Lost in the Footer: 5 Website Elements Your Customers Shouldn’t Have to Hunt For
- Winnicki Digital
- Apr 7
- 5 min read
Updated: 6 days ago
Have you ever caught yourself saying, “But that info is on the site!” only to realize your visitors just… couldn’t find it? 😬 If that rings a bell, this post is for you.
The truth is, even if your website technically has all the important information, it’s worthless if users can’t find it. Website visitors don’t want to search high and low to locate critical details about your business. They expect to find what they need fast.
These are the most important elements every small business website should display clearly — especially on mobile.
This post will help you fix one of the most common UX mistakes small businesses make with their websites. You’ll learn how to make essential information obvious and accessible for your visitors (hint: no complete redesign required).
Here’s your quick checklist of website elements your customers shouldn’t have to hunt for. Keep reading to ensure your site isn’t turning away visitors before they can take action.
Why Findability Matters: The Website Mistake That’s Costing You Customers
You’ve poured time and effort into building your website. It may look stunning, be optimized for SEO, and have great content—but if users have a hard time finding key details, they’ll leave. Quickly.
Here’s why:
Visitors scan, they don’t hunt. Most website users skim your page instead of reading it in full. Buried content doesn’t stand a chance.
Users expect instant answers. Studies show visitors decide whether to stay or leave a website in under 10 seconds.
Hidden info = higher bounce rates. If important elements like your contact information or services aren’t easy to spot, users are more likely to abandon your site and head to a competitor.
The reality? Small changes to your site’s layout can make a huge impact on keeping users engaged and driving conversions. Plus, improving accessibility on your site ensures you’re catering to all visitors—including those browsing on mobile or with assistive technology.
💡 Pro Tip:Keep mobile users in mind. Over 60% of web traffic is mobile, so your site needs to be fully functional and easy to use on small screens. Prioritizing findability here is non-negotiable.
The Top 5 Website Elements Small Businesses Hide (But Shouldn’t)
1. Contact Information
Why it matters Your customers need to contact you. Whether it’s a phone call, email, or physical visit, make sure they can find your details quickly. This is especially true for local businesses like plumbers, law firms, and restaurants, where calls can translate directly into revenue.
Where it belongs Place your contact info in your main navigation, footer and contact page, and ensure it’s displayed prominently across your site. If you have a physical location, consider adding it to your homepage hero section.
UX Tip On mobile, enable “click-to-call” or “tap-for-directions” functionality. This simple feature makes connecting with your business effortless.
Example Fix Move “Contact” from the bottom of your footer to the top navigation bar, and make it its own section.
2. Business Hours or Availability
Why it matters For restaurants, service businesses, and local shops, customers often want to know if you’re open before deciding to visit or call. If those hours are hidden, they’ll move on to another business.
Where it belongs Include your business hours on your homepage or prominently in your “Contact” section. Bonus points if you add them to the header or create a specific banner for timely updates like holiday hours.
UX Tip Icons are your friends. A clock icon next to hours makes this information even easier to scan.
3. Location or Service Area
Why it matters Location is crucial for customers and search engines alike. People want to know if you’re near them or if your services are available in their area.
Where it belongs Highlight your primary location or service areas clearly on your homepage. A map embed (like Google Maps) can be helpful both visually and for SEO purposes.
Local SEO Bonus Be specific about which neighborhoods, cities, or regions you serve. This can help your site rank better for location-based searches (e.g., “Seattle plumbers near me”).
4. Key Services or Offerings
Why it matters Don’t make visitors guess what your business does or scroll endlessly to find out. Be clear and confident about your expertise.
Where it belongs Feature your key services right on your homepage, preferably above the fold. Use icons or brief descriptions to highlight your specialties.
Pro Tip No need to overwhelm visitors with every detail. A high-level snapshot on the homepage, paired with a prominent “Services” page, works wonders.
5. Social Proof (Reviews, Testimonials, Trust Signals)
Why it matters Nothing builds trust faster than social proof. Reviews, testimonials, and badges (like “5 Stars on Yelp!”) reassure potential customers that others love your business.
Where it belongs Feature a few testimonials or trust badges on your homepage. Add a dedicated “Reviews” or “Testimonials” page for visitors who want to explore in depth.
Common Mistake Don’t bury social proof at the end of a long scroll or hide your testimonials on an obscure page. Bring your best reviews front and center.
Quick Checklist: Is Your Info Too Hidden?
Ask yourself these five questions:
✅ Can visitors contact you in one click or tap?
✅ Are your hours visible on mobile?
✅ Can a new visitor tell what city or region you serve?
✅ Are your services listed clearly on the homepage?
✅ Is there proof that others trust your business?
If you answered “no” to any of these, it’s time to make some changes!
Action Steps to Fix Your Visibility Fast
Here’s how to prioritize fixability and improve your website today:
Audit your site.
Visit your site on both desktop and mobile. Look for elements that are hard to find or require multiple clicks to access.
Ask for outside feedback.
Ask a friend, colleague, or existing customer to complete a quick challenge like finding your phone number or hours in under 10 seconds. Use their feedback to identify problem spots.
Move key elements higher.
Make essential info impossible to miss by placing it in prominent, high-traffic areas (like above the fold). If visibility is still an issue, duplicate that info in multiple spots.
Test for accessibility.
Use tools like Google’s Lighthouse or the WAVE tool to ensure your navigation is user-friendly for all visitors.
Make Your Website Work for You
A great website does more than look good. It helps your customers find what they need in seconds, builds trust, and drives conversions. The good news? With some quick fixes, you can make even a basic website far more user-friendly.
Want an expert eye to help surface the most important info on your site?
Book a free strategy call with us today, and we’ll guide you on how to optimize your site for both users and search engines.
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