In today’s online-first world, your website is more than a digital brochure: it’s your 24/7 salesperson, receptionist, and first impression all rolled into one. Whether you’re a contractor, videographer, coach, or any other service provider, having the right features in place can make the difference between a visitor bouncing and a visitor booking. In this post, we’ll walk through the must-have website features every service-based business needs, and why they matter.
1. Clear, Visible Calls-to-Action (CTAs)
A call-to-action, or CTA, is a marketing term for any phrase on your website designed to prompt an immediate response or encourage an immediate sale. Some common CTAs include:
- Call now! (Prompts visitors to call for more information; when clicked on a cell phone, will lead to the phone app with the contact phone number already inputted, ready to call.)
- Get a quote today (Prompts visitors to click or contact for a quick quote; when clicked, may lead to a contact form or a pre-filled email to send.)
- See our portfolio here (Prompts visitors to check out previous work for an idea of what the company can do; when clicked, may lead to a portfolio page or a social media account showcasing past projects.)
CTAs guide visitors toward action, and without clear CTAs, interested visitors may leave without taking the next step. CTAs should be simple but attention-grabbing, promising great results such as fast service, beautiful examples, or a good conversation. A web marketing team can help establish eye-catching CTAs on your website, through fonts, colours, and related photos. Keep CTAs consistent in wording and style throughout your website, and consider having a few on each page, leading to different examples or contact information.
2. Services Overview with Individual Pages
Your homepage should link to a services overview page, and have a services dropdown menu in the header, that introduces your offerings at a glance, along with individual pages for each service. Each major service should have an individual page, showcasing past work, options, and how to get started. Smaller or less frequent services can be mentioned on an overview page, and can even include a CTA to contact your company for more information. For example, the Dream It Creations website showcases our major services on individual pages: videography, photography, real estate marketing, and web marketing.
These individual, detailed pages for each of your brand’s services help with SEO targeting, giving clients clear expectations, and supporting Google search visibility in multiple areas. It also allows visitors to your website to easily navigate to the service they are interested in.
3. Strong Mobile Experience
Nowadays, the majority of web traffic comes from mobile devices, such as cell phones and tablets, rather than computers. Ensuring your website gives the same great experience on mobile devices as it does on desktop is key. Your web designer should make sure that all website elements display properly across all formats; this includes text blocks, images, menus, videos, and graphics.
If your website isn’t mobile-optimized, you’re truthfully losing potential leads. A mobile-friendly site adjusts layouts, keeps buttons easy to tap, and loads quickly.
4. Fast Load Speeds
Site speed affects both user experience and SEO – most users will leave if a site takes more than 3 seconds to load. A fast website keeps visitors happy and your Google rankings high. Some common culprits of a slow website can include image size and format, hefty plugins, and unreliable hosting software. Your web development team can help resolve these issues while maintaining the quality of your website and its features.
5. Booking or Inquiry Form
Every service-based business should make it easy for customers to book or get in touch. Along with having your phone number and email displayed on the “Contact Us” page of your website, consider having a booking or inquiry form coded into your site. This allows users to easily send you an email without leaving your website. Topic selections, meeting bookings, and more can be integrated into a booking form. These filled forms will go directly to your email inbox for easy responses.
6. Trust Signals: Testimonials, Certifications, Reviews
It’s proven that social proof builds trust. Don’t just rely on word-of-mouth from your customers: showcase testimonials, embedded Google reviews, and certifications or affiliations with industry associations. Showing this proof first and foremost allows for a trustworthy process with new clients.
Curious about adding testimonials? Reach out to frequent and trusted clients for a brief “kudos” to add to your website. Pursuing a video testimonial, where you and your video production team sit down with clients for their thoughts, is even better. You can also send Google Review links to clients after completing projects with them, encouraging them to leave 5 stars if they enjoyed their services.
7. Portfolio or Case Studies
Along with testimonials and reviews, a strong portfolio page or case study section shows off your work and builds credibility. For each project, include relevant photos or videos, a brief description of goals and results, and standout client names if applicable. Highlight the works you are most proud of is best.
Within portfolio entries and case study pages, link back to your services that were used for the project. This will encourage visitors to consider you for their project needs after reading about an awesome result. Blog posts and city + service pages are also an option to showcase services, and are not tied to a specific project; consider these types of entries if you are just getting started and don’t have a strong portfolio yet.
8. SEO Optimization and Local Targeting
If your business serves specific areas, search engine optimization (SEO) is non-negotiable; optimization will target the cities you want to work in and result in more local clients. Essential elements include keyword-focused service pages, up-to-date meta titles and descriptions, and location-based pages. Optimize your portfolio, blog posts, and service pages with the help of an SEO specialist.
SEO optimization and local targeting will result in your webpages ranking higher on Google, more leads, and more views on your website.
9. Google Analytics & Performance Tracking
You can’t improve what you don’t measure; tools like Google Analytics and Search Console help track where your visitors come from, which pages they visit, and what keywords are working. Most web development teams will include this tracking in their SEO service packages. Tracking and discussing results help you plan your next moves with your website and determine what needs to be changed.
10. Integrated Social Media
Want more followers on Instagram or TikTok? Promote your social media accounts on your webpages: link to posts on your portfolio pieces, or embed an ever-updating mini feed on the homepage showcasing your latest posts.
Additionally, promote your website on social media! Link to related webpages in the captions of your post, include your homepage link in your bio, and encourage followers to contact you through your contact form rather than DMs or comments. Having your website and social media accounts promoted hand-in-hand builds brand recognition and value.
11. Blog Posts
A blog isn’t just for writing: it builds valuable SEO, answers client questions, and establishes your authority. Service-based businesses can add posts featuring how-to’s and tutorials, FAQs, client success stories and testimonials, and local updates. Blog posts can be promoted through features on your homepage or through posts on more text-based social media sites such as Facebook and LinkedIn.
Build Website Features Every Service-Based Business Needs With Purpose
Your website is a working asset, not just something to check off a list. Each feature you include should help drive leads, build trust, or support visibility. If you’re missing any of the above, don’t panic: it’s never too late to evolve your site and align it with your business goals.
A web marketing team such as Dream It Creations specializes in building websites for service-based businesses that aren’t just beautiful, but built to convert. If you’re ready for a site that actually supports your goals, contact us today.