For many companies, having a website is undoubtedly crucial to reaching new audiences – and often the first impression someone has of your brand.

However, a website alone is not enough to reach and convert new customers. It is equally important that your website is well designed. Otherwise, you run the risk of losing valuable leads.

Website design plays a big role for several reasons: First, web design can affect your website’s ability to search search engines for keywords related to your product or service. In addition, web design can affect whether a user stays on your website once they find it.

Finally, web design ultimately affects how many leads and leads you can convert into customers.

Good website design always starts with the question, “What is the main action someone should take when they visit our website?”

However, “good” website design can seem vague – what exactly do marketers mean when they say, “This is a great website design”?

To help uncover key design features that you’ll want to add to your website in 2021 and beyond, we asked 285 people in the United States which elements they think are most important to a corporate website.

Here are their answers.

Graphic with the most important elements of a company website

Click here to view the PDF version of this diagram.

1. Providing contact information on your website is critical, according to 62% of respondents.

Inserting contact information seems easy, but many companies miss this. And it’s undeniably important – in fact, respondents rated “contact information” as the most important element to include on your company’s website.

You want to include the phone number, email address, or some other means of contact you want you to reach for sales inquiries – preferably in an easy-to-find location, e.g. B. in the header of the page.

Also, consider sending a clickable “Email Us!” CTA that either opens an email client or points to your contact form. When you talk about forms, you may want to embed “Contact Us” forms on your website. Visitors don’t have to go on a scavenger hunt to find out how to get in touch with you.

2. 19% believe that a blog is most important.

All digital, social, and other online marketing requires high quality content. And blog is one of the most effective ways to create and distribute quality content about your product or service.

Of those surveyed, 19% believe that this is actually the most important element on a company’s website.

For maximum SEO benefit, your blog should be listed under your domain (e.g. www.yourcompany / blog) and not through a third-party service outside of the website.

Ultimately, blog can help you reach new audiences, increase brand awareness, and convert potential customers through educational, valuable content.

3. An “About Us” page is an important element and can help your brand share its story.

Sharing your story and highlighting core values ​​is critical to the long-term success of your brand. In fact, 85% of consumers say they will only consider a brand if they trust the brand.

According to the survey we conducted, an “About Us” page is the second highest rated item, with 31% ranking an “About Us” page as the most important item – overshadowing live chat, product images / videos, and even case studies.

Simply put, people care who they do business with. Tell people who you are and why your job is important. That said, keep it short. Customers don’t have time to read a research paper.

For more information on the About Us page, see 26 About Us and About Me Pages + Templates You Can Use to create your own.

4. You want to include social media icons to drive traffic to your social pages.

We know social media icons matter, but I was surprised that this element overshadows live chat, customer case studies and blog as the most important element of a company’s website, according to 30% of respondents.

Once your website is generating regular traffic, it is important that you link to your social media pages so prospects and customers can follow you.

It is important, however, that you don’t overdo it – when in doubt, go for simplicity over the yardstick. For example, if you work for an e-commerce company, you might want to consider linking to some visually appealing sites like Instagram, Pinterest, or YouTube.

Of course, don’t add platforms that you don’t update regularly. You build trust, and it does that by having regularly updated and relevant content and answering questions from customers and leads.

5. According to 20% percent of respondents, customer testimonials can effectively take your website to the next level.

Potential customers need to trust you before they decide to work with you. Fortunately, customer testimonial sites can help you effectively build that trust with potential customers.

Use your website to build your credibility by sharing your expertise and track record with clients and clients. When you receive testimonials, ask your customers for permission to use their real names. Real endorsements from recognizable companies and organizations mean much more than an anonymous testimonial or quote from a fictional person.

Case study pages should have a consistent, concise format and template to explain what problem a customer had, how your company solved it, and what process you used to solve it.

6. Geographic details are invaluable for local search engine optimization.

46% of all Google searches are for local information. If your business isn’t optimized for local search, you can miss out on potential customers searching for products or services in your geographic area.

And as our research shows, 26% believe that a company’s physical location is a key component of an effective website.

The pandemic has made many of us forget that a physical world exists. Most businesses with stationary locations rely on customers in a specific geographic area. Fortunately, many people who are looking for a product or service give a location. Including your location information will help your SEO strategy and help people unfamiliar with your region find your business.

For example, if you need a locksmith you could search on “locksmith in Maplewood, NJ”. For this reason, you should use your location in page titles and other metadata, as well as in the text that appears on your website. If you serve multiple cities, consider creating landing pages for each location on your website to make navigation easier.

7. Live chat is an important element of a company’s website in 2021.

According to 28% of our respondents, live chat is a necessary part of a successful website.

Chatbots can’t replace real people with customer service, but they are a good alternative for those who don’t want to call or email and might be asking about services or simple FAQs. To meet customers where they are and get the instant feedback they need, consider installing a live chat option on your website.

Chatbots are easy to program and many don’t even need code. Artificial intelligence has made this functionality much more practical for businesses of all sizes. In fact, many companies offer live chat as a simple plugin for their CMS platform.

Other reasons to consider a chatbot:

8. 27% of people say the most important thing is to use original video and images of your products or services on your website.

Customers like pictures – but they are tired of photos, especially products or services. This is where authentic videos and photos behind the scenes can help.

For example, if your company offers a service like landscaping or IT maintenance, show before and after pictures of your work.

If your service is less tangible, such as insurance or life coaching, use pictures to showcase pictures of your kind staff and belief system. Or, better yet, include video. Videos explaining the purpose of your business are powerful ways to build trust with potential customers.

9. According to 10% of respondents, a newsletter sign-up button is a valuable part of a company’s website.

Providing your website visitors with the ability to stay up to date by subscribing to your blog posts, newsletters, or product releases can help keep prospects and customers up to date and increase brand loyalty.

With a subscription, you can share information about your business through email marketing while building your email list. Use this list to share information that you think your customers and prospects will find valuable whenever you have it.

Finally, don’t forget about analytics

Should you just limit your web design to these nine important design elements? Of course not. Depending on your industry and business needs, there are a number of other design integrations that should be considered a priority.

And of course we mustn’t forget the value of a compelling homepage, effective site navigation, mobile responsiveness and more technical aspects such as readability and accessibility.

There is another important element to consider when designing your website: analytics. Analytics can help you determine how your website is currently performing, which pages are attracting the most visitors, and how you can improve and iterate your web design over the long term.

Ultimately, it’s important to keep testing your web design over time to make sure it continues to meet and exceed consumer expectations.

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