What Should a Small Business Website Include?

So, what should a small business website include?

1. A clear homepage

Your homepage should quickly answer three questions:

• Who are you? What do you offer? Where do you operate?

Avoid vague statements that sound impressive but do not explain what the business actually does.

For example, instead of saying "We deliver innovative solutions for modern businesses", explain what you actually provide and who you help.

2. Clear service or product pages

If you offer several services, give important services their own pages.

This helps visitors understand what you offer and gives search engines more useful information about the topics your business covers.

A service page can explain:

• What the service is
• Who it is for
• What is included
• Why customers need it
• What makes your business different
• Frequently asked questions
• How to enquire

3. An About page

People buy from businesses, but they also buy from people they trust.

An About page gives potential customers an opportunity to understand your experience, background, approach and values.

For professional services businesses especially, this can be an important part of establishing credibility.

4. Contact details

Make contacting you easy.

Your website should clearly display relevant contact details such as your phone number, email address, physical address or service area, depending on your business.

Consider adding a contact form as well, particularly if enquiries require more information.

5. Strong calls to action

Do not make visitors guess what to do next.

Your calls to action could include:

• Request a quote Book a consultation Call us today Get in touch View our services
• Use calls to action throughout the website rather than only on the contact page.

6. Trust signals

Your website should give people reasons to trust you.

Useful trust signals include customer reviews, testimonials, case studies, client logos where appropriate, qualifications, memberships, guarantees and examples of your work.

7. Mobile-friendly design

Many customers will encounter your business through a mobile device. Your website should therefore be easy to read and navigate on smaller screens.

Google's guidance on page experience highlights mobile usability, secure browsing, Core Web Vitals and a generally usable experience as important considerations for websites.

8. Useful, relevant content

Your website should answer the questions your customers are actually asking.

That could include service guides, pricing information, FAQs, comparisons, checklists and educational articles.

Useful content can also create more opportunities for your business to appear in search.

Keep it simple

The best small business websites are not necessarily the biggest ones.

A focused website with clear messaging, useful information, strong trust signals and obvious calls to action can do far more for your business than a large website that leaves visitors confused.

Before adding another page, ask a simple question:

• Will this help a potential customer understand our business or take the next step?
• If the answer is yes, it may belong on your website