10 Things Every Small Business Website Must Have (But Most Don’t)

You’ve got a business. You’ve got a website. But if you’re wondering why it’s not getting the results you hoped for - this blog is the one for you.

Most small business websites look okay on the surface… but they’re missing the stuff that actually gets clients through the (virtual) door.

So, I am here to fix that, with 10 non-negotiables every small business website needs to have if it’s going to pull its weight.

1. A Clear, Confident Headline That Says Exactly What You Do

Not a cutesy tagline that doesn't actually say EXACTLY what you do. Not “welcome to my website.” I’m talking about a clear, confident opening line that says: “Here’s who I help, what I help with, and why you should care.”

If I land on your site and I’m still not sure what you do after 5 seconds - we’ve got a problem.

2. Easy, Logical Navigation

People shouldn’t have to dig for what they need. Keep your top menu clear.

Think:

• Home

• About

• Services

• Portfolio/Work

• Contact

Simple is powerful. Complicated just gets abandoned. (Keep in mind that just because you can, doesn't mean you should - clients don't want to have to re-learn how to use a website, because you thought you where being fancy)

3. A Strategic Call to Action on Every Page

Your website isn’t a lookbook - it’s a sales tool. Every page should guide visitors to take the next step. Whether it’s booking a call, signing up for a freebie or filling out your contact form - make it obvious and make it easy.

No one’s going to dig around wondering what to do next.

4. Clear Service or Offer Pages (That Actually Sell)

Don’t just list what you do - sell the transformation. Talk about the results. Speak to the problems your clients are facing. Make it about them, not just about what you offer.

A bullet point list of “features” isn’t enough anymore.

5. Social Proof That Actually Feels Real

Testimonials aren’t a “nice to have” anymore they’re working for you for conversion gold. Real words from real clients build trust fast. Bonus points if they include results, screenshots or video clips.

And please please - ditch the fake-looking, anonymous reviews. People can smell them a mile off.

6. Strong Visual Identity (Not Just a Pretty Template)

Your website needs to look like you. That means consistent colours, fonts, imagery and tone of voice that align with your brand - not a patchwork of Canva assets and stock photos that say nothing.

7. Mobile Optimisation (No Excuses)

More than 60% of your traffic is likely coming from mobile. If your site doesn’t load quickly, look clean and feel easy to use on a phone - you’re losing people. Faster than you think!

Check your mobile layout. Check it again. And then test it on your mate’s iPhone and your uncle’s Android.

8. SEO Basics That Make a Big Difference

You don’t have to be a tech wizard - but at the very least, your website should have:

• Page titles + meta descriptions

• Keyword-rich headers

• Alt text on images

• Clean URLs

• Internal linking

This is the difference between showing up in search… and never being found unless someone types in your exact business name. (I have a Seven Steps To SEO Success workbook in my online shop to help you!)

9. An About Page That Actually Builds Connection

This isn’t a CV. It’s a place to build trust. Tell your story, share your values and help people understand who they’re working with. This is where personality matters and your brand story comes into play.

And no - “we are passionate about excellence” doesn’t count. Say something real.

10. A Contact Page That Doesn’t Make People Jump Through Hoops

Make it easy to work with you. Clear contact forms. Visible email. Embedded booking links if you use them. And don’t make people guess how long it’ll take to hear back.

If your contact process is clunky, people will just close the tab and move on.

So, How Many of These Does Your Website Actually Have?

If you’re missing more than a couple - it’s defo time for a rethink. Because your website is your digital first impression, your trust builder and should be your best sales tool when it’s done right.

That’s exactly what I help with. So if your site isn’t converting, let’s make it the asset it’s meant to be.

Do you Need Help Getting It Right?

Whether you need a full redesign or just a strategy call to figure out what’s not clicking - I’m here for it.

📌 Check out [The Digital Drop] 📌 Want branding too? [The Big Reveal] has you covered 📌 Not sure what you need? Start by reaching out, we can work it out together.