50 Website Features You Didn’t Know You Needed

Peter A. Liefer II | Posted: October 15th, 2024 | Updated: January 22nd, 2025

Your website is where people come to learn about your services, find contact details, and decide if they want to work with you. A poorly designed or incomplete website could send visitors running straight to your competitors.

But here’s the good news: you don’t need a fancy degree in web design to create a killer website. You can, instead, seek guidance from professionals (like us) who have the skills, qualifications, and experience to make your site stand out. In this guide, the PrimeView team will walk you through the features every website needs to be professional, user-friendly, safe, and optimized for success.

 

A. Core Structure and Navigation Features

Let’s start with the essential features that make it super-easy to use and navigate your website.

 

1. Homepage with Hero Section

Your homepage is the most visited page on your site. It should clearly explain who you are, what you do, and why visitors should care. The hero section—the large area at the top—should include a strong headline, a brief description of your business, and a call-to-action (CTA). Whether it’s “Contact Us,” “Shop Now,” or “Let’s Work Together,” make it clear what visitors should do next.

2. Clear and Intuitive Navigation Menu

A messy or confusing menu is one of the fastest ways to lose visitors. Your navigation bar should be simple, with links to the most important pages: Home, About, Services, Products, Blog, and Contact. For larger sites, use dropdown menus to organize subcategories.

3. Footer

The footer—the section at the bottom of a web page—is a workhorse. Use it to provide links to your privacy policy, terms of service, and sitemap. It’s also a great place for contact details, social media icons, and a copyright notice.

4. Search Bar

A search bar is a lifesaver for users who know exactly what they’re looking for. In fact, 43% of visitors will use it immediately after landing on your site. Unfortunately, 72% of websites fail visitors’ search bar expectations. Don’t be among them! Make sure yours is prominently placed and delivers accurate results.

5. Breadcrumb Navigation

A breadcrumb trail shows a browsing visitor where they are on your site and lets them backtrack easily. This feature is handy for e-commerce or content-heavy sites.

6. Responsive Design

A mobile-friendly design isn’t optional anymore; it’s expected. A whopping 96.2% of global users access the internet via mobile phones.

7. Custom 404 Page

A generic “404 Not Found” page feels like a dead end. Instead, create a custom page that apologizes for the missing content and offers links back to your homepage or other popular pages.

8. Sticky Header or Navigation Bar

A sticky header keeps your navigation menu visible as users scroll, so they can jump to another page anytime without scrolling back up.

9. Accessibility Tools

Web accessibility is the right thing to do and is a legal requirement. Add features like keyboard navigation, text resizing, and alt text for images to make your site usable for everyone.

Is your website compliant? Click here to get your free ADA compliance test.

 

B. Visual and Branding Elements

Your website’s appearance speaks volumes about your business. A polished, cohesive design builds trust and reinforces your brand.

 

10. Custom Logo

Your logo is your business’s visual signature. Place it prominently in the top-left corner of your website, and clicking it should direct visitors back to your homepage. Keep in mind that 42% of consumers say a logo conveys a brand’s personality, and 39% say it reveals a brand’s quality. 

11. Consistent Brand Colors

Choose a color palette that mirrors your brand identity and stick to it. Using consistent colors across your site, social media, advertisements, and even packaging shows that your business is organized and trustworthy.

12. Typography Hierarchy

Good typography means the text is readable and visually appealing. Use distinct fonts for headings, subheadings, and body text, and avoid overloading your page with too many styles.

13. Favicon

A favicon is a small icon that appears in browser tabs next to your website name. It’s a minor detail but helps with brand recognition and professionalism.

14. High-Quality Images and Graphics

Blurry or pixelated photos and graphics scream “unprofessional.” Use high-resolution images that represent your brand. If budget allows, invest in custom photography or graphic design.

15. Backgrounds and Visual Textures

A well-thought-out background can add depth and personality to your website. You can never go wrong with a clean back or white background, but subtle gradients or patterns can also work, as long as they don’t overpower your content.

16. Custom Icons

Replace generic icons with ones that match your branding. For example, if you sell artisan baked goods, consider using a whisk or cupcake icon instead of a default checkmark.

17. Light and Dark Modes

Give users the option to view your website in light or dark mode, especially since most people nowadays find dark themes easier on the eyes. In fact, 81.9% of 2,500 Android users prefer dark mode on their phones, while 9.9% alternate between the two.

 

C. Essential Business Information

Your website should answer every visitor’s first question: “What’s in it for me?” This section ensures they know who you are, what you do, and how to reach you.

 

18. Contact Information

Don’t bury your contact details. List your business’s number or email address where visitors can see them, or implement a contact form. Making it convenient for people to reach you increases the odds of conversions and strengthens your business relationships.

19. Google Maps Integration

Make it easy for visitors to find your physical location if you have one. Embedding Google Maps on the contact page works well for brick-and-mortar businesses.

20. About Us Page

More than half of online users (52%) look for the ‘About Us’ page as soon as they land on a site. So make yours worth reading! Share your story, including what inspired you to launch your own business and what makes you different from competitors.

21. Team or Staff Page

Put a face to your business. For example, sharing short biographies and professional headshots of your team members humanizes your brand and builds trust with your audience. It lets your customers get to know the people who are passionate about bringing your products or services to life. Share their expertise, interests, and what they love most about working at your company.

22. Testimonials and Reviews

Showcase a few of your customers’ testimonials on your homepage, product pages, or wherever you see fit. As many as 74% of online consumers think positive reviews increase trust, and 73% of them are more likely to trust a local business if it has good reviews. Also, 86% of online shoppers hesitate to spend their money on a business with negative reviews.

23. Services or Products Section

Use easy-to-understand language and break down the details:

  • Benefits: Focus on the value proposition. What problem does your offering solve? How does it improve your customers’ lives? Use strong, action-oriented language to highlight the benefits.
  • Pricing: Be transparent about your pricing structure. Use clear and concise language to explain any fees, discounts, or payment plans.

A picture is worth a thousand words. Use ultra-high-quality images and videos to showcase your products or services. Visuals can help potential customers understand your offerings better and spark their interest.

24. FAQ Page

An FAQ page is a collection of quick answers to common customer questions. Anticipating and addressing these queries upfront saves time and resources, improves customer satisfaction, and enhances the overall user experience on your website.

25. Legal Pages

Every website needs a privacy policy, terms of service, and cookie policy to stay compliant with laws like GDPR and CCPA. 

Please read 30 Must-Have Pages Every Successful Website Needs for inspiration and a checklist to build a website that will wow your audience.

 

D. Interactive Features to Boost Engagement

Want visitors to stick around longer? These interactive features keep them engaged and coming back for more.

 

26. Newsletter Signup Form

Invite users to subscribe for updates, promotions, or exclusive content. Keep the form simple: name and email are enough. Avoid asking for excessive information, as it can deter potential subscribers.

27. Live Chat and/or Chatbot

Live chat allows real-time interaction between customer service representatives and customers. It provides immediate assistance and personalized support. Chatbots, on the other hand, handle routine questions and tasks 24/7, freeing up human agents to focus on more complex matters. Combining these two tools can improve customer satisfaction and drive conversions.

28. Social Media Links

Help your audience connect with you on their favorite platforms. Add clickable buttons or icons that link to your social pages like Facebook, Instagram, LinkedIn, TikTok, or YouTube. Place these links in an easy-to-spot location like your footer, or dedicate a section on your homepage or contact page.

29. Social Media Feed

Embed a live Instagram or TikTok feed to keep your website’s content fresh and engaging. This must-have feature keeps visitors updated on your latest posts, news, promotions, and behind-the-scenes content without leaving your site.

30. Photo Galleries

A visually appealing photo gallery is perfect for showcasing your products, completed projects, or event highlights. Use high-resolution images and organize them in a user-friendly layout. A gallery with captions or hover effects adds context and makes the browsing experience more interactive. It’s ideal for businesses in creative industries or e-commerce.

31. Videos

There’s a reason why YouTube Shorts and Instagram Reels are taking social media by storm. Video marketing, especially short-form videos, is engaging and versatile. Use them for product demos, how-to tutorials, or testimonials to engage your audience and convey information more effectively than text or static images.

32. Appointment Scheduling

Give users the convenience of booking appointments or consultations directly on your website. Tools like Calendly or integrated scheduling software make this process quick and easy. Display available times and allow visitors to confirm with a simple click. It’s an essential feature for service-based businesses like salons, consultants, or healthcare providers.

33. Downloadable Resources

Offering free resources, like eBooks, brochures, or whitepapers, is a great way to provide value while collecting email addresses for your marketing list. Position these resources as helpful tools, such as guides or templates, that solve a problem your audience has. This exchange builds trust and grows your leads.

34. Surveys or Polls

Surveys and polls are a win-win situation: they engage your visitors and give you information about their preferences. Use them to ask for feedback or measure customer satisfaction. These tools also show that you care about their input, which can strengthen the relationship between your brand and its audience.

35. Interactive Maps

If your business has a physical office, embed a Google Map that users can zoom, pan, and click for directions. If you have multiple locations, use clickable pins with additional details like addresses and hours. This feature makes finding you easier and enhances user experiences.

 

E. SEO and Performance Features

Great content means nothing if people can’t find your site or if it runs like molasses.

 

36. SEO-Optimized Metadata

Metadata helps search engines decipher and display your content to your ideal audience. Use keyword-rich title tags, compelling meta descriptions, and alt text for images. These elements improve your visibility in search engine results while also driving relevant traffic to your site.

37. Fast Loading Times

Speed matters. Visitors leave if a page takes longer than three short seconds to load. Optimize your web pages by compressing images, minimizing CSS and JavaScript, and implementing a content delivery network (CDN). Click here to learn how to check your website’s speed and overall performance for free.

38. Schema Markup

Schema markup is structured data that helps search engines “decode” or better understand your content. It’s the behind-the-scenes code that helps Google or Bing show extra details in search results, like product information, star ratings, instructions, or FAQs. It makes your website stand out and increases the chances that people will click on it.

39. Mobile Optimization

Google ranks mobile-friendly sites higher, so ensure yours looks great and performs faultlessly on any screen. Test layouts and navigation to provide a seamless mobile experience for visitors using smartphones or tablets.

40. Canonical URLs

Duplicate content can hurt your SEO rankings, even if it’s accidental. Canonical URLs notify search engines which version of a page is the primary one. This simple feature ensures your site avoids penalties and helps consolidate your rankings for similar content.

41. Web Fonts

Fonts can make or break your site’s readability. Choose fast-loading, modern Google Fonts that enhance your design without slowing down your pages. Consistent typography ensures your site looks professional and polished across all devices.

42. XML Sitemap

An XML sitemap is a “blueprint” or “roadmap” of your website for search engines. It lists all the pages you want indexed, helping search engines crawl and rank your content more efficiently. Submit your sitemap through tools like Google Search Console to improve your site’s SEO performance.

43. Links to Other Pages

Outbound links build credibility and add value to your content by directing visitors to trusted, relevant websites. Linking to authoritative sources tells search engines you’re part of a reliable network. Keep links meaningful and focused on high-quality resources that enhance your topic without overwhelming users or distracting them from your site.

 

F. Security

Proper security measures protect your website and your users’ privacy.

 

44. Firewall Protection

A firewall is your website’s first line of defense against malicious attacks. It monitors incoming traffic, blocks threats, and allows only legitimate users to access your site.

45. SSL Encryption

An SSL (Secure Sockets Layer) certificate encrypts data exchanged between your website and its visitors, like credit card numbers or login details. It safeguards sensitive information and builds trust, as most users expect to see the padlock symbol in their browser’s address bar.

46. Anti-Spam

Anti-spam software blocks unwanted, spammy content—like unsolicited messages in comment sections or contact forms—from cluttering your website. Filtering out irrelevant or malicious submissions protects your site’s integrity, keeps user interactions clean, and prevents issues like slower performance or potential security vulnerabilities due to excessive spam activity.

 

G. Call-to-Actions (CTAs) and Conversion Tools

Now that visitors are here, let’s convert them into customers.

 

47. Strong CTAs

CTAs point visitors toward the actions you want them to take. Make yours impossible to miss. Use action-driven phrases like “Work with award-winning web designers today,” “Contact us for a free quote,” or “Shop now while stocks are on hand.” Make CTA buttons stand out with bold colors and clear placement. A well-designed and positioned call-to-action can maximize conversion rates and achieve marketing goals.

48. Exit-Intent Popups

Don’t let visitors leave without taking action. Exit-intent popups appear when a user’s cursor moves toward closing the page. Offer a discount, free resource, or sign-up opportunity to re-engage them before they’re gone for good.

49. Limited-Time Offer Notices

Notice how extremely popular Black Friday or holiday sales are? Urgency is a powerful motivator. Highlight time-sensitive deals with banners, countdown timers, or popups. Let visitors know they have a limited window to take advantage of a special offer, encouraging faster decision-making.

50. Sticky CTAs

Sticky CTAs remain visible as users scroll through your site. A floating “Subscribe Today” button or “Download Now” banner reminds visitors to take action without having to navigate back up or down the page.

 

Are You Missing Any of These Must-Have Website Features?

Building a website isn’t about cramming every feature into it—it’s about having the right features. The 50 items we’ve covered in this article are the essentials for a professional, user-friendly, and effective site. They make your website a digital placeholder and a true powerhouse for your business.

Take some time to review your current website. How many of these features does it have? Where could it improve? Also, do you remember that your website is for your customers? Build and design it with their needs in mind, and you’ll see the results in higher traffic, better engagement, and more conversions.

Now, it’s time to get to work. Whether you’re building from scratch or optimizing an existing site, this checklist gives you a clear roadmap to success. PrimeView is only one phone call or message away if you need help implementing or improving any of these features. Request a free quote today.

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