What Makes a Good Small Business Website?
The essential elements every small business website needs to convert visitors into customers, without unnecessary complexity.
You don't need a fancy website with all the bells and whistles. What you need is a website that does its job: turning visitors into customers. Here's what actually matters.
Clear Contact Information
This sounds obvious, but you'd be surprised how many business websites make it difficult to find a phone number or email address. Your contact details should be visible on every page, ideally in the header or as a sticky button on mobile.
What You Do and Where
Within seconds of landing on your website, visitors should understand:
- What services you offer
- What areas you cover
- How to get in touch
Don't make them hunt for this information. Put it front and centre.
Fast Loading Speed
Every second counts. Research shows that 53% of mobile users abandon a website if it takes longer than 3 seconds to load. Keep images optimised, avoid unnecessary animations, and choose a quality hosting provider.
Mobile-Friendly Design
Over 60% of web traffic now comes from mobile devices. If your website doesn't work properly on phones, you're losing more than half your potential customers. Test your site on different devices regularly.
Social Proof
People trust other people. Customer testimonials, Google reviews, case studies, before-and-after photos - anything that shows real results from real customers builds confidence.
A Clear Call to Action
What do you want visitors to do? Call you? Fill in a quote form? Book an appointment? Make this action obvious and easy. Every page should guide visitors toward taking that next step.
Professional But Personal
Your website should look professional, but it should also feel human. A photo of yourself or your team, a brief story about how you started, your values and approach - these personal touches help customers connect with you.
Nothing More, Nothing Less
Resist the temptation to add features just because you can. A simple contact form beats a complicated booking system. A straightforward services page beats an overwhelming mega-menu. Focus on what your customers actually need.
The Bottom Line
A good small business website is like a good tradesperson - it does the job efficiently, without fuss, and delivers results. If your website ticks the boxes above, you're in a strong position to win business online.