7 Must-Have Features Your Website Might Be Missing
- Skyler Hibicki
- Jan 14
- 3 min read
A website can look beautiful and still fall short.
If your site feels off (unclear, quiet, or like it’s not doing much for your business), chances are it’s missing one or two key foundational features. These aren’t flashy add-ons or trendy effects. They’re the behind-the-scenes elements that help your website actually work.
Here are seven must-have features every small business website needs and why they matter more than you might think.
1) A clear, IMMEDIATE message
When someone lands on your website, they should understand what you do, who it’s for, and how you help within seconds.
If your homepage headline is vague or overly poetic, visitors may feel confused — even if your design is gorgeous.
A strong homepage message:
Names the service clearly
Speaks directly to the right audience
Focuses on transformation or outcome
Clarity builds trust. Confusion creates bounce.
2) Strategic calls-to-action (not just one)
Most websites rely on a single “Contact” button and hope for the best. But people visit your site in different stages of readiness.
Your website should offer multiple, gentle entry points, such as:
Book a call
Explore services
Download a free resource
Learn more
When CTAs are placed thoughtfully throughout your site, visitors don’t feel rushed, they feel guided.
3) Mobile-friendly design
More than half of your website visitors are likely viewing your site on their phone. Truthfully, it's safe to say about 70% of your website visitors are viewing from their phone.
If your text is hard to read, buttons are difficult to tap, or layouts feel cramped on mobile, you’re losing potential inquiries before they ever reach out.
A mobile-friendly site:
Prioritizes readability
Keeps spacing clean
Makes navigation effortless
This is a non-negotiable — and something many DIY sites unintentionally miss.
4) Clear navigation that actually makes sense
Your website menu should feel intuitive, not clever.
If visitors have to guess where to click next, they’ll often leave instead.
A strong navigation:
Uses familiar page names
Keeps the menu short and intentional
Helps visitors find what they need quickly
Good navigation quietly supports every other part of your website.
5) Trust-building elements
People don’t just buy services... they buy confidence.
Trust-building features reassure visitors that you’re legitimate, experienced, and worth investing in.
These can include:
Client testimonials
Real photos of you or your work
Clear service descriptions
Thoughtful FAQ sections
You don’t need to overshare — just enough to help someone feel at ease.
6) Foundational SEO working for you behind the scenes
Even the best website won’t get found if search engines can’t understand it.
SEO doesn’t have to be complicated, but your site should at least include:
Page titles and meta descriptions
Proper heading structure
Image alt text
Clean, readable URLs
These small details add up and make a big difference over time.
7) A website that can grow with you
Your website shouldn’t feel like a one-time project. It's the paint that never dries, and as you grow and change.. your website needs to do so alongside you.
As your business evolves, your site should be able to:
Add new services
Expand content
Adjust messaging
Scale without starting over
A flexible foundation saves you time, money, and frustration down the road.
If your website feels almost there (or you don't have one at all)
You’re not behind and you don’t need to burn everything down and start from scratch.
Sometimes, a few intentional updates are all it takes to turn a pretty website into a powerful one. We're here to help you add all the features your website might be missing.
If you’re ready for guidance on what your site needs next, I’d love to help you navigate that next step with clarity and ease.
Your website should support your business — not sit quietly in the background. With the right foundation in place, it can do so much more.
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