The seven elements
| C | What it covers | On a local business site |
|---|---|---|
| Context | Layout and visual design | A clear, consistent design that works on phones |
| Content | Text, images, video and audio | Service pages, photos, prices and FAQs |
| Community | How visitors interact with each other | Reviews and customer stories |
| Customization | How the site adapts to each person | Content by city or service the visitor chose |
| Communication | How the business talks with visitors | Phone, forms, chat, text and email |
| Connection | Links to and from other sites | Your Business Profile, directories and partners |
| Commerce | How the site completes a sale | Booking, quotes and payments |
How the framework holds up today
The framework predates smartphones and Google's local results, but the ideas still apply. Most local businesses do well on content and communication and fall short on connection and commerce. Online booking, a linked Business Profile and reviews from other sites are often missing.
Some writers use "7 C's" for other lists, such as the 7 C's of communication or of CRM. If a vendor uses the term, ask which list they mean.
Using it as a checklist
- Context. Does the design make the offer clear on a phone?
- Content. Does each service have a complete page?
- Community. Do real reviews appear where people decide?
- Communication. Can visitors reach you in one tap?
- Commerce. Can they book or request a quote online?
Good example. A dog groomer's site shows the services and prices, displays Google reviews and lets customers book a slot without a phone call.
Bad example. The same groomer's site has a contact page only, no prices and no reviews.
Our web design team uses checks like these when we plan every site.