Innovative Marketing Features to Consider Adding to Your Website

Now, more than ever, your company website is incredibly important. COVID-19 has changed the digital landscape because consumers are flocking to online stores rather than their brick-and-mortar equivalents. Your business website is your virtual storefront, and it’s a consumer’s first impression of your company.

If you want to increase the traffic to your website and improve conversion rates, it’s important to take a good, hard look at your website first and foremost. There are many different marketing features you may want to implement on your website to improve your revenue and growth.

Below, we’ve assembled a list of key elements you should consider adding to your business website. Keep reading to learn more.

Home Page Features

Your home page should be inviting and offer customers concise communication about your business. Continue reading to learn about some essential components you should include on your homepage.

Screenshot of great homepage features
Homepage Sales Loves Marketing

If a customer knows exactly what they want when they navigate to your online storefront, he or she isn’t going to want to scroll through multiple pages to find their desired product. To avoid a frustrated customer navigating to another website, make sure there’s a search bar easily available so your customers can find exactly what they need in an efficient fashion.

Besides a search bar, a navigation bar is another way to enhance the user-friendliness of your business website. Again, you’ll want to position the navigation bar in a prominent space that encourages the consumer to explore your website.

Calls to action

A call to action or CTA prompts users to engage in a particular action. It could be “subscribe to our mailing list” or “create a user log in,” or even “buy now.” It’s important to place CTAs on your website to encourage and guide consumer behavior.

Check out Trust & Will’s homepage to see an example of excellent use of CTAs: 

marketing features to add to website

Images and photography

If you went to a website that only had text with no images accompanying the copy, you’d likely feel a little overwhelmed, if not totally bored. To avoid boring your potential website visitors, use plenty of images to break up the text on your site. Images can also be used to explain the differences in products or services, guide the user down the page, or simply serve to reinforce your brand’s values.

And remember, try to create custom images that are specific to your company. Although stock images certainly have their place in digital marketing, they can easily be overused. Stick to illustrations or custom photography instead for a more authentic and genuine vibe.


Many customers can’t be convinced to make a purchase without reviews that tout a service’s or product’s benefits (or drawbacks). Make sure you highlight the best reviews on the main area of your home page. If you don’t have any reviews for your product or service yet, consider sending follow-up emails to recent customers asking for reviews. 

Live chat or chatbot 

One of the best ways to engage with potential customers is by incorporating a live chat onto your home page. This allows customer service agents to answer questions, help process returns, and guide customers through the purchasing process. If you can’t hire dedicated customer service agents, an automated chatbot is another option. 

marketing features to add to website
Source; Growth Hacking Suite

When visitors scroll to the bottom of the site, do they get what they’re looking for? Here are some features you may want to incorporate in your website footer section.

Options and tabs

The bottom of your homepage should have links to popular areas visitors navigate to. Site locations visitors may want to navigate to include your company blog, news stories, the company’s about us page, job openings, FAQs, and a customer support page. 

If you want your customers to be engaged and aware of any product launches or new services, providing links to your social media pages is a great way to build an audience. Make sure your links to your social media are easily found in footer links. 

About Us Page Elements

Your business website’s about us page allows customers to learn more about the company. In the about us page, you can learn about the company’s origins, get contact information, business hours, and a map to lead in-person visitors to the right place.

You can also provide visitors with a contact form so they can submit a message box asking a particular question or voicing a certain concern directly to your business.

marketing features to add to website

Additional Features to Include on Your Company Website

Here are a few other things you may want to include on your company website to attract and entice visitors.

Careers page

To build out your staff at your company, make sure you post the jobs that are open on your company page. Your team and career page can attract potential candidates. It can also help customers connect with your company in a more human way.

Employee bios

Team biographies give your staff a chance to make positive impressions and a personal impact on the visitors who visit your website. It might be a good idea to include or embed a short video of your employees talking about your company, your company’s values, and any company perks you offer.

Case studies

Similar to reviews or testimonials, case studies allow customers to see how past clients benefited from your company’s products or services in the past. Case studies can help back up any claims you have on your website and also provide an authority boost. You can use case studies to convert more website visitors to customers.

Wrapping Up: Fine-Tuning Your Company Website

The coronavirus pandemic has changed consumer shopping habits across the globe. With the increased reliance on the digital landscape, companies must adapt and ensure that their websites are as user-friendly as possible. If you’re not sure where to start, use this article as a guide. Remember that your homepage acts as your virtual storefront, so take the time to ensure that it’s well-designed and boasts impressive graphics. With these tips, you’ll drive conversion and increase traffic in no time!