November 11

6 Key Components of a Great Small Business Website

We all know businesses need a website to be found online. In fact, 62% of customers won’t consider a small business if they can’t find it online! So, you’re probably all across this, perhaps even with a flash, freshly designed website? But here’s what we want to know: how well is your website serving your customers? Is it earning their trust and getting them to choose you instead of your competitors?

The truth is a website that doesn’t give visitors what they’re looking for could do your business more harm than good. A website built with consumer psychology in mind, on the other hand, can get browsers to trust your business instantly. We call this a conversion-rate optimised website. Here’s what we mean by this.

A business website should serve 3 main purposes.

  1. Get you found online.
  2. Build trust.
  3. Convert.

At the end of the day, a cool-looking website is just a cool-looking website. If nobody can find it, or they don’t choose you after seeing it, what’s it good for? So, to help make your website work for you, here are 6 key elements that any business website must have!

The 6 Key Elements of a conversion-rate optimised website

1. Easy contact

This is perhaps the most important part of your website. Nothing quite as off-putting
as visiting a website and thinking, “how hard is it to contact this
business?” Remember, your competitors are also online, and people will
simply move on to the next option. We can’t stress enough how crucial it is
your customers can contact you easily!

Contact details and options to include on your website:

  1. E-mail address
  2. Phone number
  3. Directions
  4. Locations
  5. Enquiry form
  6. Social links

You need to make people feel that you WANT them to contact you. And remember – ALWAYS reply
within 24 hours to an enquiry or your they may go somewhere else! Even if you
sell your products in a brick-and-mortar store, your customers will be looking
you up on Google. If they can’t find your opening hours and contact
information, they might skip the visit to your store.

You should also make it easy for your customers to contact you in the way that they prefer to. If your customers like to call, make add a click-to-call button at the top of each page. If they prefer to use a contact form, make sure there is a form that works.

2. Social widgets

Let’s delve a bit deeper into the socials because they’re here to stay. Social widgets can simply link to your profiles or allow visitors to share your content. Being present on several platforms that are interlinked builds trust, so your site should link to your socials and vice versa. Did you know that only 34% of websites have social share widgets on them? Social widgets allow visitors to find and follow you across multiple platforms, keeping your brand upmost on their minds.

Remember, you don’t need to be active on every single platform (ain’t nobody got time for that!). Choose the ones your audience likes to hang out on, focus your energy on there and make sure your links to them work.

3. Testimonials

No matter how amazing you say you are, a new visitor to your website has no reason to believe it. However, people will believe what other people say about you, your products and services. Testimonials are social proof, and a great way of building trust, as they show other people vouching for you.

A testimonial should be from someone who is real and who has used your product or service. If you offer many services, get a testimonial that is specific to each unique service page on your site.

4. Responsive design (mobile and tablet friendly)

If your site is not responsive (i.e. mobile and tablet friendly) yet, this is an utmost priority. In 2018, 58% of site visits were from mobile devices. Most of us always have a smartphone on us, constantly looking up services and businesses on the go. The mobile bounce rate was 50%, showing you how many people won’t put up with a non-mobile friendly site. Without a mobile-optimised site, we guarantee you’re missing out on business! In your Google Analytics, you can see how many people are visiting your site on a mobile device.

Accelerated mobile pages

Accelerated mobile pages (AMP’s for short) are the newest technology when it comes to mobile optimisation. So, what are accelerated mobile pages? An AMP is a fast-loading page, where the HTML code has been stripped down to improve speed. Companies including Google and Twitter have developed AMP’s as part of their website publishing technology. This is part of the long-running trend of user-friendliness as a Google priority, so websites with AMP’s will also have a higher chance of ranking high.

5. Quality content

Have you ever felt put off a website because of typos or lack of content? Grammar mistakes and low-content pages look sketchy, eroding your trustworthiness. There are more benefits to quality content, though! Tailoring your content to your customers’ pain points and needs will help convince them to choose you.

Whether you decide to write your content yourself or hire a copywriter, the first step is to get clear on your ideal customer. Show them how you solve their problems by addressing their fears and pain points. Providing FAQs that answer common questions will move another barrier to book or buy with you. We recommend adding your unique selling points on your home page and service pages too. What do you bring to the table that your competitors don’t have?

Valuable content is the direction marketing is going in. The goal of your content should be to inform your customers, articulating clearly the reasons to choose you.

6. CTA

The CTA, or the call to action, is an essential step in a visitor’s journey on your website. A call to action is a prompt that tells people what you want them to do next. The truth is, making the next steps clear is crucial for good customer experience. The right CTA will depend on your business and the products or services you sell. What action do you want website visitors to take? They need to know!

Here are some examples of CTA’s:

  • Subscribe to our newsletter
  • Add to cart
  • Contact us for a free quote
  • Call now
  • Find out more

The CTA can be enhanced with an eye-catching button. The right colour or shadowing of the button can improve the response rate remarkably.


Your website is essentially what your shop window used to be in the past. It’s the first impression you give to new customers! Now if that shop window was all dusty, forgotten and not displaying the products and services you sell… that wouldn’t convince anyone, would it? Therefore, your website needs to be a constant project you keep improving upon to give the best impression possible to your customers.

Do you need help with creating a website that converts and builds trust? We offer affordable custom WordPress websites for small businesses. As official Google Partners, we build websites with the Google algorithm and customer psychology in mind. When you partner with Gordon Digital, you don’t just get a cool looking website, but a website that converts and has strong foundations for SEO.

about the author

Jessica Gordon