5 Essential Elements Every Business Website Needs to Convert

What Every Website Needs (But Most Are Missing). These 5 Essentials Drive Clarity, Connection, and Conversion

After building over 20 websites and supporting even more businesses with their marketing, one thing has become very clear:

Most companies don’t actually need more. They need clarity.

I've worked with startups who were overwhelmed trying to figure out what to put on their website... and established business owners who had outgrown their original site and knew something wasn’t working, they just couldn’t put their finger on what.

And honestly? I've sat in those shoes myself.

• Wondering what to say.

• Second-guessing every headline.

• Worried I’d leave something out and miss the “perfect” client.

It’s especially tough in service-based businesses where we wear multiple hats and want to help in so many ways. The fear is that by narrowing your message, you’ll miss out on someone who needs you. But here’s what I’ve learned,

If your website isn’t clear, your dream clients won’t feel confident saying yes.

And that means you’re losing way more opportunities than you're afraid of narrowing out.

So today, I’m sharing what actually matters, the 5 foundational things every website needs if you want it to work for you, not just sit online looking pretty.

1. Clear and Compelling Offers

You’ve heard it before: “Make your offer clear.”But what does that actually mean?

If a stranger lands on your website, someone who’s never met you, followed you, or seen your content before, can they figure out:

• What you do

• Who you do it for

• And how they can work with you …within the first 10 seconds?

If not, then the offer isn’t clear enough.

Here’s the problem I see all the time (especially with service-based businesses), we can help in a lot of ways. We’ve got experience. We’ve got range. We’re multi-talented. So we try to say everything… and end up saying nothing clearly.

And I get it, we don’t want to leave anyone out. We’re afraid if we get too specific, we’ll miss out on that one dream client or project. But here’s the hard truth,

If you’re trying to talk to everyone, no one is really listening.

Instead of trying to capture every possible lead, flip the script. Be clear about the value you offer, who it’s best for, and what the outcome looks like when they work with you. This doesn’t box you in, it actually builds trust faster. Because when someone sees themselves clearly in your messaging, they feel seen. And people who feel seen are way more likely to say yes.

Here’s a quick check-in:

• Is your main offer clearly stated at the top of your homepage?

• Do your services or packages have clear titles and descriptions?

• Is it easy to find your pricing or call-to-action without scrolling for five minutes?

These small shifts can be the difference between someone bouncing… and someone booking.

2. Unique Value Proposition (UVP)

(aka: What makes you different, and why your audience should care)

Let’s be honest “unique value proposition” sounds like one of those buzzwords you nod along to in a workshop but secretly don’t know how to actually write it for yourself. So let’s break it down.

Your UVP is the thing that sets you apart from everyone else who offers what you offer. Not what makes you better. What makes you different. 

In a way that actually matters to the people you're trying to reach. Here’s where people get tripped up: They think their UVP is just “I really care about my clients” or “I provide high-quality service.” And while yes, those are good things, they’re not unique. Everyone should be doing that.

Instead, think about it like this:

• What is it like to work with you?

• What do your best clients rave about when they recommend you?

• What lens or life experience do you bring to the work that gives your service a flavor no one else has?

And then, here’s the most important part, make it about them.

You might be the only website designer who takes clients through a full strategy session before even opening a design file. That’s cool. But how does that help them?

→ It gives them clarity.

→ It saves them money long-term.

→ It helps them launch faster.

THAT’s what you say.

You’re not just showcasing what makes you special, you’re translating that into why it matters for them. So next time you go to write your About section or that “Why Us” page, pause and ask, “What makes us different and how does that difference serve our people better than anyone else?” That’s your UVP.

3. Human-Centric Content

Let’s talk about the part of your website that most people either overthink or completely skip: The About page.

You know the one. It usually starts with something like “Founded in 2017, XYZ Company strives to deliver excellence…” And right about there, the reader has already clicked away. 😅

Here’s the thing, people want to know who they’re working with. Not just your credentials. Not just your process. YOU.

Because behind every buying decision is a human being. And when someone’s deciding between two companies or service providers, they’re almost always going to go with the one they feel most connected to.

Connection doesn’t come from sounding like a brochure. It comes from sounding like a person.

So how do you show that on your website? Try this:

• Share a couple of fun facts (What’s your go-to coffee order? What’s playing in your office on repeat?)

• Tell a story about how you got started (Not the 10-paragraph version, just the real moment that made you say, “Yep. I want to do this.”)

• Mention your family or your pets (Are you a mom of four building a dream? A dog dad who lives for hikes? That stuff matters!)

• Name a hobby you love (Let people see you outside of work too.)

And here’s the key, don’t just list these things like a checklist. Tell it like you’re talking to someone sitting across the table from you. Skip the jargon. Skip the polish. Your dream clients aren’t looking for perfect, they’re looking for real.

So go ahead and rewrite that About section. Loosen your shoulders. Let your personality in. Because YOU are one of the most powerful parts of your brand and people want to work with people, not just logos.

4. SEO-Optimized Content

(aka: Stop Hiding From Google)

Let me just say it. A gorgeous website that no one can find is a waste of time. You didn’t pour your heart (or your money) into a site just to have it disappear into the internet void. 

If you want people to find you, like, actually find you, your site needs SEO-rich copy.

Now don’t panic. SEO (Search Engine Optimization) is not some mythical tech beast. It just means your website is written in a way that helps Google (and other search engines, including AI) understand who you are, what you do, and who should be seeing it.

Here’s where most websites go wrong:

• They try to be clever instead of clear.

• They say things like “empower your presence with next-level solutions” instead of just saying what they actually do.

So let’s break it down.

What “SEO-Rich Copy” Really Means:

✅ Your website has actual words on it, not just pretty photos and punchy taglines

✅ You’re using clear, keyword-friendly language. Things like “wedding photographer in Tulsa” or “custom cabinet maker in Oklahoma City”

✅ You’ve structured your pages in a way that makes sense, with headers, subheaders, and paragraphs that tell a full story

✅ Your images have alt text. Yep, even photos need words behind them

✅ Your URLs and page titles make sense. No more /page1247 or “home2-final-revised-3”

💡 Bonus tip: Your meta descriptions (those little blurbs under your site title in search results) AND your social share image matter way more than people think. Write them like mini invitations; clear, friendly, and focused on what your ideal customer is looking for.

Here’s the truth, SEO isn’t about stuffing your site with keywords. It’s about creating content that your people are already searching for and making sure they can find you when they search.

So take a look at your site and ask

• Do my words sound like how people actually search?

• Am I answering the questions my audience is asking?

• Is it easy for both Google and humans to understand what I offer?

If not, you’ve got some opportunity there. And that’s a good thing because great SEO is what takes your beautiful site and turns it into a lead-generating machine.

5. Consistent Brand Cohesion

Here’s where it gets real. Most of the businesses that come to me already know they need a website. They’ve got a logo, a few colors, maybe a tagline… and they’ve been in business long enough to know who they serve and what they’re good at.

But the second we start working on actual website copy or design? Things get fuzzy. Fast.

Suddenly, we’re reworking the service descriptions. We’re going back and forth on language. We’re realizing that while they know what they do, they haven’t fully defined how to communicate it. And 9 times out of 10, it’s because the brand foundation was never fully built.

Yes, Clear Offers (Section 1) and a strong UVP (Section 2) are part of it. But brand cohesion is about so much more than that. It’s how your visual identity, voice, messaging, and positioning all align to create one seamless experience. It’s what makes your website feel like you, not just in colors and fonts, but in clarity and flow and trustworthiness.

Because when your brand isn’t cohesive, your messaging gets muddy. Your marketing strategy gets scattered. And your customer? They feel that disconnection… even if they can’t quite name it.

Here’s What I Want You to Know:

Don’t skip this step. Don’t rush into building a website or launching a funnel without first building the core of your brand.

→ Who are you really here to serve?

→ What do they need to hear from you?

→ How should your brand sound when it shows up?

→ And how do all the visuals and offers work together to support that?

You don’t need a huge team or a fancy agency. But you do need someone who gets the full picture, someone who understands brand development AND how that brand shows up through marketing, conversions, and customer connection. 

What’s Next?

To help you start this process, I’ve put together a simple but powerful brand clarity questionnaire you can use to walk through the essentials before you dive into building or refreshing your website. And yes, that’s exactly what I do, so if you’re working through the questionnaire and start feeling overwhelmed, don’t hesitate to reach out!

Because the truth is, we get in our way sometimes. And talking it out can be so helpful.

The more work you do on the foundation, the easier everything else becomes, your copy, your visuals, your client onboarding, even your own confidence in selling what you do. So if you're ready to create a website that actually works because it reflects a brand that’s rooted and clear? Start here.

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