In an article on Mashable, Scott Gerber (@scottgerber) gives some expert tips on the necessary tools for a successful website. A website is a startup's opportunity to differentiate themselves from their competitors, while showing people the value. Having a streamlined, attractive and easy to use website is something that is often overlooked, but crucial to gathering new customers.

1. Usability: Although esthetics are immensely important, nothing screams professional like a beautifully designed website. The one factor that can completely override your lovely design is a lack of of functionality. If your site isn’t easy to use, it doesn’t matter what it looks like.

2. A creative 404 error page: No site is perfect, there will always be glitches here and there, so why not make that an opportunity to further show your company's personality? If you can make someone smile when landing on an error page, it masks the frustration. Here are some examples.

3. A strong call to action: The point of having a website is to convert online leads. When someone lands on your page, there should be clear opportunities for them to get involved, whether it’s signing up for a newsletter or to speak with a team member.

4. An 'About Us' video: The best way to communicate your mission and values is through a short video. Not only is it another chance to showcase your company’s personality, but it’s much easier for someone to press play, than it is to read through a page of text.

5. Case studies: Seeing other people's experience with your business helps them make the decision that your services are a good fit for their needs. It also adds to your credibility.

6. Concise copy: The best websites have very clear and concise copy. Know where your visitors are coming from and write copy that instantly informs them of your value. Well thought out copy can have a big influence in converting customers.

7. Simple, user-friendly navigation: User-navigation is just as important as functionality. Users have to be able to know where they need to go to find the information they want. While creative labels may seem fun and modern, when it comes to site navigation, the simpler the better.

8. Links to social pages: This is so important! Make sure you have icons that lead to all your social media pages throughout your website If they’re buried somewhere in your Contact Us or About Us page, they may be missed completely.

9. Page load time: Since users access your website using a variety of devices and internet connections, make sure that your site doesn’t take a long time to load. This may mean keeping your design as simple as possible.

10. Validation and credibility: Have a press page! List any outlets that have mentioned your company. This may seem unnecessary, but it shows people that your services have been verified by outside sources.

It’s important to have all of these aspects on you website.If you follow these 10 steps, all you need to worry about is delivering on what you promise!