5 Features Small Business Owners Must Have On Their Website In 2020


Potential customers have high expectations for small businesses when they look them up on the internet. It is said that 40% of people will leave a website if it is not easy to navigate or mobile optimized. There are 5 key features that every small business owner should have on their website to help them gain new customers easier.

By having these features you will elevate your brand from looking like a mom and pop shop to a national professional brand. Continue reading below to learn more about the 5 features every small business owner must have on their website in 2020.

1. Lead Capture Form

A lead capture form is an area on your site a potential customer can enter their contact information to request more information about your services. It can be simple where the form asks for their name, email, phone number, and a brief description of their needs or you can take it a step further by having a survey to help qualify a prospect and discover their needs. 

Some businesses like barbershops, hair salons, & nail shops can have it to where a customer can book an appointment directly through their website. This will cut down on the back and forth communication needed to schedule an appointment and allow the potential customer the ability to book at their convenience. 

2. Click To Call On Mobile

When a potential customer visits our website on a mobile device you want to make it easy for them to call you. The key to providing a great first impression is to make it very convenient for the customer to get in contact with your business. 

So if they want to call let’s make it easy for them by adding the click to call feature. This feature allows a potential customer to tap on your phone number and call your business. Without this feature they will have to try to memorize your phone number or toggle back and forth from the internet to the call app. 

Bonus Tip: Display the phone number boldly and at the top of the home page so that it has maximum visibility.

3. Mobile Responsive

According to Statista Your site will be viewed on a mobile device or tablet more than it will on a desktop . With that knowledge you must make sure that your site looks great on whatever device someone uses to view it. To do this we have to make sure the site coded right and do some testing. 

Pull up your website on your phone, on a computer, on a laptop, and on a tablet. If you have to pinch, squinch, zoom, and scroll side to side then your site is not mobile optimized. With a mobile optimized site it will automatically restructure to look good on any device.

A properly made mobile responsive website will have text to be large enough to read without zooming or squinching, the images will be displayed properly, and the entire site will fit within the width of the device without having to scroll left or right. 

4. Tracking Codes

Having tracking codes on your site is a must. Especially if you are running any type of online advertisements or marketing campaigns. The tracking pixel allows for you to know who visited your website. By knowing this information we are able to run marketing campaigns directly to those people.

For example if you sell soaps someone who visits your homepage will need to be categorized differently than someone who goes all the way to checkout but abandons the cart. You can market directly to the people who abandoned the cart with a special offer or discount. 

Tracking codes also allow you to track analytics and see key KPI’s like site visitors, click to acquisition, and which ad campaigns are generating sales. By knowing this information you can fine tune your marketing campaigns by focusing your budget on the campaigns that are bringing in sales.

5. Automatic Followup

When customers submit a request for service through your lead form or contact you in anyway you want to have an automatic follow up email to let them know you are here, you got their message, and a time frame on when you will get back to them. This puts the customer at ease because otherwise it would be silence and there’s no way for them to know if you got request or not.

Having to respond to every lead as soon as they come in is hard for a small business owner who is also busy helping other customers. With an automatic follow up system you can either let the customer know you will get back to them,  allow them to book an appointment, or fill out a discovery questionnaire. 


By having these 5 features on your website your business will be an asset that helps you attract new customers easier. If after looking at your website you see that there are missing features I recommend that you get them added immediately because it is costing you money. As the world continues its evolution into the digital era it is important for small business owners to have a website with features customers expect to see. 

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