Certain elements of website design are so consistent they’re easy to overlook, like the humble website footer.
As the end of a webpage, the footer is a valuable resource for users and a strategic tool for businesses. If optimized correctly, it can enhance the user experience, drive conversions, and provide essential information that guides visitors’ journey through your site.
Here’s why your website footer shouldn’t be an afterthought and what you can do to make it work harder for your business.
Why are Footers Essential to Websites
The most straightforward reason why footers are essential is because they tell users when they have reached the end of a webpage. Each website includes certain information or maybe more thorough than others (more on this later). Still, footers help the user experience of reaching the bottom of a webpage feel less abrupt.
Many users scroll down instinctively to find information they can’t find at the top. The footer becomes a trusted place for contact info, legal disclaimers, and quick links to high-traffic pages.
It’s also a key place to boost a website’s search engine optimization (SEO). Search engines crawl all content, including your footer, so including keyword-rich links to important pages boosts SEO and aids site indexing.
What are the “Go-To” Elements a Footer Should Include
If you have no clue what to include on your website’s footer, here’s the list of obvious elements:
- Contact Information: Make it easy for users to reach out with an email, phone number, and/or address.
- Social Media Links: Include icons to connect users to your social platforms, allowing for engagement beyond your website.
- Your business logo that links back to the homepage: By adding your logo and hyperlinking it back to your homepage, you can give users a simple option to return to the homepage.
Take Your Footer to the Next Level
Now that we’ve established what you should include in your footer, consider these elements to help convert leads, enhance your credibility, or build trust with legal information:
- Newsletter Subscription Form: Do you have a recurring email newsletter you sent out? Embed your email platform’s sign-up form in the footer.
- Compelling CTA: If applicable, consider adding a mini contact form or a demo request button to encourage users to take immediate action.
- Affiliate Logos: If your business is a member of a particular organization or has won an award, adding these logos to your footer instantly enhances your credibility (and may lead users to take advantage of the CTA offered in the footer).
- Privacy Policy and Terms of Service: Including these links can foster trust, especially for sites handling personal data or e-commerce. This could also include an AI policy.
- Security Badges and Certifications: If your site processes transactions, displaying security badges can reassure users that your site is secure and credible.
Keep in mind: Not all websites need to have all these items in their footer (and, frankly, they shouldn’t, as it will become overwhelming and too busy for users to decide how to respond). Keep the design simple, clean, and uncluttered. Too much information overwhelms users, while too little won’t deliver value.
5 Industry-Specific Footer Ideas
No two website footers are the same, and while that may be true, certain industries may choose to include similar elements in their footers. By thinking strategically for your industry, you’ll ensure the last element on your page becomes a memorable and impactful one.
1. eCommerce Sites
For an online retailer (such as Anthropologie), the footer can provide quick links to shipping policies, return information, and tracking your order. Including customer service contact details and a live chat option can also enhance user experience and encourage conversions. Additionally, showcasing payment methods and trust badges (e.g., “Verified by Visa” or “Secure Checkout”) reassures customers about the security of their purchase.
2. Healthcare and Medical Sites
Healthcare websites (like Piedmont Healthcare) should prioritize compliance by including HIPAA policies, disclaimers, and links to emergency contact information in the footer. A well-organized list of services, appointment scheduling links, and an “Ask a Doctor” or “Find a Specialist” feature can further support users in navigating their healthcare options online.
3. Law Firms and Legal Services
Trust and accessibility are key for legal websites (PSWM, for example). The footer is great for adding attorney profiles, service areas, and accreditation logos (like State Bar certifications). Adding disclaimers about the information not constituting legal advice is also essential. Contact forms and links to case studies or recent verdicts help build credibility and encourage potential clients to reach out.
4. Nonprofits and Charities
Nonprofit footers should focus on transparency and engagement (like Goshen Valley). Include links to donation pages, annual reports, and an “Impact” section that shares success stories. Social media icons, “Subscribe for Updates” links, and partnerships or sponsor logos can encourage visitors to connect and support the cause.
5. SaaS and Tech Companies
SaaS companies can use the footer to highlight a range of resources, like blog articles, case studies, and demo requests (such as Zoom). Adding a “Product Updates” or “Roadmap” link can keep users informed and invested. Also, subscription and API documentation links make it easier for developers to access technical resources, while trust certifications (such as SOC 2 or ISO certifications) help establish credibility.
Your Website’s Footer is a Strategic Asset
No longer just a final line on the page, your footer can be critical in delivering information, building trust, and guiding users toward action. Don’t let this valuable real estate go to waste; instead, think of it as an opportunity to leave a lasting, strategic impression on your visitors.If you have questions about your website’s footer or design, contact the GreenMellen team today!
