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Opening Up: What Are Essential Features Every Good Business Website Should Have?

We asked Acquians to describe some essential features every good business website should have.

No matter how many marketing technology tools are available, there is only one that’s a constant for every business — your website. A brand’s website is a 24/7/365 leading engine — it’s the core of a company’s digital experience and the voice for the world for your brand, selling while you sleep. 

While having a website may feel like table stakes in 2021, using it to deliver a superior digital experience for your customer can be a game changer for your business if executed correctly. Following our recent website redesign of Acquia.com, we asked Acquians to describe some essential features every good business website should have,

As technology constantly evolves, brands are looking for new ways to reach their customers. So, it’s necessary for companies to ensure that their website contains everything it needs to deliver the best customer experience possible and leave a memorable brand impression.

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“Websites should have a good mobile browsing version because not all websites or user experiences are built the same. If the business has a phone number or email, that field should be interactive and lead to whatever the function is, i.e. calling or sending an email. If neither is a fit, there should be a way to get in touch with the people running the website.

-Nina Kalita, Customer Account Manager 

“1. Prominent messaging and brand what makes the brand the brand!

2. Ease of navigation and access ability to find and navigate through content is the key

3. Analytics this is crucial to understand the usage and where users are stuck/interested

4. Contact information quick one click chat, call, email and bots.”

- Ankit Kharadi, Senior Manager Quality Engineer 

“I think every good business website needs to explain what values their products add to the daily life of their customers. This would help build customer trust.” 

- Abhishek Jain, Software Engineer 

“ Easy to use navigation. Repeatedly I see websites that are hard to navigate, and I cannot find the company’s hours of operation, menus, careers page, investor page, contact, help, etc. Once a consumer gets frustrated, they move on.” 

- Brittany Oldham, Account Executive, Mid-Market

“Beautiful design and functional, easy-to-use UI. These qualities give a stunning and eye-catching visual representation of that company's brand.”

- Ellen Yang, SLED Business Development Representative

“1. To be fast. Slow sites and slow page loads are a thing of the past. Users expect your site to load at lightning speed. 

2. To be responsive! Devices of all sizes are a central part of daily life - especially now. Websites need to provide not just acceptable experiences on mobile and tablet, but truly engaging experiences on those devices. 

3. A simple navigation. We can (and will) do a better job on this. The more you simplify your navigation and help audiences understand how to connect with your products by categorizing them in meaningful ways (i.e. by team, or by capability, etc.), the more people will engage with your site. It's a map if people get lost, they'll leave. 

4. Security basics are really important these days - SSL, cookie settings, secure forms, etc. People want to control their data and no business' website should fly in the face of that. 

5. An incredibly easy-to-understand message on the homepage, right when it loads. If a user can't tell who you are and what you do within 5 seconds of reaching your site, you've lost them.”

- Mariam Ahmad, Senior Director, Digital Marketing

 

“Quick wins for every good business website include:

  1. SEO meta tags to describe the details of your page so that search engines can quickly discover and index the content.
  2. Strong site search to make  sure that users can find what they are looking for. No matter how good your site’s architecture is.
  3. Consistent updates. Make sure you update your content consistently so that search engines see that it is fresh and current which will help it rank higher.”

- Matt Wetmore, Director of Web Operations

“A clear and simple statement around the value proposition and problem that your service is solving. However, with the understanding that your service or product does not mean all things to all people, you need to use what you know about the prospect to tailor your message to the 3-4 main priority targets and do your best to identify and personalize the experience to their content and experience needs.” 

- Eric Miller, Global Account Director


To learn more strategies for how to plan and launch a successful redesign project, check out our e-book: CMO's Guide to Website Redesign.

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