A business’s online presence has become a virtual storefront in the current digital age, inviting scrutiny from clients, competitors and collaborators alike. As a discerning business leader, evaluating websites has become second nature as it can help you glean insights into industry trends and gauge the competition. However, amid the hustle of website design, certain pivotal elements are occasionally overlooked—and these seemingly minor details can wield significant impact.
Here, 19 Forbes Business Council members point out the often-neglected facets of business websites that carry the potential to elevate brands, foster engagement and drive conversions, underscoring their importance in portraying a comprehensive and compelling digital image.
1. An ‘About Us’ Page
Companies quickly move away from having an “About Us” page as they grow. For some reason, we have a learned bias that tells us that we must become less personal to be more professional. The truth is information, such as the personal stories of the company’s founder(s), its geography and its origin story, is always important. That information helps a potential buyer feel personally connected to a brand. – Jordan Peace, Fringe
2. Employee Photos
One element companies often omit but shouldn’t are pictures of real staff. Websites full of stock photos lack humanity and authenticity. Showing real people, with names and titles, transforms an impersonal corporate site into a relatable, trustworthy place. Your site reflects your brand. Unless there is sensitive work, include staff shots. – Chase Hughes, Pro Business Plans
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3. Customer Feedback
One element that companies often leave off their websites but shouldn’t is customer testimonials or reviews. Incorporating genuine feedback and testimonials from satisfied customers provides social proof and builds trust with potential clients. It demonstrates that the company has a track record of delivering quality products or services and will leave a positive impression on visitors. – Beth Worthy, GMR Transcription Services, Inc.
4. An Informative Landing Page
Companies should highlight the most compelling and descriptive information about themselves front and center on the home page. A website viewer should know what the company does and what makes it unique in the first viewing of the website. Otherwise, it is more difficult to keep the attention of the right people and have them click through to other pages. The first impression is the most important. – Laura Scotti, ScottiWorks
5. Customer-Centric Content
I see too many sites talk too much about themselves, their history and about why they are so great. People want to understand how your product or service will leave them better off, but most websites miss this opportunity to make their customers the hero. Aim to answer a simple customer question: What’s in it for me? – Jason Haddock, Sozo Labs
6. A ‘Contact Us’ Page
It is important for companies to provide a straightforward way for visitors to get in touch with them, whether it’s for inquiries, customer support or any other reason. A well-designed and easily accessible “Contact Us” page can foster trust and encourage potential customers to reach out. – Patrick Mensah, WallStreet Investment
7. Contact Expectations
Almost every website has a “contact us” form to complete, but most don’t tell you how they will communicate with you once the form has been submitted. If the client expects a phone call but the company communicates by email, the result may be a missed opportunity for both the client and the company. Set the expectation! – Chris Clear, Clear Storage Group, LLC
8. A Purpose Statement
While many websites contain mission or value statements, a purpose statement is less common but still important. It defines why your company exists to your stakeholders and what makes it unique, along with the core values. It elaborates on your guiding principles and potential for social impact. It also helps strengthen your brand when consumers can see how your company is different. – Cheryl Fields Tyler, Blue Beyond Consulting
9. An FAQ Section
One element that companies often leave off websites is a comprehensive and easily accessible FAQ section. Including an FAQ section addresses common questions and concerns that visitors may have, providing them with valuable information and saving time. This not only enhances the user experience, but also demonstrates transparency, builds trust and reduces the need for customer support inquiries. – Johan Hajji, UpperKey
10. A Space To Provide Feedback On New Features
As companies grow, they add new sections to websites to introduce new services and products. While marketing, sales and customer service second guess the effectiveness of the new material, they tend to not capture how customers will respond. To solve this problem, be honest that the material is new and ask visitors to give you feedback on the quality of the new content. – Jerry Cahn, Age Brilliantly
11. Product Or Service Explanations
From evaluating startup companies and those with Series A funding, I often find that their websites don’t provide the full extent of their product and service lines. This makes it very difficult to explain and justify their value proposition to a broad group of investors and prospective clients. – Jill Buban, Bright Horizons EdAssist Solutions
12. User Accessibility
Website accessibility is essential to ensuring that the site is accessible to everyone. Making a website accessible is no longer optional anymore but a legal requirement for most businesses. Unfortunately, this does not often receive the attention it deserves and is treated as an afterthought. – Anna Stella, BBSA
13. Human-Centric Content
Companies often focus on showcasing their products or services but sometimes they also need to highlight their team, values and culture. Featuring these elements brings a personal touch, builds trust and differentiates the brand in a competitive marketplace. Showcasing the “human” behind the business is always beneficial. – Andrei Neacsu, HyperSense Software Inc.
14. Core Values
Companies often neglect to include their core values on their websites. This crucial element builds trust, aligns with customers’ values and distinguishes your brand. Communicating your guiding principles creates meaningful connections and attracts loyal customers. – Sabrina Graf, Heartbeat Consulting
15. Customer Success Stories
While testimonials are undoubtedly valuable, combining them with customer success stories adds a significant level of depth and credibility. The combination of testimonials and success stories creates a website that not only captures the voice of satisfied customers, but also delivers tangible proof of the transformative impact your business can have. – George Alifragis, Cyber Security Global Alliance
16. Bonding Language
To sharpen your sales tools, the goal of the website is to put your visitors at ease. We frequently forget to direct the message to our clients instead of ourselves. One element to establish a stronger connection with your audience is that the website should use “you” instead of “we” to establish a stronger connection. – Francisco Ramirez, The ACE Group (TAG)
17. Educational Content
When developing a company website, one thing that most small businesses must not overlook is educational content. This will not only demonstrate how informed they are and their level of expertise as specialists in that sector, but will also help them rank on search engines such as Google or Yelp. – Raquel Gomes, Stafi
18. A Clear Call To Action
One often overlooked element is a clear call to action (CTA). Whether it’s to purchase, subscribe or contact, a compelling CTA can guide visitors toward meaningful engagement with the business. – Tomas Keenan, Step It Up Academy
19. A ‘How To’ Or ‘What Is’ Video
I believe there should be a video that explains the “how to” or “what is” story on every website. Additionally, I would advise deploying a chatbot that responds to general questions and connects the customer with a support or sales agent as soon as the customer understands the brief and wants to know more. – Raj Maddula, Global Squirrels
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