A good small business website isn't the one with the most animation or the cleverest layout. It's the one that gets the right people to take the next step. Everything else is decoration, and I say that as someone who quite likes decoration.
1. It's clear in five seconds
Someone landing on your homepage should know what you do, who it's for and roughly where you are, without scrolling. If your headline could belong to any business, it's not doing its job.
2. There's one obvious next step
Book, buy, get a quote or get in touch. Pick the main one and make it easy to find on every page. Five equally loud buttons means none of them get pressed.
3. It talks about money
You don't have to publish a full price list, but "from £X" or a clear explanation of how pricing works saves everyone time. People who can't find a price often assume it's more than they can afford.
4. It shows real proof
Your own photos, your actual work, and what real customers have said. Stock photos of people laughing at salads don't build trust. Specific, real examples do.
5. It works properly on a phone
Most people will see your site on their phone first, so it needs to be fast, readable without zooming, and easy to tap through. More on that in designing for phones first.
6. You can keep it up to date
A website with last year's prices or a "coming soon" page from 2023 does more harm than good. Make sure you, or someone you trust, can change things quickly.
7. People can find it
Clear page titles, a description of each service on its own page, and a Google Business Profile if you serve a local area. The basics are in local SEO for UK small businesses.
A quick test
Ask a friend who doesn't know your business to look at your homepage on their phone for ten seconds, then put it down. Ask them what you do, what it costs, and what they'd do next. If they can't answer all three, you know where to start.
If you'd rather someone else did the starting, tell us about your business.
This article is general information, not legal, tax or financial advice. Rules change, so check the official guidance for your own situation.
