The 12 Things All Websites Need To Rank And Convert

Jan 22, 2019 3:30:00 PM

In 2019, digital marketing should be the primary focus of most businesses looking to grow.

What’s the most important aspect of your digital marketing and presence? Your website of course.

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With that said, do you know if your website has and properly implements these key 12 things?

12 Website Must Haves

  1. Navigation Menu
  2. Clear Messaging
  3. Conversion Offer(s)
  4. Contact Info & Page
  5. Photos/Videos
  6. About Us Section
  7. Products/Services Page
  8. Fast Speeds
  9. Responsive Design
  10. Sensible Web address
  11. A Blog
  12. Header Tags

1. Navigation Menu

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This one is pretty self explanatory, but outdated websites (that aren’t a one-pager) sometimes overlook a simple navigation menu on all of their main web pages. Include these essentially everywhere that isn’t a landing page for conversion purposes (i.e. forms, offers, downloads, etc…).

You need these because they allow search engines to easily crawl your site to index it. By doing this, they can understand and increase your ranking. Also, it helps the user’s overall experience by allowing them quick access to all your pages easily.

Pro Tip: Utilize backlinks as well (hyperlinking to other relevant pages within your site) because it will aid in overall navigation.

2. Clear Messaging

Clear messaging is a no brainer, but you have no idea how many sites we’ve redone or helped with branding because they couldn’t tell us simply what they did. This aids the user in easily understanding what your business and page are about. PHNX21 follows the StoryBrand mindset that the longer it takes to understand a page’s intent, the less likely a person will waste time on that website.

Therefore, make sure you select a single message for your overall business (Nike = Just Do It) and support it with the rest of the copy on your website, as well as offers and lead magnets.

Then, decide on one message to be conveyed with each web page and support that message with content (Nike about page = everyone is an athlete).

3. Conversion Offer(s)

Many business websites don't even have one of these. Often called lead magnets, conversion offers convert visitors into leads. You do this by getting their email/contact info, and in order to do that, you need to offer great value...usually for free.

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For instance, one of the most successful offers on our website is our “free audit” section where visitors can fill out a form and receive an in-depth audit over their content, website, or local SEO. It’s intrinsic value for free and all they have to give is their email address.

Shameless Plug Alert: Here’s a link to our audit landing page.

4. Contact Info & Contact Page

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Sometimes people glaze over adding this to their website and it’s absolutely critical. People have to be able to contact you. Ensure you include your contact information at the bottom of your main web pages in the footer, and also include a contact page solely for the purpose of allowing visitors to get in touch.

5. Images & Videos

Multimedia is what grabs people. We highly recommend personalized pictures and videos on everyone’s website for two reasons. First, it helps visitors see how your products or services work. Second, it helps them visualize themselves using it. This puts them in the place of wanting to learn more. Incorporate these wherever you can organically.

6. About Section or an About Page

Some disagree that this is needed, but when you have people considering buying from you, odds are they want to ensure they are spending their money with a good company.

That being said, adding a simple, short about us section on your website can go miles in showing your personality and individuality. Even then, adding a robust about page can help people understand the “why” behind what you do.

7. Products/Services Page

This is the nitty-gritty. It’s why people come to your website. They want to see what products or services you offer that can fix their problems. Therefore, this should be a major (if not the focus) of your website.

Think of your website as a painting. You need to have a solid base, so think of your basic code and web design as the easel. It’s the framework. That means your home page and contact section/page is your canvas because you have to have it for it to even be considered a website. That means the product and services page is the color. It’s what attracts people. Use multimedia here and showcase your beautiful creation on this page.

8. Fast Speed

The back end of your website is crucial because if it’s slow, search engines will rank you lower and you’ll get substantially less traffic.

Plus, if your website doesn’t even load after 3 or 4 seconds that visitor is going to jump off your website like it’s a trampoline. Focus on improving the back end of your website with this great walk through from Moz.

9. Responsive Web Design

Responsive design is becoming more and more important of a ranking factor since mobile is the primary device people use to surf the internet. A responsive design means your website adjusts to the screen size it’s being used on.

Implement this with a web design service that can use AMP on your site. Click that crazy acronym for more details on AMP.

10. Simple Web Address

This one is kind of subjective but it’s crucial to have something that is easy to remember. If users have to remember an insanely long, convoluted web address to search in order to find your website they’re not going to do it if they’re not bought into your company already. Try to keep your URL the name of your business so the two are easily related, and if not, use something as close as possible.

11. A Blog

Again, this is one that some experts will say isn’t “necessary” to rank highly (this has to do with page intent and what services you offer), but we highly recommend having a blog.

The phrase “content is king” is still very true since it’s the cheapest and easiest way to get web traffic. Work towards producing a blog or two a week or outsource to content marketing agencies (cough cough).

12. Header Tags

Header tags are important to implement because they indicate the topic of the page. Search engines value header tags highly because they are usually the title of the page and indicate its primary focus. They range from H1 to H6 and have a descending level of priority in search engines.

This means your H1 is more important than H3s and so on. Your H1 should be the page title, the H2 should be the main focus or topic of the page. You should support the H1 and H2 with multiple, relevant H3s that incorporate your target keyword in each of them.


Does your website check all the boxes? Is it doing them well?

If you want to know where your website needs improvement, just fill out our free audit form and we will analyze your site and give recommended best steps you should take!

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