So, before you sink time and budget into that full-screen video background or a custom cursor shaped like your logo, let's talk about five website features your customers actually care about.
1. Clarity That Doesn't Make Them Guess
Your visitors aren't puzzle solvers. They shouldn't need to decode clever headlines, interpret cryptic icons, or hunt for your main services.
Clear navigation, straightforward language, and logical page structure go a long way. People want to know:
- Who you are
- What you offer
- Why they should choose you
- How to get in touch
Put that front and centre. Literally. If your homepage reads like a riddle or your menu is hiding the goods, you're losing people before they even scroll.
2. Speedy Load Times; Because Patience is a Luxury
Your website might be beautiful. But if it takes more than a few seconds to load, that's a problem.
Customers don't care why your site is slow. They just hit the back button.
Page speed is more than a nice-to-have, it affects your bounce rate, your SEO ranking, and your bottom line. Optimize your images. Trim unnecessary scripts.
Think of it this way: your website isn't a movie premiere. It's a handshake. Make it quick and pleasant.
3. Mobile UX That Doesn't Feel Like a Shrunk-Down Desktop
More than half of all web traffic comes from mobile devices. So, if your site only kinda works on a phone—pinch-to-zoom navigation, buttons hiding under menus, forms that break—it's a red flag for your audience.
Responsive design isn't just about things "fitting" on smaller screens. It's about optimizing for mobile-first behaviour. Bigger tap targets. Streamlined menus. Easy-to-fill forms. Prioritized content.
The experience should feel intentional, not like an afterthought.
4. Accessibility That Welcomes Everyone
This one isn't just about doing the right thing (though, spoiler: it is). It's also about making sure everyone who wants to engage with your business can.
That means:
- Good colour contrast for readability
- Alt text on images for screen readers
- Keyboard navigation
- Clear heading structures
- No auto-playing media without controls
An accessible site is more usable for everyone, not just those those with permanent disabilities, but also people browsing in low light, using older devices, or just dealing with less-than-ideal circumstances.
Accessibility isn't a feature. It's a mindset.
5. Easy, Obvious Contact Options
If your visitor has to go digging through your site to find your phone number, email, or contact form, you've made it too hard. And worse, if they can't find it? You've probably lost them.
Make your contact options:
- Obvious (a sticky header or footer works wonders)
- Simple (no ten field contact forms, please)
- Flexible (not everyone wants to call, give options like email, form, chat, or even text)
Pro tip: "Contact Us" doesn't have to be a black hole. A well designed contact page with a friednly tone and helpful context can be the start of a great client relationship.
Final Thought: It's About Them, Not You
The best websites don't just look good. They work well, for the people using them.
Your customers want answers, reassurance, and easy next steps. If your website can deliver that, with clarity, speed, accessibility, and mobile-friendliness, you've already outperformed the competition still chasing flashy features that don't actually move the needle.
And if you're not sure your current site hits the mark?
We can help with that.
No fluff, no filler, just websites that work for your business and your audience.