These are the features your website needs

Jessica Baldwin / Updated January 10, 2024

What does your website need to do? Which features does it need? 

There are several things every website needs–straightforward navigation, quality content, a clear call to action, a professional design, accessibility, security, and other technical best practices.

Then, there's what your website needs to do from a functional standpoint. How can your website improve efficiency and key operations for your business? How can it serve your existing customers and attract new ones? 

The "must-have" features for your website depend entirely on the needs of your ideal customer and your business.

When determining which features your website needs, ask yourself:

  • What does my website need to do?
  • What would make my website functional for my visitors?
  • Will this feature help me generate more traffic, leads, or conversions?
  • Would this feature improve my customer's experience?
  • Can this feature improve operations for my business?

Website features to consider

Below, we'll explore a few popular website features to consider. Remember, you don't need every feature, and you don't want to overwhelm your website visitors with endless things to do on your website. Prioritize the features that will help you execute your overall website strategy.

E-commerce + cart

E-commerce is the buying and selling of goods and services online. There are several different options to facilitate the sales of your products, services, or digital goods through your website–payment forms, checkout links, etc. However, when most people mention "e-commerce," they mean software with a "shopping cart." 

Other functions provided within e-commerce integrations include order fulfillment and shipping workflows.

The e-commerce + cart feature is best for websites with many products, whereby customers are likely to purchase more than one item in a single transaction. They add items to the cart and checkout when done shopping. Website admins fulfill the orders from the e-commerce platform dashboard.

Blog posts and content

How will you generate traffic to your website and increase awareness for your brand? One of the best ways is to implement content marketing or a blogging strategy on your website. You can provide resources relevant to your audience in the form of blog posts, videos, podcast episodes, photo galleries, and more.

Content helps bring people to your website through search. You can also use your content to create social media posts or newsletter material.

This is one feature that nearly every website should have.

Appointment scheduling

Appointment scheduling is helpful for many types of websites. Appointment-based services like salons, veterinarians, mechanics, dentists, and others can allow clients to book online easily. Restaurants can take reservations.

Appointment scheduling can also facilitate sales activities. For example, you can set up an online booking feature to schedule online consultations, discovery calls, and product demos.

Sync your online calendar to display accurate availability and streamline your appointment booking process.

Customizable forms

Forms don't sound all that exciting, but they have many different use cases for your website.

With a customizable solution, you can configure many different types of forms including:

  • Contact 
  • Custom quote 
  • E-newsletter sign up 
  • Payment
  • Subscription
  • Order
  • Lead capture
  • Contest entry
  • And more

Sync entries with your e-newsletter platform or CRM to keep track of leads and customers.


Be available to answer your visitors' questions as they're browsing your website by installing a chat widget. Some chat widgets allow you to configure responses to common inquiries or respond to questions in the moment. 

Chat is useful for promotions, basic inquiries, or customer service and support. If you decide to install chat on your website, be sure you can respond promptly. While many chat widgets will send the inquiry to your email, users may anticipate a quick response due to the expected immediacy of the chat format.

Click to call or text

Make it easy for your prospects to contact you in their preferred form of communication. Configure your phone number with "click to call" so that visitors can easily dial your business. Let the website visitor know if you accept inquiries via text. Many people prefer this mode of communication. 

Lead capture

Offer your website visitors something of value in exchange for their contact information, a lead magnet. What is something of value? It depends on your business and the needs of your potential customers. You can create a free white paper, e-book, guide, course, newsletter, and more. Special discount codes can also entice visitors to provide you with their email addresses. As you build your email list, you can continue sending relevant content to nurture leads.

Newsletter sign up

If you create high-quality, helpful content for your audience, they'll want more. Many will be happy to subscribe to your newsletter to be notified of your latest issue. Integrate the sign-up from your e-newsletter service on your website to make managing subscribers easy.

Landing pages

Landing pages are useful for specific promotions. You can promote a specific info product, course, physical product, service, promotion, and more. Landing pages can be as short or long as you like. They typically break down the benefits of whatever you're promoting and provide a call to action so visitors can sign up or purchase. 

Membership + exclusive content

Content creators and experts can offer premium content to paying members. You can customize your membership to include perks like access to content behind a login on your website. You can also give members access to a private online group, coaching or consulting sessions, exclusive services or products, and more. Build out your membership program and customize your website to house member-only content and facilitate payments.

Digital products

Sell your digital works from your website–music, access to videos, guides, e-books, courses, and more. Grow your income by sharing your art and expertise with your customers. 

Map and locations

If you conduct business from a physical location, a map is a fundamental feature to include on your website. If you have multiple locations, include a map that includes all of them.

A searchable store locator should be implemented if your business operates in many different locales.

Menu + online ordering

For restaurants, bars, coffee shops, bakeries, and the like, a menu is a must for your website. If you offer pickup and delivery, consider adding online ordering to your site, as well. 

Social media integrations

You can embed your Facebook or Instagram accounts on your website, provide links to all of your social media accounts, and even include share buttons that make it easy for your visitors to share your content to their social media.

The right set of website features can help you create a positive experience for your website's audience. Attract visitors, increase engagement, and make it easy for potential and existing customers to work with you.

To determine the right mix of features and functionality start by setting your website goals and making a website plan.

Get your free website planner.

Getting organized is the first step to website success.

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