What should a small business website actually do?
A website should do more than describe your business. Here is what it should help visitors do.
Start with the visitor's problem
Most visitors arrive with a problem and a short attention span. Within a few seconds they should know what you do, who you do it for and what to do next. If your homepage opens with your history, move it down and lead with the problem you solve.
Give people a clear way to act
Count the things a visitor can actually do on your site: request a quote, book a call, buy something, or sign up. If the only answer is a general contact form, you are relying on people to work out the next step for themselves.
Give each main service its own page
A homepage has to speak to everyone. A page about one service can speak to one need and ask for one action. That focus also gives search engines and AI tools a clear page to point people to.
Offer something to people who are not ready
Many visitors will not be ready today. A free checklist, guide or review gives them a reason to stay in touch, so you are not starting from zero when they are ready.
Answer the questions you hear every week
The questions customers ask you by phone and email make the best website content. Answer them plainly on your site, and you save time while helping new customers find you.
Show proof
People check you out before they spend money. Real reviews, examples of your work and the names of the people behind the business all help. Only use proof that is real.