You don't need a complex, feature-rich website to generate business. But you do need the right features in the right places. Here are the seven that matter most.
1. Mobile-First Design
Not "mobile-friendly" — mobile-first. Your website should be designed for phones first and scaled up for desktop, not the other way around. With over 60% of traffic coming from mobile devices, this is non-negotiable.
2. Clear, Prominent Contact Information
Your phone number should be visible on every page — ideally in the header. Include a click-to-call button for mobile users. If someone has to hunt for how to contact you, they'll contact your competitor instead.
3. A Simple Contact Form
Not everyone wants to phone. A short, simple contact form (name, email, message — that's it) gives visitors another way to reach you. Keep it short. Every extra field reduces the number of people who complete it.
4. Social Proof
Testimonials, reviews, case studies, client logos — anything that shows other people trust you. Social proof is the fastest way to build credibility with a new visitor. Display your Google reviews prominently.
5. Fast Loading Speed
Every second your site takes to load costs you visitors. Optimise your images, use modern hosting, and keep your code clean. Aim for under 3 seconds on mobile — ideally under 2.
6. Professional Imagery
Stock photos of smiling people in suits won't cut it. Use real photos of your work, your team, and your business. Authenticity beats polish every time. If you don't have professional photos, invest in a half-day shoot — it's worth every penny.
7. A Clear Value Proposition
Within 5 seconds of landing on your homepage, a visitor should understand what you do, who you do it for, and why they should choose you. If your headline is vague or generic ("Welcome to our website!"), you're losing people immediately.
Everything Else Is Optional
Blogs, animations, chatbots, video backgrounds — these can all add value, but they're not essential. Get the seven fundamentals right first, and you'll have a website that actually generates business.
Want to see how your current website measures up? Get a free mockup and we'll show you what a conversion-focused redesign could look like.