How to design a website for small businesses

A website is more than just an online presence - it’s often the first impression your business makes on potential customers. For small businesses, an effective website is a vital tool to attract, engage, and convert visitors into loyal customers. Whether you aim to showcase products, generate leads, or build credibility, getting the essentials right can set you apart from competitors.

In this guide, we’ll share small business website tips, breaking down key steps like setting goals, crafting a user-friendly design, creating great content, and promoting your site to help your business thrive online.

1. Define your website’s purpose and goals

Before building your website, think about what you want it to achieve. Your site’s purpose should be clear from the start. Ask yourself:

• What is my website’s primary goal? Is it to sell products, generate leads, or inform potential customers about your services?
• What actions do I want visitors to take? Examples might include signing up for a newsletter, making a purchase, or booking an appointment.

For instance, if you’re a local bakery, your website might aim to attract more foot traffic by showcasing your menu, special offers, and opening hours. A service-based business might prioritise collecting enquiries through a prominent contact form.

Setting specific goals, such as increasing online sales by 20% in six months or gaining 100 newsletter subscribers, will give you a clear direction for your site’s design and content.

2. Prioritise user experience (UX)

Your website’s design should make it easy for visitors to navigate and find what they need quickly. User experience is all about removing barriers and creating a smooth journey for your audience.

Simple navigation

Ensure your menus are intuitive and clearly labelled. For example, “Home,” “About Us,” “Services,” and “Contact” are familiar categories. Avoid clutter and keep the structure straightforward so visitors can find what they’re looking for in just a few clicks. We’ll cover this in more detail under point 5.

Fast loading times

A slow website can drive potential customers away. Optimise your images and choose a reliable web host to reduce loading times. Tools like Google PageSpeed Insights can help identify issues and suggest improvements.

Mobile-friendly design

With so many users browsing on their phones, it’s essential that your website works perfectly on all devices. Use responsive design templates that adjust automatically to different screen sizes and test your site on mobiles and tablets to ensure a seamless experience.

3. Focus on visual design and branding

A visually appealing website builds trust and encourages visitors to explore further. For small businesses, strong branding and an uncluttered design can set you apart from competitors.

Consistent branding

Your website should reflect your business identity with consistent colours, fonts, and logos. For example, if your business uses a blue-and-white colour scheme for marketing materials, such as social media graphics, carry that theme onto your website for a cohesive look.

Engaging visuals

Use high-quality images and videos to showcase your products or services. Grainy or poorly lit photos can harm credibility. Invest in professional visuals that highlight what makes your business unique.

Accessibility

Ensure your site is usable for all visitors, including those with disabilities. Features like readable text, image descriptions (alt text), and easy-to-click buttons make your website inclusive and user-friendly.

4. Create high-quality, relevant content

Content is the heart of your website. Well-written, engaging copy encourages visitors to stay longer and take action, whether that’s making a purchase or getting in touch.

Clear messaging

Communicate your business's value in simple, direct language. Use headlines to highlight key points, such as “Freshly Baked Goods Delivered Daily” or “Affordable IT Services for Small Businesses.” Keep text concise and easy to understand.

Valuable resources

Offer content that adds value, like FAQs, how-to guides, or blog posts. For instance, a plumbing business could share tips on preventing leaks, positioning itself as an expert in the field.

Calls to action (CTAs)

Encourage user action with prominent, compelling CTAs. Use phrases like “Get Your Free Quote,” “Shop Now,” or “Contact Us Today.” Place these strategically on key pages to guide visitors toward their next step.

5. Structure and organisation

A well-structured website helps visitors quickly find the information they need. A logical website layout encourages visitors to stay longer and engage with your business.

Organise your site

Divide your website into clear sections with descriptive headings. For example, use “About Us,” “Services,” “Contact,” and “Shop” rather than vague labels. A simple menu hierarchy keeps navigation intuitive.

Build essential pages

Ensure your website includes:

• Home Page: A welcoming overview of your business.
• About Page: Your story and why customers should choose you.
• Services/Products Pages: Detailed descriptions with high-quality images for each individual service or product you offer.
• Contact Page: Clear details like phone numbers, email, and a contact form.

Responsiveness

Test your website on devices like desktop, mobile and tablet to ensure it looks good and functions well on various screen sizes.

Responsive websites alter their layout depending on the device used, so be sure that essential elements such as contact forms and value propositions remain prominent on all devices.

6. Prepare for growth

As your business evolves, your website needs to keep pace. Updating your website as your business grows ensures your site remains relevant and current.

Develop fresh content

Regularly update your website with new blog posts, case studies, or testimonials. This keeps visitors engaged and shows search engines your site is active. For example, a fitness studio could share workout tips or client success stories.

Keep 'Meet the Team' sections current

Highlight your people by updating team profiles with new hires, role changes, or achievements. Use professional photos and approachable bios to showcase your company’s personality and expertise.

Optimise for scalability

Choose a platform that allows for easy updates, like adding new product categories or pages. Plan for potential needs, such as integrating booking systems or e-commerce features.

A well-designed website is a cornerstone for small business success. By focusing on user experience, branding, content, and scalability, you can create a site that grows with your business and keeps your audience engaged. Remember to update your site regularly, including team profiles, fresh content, and features that enhance user interaction.