Your website is more than a business card or mass mail postcard. It’s your digital storefront, your credibility builder, and often your first impression. Whether you are launching your first business website or have realized your current one needs an overhaul, there are some basic fundamentals for good business websites that should be included in yours. Getting these fundamentals right can be the difference between a visitor converting into a customer or going to your competitors.

At Wild Iris Marketing, we help businesses turn their websites into powerful tools for trust, visibility, and growth. Here’s what every business website should include, and why each piece is important.

Who You Are

Visitors to your website shouldn’t have to guess what your business does. The moment someone lands on your homepage, they should understand who you are and what you offer. Use clear language that captures your brand’s personality. Avoid corporate jargon and make your introduction sound like you’re talking to a real person, not Google or some other search engine.

Wild Iris Pro Tip: We always try to include a concise tagline or headline that sums up your business in one sentence, such as “Family-owned HVAC services for the Denver metro area since 1998.”

Where You Serve

Search engines and customers both need to know where operational range or appropriate geographical area. Whether you’re a local service provider or a national brand, clearly stating your location and service area helps you show up for the right searches.

Use phrases like “Proudly serving…” or “Based in…” on your homepage and contact page. For local SEO, you can embed a Google Map, make sure your city or region appears in your website copy, or put a list of service areas in your footer so it appears on every page of your website.

Who Your Customers Are

Your website should speak directly to the people you want to serve. Clearly identifying who your customers are helps visitors feel understood and seen. When they see themselves reflected in your copy, they’re far more likely to trust that your business is the one for their needs.

For example, if you’re a landscaping company, note whether you specialize in residential lawns, commercial properties, or both. If you’re an accountant, highlight whether you focus on small businesses, nonprofits, or individuals. If you’re a lawyer, do you provide estate planning and wills or do you do litigation?

How You Solve Their Problem

A truly successful website focuses less on what a business does and more on what it solves for its customers. Frame your services around customer pain points. Don’t just say “We offer roofing services” Say, “We stop leaks, prevent costly damage, and keep your home safe.”

Use visuals and examples that reinforce your value in this. Customer testimonials, before-and-after photos, and case studies can help visitors see the real results of employing your services.

Why You’re the Better Choice

Your competitors may offer similar products or services, but your website is where you show why you stand out from the rest of the crowd. Highlight what makes you different: your expertise, process, experience, values, and the way you treat your valued customers.

This is also where your brand voice and tone can shine. Whether you’re a friendly, approachable coffee shop that is focused on community, or a professional investment banker that is all business, consistency helps customers understand your personality and what makes you memorable and trustworthy in your field.

How to Get in Touch

Make it easy to reach you! Your phone number, email address, and contact form should be visible and functional on every page, ideally in both the header and footer, as well as anywhere that might be a featured conversion section.

If you have a physical location, include your address and operating hours on every page possible. There’s little more frustrating than searching for a restaurant’s business hours to finally find that they only list them on the contact page. For service businesses, provide an easy quote or scheduling form. And don’t forget, clickable phone numbers are a must for mobile users.

Wild Iris Pro Tip: We always test contact forms and links before and after publishing. Broken contact forms and links are some of the most common, costly and easily fixable website mistakes.

Why You’re Legit

Your website should build confidence and prove that you’re the real deal. Add elements that establish credibility and authenticity, such as:

• Real customer testimonials (with names, photos, or initials when possible); never fake these! Customers and Google can both tell.
• Memberships, certifications, or awards.
• Links to verified review profiles (Google, Yelp, BBB).
• Photos of your actual team and products or completed jobs.
• Up-to-date copyright year and privacy policies.
• SSL certificate (HTTPS) for secure browsing.

These subtle details reassure visitors that your business is active, reputable, and trustworthy and make search engines like Google happy.

Bonus Tip: The Technical Essentials

Even the best content won’t help if your User Experience (UX) or User Interface (UI) is bad. Slow, confusing, or outdated sites turn off potential customers. Make sure you’ve covered the technical basics:

• Mobile-friendly, responsive design.
• Fast page load times.
• Clear navigation with simple, logical menus.
• Consistent branding and colors.
• Accessible design and ADA compliance.
• Secure hosting and SSL certificate.

A site that’s visually consistent, fast, and easy to navigate immediately shows professionalism and reliability.