Website Basics: what should every website have

compelling headline and website basics
Website Basics: what should every website have
Time to read: 6 minutes

Your website is your #1 sales tool. Whether it’s how people find you or where they go after they’ve found you, it’s important that it has all the right elements to convince, compel, and convert anyone who visits.

That’s where the basics come in.

When potential customers land on your website, they're ticking off a checklist as they go... They want to know why you're the best, that you're trustworthy, and that you're someone they'll like dealing with.

It’s your website that needs to tick these boxes by answering your visitors’ questions and reasoning with their objections as they navigate through your website.

That’s where your website basics come in. Let’s jump into them.

Here’s the gist…

website basics in one frame

Getting the basics right will lay the foundations for your success online 🧱

When we talk about the basics of your website β€” we’re talking the bare minimum inclusions you need to make sure you’re ticking the boxes for User Experience, SEO, Conversion Rate Optimisation, and general best practice. Sure, you could get trendy and include animations, a fun colour palette, beautiful accent fonts, and explainer videos to convert visitors on the spot. But your website basics are all about the foundations. These are the things your website needs to create success for your business.
engaging headlines

Compelling & engaging headings 🀝

Attention spans are growing shorter and shorter and you need to put in the effort to grab your audience’s attention. The best way to nab attention and make them take in your message is through engaging and compelling headlines. Longer, more descriptive headlines that begin with a verb (or a ‘doing’ word) are amazing for making your website visitors engage with your content. They should be benefits-driven and really emphasise why your visitors should choose you. Related: How to Write Engaging Website Copy
primary secondary call to actions

Primary & secondary CTAs to guide your visitors 🧭

A primary call to action is the main action you want your visitors to take. On our website, you’ll notice green buttons that say “Get Started” or “Get a ballpark quote”. That’s our primary call to action.

AΒ secondary call to action is the next action you want your audience to take, if they’re not ready to do the primary action.

So, if they’re on your home page, you might think the next logical step is your About page or if they’re on a service page, it might make sense for them to visit your Process page next.

A secondary CTA button allows the user to navigate to the next logical step and means you can guide their experience on your website.

navigation menus

Simple navigation & a clever sitemap hierarchy πŸ‘‘

We said earlier on that attention spans are growing shorter and shorter, and that detail is key here. Basically, if it’s even slightly difficult to find something on your website, your visitors likely won’t stick around to find it.

They’ll just find it on a competitor’s website and choose them instead.

Logical navigation is all about making it easy. That means the menu is in an obvious spot, it’s clear that it’s a menu, and the pages in the menu are organised logically.

So, list your services under a ‘Services’ or ‘What we do’ dropdown. Pages like ‘Our Team’ can go under ‘About’.

It’s all about making it obvious, clear, and easy.

responsive website design

A responsive design that works on all devices πŸ–₯

More than half of the traffic on the internet comes from phones now, so it’s absolutely essential that your website is mobile-friendly.Β 

A responsive website is essential to ensure that your visitors can see and engage with your website, whether they’re on their phone, tablet, or widescreen computer.

social proof

Social proof: give your visitors reasons to trust you ⭐️⭐️⭐️⭐️⭐️

Benefits-driven copy is amazing, but of course, you’re going to say you’re amazing.

Including nods to other people who think you’re amazing is a great way to build credibility and trust with your audience.

Include a carousel of your business clients’ logos and be sure to share your most glowing reviews.

Need a hand asking for reviews? We’ve got you.

cohesive branding

Consistent & cohesive branding 🎨

It’s obviously just nice to have consistent and cohesive branding. On and off your website, a cohesive brand is aesthetically appealing and can make your audience more excited to engage with you.

It’s one of those things, though, where you can’t truly understand the benefit until you see a website without cohesive branding.

Consistency in your branding sends a subtle message that you’re real, legitimate, and trustworthy. So, it’s important to get it right…

Show off the things that make you credible πŸ†

Just like with your social proof, it’s good if you can back up your claims with credibility anchors. Your visitors want to know you’re a real, reputable business and that you have the right experience to help them.

Achievements & awards

Do you have any awards? Have you been nominated for a big award? Are you the best-rated business in your industry?

Look at your achievements andΒ show them off on your website.

Success stories

Take some of your biggest wins and share them as success stories. It can be as in-depth as a full case study written up, or just a quick win with the key stats.

Sharing your success stories shows your website visitors what you’re capable of and can help them qualify themselves as someone who might succeed with you, too.

Associations & memberships

Especially for businesses in professional services, showing that you have the right professional associations and memberships is a great way to demonstrate credibility.

seo fundamentals

Get your SEO fundamentals right βœ…

What’s the point in having an amazing website if it doesn’t show up on Google? You’ll need to get the SEO fundamentals right, too. Here are the basics.


You should have a basic understanding of what keywords your target market uses to search for you and which pages on your website will target those keywords.

Quality content

This means quality, well-written copy on your website pages and the inclusion of a blog with quality content written from a place of expertise.


Your website should be able to be accessed by any device and should be written and designed in a way that makes it simple to navigate through.


Your website visitors should be able to load your website and navigate between pages quickly. Google favours websites with a better User Experience (UX) and that starts with your website’s loading speed.

website copywriting content

Copy that convinces & persuades ✏️

A beautiful design that holds your consistent and cohesive branding is amazing. But it doesn’t matter if the copy isn’t written to convert.

Create copy for your website that engages your audience, breaks down the benefits of teaming up with you, and communicates in a way that feels like you and your brand personified.

It should be clear, easy to read, and all about how you can help your audience.

Bringing it together: a high-performing website that ticks boxes πŸ“ˆ

These website basics come together to create a high-performing website that ticks the boxes your target audience is drawing up.Β 

Your website needs to load fast, be easy to use, and simple to understand. But to convert, you need to communicate the benefits you have on offer, vouch for yourself with credibility anchors, and have others vouch for you through reviews.

These are the basics that create a website that gets you more customers.

Need a hand with the basics? Talk with our team today πŸ‘‹

With a team of copywriters and web designers who are specialists in websites (exceeding the basics, too), we can help you create a website that converts your visitors on the spot.

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