Quick answer: A strong headline that says what you do, precise contact details, a page for your services or products, proof that you’re trustworthy, a short “about” section, mobile-friendly pages and one prominent call-to-action. That’s it. Everything else can come later.
Why essentials matter more than “bells and whistles”
When you’re starting a business, whether it’s a side hustle, a full-time dream or the next step after maternity leave, the temptation is to believe you need everything at once: fancy animations, blogs, e-commerce, booking tools, chatbots.
The truth? Most of your first customers want just two things when they land on your site:
- Clarity – who you are and what you do.
- Next step – how to contact you, book, or buy.
If you can answer those two questions quickly, your website is already doing its job. Fancy extras can come later, once the basics are working and you’ve made your first sales.
Wondering what your small business website should have to actually attract customers? In this guide, I’ll walk you through the essentials, the must-haves that matter most, without the extras that waste your time and budget.
The seven essentials every small business website needs:
1. A clear headline that explains what you do
When someone lands on your homepage, they should “get it” in under 5 seconds. Instead of “Welcome to my website,” write:
- “Handmade cakes for birthdays and weddings in Manchester”
- “Affordable website design for start-ups and small businesses”
- “Yoga classes online and in Bristol – join your first session free”
2. A visible, working way to contact you
Many small business sites lose customers simply because the contact details are hidden or broken. Must-haves for a small business site are your phone, email or WhatsApp link in the header or footer of every page.
If you have a physical shop, add:
- Your address
- Opening hours
- A Google Maps link
If you’re service-based, use a simple booking form or a calendar link for free consultations.
Make sure your contact page is easy to find from every page.
Add your business to Google Business Profile to help people find you locally.
3. A Services or Products page (even if it’s short)
People want to know what you actually sell. Even if you only offer one service, dedicate space to it.
Pro tips:
- Add short descriptions written in customer-friendly language (not jargon).
- If possible, include starting prices (“Web design packages from £250/month” or “Yoga classes £10 drop-in”). Transparency builds trust.
- Include a “next step” button on every section – book, buy, enquire.
4. Social proof: testimonials, reviews or examples
A stranger doesn’t know you yet. Proof from other humans helps them trust you. Social proof can be:
- A short quote from a happy client (“Gem made the process so easy – I love my new brand!”).
- Screenshots of reviews (Google, Facebook, Trustpilot).
- Before/after pictures or portfolio snapshots.
Even one testimonial is better than none. Aim to add more over time.
5. An About page that feels human
People buy from people. Share a bit of your story, why you started, who you help, and what matters to you.
This doesn’t need to be long. A friendly photo and a few paragraphs in your own voice are perfect. If your audience is mainly women or parents, don’t be afraid to let that show: authenticity makes you memorable.
See my About page for an example.
6. Mobile-friendly, fast-loading pages
Most visitors will access your site on their phones. If it’s slow or difficult to navigate, they’ll leave. Google also prioritises ranking sites based on their mobile version first, not the desktop version.
Quick checks:
- Load your site on your phone. Can you read it easily?
- Can you click the main button without zooming?
- Do the images load in under 3 seconds?
- Test your website’s speed with Google PageSpeed Insights.
7. One clear call-to-action (CTA)
Don’t leave people guessing. Decide what you most want them to do:
- Book a discovery call
- Join your mailing list
- Shop a product
- Visit your store
What you don’t need right away
Many new founders think they need 10+ pages before they can launch. Not true. Start with:
- Homepage
- Services / Products
- About
- Contact
- Testimonials (or a few sprinkled on other pages)
Quick wins to make your site feel professional
These tiny tweaks can take you from “DIY” to “trustworthy” in a single afternoon:
- Add a favicon (the little icon in the browser tab) – Free tool to create a favicon: favicon.io
- Use just two fonts and 2–3 colours consistently.
- Replace stock photos with your own (even phone photos look authentic).
- Write in the first person – “I” or “we” feels friendlier than “the company.”
- Make sure your copyright year is current in the footer.
Tech choices: DIY vs. professional help
- DIY with a builder (Squarespace, Wix, WordPress templates, Shopify for shops): Great if you need to be online fast and keep costs low. Most have professional templates that already look polished.
- Semi-custom: Hire a designer to set up a template and customise branding.
- Fully bespoke: Best if you need heavy e-commerce, custom systems or unique design. Higher cost but scalable.
FAQs
Q: Can I start with a one-page website?
A: Yes, as long as that page covers your essentials (headline, services, proof, about, contact). One-page sites are quick to build and perfect for testing ideas.
Q: Do I really need prices on my site?
A: Transparent pricing helps filter serious buyers and saves time. If you’re not ready to show exact costs, use “starting from” ranges.
Q: Can I use social media instead of a website?
A: Socials are great for building community, but they’re rented land. A website gives you credibility, control and a place to capture emails. Ideally, use both together. The UK’s Enterprise Nation has excellent tips for growing on both.
Q: How much should I budget for a basic site?
A: A DIY builder can be under a few hundred dollars a year. A simple pro-designed site often starts around £1,000–£2,000.
Q: How often should I update my site?
A: It is recommended to refresh your website content at least twice a year. Update your services, prices, and testimonials on a regular basis. Consider adding blogs or news posts to enhance SEO and demonstrate that your business is active.
Final thought
Your website doesn’t need to be complicated. Start small, focus on clarity and trust, and build from there. Think of it as your online shop window: clean, simple, and inviting.
If you’re feeling overwhelmed, you don’t have to do it alone. I help women founders and small businesses launch affordable, professional sites, with flexible payment plans that spread the cost.
Let’s grab a virtual coffee and have a relaxed chat about your ideas, no jargon, no pressure, just an honest conversation about what would work best for you.
