When someone lands on your website, every detail matters. They might be there by random chance, or they could be looking for something specific. Either way, it only takes a few seconds for someone to decide if they want to stick around. What happens during those few seconds almost always depends on the features your site does or doesn't have. Design matters, but features built with purpose have a direct hand in turning visits into action.

If your goal is to get a visitor to sign up, buy, call, or simply explore, your website has to pull its weight. That’s where choosing the right features through a website builder becomes important. It's easy to get lost in a sea of bells and whistles, but not all tools support conversion. Let’s break down which features actually help and why having the right ones in place makes all the difference.

User-Friendly Navigation

No one wants to click around blindly on a website. If visitors can’t find what they’re after in just a few clicks, they’ll leave. Navigation isn’t just about menu placement. It’s about building a structure that feels obvious even to new visitors. You want someone to land on your homepage and immediately know where to go next.

Good navigation helps people find what they need fast. That means labeling links clearly, grouping related pages together, and keeping your layout simple. Here are a few ways smart navigation shows up:

1. Sticky menus that stay at the top when someone scrolls

2. A clear homepage link that’s always easy to get back to

3. Breadcrumbs that show users the path they’ve taken

4. Organized dropdowns that don’t feel too cluttered

5. Easy-to-spot contact, service, and product pages

An example would be a small business site with simple top navigation that includes: Home, Services, About, Contact. Each option clicks over to exactly what the words advertise, no guesswork or pages to scroll just to find something basic. That small step saves time and pushes people toward what you want them to do.

Take a look at your own site. If a new visitor needs more than a few seconds to figure out what to do next, your layout might be hurting your chances of a sale or contact form submission.

Mobile Responsiveness

Phones make up the bulk of how people browse the internet now. If your site doesn’t work well on a mobile phone, you’re automatically turning away potential customers. Even if your site looks great on a desktop, that doesn’t mean it holds up on smaller screens.

A mobile-responsive website adjusts its layout, text size, and load time depending on the screen it’s being viewed on. This doesn’t just improve how it looks. It also determines how easy it is to interact with. Buttons need space to be tapped without frustration. Images shouldn’t take over the screen. And the text needs to be readable without zooming in.

When using a website builder, here are a few features to look for or check that work well on mobile:

1. Touch-friendly buttons that aren't crammed too close together

2. Layouts that stack cleanly instead of shrinking down

3. Menus that collapse into a dropdown or hamburger icon

4. Text and fonts that resize properly without becoming fuzzy

5. Pages that load quickly on slower mobile data connections

A responsive design saves users from the awkward finger-pinch or sideways scrolling that sends many people looking for a different site. If a visitor has to work too hard just to view your content or click a button, they’re more likely to bounce.

While it might seem like a background detail, building for phone screens is one of the smartest steps you can take if conversions matter. Test your site on different devices and make sure the mobile version works just as well, if not better, than the desktop one.

Effective Calls-To-Action (CTAs)

Every corner of your website should have a purpose, and in most cases, that purpose leads to some kind of action. A call-to-action is the part that tells your visitor exactly what to do next. Whether it’s to sign up, request a quote, or buy something, a well-placed CTA can make a big difference in whether someone continues with you or loses interest.

It’s not enough to simply slap a basic button at the bottom of a page. A CTA should match the visitor’s mindset and the tone of the page they’re already on. Put yourself in the user’s shoes. What’s the next logical step they’d be willing to take at that point in their journey?

Here are a few helpful tips for creating CTAs that guide users in the right direction:

1. Use action words like Get, Start, Book, or Try to give clear instructions

2. Keep the text short and easy to read, usually under seven words

3. Make it visible without ruining the layout, contrast helps

4. Place them where attention is naturally drawn, such as after key info or product details

5. Don’t flood the page with too many buttons, which can confuse and overwhelm

One approach that works well is layering your CTAs. For example, put an entry-level CTA like Learn More higher up on the page, but follow that with a stronger CTA like Book Your Appointment Now after visitors read more details. This helps pull in both early browsers and more committed users.

The key is clarity. Your CTA should answer the unspoken question, What should I do next? If people have to guess, you probably won’t get the response you’re after.

Fast Loading Speed Helps Hold Attention

Waiting for a website to load is frustrating, especially when other sites open in seconds. No one has time to sit there staring at a blank screen. A site that loads slowly will often lose visitors before they even get past the homepage.

Speed doesn't hide in the background. It affects everything about the user's visit from the first click. Slower sites lose attention fast. Faster sites keep people looking around and more willing to take action.

A few steps that can make a big difference:

1. Compress images to smaller file sizes while still keeping them sharp

2. Limit the number of animations or plug-ins running at once

3. Use a clean, uncluttered design that doesn't load too many elements

4. Enable browser caching so returning visitors can load pages faster

5. Choose a trusted hosting provider with reliable performance

Running speed tests from different devices and connection types gives a better picture than sticking to just your own local internet. If your site loads fast at your desk but crawls on 4G, mobile visitors might drop out before ever seeing your content.

Fast-loading websites feel better to use. They create a strong first impression that builds trust and helps convert that first visit into something meaningful.

Add Trust With Testimonials And Reviews

People are naturally cautious when they’re online. They want to know if they can trust you before giving away their time or money. That’s why feedback from other customers works so well. It feels more personal than anything you could say yourself.

Testimonials and reviews give your site a human touch. When someone reads about how your product or service helped someone else, it builds confidence. Even a short review with a name and photo can carry weight as long as it feels genuine and relatable.

Make these bits of content easy to find, but not forced into places they don’t fit. Some smart ways to do that include:

1. Adding a review section near service or product pages

2. Placing a few short testimonials in high-traffic areas

3. Creating a dedicated reviews page for curious users

4. Tying specific quotes to the services or products they relate to

For example, if someone’s browsing a service page, a short quote like, I booked last-minute and they were here the same day. Super professional, adds helpful context and builds trust right then and there.

Rotating your reviews or using plugins that pull the newest ones can help keep things looking current. It shows that your business is active and keeps trust growing with potential new customers.

Making Smart Features Work for Your Site


Every element of your website plays a part in how visitors respond. Clear navigation keeps people moving in the right direction. Mobile responsiveness makes sure your site feels right no matter the device. CTAs encourage people to act purposefully. Fast loading speed stops you from losing users early. Then reviews help them feel confident clicking forward.

Think about your site like a working tool. Check in on how that tool is performing. Is it doing what it needs to? Is it turning visits into signups or leads? If not, it might be time to review the features doing the heavy lifting, or the features holding you back.

Evaluating your website regularly can keep it fresh, responsive, clear, and easy to use. That’s the kind of site that gets the results you’re after. And if you’re not sure where to start, you don’t have to figure it all out on your own.

Ready to boost your site's performance and streamline your online presence? Discover how the right website builders can transform your site into a conversion powerhouse. Let Oddball Creative guide you through creating a more navigable, responsive, and user-focused site that keeps visitors coming back. Take the first step to optimizing your website for success today.