What every small business website needs (But often misses)

If you’re a small business owner, chances are you’ve either built a website yourself or hired someone to do it for you. Either way, launching a website is a big step—and one worth celebrating. But here’s the thing: many small business websites, even the beautiful ones, miss a few key elements that can make the difference between “just having a website” and having one that actually works for your business.

Here are the essentials every small business website needs—but often leaves out.

1. A Clear Message (Fast)

You’ve got about 5–10 seconds to help a visitor understand:

• What you do

• Who you help

• Why it matters

This should be front and center, usually in your hero section (the top part of your homepage). If someone lands on your site and doesn’t immediately get it, they’re likely to click away.

✅ Tip: Use a simple headline + subheading combo that spells it out in plain language. No buzzwords, no fluff.

2. Strong Calls to Action (CTAs)

What do you want your visitors to do next? Book a call? Buy a product? Fill out a form?

A lot of websites forget to guide the visitor. You need clear, consistent CTAs throughout your site—ideally using action words like “Get Started,” “Book Now,” or “Let’s Talk.”

✅ Tip: Use one primary CTA and repeat it across your homepage, services page, and even your footer.

3. Mobile Optimization

More than half of website visits come from mobile devices. If your site isn’t mobile-friendly, you’re losing people before they even get to see what you offer.

✅ Tip: Test your site on multiple devices and make sure buttons are tappable, text is readable, and layout flows well.

4. An About Page That Builds Trust

The About page is one of the most visited pages on any small business website. People want to know who they’re buying from or working with.

Go beyond generic statements. Share your story, your values, and what makes your business different. Include a photo if you can—it adds warmth and personality.

✅ Tip: This is your chance to make a connection. Write like a human, not a brochure.

5. Social Proof

Reviews, testimonials, client logos, or even case studies go a long way in building credibility. If you’ve done great work, show it off.

✅ Tip: Place a short testimonial near your main CTA to build trust right before someone takes action.

6. Basic SEO Setup

Even a simple SEO foundation helps your website get found in search results. This includes:

• Page titles and meta descriptions

• Clear headings (H1, H2, etc.)

• Descriptive URLs

• Image alt text

✅ Tip: Think about what your customer would Google to find you—and make sure those phrases appear naturally on your site.

7. A Way to Contact You (That’s Easy to Find)

Make it simple. Whether it’s a contact form, email address, or phone number—don’t make people dig around.

✅ Tip: Add a clear “Contact” option in your main menu and consider repeating it in the footer too.

Final thoughts

A small business website doesn’t need to be huge or fancy, but it does need to be strategic. If you’re missing even a few of the items above, your website might not be doing its full job.

Want help reviewing your current site or starting fresh with a new one? That’s what I do.
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