Your website should serve as your organization’s best salesperson and a key component of your marketing strategy. Simply popping your business details into a template and sticking it online won’t generate very impressive results. It’s essential to understand the key components of successful web destinations and work to implement them on your site. The following five must-have elements will help transform your site into a veritable online powerhouse.

Navigation: Building a Seamless Menu

On a fundamental level, a straightforward navigation structure simply makes sense. Your site visitors use your menus to browse through the pages of your site, and a confusing system can throw a serious wrench in your sales funnel. The impact of navigation extends far beyond your user experience.

SEO and your site ranking are directly influenced by your menu choices. Search engine crawlers can’t index navigation systems built on Javascript or Flash, so it’s best to choose a simple XHTML or CSS alternative. You should also pay attention to the “depth” of your site. In other words, how many clicks does it take to reach your internal pages? From an SEO standpoint, the fewer clicks, the better.

Content: The King of the Web

“Content is king” is a clever cliche that often spills out of the mouths of web marketers, but it’s hard to overestimate the importance of fresh, compelling content. Continually updating your site contributes to site ranking, while authoritative content builds brand loyalty and cultivates an audience of interested readers. Remember, great content alone isn’t enough — build an editorial calendar and provide new material on a frequent basis.

Visuals: Why Design Still Matters

Sure, a visually appealing site is nice but does design play a role in the health of a modern website? The answer is a resounding yes! As trends shift and mobile devices continue their climb to dominance, versatile, responsive designs play an essential role in a website’s success. Not only do sites need to be compatible with a number of platforms and devices, but they also should be visually optimized to push visitors through your sales funnel.

Imagery: Choosing the Right Photos


Beautiful images offer an additional avenue for capturing the attention of your visitors. Choosing lackluster stock images in lieu of clear, professional shots can have an overwhelmingly detrimental effect on your site’s success. Don’t overlook photography, but work with a local pro to create stunning photos of your products and team. These images convert better than stock alternatives and simultaneously foster authenticity, creating a personal connection to your brand.

Information: Give the Right Details

You’re running a business, not launching a blog for the fun of it. Even if your site is optimized for visitors and features stunning design, you won’t get far without providing a clear snapshot of your business. Make your operating hours, address, and contact information easily accessible, and create snappy headlines to move your visitors through the page. This approach helps ensure every visitor receives the necessary information to patronize your business.