Must-Have Website Features Your Business Actually Needs
Last Updated on May 22, 2025.
Your website isn’t just a digital business card or something that just looks cute; it should be putting in work. Bringing in leads, building trust and making sales even when you’re off the clock.
In this episode of So, It Depends, we’re breaking down the must-have website features every business actually needs (aka, the things that actually matter—not the extras that sound good but don’t move the needle).
If you’ve ever thought…
- Do I even need a website if I have social media? (Sí, you do.)
- What features actually help me get leads and sales?
- Is my site holding me back without me realizing it?
- What are the key features that attract leads and build trust?
- How do navigation, mobile-friendliness and SEO impact conversions?
…then this episode is for you.
Listen to the episode here:
Or keep reading for the full transcript!
Episode 1: Full Transcript
This transcript has been lightly edited for clarity and readability.
[INTRO]
Hey, hello. Around here, we’re all about that sweet spot where smart strategy meets real life. Because let’s face it, business and well-being go hand in hand. Like a perfectly curated reggaeton playlist or the thrill of a close Mets game, the right web strategy should feel seamless, not stressful.
That’s exactly what we’re here to build. Less hustle, more flow and a website that actually works for you. This is episode one. Ah, so exciting, yet a little terrifying.
And today, we’re going to be diving into must-have website features your business actually needs. By the end of this episode, you’ll know exactly how to turn your website into a lead-generating, trust-building machine that works for you. Because your website works for you, getting leads, building trust and saving time. You free yourself to focus on what matters most, whether that’s scaling your business or finding balance in your life. Whether you’re launching your first startup, scaling your side hustle or running a small business, your website is your digital HQ. And trust me, it’s not as scary as it sounds. It’s not just there to look pretty and look pretty. Cause we like the pretty, right? But if the thought of building or improving your site has you breaking out in a cold sweat, don’t worry, I’ve been there too. Let’s make it fun!
Here’s the thing: even as a web strategist, I’ve sat there staring at my own website like, “What is this even doing?” Sometimes, you just have to scrap it all and start fresh. And honestly? That’s when the magic happens. So today, I’m breaking it all down: the features your website actually needs to attract leads, build trust and make running your business a little easier. Let’s jump in!
Why Every Business Needs a Website
Alright, let’s start with the big question I hear all the time: Do I really need a website?
Let me stop you right there. Yes, YES and otra vez, YES. Short answer? YES. Long answer? Still yes. Let’s be real, if you don’t have a website, where are people supposed to find you?
And if you’re thinking, ‘But I have Instagram for my business!’ Pause. Instagram is like renting a booth at a market – great for a quick look, pero no es tuyo. And sure, it’s cute, but you’re at the mercy of someone else’s rules. One day, you’re thriving with foot traffic and the next, your landlord (aka the algorithm) decides, ‘Nah, not today. Owning your website means you’re not waiting for someone else to decide if you succeed.
It’s like owning the entire building, complete with your name on the deed, a fancy front door and the key to lock up when you want. Which one do you think is more secure? You get to set the rules, you own the data and you’re not at the mercy of someone else’s algorithm. Which one sounds more secure? Spoiler: it’s the one where you don’t have to worry about your landlord suddenly deciding, ‘You know what? No more visibility for you.’ Own. Your. Land.
Here’s why your website is non-negotiable:
- It builds trust. People are more likely to trust a business with a professional online presence. No website? No thanks.
- It’s your lead generator. Your website doesn’t just sit there, it works around the clock to bring in leads and showcase your business.
- It’s always on. Unlike your storefront or office hours, your site is available 24/7. It’s like having a digital employee who never sleeps and doesn’t ask for overtime. We love a hardworking website.
- And let’s not forget this: if your competitors’ websites are showing up on Google and yours isn’t, guess where your customers are going. Spoiler: not to you.
The Must-Have Features
Let’s talk about what your website actually needs. No fluff, no overwhelming extras, just the essentials to set you up for success.
Your navigation bar is like your website’s GPS, guiding visitors, not sending them on a wild goose chase (or worse, making them feel lost like when Google Maps doesn’t work en el campo). And if visitors can’t find what they’re looking for quickly, they’ll bounce faster than me walking the city in heels.
Here’s what to do:
- Include essentials like Home, About, Services, Testimonials and Contact.
- Use clear, simple labels. This is not the time to get fancy. “Services” works; “What We Do” can also work with the right page copy, but “Our Amazing Offerings” does not.
- Keep it clean. Too many links? Overwhelming. Dropdown menus? Use sparingly. This isn’t Cheesecake Factory; we don’t need 50 options.
A user-friendly site reduces the stress of answering repetitive questions or fielding confused inquiries. It’s like giving your audience a self-serve solution while giving yourself peace of mind. And a well-organized site makes it easy for visitors to find what they need like a Target run where everything is where you expect it to be, no scavenger hunt required. When visitors can find things quickly, they stick around longer. And you know who loves that? Google. A happy visitor is a happy algorithm.
2. Mobile-Friendly Design
Here’s the deal: over half of web traffic is mobile. That’s right, people are scrolling while waiting in line for coffee, sitting in traffic (not me, though, I swear) or ignoring the movie they’re supposed to be watching. If your site doesn’t adjust to different screen sizes, you’re already losing visitors.
- Check responsiveness: Make sure your site works on all devices, whether it’s your phone, your abuela’s tablet or your cousin’s ancient desktop.
- Use big, tappable buttons: Nobody wants to feel like they’re playing Operation trying to click a link.
- Keep it simple. A clean, minimalist layout helps visitors focus on what matters.
And let’s be honest: if your site frustrates people on mobile, they’re gone faster than an *NSYNC reunion rumor, though, let’s face it, even that’s more likely than someone sticking around for a non-responsive site. And about the reunion? Fingers crossed for 2025. Or 2026. Or you know, I can just wait. It’s fine. Anytime’s fine. Back to marketing.
3. Strong SEO Fundamentals
Let’s talk SEO, search engine optimization. I know it can sound intimidating, but think of it like curating the ultimate boyband playlist.
- You need your hits: the big crowd-pleasers, your top keywords that everyone’s searching for.
- Then, add some deep cuts: those long-tail keywords that might not get as much traffic but hit just right for your niche audience. Long-tail keywords are those super-specific phrases people type in when they know exactly what they’re looking for, like ‘best budget planners for entrepreneurs.’ They might not get a ton of searches, but when they hit, they hit big.
- And, of course, keep it fresh: regularly update your content because even NSYNC dropped a new song last year. And just like their fans, Google loves fresh content, updated blogs, new pages or even small tweaks to old posts. It’s their way of saying, ‘Oh, you’re still active and relevant? Let me show you off!
Get your playlist right and your audience will keep hitting repeat because your site is giving them exactly what they came for. And when you’re the one showing up in search results, you’re the headliner, not the opener. Once your audience finds you through strong SEO, the next step is guiding them to take action. That’s where number four, a clear calls to action come in.
4. Clear Call to Action (CTA)
Your site isn’t just for browsing, it’s there to guide visitors toward taking action. Whether it’s “Shop Now,” “Book Your Free Consultation,” or “Sign Up for Our Newsletter,” make it obvious.
- Use action-oriented language: Be clear and direct about what you want visitors to do.
- Place CTAs in high-visibility spots: Think top of the homepage, the end of blog posts or even a pop-up (but don’t overdo it).
- Keep it simple: Your site shouldn’t feel like a chaotic group chat. Each page needs one clear focus to help visitors take the next step.
CTAs are like the friend at brunch who says, ‘Okay, are we ordering mimosas or what?’ Clear, direct and leaving no room for guessing. They’re the decision-makers you want on every page of your site. Make it easy for people to take the next step and they’re way more likely to actually do it.
5. Contact Information Front and Center
Let me paint this picture for you: someone visits your website, loves what they see and decides, “Yes, I want to work with them!” But wait, where’s your email? Your phone number? Are they supposed to send a carrier pigeon?!
Your contact information needs to be front and center.
- Include the essentials: Email, phone number and a contact form are a must.
- Add a map: If you have a physical location, make it easy for people to find you, Google Maps is your bestie.
- Bonus points for social links: If you’re active on Instagram, TikTok, LinkedIn, any of the other social media profiles because there’s a new one every day, Link those profiles.
When your contact info is easy to find, it builds trust. When someone sees that your contact info is easy to find, it reassures them that there’s a real human behind the business. Think of your contact info as the digital version of leaving the porch light on, it says, ‘Hey, I’m here and I’m ready to chat.’ Without it? Your site feels more like that sketchy house on Halloween with all the lights off. No thanks and nothing kills trust faster than having to dig through a site just to find contact info.
6. Testimonials and Social Proof
People trust people. So your testimonials it’s your digital street cred. Nothing says, “I’m legit,” like someone else hyping you up. Think about it: how many times have you tried a new restaurant or product because a friend raved about it? Testimonials are like your business’s version of a glowing Yelp review. And hearing positive feedback from customers isn’t just good for business, it’s also a great reminder that your hard work is making an impact.
- Create a dedicated section: Don’t make people hunt for your reviews. Have a clear “Testimonials” or “What Our Customers Say” section. Think of it as your digital brag board.
- Highlight specifics: General praise like “They’re great!” is nice, but details like “They helped me increase my sales by 30% in three months” hit harder.
- Add visuals: Photos, names or even videos bring your testimonials to life. Just make sure you have permission, nobody wants to be surprised by their face on your site.
And don’t be shy about showcasing your wins! This is your moment to say, “Look! People already trust me and you should, too.” If your audience sees that others trust you, they’ll feel way more comfortable trusting you, too. And if you really think about it, how many times have you bought something just because it had glowing reviews? GUILTY.
7. A Blog or Resource Section
Okay, I know what you’re thinking: “Kristine, do I really need a blog?” And my answer is… it depends. (See what I did there?)
A blog isn’t just about SEO, though that’s a huge bonus. It’s also about connecting with your audience and showing them you know your stuff. Think of your blog as the friend who always has the best advice. You know, the one you text when you’re panicking about something random like how to cook rice.
Here’s how to make your blog work for you:
- Share what’s helpful: Post tips, industry insights or answers to common questions. If your audience struggles with something, your blog should solve it.
- Use keywords naturally: Sprinkle in phrases like “website basics for startups” or “how to optimize a small business website.” It’s not about cramming them in, it’s about helping Google understand what you’re offering.
- Focus on quality, not quantity: You don’t need to post every week. One or two thoughtful, helpful posts a month can work wonders.
A good blog builds trust, boosts your SEO and gives your audience a reason to return. And when they do? They’re more likely to become customers.
8. Fast Load Times
Raise your hand if you’ve ever clicked off a site because it was taking too long to load. Yep, me too. A slow website is like waiting for your Uber Eats driver to show up with cold fries; it’s frustrating and unnecessary and honestly, I probably shouldn’t have ordered fries to begin with. Don’t let your website give off cold fries energy, nothing kills the vibe faster than stale fries or a site slower than dial-up.
So let’s:
- Optimize your media: Compress images and videos so they don’t drag your site down.
- Choose a solid hosting provider: Don’t skimp on hosting. A reliable provider keeps your site running smoothly.
- Test your speed regularly: Use tools like Google PageSpeed Insights to see how fast your site loads and fix anything slowing it down.
Remember, a fast website isn’t just good for your visitors; it’s also a big deal for SEO. Google loves a speedy site, which means better rankings for you.
9. Professional Branding and Design
As much as I’m over this word, let’s talk aesthetics. Your website is like your business’s outfit, it’s the first impression people get and you’re going to want to say, I’ve got my ish together.
- Stay consistent. Use the same colors, fonts and imagery across your site.
- Keep it clean: Clutter is your enemy. A simple, focused design helps visitors find what they need without distractions.
- Invest in visuals: Whether it’s professional photos, custom graphics or sleek CTAs, good visuals can make all the difference.
Think of it like walking into a well-decorated restaurant. The food might be amazing, but if the vibe is off, you’re probably not coming back.
10. Analytics and Tracking
Finally, let’s talk data. Because how are you supposed to know what’s working if you’re not tracking anything? Analytics tools like Google Analytics give you all the tea on your website’s performance.
Here’s what to track:
- Visitor behavior: Where are they clicking? How long are they staying?
- Traffic sources: Are people finding you through Google, Instagram or somewhere else?
- Conversions: Which pages are turning visitors into customers and which ones need work?
With the right tools, your website isn’t just a digital storefront, it’s like a backstage pass to your audience’s behavior. You get to see what they love, where they’re dropping off and what keeps them coming back. And let’s be real, who doesn’t love a little insider info?
Or think of it this way, tracking your website’s performance is like journaling for your business, it gives you insights into what’s working and what’s not. Just like in life, reflecting on the data helps you make intentional decisions and reduce overwhelm.
If you’re feeling overwhelmed, remember this: even as a web strategist, I’ve scrapped my own site just to start fresh. Building your website doesn’t have to happen all at once. Start with the essentials and remember, progress over perfection. Taking small, intentional steps reduces stress and keeps you moving forward without burning out. Remember, your website is there to work for you, not the other way around. Let it grow alongside you and give yourself grace in the process. I hope you’re walking away feeling a little more confident on your website or just entertained by my NSYNC references, cause I’m still secretly manifesting that reunion tour announcement, share it with your business besties and slide into my DMs to let me know what you think.
[OUTRO]
Key Takeaways from This Episode
- Your website should be your hardest-working employee. It’s not just there to exist, it should drive leads, build trust and guide visitors to take action.
- Social media alone isn’t enough. Algorithms change, platforms disappear, your website is the only space you truly own.
- A few must-have features make all the difference. Clear navigation, a strong call to action and mobile-friendly design aren’t optional—they’re essential.
- SEO and accessibility impact conversions more than you think. A site that’s hard to find (or hard to use) won’t convert visitors into customers.
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