10 essential elements every new website must have.
When you’re building a website, it’s easy to get stuck on colors, fonts, and layouts. You can spend hours adjusting tiny details and still feel like something is missing.
That’s because a great website isn’t just about how it looks. It’s about what it does for your visitors.
A good website should help people understand who you are, what you offer, and how to take the next step. It should also make that process easy and enjoyable. And whether you’re creating your first site or refreshing an old one, there are a few key things every website needs to look professional and build trust.
Here’s a simple breakdown of what to include and why each part matters…
1. A headline that makes sense
This is the first thing visitors see, so it needs to be clear. Within seconds, people should know what you do and who you help.
Skip generic lines like “Welcome to my site.” Instead, write something that sounds like you and explains what you actually do. And make sure you’re being specific and not too abstract, either, because often people won’t understand what you can offer them without you clearly spelling it out!
For example:
“Custom websites for small businesses that want to stand out online.”
“Photography that helps professionals look confident and approachable.”
“Design that makes your brand feel polished and professional.”
You don’t need to be clever or creative here. You just need to be honest. The right people should instantly feel that your site is for them.
2. A simple call to action
Once people know what you do, they need to know what to do next. That’s your call to action.
It might be as simple as:
“Book a session”
“Schedule a call”
“Get in touch”
“Start your project”
Your call to action should be visible in a few places - near the top of your homepage, at the bottom of longer pages, and on your contact page.
Don’t overthink it. You’re just giving people an easy next step and making it easy for them to click.
3. Navigation that feels effortless
Your website should feel easy to move through. Visitors shouldn’t have to think about where to click or scroll to find what they need. Don’t be clever with page names and take SEO (Search Engine Optimization) into account if you can.
Stick with a simple menu that includes your main pages, like:
Home
About
Services
Contact
You can always add subpages later, but clarity comes first.
If you’re not sure whether your site is simple enough, ask a friend to find your contact page without giving them directions. If they have to stop and think, simplify your menu.
4. An about page that feels genuine
The About page is one of the most visited pages on any website, yet it’s the one people struggle with most. It’s tempting to write a long list of achievements, but what visitors really want is to know who you are and why you care about what you do.
Talk about the problem your clients are facing and how your work helps solve it. Then share a little of your story and what led you here.
Keep your tone natural and kind, like you’re talking to someone you’d enjoy working with. Include a photo of yourself or your team - it helps people connect with you and builds trust faster than any paragraph ever could. Your potential clients will want to know what you look like before they can feel comfortable hiring you!
5. Clear information about what you offer
Your Services or Offerings page is where you explain what you do and how it helps. It doesn’t need to be long or complicated. The goal is to help people quickly understand how they can work with you.
For each service, explain what’s included and what result your client will get.
For example:
“Online coaching for photographers to help them get to a 6 figure income”
“Custom Squarespace websites that make your small business look professional and easy to find.”
End each section with a clear next step, such as “Book your session” or “Contact me to get started.”
When people can picture what it’s like to work with you, they’re much more likely to reach out.
6. Photos that feel real
Images are the first thing people notice, and they say a lot about your business.
Use photos that feel natural and true to your brand. If you have professional photos, use them. If not, choose high-quality stock images that look genuine and not overly posed or obvious.
A few quick tips:
Keep your style consistent.
Avoid blurry or overly dark images (unless that’s your style?).
Make sure your photos load quickly (that means optimize them for size).
Include at least one picture of yourself or your space.
Your photos should support your message, not distract from it. They don’t need to be perfect - just real and aligned with your brand.
7. A mobile-friendly design
Most people will visit your website from their phone, not a computer. If your site doesn’t look good or function properly on mobile, you could lose visitors before they even read your content.
Check your website on your own phone. Make sure text is easy to read, buttons are large enough to tap, and images load correctly.
A good mobile experience makes people stay longer and builds trust. It’s also one of the easiest things to miss, so make sure you double check your website on your phone any time you make a change.
8. Basic SEO setup
Search Engine Optimization (SEO) helps people find your website through Google. You don’t need to know everything about it to get started - having just the basics down will get you 90% there.
Here are a few easy steps you can take:
Write descriptive page titles that include your main keywords.
Add short meta descriptions that summarize what each page is about.
Use headings (H1, H2, H3) to organize your text.
Add alt text to images so search engines and screen readers can understand them.
Include your location on your contact page if you work locally.
These simple steps help your site show up in search results and make it easier for the right people to find you.
9. Proof that you’re legit
People want to know they can trust you. Testimonials, reviews, and examples of your work are a great way to show that others have had a positive experience with you.
Even one or two short quotes can make a difference.
If you’re brand new and don’t have reviews yet, consider asking a past client or collaborator for a kind word. If you’ve done volunteer or discounted work, those count too.
If you have professional certifications, awards, or media mentions, you can add them as small trust signals. They’re quiet but powerful reminders that you know what you’re doing.
10. A simple contact page
Finally, make it easy for people to reach you.
Include a short, friendly message at the top of your contact page. Keep your form short - name, email, and a quick message are enough. Add your business email and/or phone number for people who prefer to write directly.
If you use social media for business, include those links too.
You can also add a mini contact section in your site footer so visitors can find your details no matter what page they’re on.
The easier it is to reach you, the more likely people are to take that step.
A great website doesn’t have to be complicated. It just needs to do a few things really well.
Start with a clear message, easy navigation, and a way for people to contact you. Add your visuals, testimonials, and basic SEO, and you’ll already be ahead of most new websites.
Focus on clarity over complexity. The more your site helps people understand what you do and how to work with you, the better it will perform.
And if you’d like help creating a website that feels professional, polished, and true to your brand, I’d love to work with you.
