As a seasoned Squarespace website designer, I've navigated the ins and outs of creating engaging, functional, and aesthetically pleasing websites for a myriad of businesses (from doula’s to therapists!). Throughout the last few years specifically, I've pinpointed five things your website needs to have, that too many businesses overlook when designing their sites. Yes, you might know you need a home page and services page (unless you opt for a one-page website!), but beyond that everything else feels more “optional.” Today, I want to dive into the top 5 things your website needs to have BEYOND the obvious - so grab a coffee (or a matcha) and let’s dive in!

Want to pick my brain for an hour to talk about how we can make YOUR website better? Head here to book a 1:1 call with me!

1. A Blog

If you’re like most of the businesses I talk to as a Squarespace designer, blogging feels like something you “have to do” that often doesn’t make it to the top of a to do list. But the truth? Each post is an opportunity to showcase your expertise, share your passions, and reveal the human behind the brand. It's how you build trust, credibility, and authority in your niche. And let's not forget about SEO! A well-maintained blog, brimming with valuable, keyword-rich content, is like a beacon to search engines, helping to boost your site's visibility and draw in organic traffic. It's a win-win: your audience finds the answers they seek, and you climb higher in search rankings!

2. An E-mail Opt-in

In 2024, you need an email list, friends! EVEN if you are a service provider (like a life coach or doula!) having an email opt-in is a great way to capture the cold traffic that might not quite be ready to fill in your contact form yet. By offering an email opt-in, you're creating an opportunity to nurture these leads through regular communication. This could include sharing valuable insights, updates about your services, or exclusive offers. It's a strategic way to keep your audience engaged and interested, gradually building trust until they're ready to take the next step.

3. Reviews

For professions like therapists, coaches, consultants, and doulas/midwives, who I typically work with, the decision to choose a service provider is incredibly intimate and requires a high level of trust. By showcasing genuine testimonials from those who've already walked this path with you, you're not merely selling a service; you're offering a bridge to potential clients, connecting them to the experiences of others who've found solace, guidance, or transformation through your work. Reviews provide the reassurance that, in a world full of choices, your brand stands out as a pillar of understanding, expertise, and genuine care.

Want my secrets to getting better reviews? Grab my Feedback Formula for free here!

4. Contact Info

While most websites in 2024 have a contact form, I recommend including a few more options for them to get in touch! By providing contact information, like your email address or phone number, you’re reminding clients that there's a real person behind the screen. It's a simple yet powerful way to humanize your digital presence and make your business more approachable. Plus, some people feel resistant to (or intimidated by) the idea of filling out a blank form!

Depending on the type of business, you may also want to include practical details like your hours of operation, expected response time, and physical location (if applicable). This all works together to add another layer of transparency and trust. It sets clear expectations for when and how potential clients can expect to hear back from you, which is particularly important for service-based businesses where timing and reliability are key. Additionally, sharing your location, even if you operate primarily online, reassures clients that you're not just an online business that popped up overnight but a real business with roots and a commitment to serving clients, whether they're local or worldwide.

5. Terms of Use/Privacy Policy

Listen, I know that things like a “Terms of Use” and “Privacy Policy” might not be on the list of most exciting things your website needs to have, but that doesn’t mean they are any less important. Every website needs a Terms of Use and Privacy Policy for a couple of straightforward reasons. First, they establish clear guidelines and expectations for both the users of your website and yourself as the owner, making sure everyone is on the same page about how your site can be used and what behaviors are allowed. Second, a Privacy Policy is essential for informing visitors about how you collect, use, and protect their personal information.

With the increasing number of regulations governing online spaces, such as the GDPR in Europe or the CCPA in California, having a Terms of Use and Privacy Policy ensures that your website adheres to legal requirements, protecting you from potential legal challenges. Plus, it makes your business feel more trustworthy too!

Check out The Contract Shop for all your legal needs, and yes, that’s an affiliate link but I only share the best of the best with you!

The Must-Have Things Your Website Needs

There you have it - the 5 things your website needs to have that to many small businesses are missing. And hey - I know this might feel like a lot, so I want to remind you that I would love to work together and take some of the nitty-gritty website things off your plate! Learn more about the ways we can work together here, or head here to book a discovery call!