What Should a Small Business Website Include? 10 Essentials

Your website might be the first real impression someone gets of your business. But does it actually help them become a customer?

Imagine someone discovers your bakery, clothing brand, beauty business or local service through Instagram or Google.

They're interested in what you offer.

So they click on your website.

But instead of finding the information they need, they're left searching for prices, contact details or a way to book.

A potential customer might leave before making an enquiry.

That's why having a website isn't just about looking professional.

A good small business website should make it easy for people to understand what you offer, trust your business and take the next step.

You don't need dozens of pages or expensive features to get started.

Whether you're building your first website or improving an existing one, here are ten essential things to consider.

1. A Homepage That Clearly Explains Your Business

Your homepage is often one of the first pages visitors see.

Within a few seconds, they should be able to understand:

• What your business does.
• Who your products or services are for.
• Where you operate, if location matters.
• What they should do next.

Avoid making visitors guess.

Example: Before and After

Before:

"Welcome to our world of creativity and excellence."

This might sound appealing, but it doesn't explain what the business actually offers.

After:

"Custom Celebration Cakes in Birmingham — Made to Order for Birthdays, Weddings and Special Occasions."

Now visitors immediately know what's available and where the business operates.

What should your homepage include?

• A clear main headline.
• A short explanation of your products or services.
• Attractive, relevant photographs.
• A prominent call-to-action button.
• Links to important pages.
• Useful contact or location information.

Local Finds tip: Ask someone unfamiliar with your business to look at your homepage for five seconds. Can they explain what you offer?

If not, your messaging may need to be clearer.

2. A Dedicated Products or Services Page

Customers shouldn't have to scroll through your Instagram account to understand what you sell.

Your website should clearly explain your products or services.

For a product-based business

Consider including:

• Product names and descriptions.
• Clear photographs.
• Prices or a way to request a quote.
• Sizes, colours or available options.
• Delivery and collection information.
• Stock availability where relevant.

For a service-based business

Consider including:

• A list of services.
• What's included in each service.
• Who the service is suitable for.
• Prices or starting prices where appropriate.
• Booking or enquiry information.
• Areas covered.

Example: A local photographer

Instead of simply writing "Photography Services", explain the different packages available.

You might offer family portraits, event photography and business branding shoots.

Visitors should be able to understand the difference between them.

The easier you make it for customers to understand your offering, the easier it becomes for them to decide whether it's right for them.

3. Clear Contact Details and an Easy Way to Enquire

Imagine a customer loves your products but can't find out how to order.

That's a missed opportunity.

Your website should make contacting your business straightforward.

Useful contact options

Depending on your business, these might include:

• A contact form.
• A business email address.
• A phone number.
• A booking system.
• A relevant WhatsApp business link.
• Social media links.

You don't need every option.

Choose the methods you can realistically manage and respond to.

Make your contact page useful

Include relevant information such as:

• Your business name.
• Contact details.
• Opening or response hours.
• Location or service area.
• Any important booking instructions.

Local Finds tip: Test your own contact form and links regularly. A contact button that doesn't work can cost you an enquiry.

4. An About Page That Builds Trust

People often want to know who's behind the business they're considering.

This is particularly relevant for independent businesses, where personal service and individual expertise can be important.

Your About page doesn't need to be a long autobiography.

It should help customers understand your business.

What to include on your About page

• Who you are.
• Why you started the business.
• What you specialise in.
• Your relevant experience or skills.
• What customers can expect.
• Your approach to quality or service.

Example: A handmade jewellery business

Instead of only writing "We sell beautiful jewellery", explain how the business started, what materials you work with and what makes your designs distinctive.

A genuine story can help people connect with your brand.

Customers aren't always just comparing products. They may also be deciding which business they feel comfortable buying from.

5. High-Quality, Genuine Photographs

Your photographs help visitors understand what they're buying.

This is especially important for businesses selling visual products or services.

Think about:

• Cakes and desserts.
• Clothing and accessories.
• Beauty treatments.
• Home décor.
• Floristry.
• Photography.
• Interior design.
• Cleaning and decorating services.

What makes a useful website photograph?

A good image should be:

• Clear and well-lit.
• Relevant to the product or service.
• Accurate and not misleading.
• Appropriately sized for the website.
• Easy to view on mobile.

Where possible, use genuine photographs of your products, team or completed work rather than relying entirely on generic stock images.

Don't forget image descriptions

Add meaningful alternative text, often called alt text, when an image conveys important information.

For example:

"Three-tier white wedding cake with pink floral decorations."

Alt text helps people using screen readers understand relevant images and can help search engines interpret image content.

Avoid stuffing descriptions with unnecessary keywords.

Need better photographs without expensive equipment?

Read our guide: How to Take Better Product Photos With Your Phone.

6. Customer Reviews and Genuine Testimonials

When someone visits your website for the first time, they might not know whether they can trust your business.

Genuine customer feedback can help.

Ways to display reviews

• Short testimonials on your homepage.
• A dedicated reviews section.
• Customer feedback alongside relevant products.
• Links to reviews on established third-party platforms.

Example: A beauty business

A short review explaining that a customer felt comfortable, received clear information and was happy with their appointment may help reassure someone considering booking.

Important things to remember

• Use genuine reviews.
• Get permission before publishing private messages or identifiable details.
• Don't invent testimonials.
• Don't selectively edit feedback in a misleading way.
• Keep testimonials relevant to the services you're offering.

Real customer experiences can help build trust more effectively than exaggerated claims about how good your business is.

7. A Website That Works Properly on Mobile

Many potential customers will visit your website using a smartphone.

That means your website needs to work well on smaller screens.

A beautiful desktop website isn't enough if mobile visitors struggle to use it.

Your mobile website checklist

• Text is easy to read without zooming.
• Buttons are large enough to tap comfortably.
• Navigation is straightforward.
• Images fit the screen.
• Forms are easy to complete.
• Important information isn't hidden.
• Pages load reasonably quickly.
• Booking and contact links work.

Test your own website

Open it on your phone.

Try to find a product.

Navigate to the contact page.

Complete an enquiry form.

Pretend you're a new customer who knows nothing about your business.

If you find the website confusing, a potential customer might too.

8. Basic SEO So Customers Can Find You on Google

SEO stands for search engine optimisation.

It involves improving your website so search engines can understand its content and people can find relevant pages through search.

You don't need to become an SEO expert to make a useful start.

Basic SEO improvements for small businesses

Use descriptive page titles

Instead of:

"Home | My Business"

Try:

"Custom Birthday Cakes in Birmingham | Business Name"

Write useful page descriptions

Explain what each page offers in natural language.

Use clear headings

Your main page heading should describe the page's subject.

Use smaller headings to organise the information.

Include relevant location information

If you serve customers in a particular area, make that clear where appropriate.

Create genuinely useful content

Answer common customer questions about your products, services, ordering process and business.

Keep your website technically accessible

Ensure important pages can be crawled, linked to and accessed without unnecessary obstacles.

Example: A Birmingham florist

A florist's website might include useful pages about wedding flowers, bouquet delivery and the areas they serve.

These pages help potential customers understand what the business offers.

SEO isn't about repeating keywords as many times as possible. It's about creating clear, relevant pages that help people find useful information.

For a more detailed guide, read:

How to Get Your Small Business Found on Google in 2026

9. Clear Calls to Action Throughout Your Website

A call to action, or CTA, tells visitors what they can do next.

Without one, someone might enjoy browsing your website but leave without taking any action.

Examples of useful calls to action

For a bakery:

"Order Your Custom Cake"

For a photographer:

"Check Availability"

For a beauty business:

"Book an Appointment"

For a clothing brand:

"Shop the Collection"

For a local service provider:

"Request a Quote"

Where should CTAs appear?

Consider including them:

• Near the top of your homepage.
• On product or service pages.
• After useful explanations.
• On your contact page.
• Where visitors are likely to be ready to enquire.

Avoid overwhelming visitors with too many competing buttons.

A clear next step makes your website easier to use and helps interested visitors take action.

10. Essential Business Information and Legal Pages

A professional website should also provide accurate business information and meet applicable legal requirements.

The exact requirements depend on your business structure, website functionality and how you collect or use customer data.

Information to consider

Privacy information

If you collect personal information through contact forms, orders, analytics or other services, explain how that information is used and provide the privacy information required by UK data protection law.

Cookies and tracking

If your website uses non-essential cookies or similar tracking technologies, check the applicable consent requirements.

Terms and conditions

If you sell products or services online, clearly explain the applicable purchasing terms, cancellation rights and other required consumer information.

Delivery and returns

For online shops, provide accurate information about delivery, returns and statutory consumer rights.

Business identification

Display the business details required for your particular legal structure. For example, UK limited companies generally have specific website disclosure requirements.

Accessibility

Use readable text, clear navigation, descriptive links and accessible forms so more people can use your website.

You may need professional legal advice to confirm which requirements apply to your business.

A trustworthy website should make important information easy to find, not hide it away.

What Pages Does a Small Business Website Actually Need?

Not every business needs the same website structure.

A small service business might need only a handful of well-organised pages.

An online shop may need a much larger website.

For many independent businesses, a practical starting structure is:

1. Home: Explain your business and guide visitors.
2. Products or Services: Show what you offer.
3. About: Introduce your business and story.
4. Contact or Book: Make enquiries easy.
5. Relevant legal and policy pages: Provide required information.

You can expand later with reviews, FAQs, galleries, useful guides or other relevant pages.

Start with the pages your customers genuinely need rather than adding pages just to make the website look bigger.

Common Small Business Website Mistakes

Before launching or updating your website, watch out for these problems:

• Unclear homepage: Visitors can't immediately tell what you offer.
• Missing contact information: Customers don't know how to enquire.
• Outdated details: Old prices, opening hours or unavailable services remain visible.
• Poor mobile experience: The website is difficult to use on a phone.
• Low-quality photographs: Products or services aren't presented clearly.
• Too much unnecessary text: Important information becomes hard to find.
• No clear CTA: Visitors aren't guided towards the next step.
• Broken links: Buttons and navigation lead nowhere.
• Missing required information: Important policies or business details aren't available.

You don't need a complicated website.

You need one that works for your business and your customers.

Your Small Business Website Checklist

Before publishing your website, ask yourself:

• Does my homepage clearly explain what I offer?
• Can visitors easily find my products or services?
• Are my contact details accurate?
• Is there a clear way to book, buy or enquire?
• Do I have an informative About page?
• Are my photographs clear and genuine?
• Does the website work properly on mobile?
• Are my page titles and headings descriptive?
• Have I included relevant customer reviews where available?
• Are the necessary legal and privacy details included?
• Have I tested every important button and link?

If you've answered no to several questions, you've identified some useful improvements to prioritise.

Frequently Asked Questions

Does every small business need a website?

Not every business is legally required to have one, and some businesses operate successfully through other channels. However, a website can give you a dedicated place to explain your services, display information and help potential customers find you online.

How many pages should a small business website have?

There's no fixed number. A simple business may only need a few well-organised pages, while an online shop or business offering many services may need more.

What should be on the homepage of a business website?

A clear headline, short business description, relevant images, key products or services, useful trust information and an obvious next step.

Can I build a small business website myself?

Yes. Website-building platforms can help you create a website without advanced coding skills. However, you'll still need to plan your content, design, functionality and any applicable legal requirements.

How can I make my business website appear on Google?

Create useful, accessible pages with clear titles, headings and content. Make sure search engines can discover and crawl them, and consider using Google Search Console to monitor your website.

Should I include prices on my website?

Displaying prices or starting prices can help customers decide whether your offering suits their needs. If exact prices depend on the work involved, explain how customers can request a quote. Ensure any prices and charges you display meet applicable consumer law requirements.

Your Website Should Work for Your Business

A website isn't just an online brochure.

It can help potential customers discover your business, understand your products or services and take the next step.

And you don't need an enormous budget to begin.

Start with the essentials.

Explain what you offer.

Make it easy to contact you.

Show genuine examples of your work.

And ensure the experience is straightforward on mobile.

A simple website that helps customers is often more valuable than a complicated website that leaves them confused.

The Local Finds Tip

Open your business website on your phone and pretend you're visiting it for the first time.

Give yourself 30 seconds to find three things:

1. What the business offers.
2. How much something costs or how to request a quote.
3. How to place an order or make an enquiry.

If you struggle to find those answers, that's where to start improving.

At Local Finds, we help people discover independent UK businesses.

If you're looking for support with your business's online presence, explore our digital support services.

You can also discover our £20/month business listings, which give eligible businesses another place to showcase their products, services and contact information.