Is your small business website just sitting there? Here are 9 must-have features that turn your site into a 24/7 lead-generating sales machine.
If it feels like your website is just sitting there collecting dust; you’re not alone. Most small business websites are built like an old catalog on a shelf. But it doesn’t have to be that way. You can turn your website into a thriving sales machine that works 24/7, captures leads and even schedules appointments while you spend time with your family.
Today I’m going to show the 9 essential features and functions you need on your website to make it a sales engine.
Let’s dive in.
Your contact forms should be connected to your CRM so that every inquiry is automatically captured and stored. That connection lets you trigger automations like adding a sales pipeline opportunity, marking the contact as a lead and following up with next steps. At Launch Kit we use High Level to build seamless CRM integrations for clients.
The other day I was in a meeting, looked at my phone afterwards, and saw an inquiry had come through. Our CRM had already followed up with a calendar link, and the contact had booked a sales call. All without me lifting a finger. That contact is now a website client.
Google Analytics and Google Search Console are your website’s eyes and ears. Without proper setup, you’re flying blind. Configure them early so you’re capturing traffic and SEO data from day one. Later, you can build a dashboard in Looker Studio. Another project for another day. For now, just make sure you're capturing the data.
Price uncertainty kills conversations. Tell visitors what to expect even if it’s “starting at” or “as low as” pricing.
At Launch Kit we display pricing right on our site. It prequalifies leads, saves time on sales calls, and keeps conversations focused on fit and value. When your prospects already knows the investment range, you can effectively work together to create a plan that is best suited for them without feeling "sales-ey". It's a win/win.
Add a chat feature so visitors can ask questions without picking up the phone. AI‑based chat is gaining traction every day. Here at Launch Kit, we use High Level which integrates chat directly with our CRM and allows the AI agent to even schedule appointments.
You know how when you go to a store and are browsing around. The sales person asks if you need any help and you say no because you're not quite ready to talk with someone. This is the equivalent of having a chat on your website. You're not quite ready to talk to someone on the phone, but you do have a few light questions. The AI agent is perfect for answering those questions.
You can also explore livechat.com for good chat and AI tools.
Don’t hide reviews on a buried testimonials page. Instead, sprinkle them across your home page, service pages and contact page.
To help us gather more reviews, we built “ask for review” into our project SOP's. By building a system that allows us to be consistent in asking for reviews, we consistently get fresh Google reviews. We're then able to feature these reviews on our website.
Yes, blogging still matters when integrated into your overall marketing. At Launch Kit we start Thursday mornings by brain dumping long‑form content. This becomes a blog post, a YouTube video, an email newsletter and a social media post.
We publish the blog on Tuesday, then promote it across channels. Writing a blog in isolation won’t move the needle, but integrating it into your overall marketing machine will.
Your site should have a free resource that delivers genuine value and leaves visitors thinking “I need more of this.”
A guide, PDF, audit, or video that solves a real problem will build trust and capture contact info. This lets you market to people who are "problem aware", but not "ready to buy". This is how you expand your market beyond the 3% of people who are ready today.
Showcase your work with case studies before/after photos or project galleries. Make it easy to update and organize with tags. Here at Launch Kit, we have a Portfolio page that features cards for each project. A visitors can click on a card to learn more about that project.
These pages are consistently some of the most visited pages on our website.
Make the next step obvious and frictionless. Spell out what to do and why it matters. Don’t overload your form, just collect contact info and service interest. You can ask deeper questions during the sales call.
On our Get Started page, we offer a simple form and direct calendar link. 99% of inquiries come through the form because it feels familiar and frictionless.
There you have it, the 9 essential website features that turn a dusty ghost town into a thriving lead‑generating hub that works nonstop. I hope this inspired a few actions items to get your website dialed in. If you hit any roadblocks, send us a message, we'd love to help.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
