BLOG Top Customer Service Features Your Website Can’t Do Without

Top Customer Service Features Your Website Can’t Do Without

POSTED BY The Prim Pack | Aug 27, 2021

One of the first stops on any new business journey is acquiring a welcoming and informative website. 

Regardless of whether your business decides to go the template route or the investment route via a custom website, having great customer service embedded into that website is a must-have for ALL businesses. 

Which website is best for you? Template or Custom?

Why Customer Service Matters

As of 2020, 99.9% (31.7 million) of all businesses in the United States were small businesses. Now, from those 31.7 million SMB, 77% of consumers are willing to pay more if they receive excellent customer service from small businesses.


So, let’s cut to the chase.

Small and independent businesses are running the world. Primitive’s CEO, Kade Wilcox, even penned an article talking about that very thing. (Spoiler alert: It’s a great thing!) 

With so many businesses flooding the online world coupled with that much incentive ripe for the taking, it’s practically essential to exercise amazing customer service to your customers and visitors alike from day one.

And that day one begins with your online presence, your website. 

Features Your Website Needs


FAQ, or frequently asked questions, is kind of a two-for-one feature. 

Not only does it allow your customers to quickly find the answers to commonly asked questions, but it also frees up your customer service department from answering the same questions over and over and over again. 

Contact Us Page

This might be a basic feature, but that doesn't mean it's not every bit essential to a website that values customer service. Every customer wants to feel heard, especially if they’re encountering an obstacle from your product or service. 

Placing accurate contact information (physical address, email address, phone number, Contact Us form) on your website ensures communication lines are open, and that when a message is sent to your business, you and your team are then able to utilize the feedback to both learn and grow. 

Live Chat

Picture these two scenarios. 

Scenario A: You’re absolutely starving and all you can think about are ooey, gooey chocolate chip cookies. But all you have at home is a few gulps-worth of chocolate milk and half an oatmeal raisin cookie. 

Scenario B: You’re absolutely starving and all you can think about are ooey, gooey chocolate chip cookies. But this time you also happen to be at the grocery store and suddenly, lo and behold, you’re walking down the cookie aisle.

Out of both of those two scenarios, which presents itself as the best opportunity to get what you want and leave feeling happy and in ooey, gooey chocolate chip heaven?

Scenario B! 

And that’s exactly what Live Chat does for your web visitors. 

  • Leads are craving answers about your brand, and instead of having them leave feeling as though they tetris’ed together some semblance of satisfaction, you give them EXACTLY what they want. 
  • Customers can speak directly to a chatbot or live agent without having to wade through the mess of being put on hold or waiting for an email response.
  • You can even up the ante by going above and beyond with technical support, shopping assistance, hair stylist tips, and anything else you might come up with. 


Sometimes the best help your business can offer is that from real customers themselves.

Giving your business base the opportunity to see honest reviews about your brand, without having to jump through hoops, makes deciding about your product easy. 

And just in case we collectively forgot, people really like decisions that come easy. 


When you think of personalization in website design, most minds gravitate towards banks, financial firms, and educational institutions.  

While that line of thinking is accurate, there are many more businesses, small to large alike, that can really benefit from adding these personalized details to the customer experience. 

Some features you can add to your dashboard that enhance customer service are:

  • Purchase history
  • Favorites
  • Scheduled orders/services
  • Status of orders/services
  • Communication log

Real Brands Doing it Right


chewy personalization

Hello, account personalization for you AND your pet.

chewy website example

If you scroll to the bottom of Chewy’s homepage, you’ll see a flood of great customer service features. 

  • Reviews? Check
  • FAQs? Check
  • Contact a Chewy expert 24/7 in the manner that works best for you? Check, check, check.

1st Phorm

1st phorm homepage

Once you enter the 1st Phorm website, you’re greeted with three customer service features:

  • Contact number
  • Personalized account login access
  • Live chat 

customer service features

Scrolling down to the bottom of the homepage will have you face-to-face with numerous features such as:

  • FAQ
  • Contact Us page
  • Order Tracking information
  • Shipping information
  • BBB rating and profile access
  • Live chat

accessibility options

An additional feature that amplifies great customer service is 1st Phorm’s “Accessibility Options” which helps visitors and customers access all features within the website with incredible ease. 

Building a strong foundation of excellent customer service is so critical for the longevity and success of any business. 

By focusing on the customer experience as soon as the visitor sets eyes on your website, your business will reap the benefits for years to come.

Ready to flawlessly integrate these features into your site? Let’s chat.

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About the writer, The Prim Pack

I'm Buffy the Bison! When I'm not strolling through the plains of West Texas, I am proud to represent Primitive and the digital craftsman it is home to.