Every small business needs a website -- your social media will link back to it, your marketing will lead customers to it, and search engines will bring visitors to it.

A small business’ website doesn’t have to be complex or have dozens of pages, but it should be effective and functional. Here are five features that every successful website should have.

Responsive Design

This first one is a no-brainer. We’ve said it before and we’ll say it again: your small business website must be mobile-friendly. A large percentage of people now search on their phones, and if you’re doing everything right, they will find you in their searches.

Make sure your website developer optimizes your site for mobile users. Nothing will turn off a customer like a bad mobile site--one that loads too slowly, looks ugly, or just doesn’t work on their phones.

Not to mention, Google may not even index your site at all if it does not follow mobile-first guidelines.

User Experience

The way a visitor interacts with your small business website is hugely important. First of all, your website should be accessible, meaning those with disabilities should be able to use it. It should also have a pleasing but functional design, taking into account everything from color to layout.

The best website experiences are intuitive--you don’t even have to think about them. A user should be able to navigate your website seamlessly and be able to find the information they need quickly and easily.

Contact Information

You’d be surprised how many people forget to include contact information on their websites. A number, email, and physical address are basic elements that every business must have on their site--or else, how will a customer get in touch with you? Don’t lose out on a paying customer by forgetting this key element. Every small business website should have a Contact page, and also include this information at the top and/or bottom of every page. It should be at your customers’ fingertips.

Value Proposition

It may also surprise you how many businesses don’t actually include their “what” and “why” on their website. One of the first things a site should tell you is: what can this business offer me, and what do they do differently? This information is what will draw in your customers and differentiate you from other similar businesses in your industry and area.

Information Capture

As we discussed, website visitors can use your contact information to reach you. But it’s also a good idea to include a form on your site to capture new leads coming in through your site. This form should allow them to submit their name, email, and other information to you. You can then reach out to them, offer them free content, and keep in touch with the information they’ve given you.


Your small business’ website is not complete without these five elements. They will make sure your website is ready for visitors--and ready to convert them when they arrive.