The FINAL 7 Website Features Every Site Should Have (Part 4)

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This is it…. this is what the last four weeks of self improvement has led to! The final week of ‘the 7 Best Website Features Every Site Needs’, including yours!

These past 4 weeks I’ve been hitting the web optimisation gym and pumping out reps like nobody’s business! After this week there will be a ma-hoo-sive total of 29 features your website needs if you want to dominate your competitors, pummel it into submission, and bag those all important customers.

Need a refresh, you can check out the previous weeks here:

But let’s not hang around anymore, it’s time to reveal the big final 7 website features YOUR site need to boost sales this August (and beyond):

22. Including High Converting Trust Factors.

If a guy came up to you in the street and offered you a brand new iPhone for only $250, would you trust him to send it to you after handing over your cash to him? Of course you wouldn’t!

Now imagine is this random stranger had ID, proved where he lived, had your best friend’s vouching for his honesty, recently won an Oscar AND he accepted Paypal, (meaning you could always claim your money back if it was a scam). NOW you are more likely to trust him and buy the phone.

These are called trust factors. And it’s way easier to do on your website too!



Ultimately when a customer comes to YOUR website, you’re asking them to trust you, a perfect stranger, to make good on your product or service in exchange for their money.

Therefore it is important to PROVE just how trustworthy you, and for 10,000s of websites in Australia, sales are won and lost depending on how trustworthy you appear.

So make sure you try and squeeze in trust factors whenever you can. Here are some top examples used by some of the most profitable websites out there today:

  • Testimonials.
  • Media and professional endorsements.
  • Certificates and awards.
  • Guarantees.
  • Security badges and symbols.
  • Numbers of social media likes and shares.
  • Highly visible contact information.
  • Images of you, your staff and your company.
  • Credit card and other payment symbols.
  • A high quality web design.

Use the above as a quick checklist… you’ll be amazed at how many obvious trust factors you’re easily overlooking that could easily be implemented.

23. Good, Strong Quality Images (and NO Typical Stock Photos).

If you’ve look at some of the best Australian websites out there today, you’ve no doubt seen that the visual standards of website these day are ludicrously high. So it’s worth investing into high quality images where you can to convince people to stay.

And ultimately your gut feeling should be a good enough indicator. If a photo looks fake or just simply “meh”, then you’re customers are also going to think it looks “meh”, and you’ll automatically lose credit in the eyes of your customers.

This is especially true if you use ‘typical’ stock photos which use the same models time and time again. I swear I’ve seen THIS stock photo girl ALL THE TIME as a doctor, lawyer, personal trainer and stay at home Mum. Ugh!


I’m sure she’s a lovely person, but nothing makes me leave a website as quick as seeing her on it (sorry). I brain just automatically says “fake” and I’m gone!

Invest in a camera, take photos of your own product, team and office. You’ll be amazed at the improvement it makes to your website AND your website’s income.

And don’t forget, if you’re a Web123 client, we can help you spruce up any images you take to give them that extra fine polish. 🙂

24. Internal Banners & Images.

Want to direct your customers to the right pages more quickly? Then you can use banners and images with call to actions to direct your audience to the right page.

Remember, a high converting website is one that gets people to the product or solution they are looking for as quickly as possible. And since many of your readers are highly visual, they are likely to scan your website and respond more to eye catching visual cues.

If you want to see an example, all you have to do is scan your eyes around the blog. We use the banners to direct you to useful downloads and sections of the Web123 website.



So do your customers a favour! Allow them to find where they want to go quickly by using powerful images to point them to the right page. Otherwise you run the risk of them leaving your page quickly.

25. Mobile Friendly Website.

We’re becoming a much more mobile society. I think it doesn’t take a rocket scientist to realise that a large proportion of clients only look at a full size desktop monitor during their working day, and after that will often view your site either when going home or when they’re sitting in front of the TV in the evening.



Okay that’s a bit of a generalisation I know, but ultimately in 2013 there were a total of 1.4 billion smartphones in use. That’s 1 in every 7 people worldwide!

There are many ways to make your website “mobile friendly.” You can either:

  • Create a website that is designed to be mobile friendly to begin with…
  • Create a responsive site that automatically modifies its content for the device it is view on…
  • Create a mobile version of your site tailored for mobile users.

If you’re a Web123 client already, then you can get a FREE mobile site for your website today! Simple contact support and ask them to turn it on.  🙂

26. Google Maps.

Have you ever been to a website, say for a swanky restaurant or a top end bar, and after looking at their website and being inspired… realise you have no idea where they are. Yeah… I know you’re in Melbourne… but WHERE in Melbourne?!?!?

You search their site high and low and guess what, in all the excitement of launching their site you’ve realised they’ve forgotten to tell you exactly where they are located. Now that’s a MASSIVE forehead slapping fail right there.



Restaurants and bars aren’t the only guilty parties here. In fact I would say it’s something that a lot of business websites overlook. It’s important for your customers to find you (even if you don’t want them to come to your office).

Ultimately it builds trust when people know where you are, and for many businesses, they can’t buy from you if they can’t find you!

Nowadays just placing your address at the base of your contact page isn’t good enough. Including a Google Map allows people to not only find you easily, but also plot how they are going to reach you.

27. Google Friendly XML Sitemap.

Does your website create a XML sitemap automatically? Do you even know what a XML sitemap does? I’ll wait here whilst you ask the guys who built your website for you. No rush. 🙂

You back? Good. An XML sitemap is a text based map of your website that Google (and other search engines) use to help map your website so that they can appear in the search results. Effectively it’s YOUR way of ensuring that Google sees ALL your pages so that nothing gets overlooked.

It SHOULD be a standard feature for all websites, but it’s amazing how many sites don’t automatically generate one.

All Web123 websites automatically create a XML sitemap for their sites, however if you don’t have a Web123 website (or if your current site doesn’t use one) then you can create a XML sitemap manually here. Then when you have created your XML sitemap, upload the generated sitemap.xml fire into the root directory of your website.

If you’re looking for more SEO tips, why not check out my four part SEO beginners guide. It’s perfect if you’re just starting out with launching your website.

28. A Fully Working eCommerce Facility.

Many websites out there look to sell their services and products online. Some, whether it’s due to a lack of knowledge or hoping to save money, will look for shortcuts to selling their products online.

By this I mean they will ask for you to send them money in the post, come in store to buy what you want, or even ask for a bank transfer. Basically they will get you, the customer, to take on the effort to transfer payment.

Yeah… not going to work is it?

Now I don’t know if these website owners were living under a rock, but the internet is all about convenience. We all have credit / debit cards burning a hole in a pocket, and when we see something we want to buy… we want to buy it there and then.



What we DON’T want to do is jump through hoops to buy something. If it’s more complicated than filling in your card details or logging into PayPal, chances are you’ve lost that customer.

It really is that easy to lose them. 🙁

Therefore if you are selling services or products online, ensure you invest into fully working eCommerce system that will allow you to easily and safely take payment online. I know it can cost money to implement, but you’ll be making WAY more in the long run to justify it.

*BONUS FEATURE* Establish a Clear Unique Selling Point

“USP” is most likely something you’ve heard marketing pros bang on about time and time again. Some of them know what it means, others don’t.



I remember an old colleague of mine would thrash around “USP” in all the wrong context and it would drive me right up the wall and scrambling for air. In short it became another buzz word, simply use to befuddle clients into signing up with him. 🙁

And the reason for my frustration is simple. “USP” isn’t something to be used as a mere buzzword… establishing your Unique Selling Point (USP) is a crucial part of creating your website and should resonate in everything that you do.

Are you the cheapest, the best, or most convenient? Do you specialise in a certain area, or do you favour yourself as the one stop shop? Do you cater for a specific audience, or offer a service utterly unique to your competitors?  

If you look at Web123 you’ve probably notice that we specialise in creating websites for small businesses. It’s what we do (and we do it well).

  • We’ve created a system, a price, a service and attitude which is PERFECT for small businesses.
  • We’re always there to support our clients every step of the way, we make it easy to setup your website.
  • AND we don’t charge you a king’s ransom to make you a straightforward (yet effective) website that makes you money.

THIS is OUR “USP”… and it’s the proverbial mission statement we use when we create anything, from our blog copy, all the way up to our main website.

> So if you’re looking for a design quote on a small business website, clicky here right now! 😉

Wow! I’m done. I can’t believe we’ve reached the end, can you? 😀

These past 4 weeks has been a great experience for many of you. I know because you’ve been sending me lots of thankful messages and also over at the Web123’s Facebook page.

29 total website features all of which can boost your enquiries and sales. It’s amazing how one simple change can do all this.

Have I overlooked anything? Then let me know below. I love to learn new ideas from you guys! 🙂

What do you think? Share your comments below.

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