What should a small business website include?

A small business website has one job: help the right person decide to contact you. It doesn't need to be huge. It needs to answer a few questions quickly, especially on a phone.

Say what you do and where, straight away

The top of your home page should state what you do and where in plain words. "Family cafe in Newcastle" tells a visitor, and Google, much more than "Quality you can trust".

Give each main service its own page

Someone searching for a specific service wants to see that service. A separate page for each main service gives you more chances to appear in searches and lets you answer the questions specific to it.

Use real photos of your work

Your own photos do more than stock images. They don't need to be perfect. Clear, well-lit phone photos are enough to show what you can do.

Show where you are

Show your address and hours if customers visit you. If you go to them, list the suburbs and regions you cover. Either way, people can quickly check that you suit them.

Make contact easy

Put your phone number where a thumb can tap it, and include a short contact or booking form. Ask only for what you need. Every extra field gives people a reason to stop.

Build trust

Show real reviews, plus any licences or qualifications your industry requires. Never use made-up reviews. Real ones, even just a few, are worth more.

Make it fast

Many visitors will be on a phone with patchy reception. Compressed images and a simple build help your site load quickly. You can test any page for free with Google's PageSpeed Insights.

The short version

• What you do and where, at the top of the page
• A page for each main service
• Real photos
• Your location, hours or service area
• A tap-to-call number and a short form
• Real reviews and any relevant licences
• Fast loading on a phone