Essential website features for modern businesses including mobile optimization, security, speed, and user experience elements with implementation priorities.
TL;DR
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Modern websites compete on functionality as much as design. Visitors expect certain capabilities as standard - missing them costs credibility, rankings, and conversions.
But not all features matter equally. Some are fundamental (security, mobile optimization), while others depend on your business model (booking systems, live chat, e-commerce).
This guide breaks down the 15 features every business website needs, how to implement them, and which to prioritise based on testing 39 business websites in 2024-2025.
Key takeaways
- Start with the "table stakes" features - mobile, security, speed - before adding convenience features.
- Features must work flawlessly; broken functionality damages trust more than missing features.
- Implementation complexity varies dramatically - some features take minutes, others require developers.
- User testing reveals which features actually matter to your audience versus assumptions.
Why it matters: 64% of all website traffic comes from mobile devices. Google uses mobile-first indexing, meaning your mobile site determines your search rankings.
What it means: Your site automatically adapts to any screen size - phones, tablets, desktops - without horizontal scrolling or tiny text.
How to implement:
Cost: £0 (standard in modern platforms)
Testing: Visit your site on phones and tablets. Can you read everything? Do buttons work? Does navigation function?
Why it matters: Browsers mark non-HTTPS sites as "Not Secure", destroying visitor trust. Google penalizes non-HTTPS sites in rankings. Required for e-commerce.
What it means: Data between your site and visitors is encrypted, indicated by a padlock icon in the browser address bar.
How to implement:
Cost: £0 (free with modern hosting)
Testing: Visit https://yoursite.com and verify padlock appears.
Why it matters: 53% of mobile visitors abandon sites taking over 3 seconds to load. Every 1-second delay reduces conversions by 7%.
What it means: Pages load fully in under 3 seconds on average connections.
How to implement:
Cost: £0-50 (free optimization, premium caching plugin optional)
Testing: Run your site through gtmetrix.com or Google PageSpeed Insights. Aim for under 3-second load time and 85+ scores.
Why it matters: Visitors shouldn't hunt for information. Confusing navigation causes 38% of visitors to leave immediately.
What it means: Simple, obvious menu structure with 5-7 main items using clear labels.
Implementation best practices:
Cost: £0 (built into all platforms)
Testing: Ask someone unfamiliar with your site to find specific information. If they struggle, your navigation needs work.
Why it matters: 73% of visitors prefer forms over phone calls. Forms generate 3× more leads than only offering phone/email.
What it means: Simple form collecting necessary information (name, email, message) with spam protection.
How to implement:
Cost: £0 (free plugins available)
Testing: Submit test form and confirm you receive email. Check spam folder if not in inbox.
Why it matters: On mobile devices, tappable phone numbers let visitors call with one touch. This simple feature increases call conversions by 42%.
What it means: Phone numbers are formatted as clickable links that activate the phone's dialer when tapped.
How to implement:
<a href="tel:+441234567890">01234 567890</a>
Most website builders detect phone numbers automatically and make them clickable.
Cost: £0 (standard HTML)
Testing: Visit your site on a phone, tap the phone number, and verify it opens your phone's dialer.
Why it matters: Visitors need clear guidance on what to do next. Sites with strong CTAs convert 202% better than those without.
What it means: Obvious buttons/links telling visitors the next step: "Get Free Quote", "Book Appointment", "Download Guide".
Implementation best practices:
Cost: £0 (design element)
Testing: Can visitors complete your desired action without scrolling or searching? If not, CTAs need improvement.
Why it matters: For sites with 20+ pages or products, visitors need search. 30% of visitors will use site search if available.
What it means: Search box allowing visitors to find specific content/products quickly.
How to implement:
Cost: £0-50/year (free basic, premium plugins for better functionality)
Testing: Search for content you know exists on your site. Do results make sense?
Why it matters: Hiding contact details suggests you're not legitimate. 44% of visitors leave if they can't easily find contact information.
What it means: Phone, email, address (if relevant), and business hours visible without hunting.
Implementation best practices:
Cost: £0 (content element)
Testing: View homepage without scrolling. Can you see how to contact the business? If not, make it more prominent.
Why it matters: For businesses with physical locations, embedded maps help visitors find you and build location credibility.
What it means: Interactive Google Map showing your business location on your Contact page.
How to implement:
Cost: £0 (free from Google)
Testing: Zoom and pan the map to ensure it's interactive.
Why it matters: 92% of consumers trust recommendations over direct advertising. Testimonials increase conversions by 34%.
What it means: Customer testimonials, reviews, case studies, client logos, or trust badges displayed strategically.
Implementation approaches:
Cost: £0-100 (free testimonial plugins, premium review integrations)
Testing: Are testimonials specific and believable? Generic praise ("great service!") is less effective than specific results ("reduced costs by 23%").
Why it matters: UK GDPR requires privacy policies. Cookie consent is mandatory. Lack of legal pages reduces trust and creates compliance risk.
What it means: Privacy policy, cookie policy, and terms of service pages accessible from footer.
How to implement:
Cost: £0-100/year (free templates, premium compliance tools)
Testing: Verify privacy policy is linked in footer and addresses how you collect/use data.
Why it matters: You can't improve what you don't measure. Analytics show visitor behavior, popular content, and conversion paths.
What it means: Google Analytics or alternative tracking installed to monitor traffic and user behavior.
How to implement:
Cost: £0 (Google Analytics is free)
Testing: Visit your site, then check Analytics Real-Time report to see your visit recorded.
Why it matters: 15% of the population has disabilities. Accessible websites are legally required in many contexts and rank better in search.
What it means: Site is usable by people with visual, motor, or cognitive disabilities.
Basic accessibility checklist:
Cost: £0 (implementation practice)
Testing: Use WAVE (wave.webaim.org) to scan for accessibility issues.
Why it matters: Blogs drive organic search traffic, demonstrate expertise, and support SEO efforts. Sites with blogs get 55% more visitors.
What it means: Regularly updated content addressing customer questions and related topics.
When to skip: If you can't commit to monthly minimum publishing. Abandoned blogs damage credibility.
How to implement:
Cost: £0-500/month (free if writing yourself, £50-500/month if outsourcing)
Testing: Can visitors find and read blog posts easily? Is latest post reasonably recent?
Not all features require immediate implementation. Use this priority guide:
Implementation time: 2-6 hours depending on platform
Implementation time: 2-4 hours
Implementation time: 4-12 hours plus ongoing effort
Essential plugins for features:
Cost: £0-150/year (mix of free and premium)
Most features are built-in or available via apps:
Check your platform's documentation for specific implementation guides.
Work with your developer to implement based on priorities above. Provide this checklist as requirements document.
| Feature | DIY cost | Professional implementation |
|---|---|---|
| Mobile responsive | £0 | Included in development |
| HTTPS/SSL | £0 | £0-50 |
| Speed optimization | £0-50 | £200-500 |
| Navigation | £0 | Included in design |
| Contact form | £0 | £50-200 |
| Phone link | £0 | Included in development |
| CTAs | £0 | Included in design |
| Search | £0-50/year | £200-1,000 |
| Contact info display | £0 | Included in content |
| Google Maps | £0 | £50 |
| Social proof | £0-100/year | £200-500 |
| Legal pages | £0-100 | £200-400 |
| Analytics | £0 | £100-200 setup |
| Accessibility | £0 | £500-2,000 |
| Blog setup | £0 | £300-800 |
| Total | £0-300/year | £1,800-6,700 |
Before considering features "done", test thoroughly:
Test in three browsers:
Verify for each:
Test on actual devices (not just browser tools):
Verify:
Once basics are solid, consider these differentiators:
Real-time visitor communication. Best for businesses handling immediate inquiries (sales, support).
Platforms: Intercom, Drift, Tidio, Crisp
Implementation: Add JavaScript snippet to site
Build email list for marketing. Essential for content sites and e-commerce.
Platforms: Mailchimp (free tier), ConvertKit, MailerLite
Implementation: Embed signup forms via plugin or code snippet
Automated scheduling reducing phone tag. Critical for consultants, healthcare, services.
Platforms: Calendly (free tier), Acuity Scheduling, HoneyBook
Implementation: Embed calendar or link to booking page
Self-service support reducing inquiry volume. Useful for SaaS, technical products.
Platforms: HelpScout, Zendesk, WordPress + FAQ plugins
Implementation: Dedicated section with searchable articles
Serve non-English markets. Essential for international businesses.
Platforms: WPML (WordPress), Weglot, manual translation
Implementation: Varies significantly by approach
Adding every possible feature creates slow, confusing websites. Start minimal, add based on actual visitor needs.
Non-working forms or dead links damage trust more than missing features. Test everything thoroughly.
Useful features buried in navigation help nobody. Make capabilities obvious.
Designing for desktop then trying to make it work mobile creates poor mobile experiences. Design mobile-first.
Features need updates. Contact forms break, SSL certificates expire, plugins need updating. Schedule quarterly reviews.
Mobile responsiveness, fast load speed, HTTPS, and quality content (blog) directly impact search rankings. Everything else is secondary to these.
Absolutely. Better to launch with core features working than delay indefinitely for "perfect" completion.
Ask: "Will this help visitors accomplish their goals?" If yes and you can maintain it, add it. If uncertain, skip it.
Shopping cart, product search/filtering, secure checkout, product reviews, wishlist functionality, order tracking, multiple payment options.
Quarterly minimum. Technology and user expectations evolve. What was cutting-edge becomes standard becomes outdated.
Modern business websites need foundational features (mobile, security, speed) before adding convenience features (chat, search, booking). Focus on working functionality over quantity of features.
Implementation roadmap:
Week 1: Ensure mobile, HTTPS, speed, navigation, and contact forms work perfectly.
Week 2: Add analytics, improve CTAs, display contact info prominently.
Week 3: Add social proof, legal pages, Google Maps if relevant.
Month 2+: Consider search, accessibility improvements, blog strategy, advanced features based on visitor feedback.
Start by testing your current site against the Phase 1 checklist. Fix any gaps before adding new features.
Internal links:
External references: