What a Small Business Website Needs: A 10-Point Checklist

Short answer: a small business website should explain in five seconds what you do and who for, show proof that you can be trusted, and give a clear way to get in touch. Everything else is secondary. Below are 10 points to check an existing site or brief a new one.

The checklist

1. A clear first screen. A headline that answers in one sentence: what you offer, to whom, and with what result.
2. A visible call to action. "Message us", "Order", "Book" — one main action, not five equal ones.
3. A list of services in plain language. No jargon: a person should understand what exactly they will get.
4. Prices or "from" prices. Even a range removes many unnecessary questions and filters out poor-fit customers.
5. Proof of trust. Real case studies, reviews, work photos, client logos — whatever you truly have.
6. An "about" section. A photo and a short story: people trust people more than a faceless name.
7. Contacts in several places. Phone, messenger, email, not just a form at the bottom of the page.
8. Mobile friendliness. Most visitors come from a phone: buttons, text, and forms must be easy to use with a thumb.
9. Fast loading. Compress images and don't overload pages with animation — a slow site loses visitors before the first screen.
10. A search foundation. Unique page titles and descriptions, clear URLs, and your city or service mentioned in the text.

What can wait

Chat widgets, complex animations, a blog with dozens of posts, and multiple languages aren't needed in the first version. First build a site that clearly explains your offer and takes enquiries, then expand it once you see real demand.

How to check your site in 5 minutes

Show your site to a friend who doesn't know your business for five seconds and ask them to say what you offer. If the answer is off, the problem is the first screen. Then ask them to find how to contact you: if it takes more than a minute, move the contacts somewhere visible.

More on pricing in how much a website costs, and on typical mistakes in common website mistakes.

Frequently asked questions

How many pages should a small business website have?

1–5 pages is enough to start: a home page with services and contacts, sometimes separate pages for about, case studies, and prices. A clear offer matters more than page count.

Does a small business website need a blog?

Not right away. First build the pages that take enquiries, and add a blog when you're ready to regularly write useful content for what customers search.

What matters most on a lead-generating website?

A clear first screen, a visible call to action, and several ways to get in touch. Without these, even a beautiful site doesn't work.