In 2024, e-commerce sales are expected to account for 20.8% of retail sales worldwide as online shopping continues to grow each year. For every $100 customers spend on retail, they spend nearly $21 online. Even if you primarily sell products in retail stores or on social media, you still need a website with the right features.
Your business's website is a centralized hub for easy-to-find information, customer service, and a place to buy your goods and services. Optimizing your website for SEO can even bring in leads.
If you're thinking of building a website for your business or want to update your existing one, make sure it has these features to stand out:
Easy navigation
Think about the different reasons someone would go to the website and make sure their journey is simple, whether getting more information about a product or reaching customer service.
Creating a website that is user-friendly starts with straightforward wayfinding. When customers land on your website, they typically start with the menu to find what they're looking for.
Standard header menu:
Most websites have the menu displayed horizontally on the top of the page. When users click on one of the menu items, it takes them to the related content. A standard website header menu includes:
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Home
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About
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Contact
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Shop
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Services
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Press
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Blog
Floating navigation
If you want to retain the users, avoid the problem of users getting lost by incorporating a floating navigation menu bar, also known as a sticky menu. These navigation bars stay fixed at the top of the page. When the user scrolls down, the menu is always at the top of the screen. They can go back to the home page or click on a different menu option any time without having to scroll back up.
A good portion of your website traffic may come from smartphones. Build your website in such a way that it must be just as easy to use on mobile as on a regular computer. Hamburger menus are a popular feature of mobile-optimized websites.
Another option that’s popular for mobile-friendly websites is vertical sidebars. Fixed menus that run across the side of the screen vertically can help users quickly scroll around your website on their phones. This is especially helpful if you have a content-heavy website where a user may get lost or confused.
The header is the first experience the customer has with your website. It should include the most sought-after and important information. Whatever doesn't make it to the main navigation, you can move it to the footer. The footer navigation is the space used for putting sitemaps, resources, and other helpful links.
Intuitive design and user experience
When creating or updating a website, think about the end user and what problem of theirs you're solving with your product or service. One of the most crucial website functionalities is user experience. You want your website to drive action, create a positive emotional response, and be useful.
Websites need to be easy to use and have an intuitive design. You'll likely lose sales to a competitor if your website causes frustration, with hard-to-find content or a complicated checkout process. People are busy and often multi-task; your website should be able to quickly give them the information they want.
Content needs to have a natural flow and be intuitive. If a customer goes to your website to reach customer service, think about the actions you want them to take on your website. You can first solve quick questions with a FAQ page and include contact information at the bottom if they still need help. What action do you want them to take afterward? You could direct them to your blog or a helpful product tips article.
The user experience honeycomb
The user experience honeycomb is created to show the facets of user experience.
Useful. Does it help the user? The website should help solve a problem and get the user to their end goal.
Usable. Is it easy to use? Design should flow naturally, feel familiar, and take the user from one action to the next without much thought.
Desirable. How visually appealing is the site? When creating a website, appearance is just as important as functionality.
Findable. Can users find the website? Make sure the website has good SEO and the content is easy to discover.
Accessible. Can everybody use your website, including those with disabilities? Check that it looks as good on mobile as on laptops and in all browsers and includes features designed to add a better experience for those with disabilities.
Credible. Does your website feel secure and legitimate? Customers need to know their personal information is safe and the website information is accurate.
Valuable. Does your website serve its purpose? The user should get more out of the website than the time and effort spent browsing it.
An easy-to-use website intentionally designed with the end user in mind helps create a positive experience for your audience. Keeping these facets in mind as you choose what website features to include helps make sure your website is as user-friendly as possible.
Whitespace and background
You can choose where your user's eyes naturally go on the web page and add focal points using whitespace. A website's blank and empty spaces are called whitespace or negative space. This approach is very popular in minimalist designs and it helps a website look modern and avoid unnecessary content clutter.
Whitespace can help separate pieces of content, making navigation easier. Typically the wider the whitespace between two elements, the less connected they are. You have to draw your visitor's eyes to your CTA button or lead generation form with strategic whitespace elements.
Whitespace doesn't always have to be white. Any background or color blocks can be used as whitespace. Negative space makes content easier to read and shows the user what the focal points for the page are. It's a great tool when used correctly and can solidify your branding.
Consistent colors and relevant photography
Branding is a fundamental website feature to consider. The entire website should be consistent with your existing branding, from the tone in the copy to the colors used in the graphics. When a customer sees your product in person or on social media and then goes to your website, they should experience the same.
What to include while creating a visual brand style guide to make sure that every page and new piece of content adheres to it:
Page loading
One in four visitors would actually leave a website if it took longer than four seconds to load. If your website is slow, it can negatively impact user experience and lead to higher bounce rates. Google also uses page speed as a ranking factor, which means slow-loading pages can hurt your SEO.
Here are some tips to improve your website's loading time:
Compress images: Large images can slow down your website. Compress them before uploading to ensure faster loading times.
Minimize HTTP requests: Each element on a webpage (images, stylesheets, scripts) requires a separate HTTP request. The more requests, the longer the page takes to load. Minimize these requests by simplifying your design and code.
Enable browser caching: Browser caching stores some of the files on a user's device after their initial visit. This means when they return to your site, the page loads faster because some of the elements are already stored locally.
Optimize code: Clean, efficient code contributes to faster page loading. Remove unnecessary code, comments, and formatting.
Choose a reliable hosting provider: Your hosting provider plays a significant role in your website's speed. Choose a reputable hosting provider with a track record of fast and reliable service.
Mobile responsiveness
With the increasing use of smartphones, having a mobile-responsive website is no longer an option. Mobile responsiveness means your website looks and functions well on various devices, including smartphones and tablets.
Google also considers mobile-friendliness as a ranking factor, affecting your site's visibility in search results. Make sure that your website design is responsive and adapts to different screen sizes by testing your website on multiple devices.
SEO optimization
Search Engine Optimization (SEO) is important for improving your website's visibility on search engines like Google. When potential customers search for products or services related to your business, you want your website to appear on the first page of search results.
Here are some essential SEO practices to implement:
Keyword research: Identify relevant keywords for your business and incorporate them naturally into your content. Use tools like Google Keyword Planner to discover popular and relevant keywords.
Quality content: Create high-quality, relevant, and valuable content for your audience. Regularly update your website with fresh content to keep it relevant.
Meta tags: Optimize your meta titles and meta descriptions with relevant keywords. These tags provide a brief summary of your page's content to search engines and users.
Image optimization: Compress and optimize images for faster loading times. Use descriptive file names and alt text for images to help search engines understand their content.
Mobile optimization: Ensure that your website is optimized for mobile devices, as Google prioritizes mobile-friendly websites in its search rankings.
Backlinks: Build high-quality backlinks from reputable websites to improve your site's authority. Focus on acquiring natural and relevant backlinks rather than resorting to spammy tactics.
Security features
Security is a top priority for both businesses and website visitors. Implementing robust security features helps protect user data, build trust, and prevent cyber threats. Here are some essential security measures to consider:
SSL certificate: Secure your website with an SSL (Secure Sockets Layer) certificate to encrypt data transmitted between users and your site. This is crucial for protecting sensitive information such as login credentials and payment details.
Regular updates: Keep your website's software, plugins, and themes up to date to patch vulnerabilities and enhance security. Regularly check for updates and apply them promptly.
Firewall protection: Install a web application firewall (WAF) to monitor and filter incoming traffic, blocking malicious activities and potential threats.
Backup system: Set up a regular backup system to save copies of your website's data. In the event of a security breach or data loss, you can quickly restore your site to a previous state.
Secure payment gateways: If your website involves online transactions, use secure and reputable payment gateways that prioritize the protection of financial information.
Integrating social media into your website can enhance your online presence, engage your audience, and drive traffic. Add social media buttons, shareable content, and live feeds to connect your website with your social platforms. This integration helps users easily share your content, follow your brand, and stay updated on your latest activities.
Social media icons: Place social media icons prominently on your website, linking to your official profiles. This encourages visitors to connect with you on various platforms.
Share buttons: Include share buttons on your blog posts, product pages, and other relevant content. This allows users to share your content on their social networks, expanding your reach.
Live feeds: Display live social media feeds on your website to showcase real-time updates, posts, and interactions. This keeps your website content dynamic and encourages users to explore your social channels.
Analytics and tracking
Understanding how users interact with your website is crucial for making informed decisions and optimizing your online presence. Implement analytics and tracking tools to gather valuable data on user behavior, traffic sources, and popular content.
Key analytics features include:
Google Analytics: Integrate Google Analytics to track website traffic, user demographics, and behavior. By doing this you can gain insights into the effectiveness of your marketing efforts and identify areas for improvement.
Conversion tracking: Set up conversion tracking to monitor specific actions users take on your site, such as making a purchase or filling out a contact form. This helps measure the success of your conversion goals.
Heatmaps: Use heatmaps to visualize user interactions with your website. Identify areas of high engagement, popular click-through paths, and potential areas for improvement in user experience.
A/B testing: Conduct A/B tests to compare different versions of web pages and determine which elements resonate best with your audience. Test variations of headlines, images, and calls-to-action to optimize performance.
Contact information and customer support
Make it easy for visitors to get in touch with you and seek assistance when needed. Display clear and accessible contact information, including a contact form, email address, and phone number. Additionally, consider integrating live chat or chatbot features to provide instant support.
Key compliance features include:
Privacy policy: You have to draft a comprehensive privacy policy that outlines how you collect, use, and protect user data. Clearly communicate your data practices and ensure compliance with privacy regulations.
Cookie consent: Implement a cookie consent banner or pop-up to inform users about the use of cookies on your website. Allow users to provide consent or adjust their cookie preferences.
Terms of service: Create clear and transparent terms of service that define the terms and conditions governing the use of your website.
Building an email list is an essential aspect of digital marketing. Include strategically placed email opt-in forms on your website to capture leads. Offer incentives such as discounts, exclusive content, or newsletters to encourage visitors to subscribe.
Conclusion
In 2024, your website is an important part of your business strategy. To succeed, it needs to be user-friendly, visually appealing, and optimized for search engines. By incorporating these must-have features into your website to create a positive experience for visitors and drive business results.