A website is like a shop window, so it helps if your website is as inviting and informative as possible. Essentially, a website offers more than just a web presence for your brand. It's the ultimate opportunity to present your brand in the best way possible and give customers an engaging experience.

A general rule of thumb is to research your target audience and figure out how they browse websites. Getting the job done effectively requires plenty of attention to detail and a few key elements. I bet you're not building a website to please yourself and show off your tech skills.

Websites are massive and costly undertakings, so you need to consider the user experience first and foremost. A website should have easy navigation, simple design elements, and clear pathways that allow users to get what they need quickly and with minimal effort.

No matter the age, folks on the internet have limited attention spans and need to get what they're looking for within seconds of landing on a website. Anything more will be unappealing and leave them frustrated. Here are the five website must-haves that will help you make the most of your online brand presence:

1. Brand Consistency

Your website should look like you, feel like you, sound like you. Your brand should be consistent across all platforms, and your website should reflect the image you have established elsewhere. It includes colors, fonts, logos, and even voice tones.

Having a consistent message helps create trust with your audience and makes it easier to connect with them emotionally. Learn more actionable insights to help you hack brand consistency by understanding how to add value to your business with the Three Branding Musketeers.

2. Good Domain Name

What makes a good domain name? It should be short, catchy, and memorable. Also, the domain name must be something people will remember and associate with your brand.

.com and .org are the most preferable domains, but you can also choose from a range of other domain extensions to suit your business model.

Keyword research when shopping for domain names will help you pick the right one for your brand.

Did you know that Google gives higher rankings to websites with relevant domain names? Your domain name could be your most powerful branding and marketing asset.

3. Clear Call To Action

Don't leave visitors on your website guessing what to do next. Do you want them to make a purchase, join your email list, or contact you? Maybe you'd like visitors to donate to a cause or take an online course.

Your call to action should be clear, easy, and prominent. Include it near the top of the page, in the sidebars, and at the bottom.

Button sizes, colors, and placement are important too. Choose aesthetically pleasing buttons that still stand out from the rest of your website.

4. Responsive Design

Today's website users use multiple gadgets, and they keep switching from one device to another while browsing. Responsive design is a must in today's digital landscape, and it should be a priority when building your website.

A responsive website responds to the user’s behavior and environment based on screen size, platform, and orientation. It adjusts its design elements to look perfect regardless of the device.

For example, navigating on a desktop or laptop is different from navigating on a smartphone. Everything needs to be optimized for mobile devices, from fonts to grid layouts.

5. Contact Details

Websites are lead magnets, and a contact prompt can help increase conversions. Make it easy for potential customers to reach out, with clear contact information that includes your phone number, email address, and physical address (if applicable).

Use a combination of contact options so that visitors don’t have a hard time contacting you, from pop-up contact forms, chat boxes, and click-to-call buttons, to email and social media links.

The Lowdown

At Ratliff Consulting, we believe that brands can be their best versions and rise above the noise with a well-designed website. By following these five must-haves, you can create an unforgettable user experience that will help increase engagement and conversions.

What are your website must-haves? Share them in the comments! We want to hear from you. But first, learn how Competitive Insights from Ratliff Consulting can help you gain an edge over others in your niche.