1. Clear Value Proposition (Above the Fold)
This is the who you are, what you offer, and why it matters message.
It should be immediately visible without scrolling.
Why it matters:
People decide in 3–5 seconds whether to stay or leave your site. A strong value statement keeps them engaged.
Examples:
- “Professional Web Development & Secure Email Hosting for Growing Businesses”
- “We help small businesses look professional online—fast, secure, reliable.”
2. Easy Navigation & Intuitive Structure
Visitors should instantly know where to find what they need.
Must-haves:
- A simple top menu
- Clear page labels (Services, About, Pricing, Contact)
- A mobile-friendly layout
- Fast loading pages
Good navigation reduces friction and improves your conversions.
3. Contact Information & Calls-to-Action
Make it effortless for visitors to reach you or take the next step.
Essentials:
- A prominent "Contact" or "Get a Quote" button
- Contact info in the header or footer
- A simple, friction-free contact form
- CTA buttons on every service page
If they can’t reach you quickly, they won’t.
4. Trust Elements
These reassure visitors that you’re legitimate, skilled, and safe to work with.
Examples:
- Testimonials & reviews
- Portfolio or case studies
- Certifications
- Real photos (not just stock)
- Guarantees or policies
- Secure HTTPS
Trust signals dramatically increase conversion rates — especially for small businesses.
5. Quality, Helpful, and Updated Content
Your content should show expertise and guide visitors toward hiring you.
Important content includes:
- Clear service descriptions
- Pricing ranges or at least pricing explanations
- FAQs
- Educational blog posts
- Up-to-date messaging and offers
Fresh content also boosts search rankings and keeps your brand relevant.
Quick Summary
The 5 most important things on a website:
- Clear Value Proposition
- Simple, intuitive navigation
- Easy-to-find contact info & strong CTAs
- Trust-building elements
- High-quality, updated content