5 Things Your Website Should Always Include (But Most Businesses Overlook)

You built a website for your business—great first step. But the truth is, just having a website doesn’t guarantee it’s working for you. Most websites miss a few key pieces that actually make the difference between someone clicking away… and someone becoming a client.

Let’s break down five essentials every business website should include—yet many don’t.

1. A Clear and Compelling Headline (H1)

When someone lands on your homepage, they should instantly understand what your business offers and who it helps. But too often, I see sites with generic or vague headers—or none at all.

A strong H1 (your main page headline) isn’t just for SEO. It sets the tone and tells visitors they’re in the right place. Instead of saying “Welcome” or “We’re Glad You’re Here,” try something like:

It’s specific, clear, and helpful. That’s what your headline should do in seconds.

2. A Strong Call-to-Action (CTA)

You wouldn’t hand someone a flyer for your business and then walk away. So don’t do that on your website either. You need to tell visitors what to do next.

Whether it’s scheduling a consultation, filling out a contact form, or downloading a free guide, every page should have a CTA. It’s one of the easiest ways to guide your user toward becoming a client.

If you’re not sure where to start, add a button that says “Book a Free Consultation” or “Request a Quote”—and make sure it’s easy to find.

3. Social Proof That Builds Trust

Your visitors want to know: “Can I trust this business?” That’s where testimonials, Google reviews, or trust badges come in. When a real person vouches for your service, it immediately raises your credibility. Add a short quote from a happy client, your 5-star Google rating, or even a “Trusted By” section with business partners or affiliations.

You don’t need dozens—just a few strong pieces of proof can go a long way in converting visitors into clients.

4. Easy-to-Find Contact Information

It’s surprising how often people tell me they couldn’t find a phone number, email, or even a contact form on a website. Your contact info should be visible in more than one place: the header, footer, and a dedicated “Contact” page. Make it easy for people to reach you however they prefer—form, phone, email, or even a calendar link. If someone has to hunt to reach you, they’ll likely give up and find someone else.

5. A Human Element That Connects

People buy from people. If your website feels cold or generic, it won’t build trust.

Adding a photo of yourself or your team and a short intro makes a big difference. Let your audience see the human behind the business. You don’t need a whole novel—just a few sentences about who you are and what drives your work can add warmth and connection.

This is especially important for service-based businesses where relationships matter.

Final Thoughts

Your website doesn’t need to be complicated—but it should be intentional. These five elements are often overlooked, but they’re crucial for building trust, improving usability, and guiding visitors toward working with you.

Take five minutes today to check if your site has each one. If you’re missing any—or you’re not sure how to add them—I’d be happy to take a look and offer some quick recommendations. No pressure. Just honest feedback to help your website do its job.