5 Must-Have Website Elements Every Brick & Mortar Business Needs

Your website is your digital storefront.

If you run a local business that relies on people coming into your store or office—like a dentist, a restaurant, or a beauty salon—potential customers will likely check out your website first.

Your website is your digital storefront. For brick-and-mortar businesses, a well-designed website can be the difference between a steady flow of customers or an empty shop.
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Is your website doing everything it should to attract people into your business? Here are the top 5 things it needs to bring customers to your doorstep:
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1. Site Identity

Your logo and tagline are the foundation of your brand. When someone lands on your site, they should immediately know who you are. Your logo acts as a visual anchor, helping visitors remember your business, while your tagline should clearly communicate what you offer in just a few words.

Think of it this way: A memorable logo sticks in the mind, and a strong tagline makes visitors say, “I know exactly what this business is all about.” Whether it’s a bakery with “Fresh from Our Oven to Your Table” or a dental practice with “Bright Smiles for Life”, your tagline should immediately convey what your business does.

2. Instantly-Clear Headline

You’ve got about 5 seconds to make a strong first impression. (One study even claims that people have shorter attention spans than goldfish!) If a visitor can’t immediately understand what your business offers, they’re likely to click away to a competitor’s site. That’s why your headline needs to be crystal clear—no guesswork or vague language allowed.

For example, if you’re a chiropractor, your headline could be as straightforward as “Feel Better, Move Better with Expert Chiropractic Care.” In one sentence, visitors know exactly what you do and how it benefits them.

A clear, no-nonsense headline builds trust from the start. Be sure this essential information is visible “above the fold” so visitors don’t have to scroll to find out what you offer.

3. Competitive, Benefit-Rich Messaging

Why should a customer choose your business over the competition? This is where benefit-rich messaging comes in. Simply listing your services isn’t enough—you have to spell out what’s in it for your customers.

Are you offering faster service, a unique product, or competitive pricing? Maybe your restaurant uses locally sourced ingredients, or your beauty salon offers personalized skincare treatments.

Highlight what makes you stand out. For example, a dentist might say, “Gentle Care for Every Family Member” or “Same-Day Appointments for Busy Professionals.”

The key is to focus on the benefits your customers care about and how you’re better than the competition. Make sure this messaging also appears “above the fold” to grab attention right away.

4. Clear Call to Action (CTA)

Visitors should know exactly what action to take next. Should they book an appointment, call for more information, or visit your shop today? A clear, action-oriented CTA makes it easy for them to take the next step.

For example, “Book Your Free Consultation Today” or “Reserve Your Table Now” are effective because they’re direct and encourage immediate action. Don’t bury your CTA in fine print—make it bold and easy to spot, ideally above the fold.

5. Contact Information

Perhaps most importantly, your website must have easy-to-find contact information that includes your N.A.P. (Name, Address, and Phone number. Believe it or not, many brick-and-mortar businesses forget to display this clearly! If customers can’t quickly figure out how to reach you, they’ll move on to a competitor. (Want to know the one thing many brick & mortar businesses are missing on their websites? You might be surprised!) 

Your contact info should be prominently displayed on your homepage and consistent across all pages. This is especially important for local SEO, as search engines use this information to help people find you. Also, consider adding a map to your website so visitors can easily see your location.

Why “Above the Fold” Still Matters

In the days of print newspapers, “above the fold” referred to the top half of the front page that was visible when a newspaper was folded. It was the prime spot for eye-catching headlines and stories. Today, the term still applies, only now it refers to the part of your webpage that’s visible without scrolling.

This is where your most critical content—headline, CTA, and benefit-rich messaging—should go. Since visitors often decide within seconds whether to stay or leave, what they see “above the fold” can make or break their decision to explore further.

These five essential elements can turn your website into more than just a digital brochure—it’s a powerful tool to attract, engage, and convert visitors into loyal customers.

Is your website pulling in all the foot traffic it can? If not, learn how a Website Content Review can help improve your online presence. 

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