customers and also humanizes your brand. It also has several search engine optimization benefits. But before you start blogging, you must consider certain factors, including your dedication to developing content regularly. If you cannot keep up with posting articles, your website can start to look old and stale. It would be best if you had a solid understanding of what you want to blog about and who you are blogging too. Your blog should also tie into your other marketing efforts. Once you’ve defined what you want and know what you are getting into, you can start blogging away. 

Pleasing your customers is not easy, but if you want to keep your customers happy and returning, you must ensure that your business’s website uses these tips. Build your business’s website with top-quality content and features that your customers want to turn your leads into profit.

About the author


Steven Ly

Steven Ly is the Startup Program and Events Manager at TheNextHint Inc. She recruits rockstar startups for all TC events including Disrupt, meetups, Sessions, and more both domestically and internationally. Previously, she helped produce Dreamforce with Salesforce and Next '17 with Google. Prior to that, she was on the advertising teams at both Facebook and AdRoll, helping support advertisers in North America and helped grow those brands globally. Outside of work, Priya enjoys Flywheel, tacos, the 49ers, and adventuring around the globe.

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