Key features every small business website should have.

In today’s digital world, your small business website is often the first impression customers will have of your brand. Whether you’re launching a new business or revamping an existing site, it’s essential to include the right elements to attract, inform, and convert visitors. Let’s take a look at the key features every small business website should have, and why they matter for both user experience and business success.

1. Clear and compelling homepage

Your homepage is the first thing visitors see when they land on your site, so it needs to make an impact. A clean, well-organised homepage should clearly communicate who you are, what you offer, and why it matters to your audience.

Make sure to include:

• Your brand’s tagline or mission statement.
• A clear call-to-action (CTA), like “Contact Us” or “Get a Free Quote”.
• Visual elements that reflect your brand, such as high-quality images or a logo.

A well-crafted homepage sets the tone for your website and encourages visitors to explore further.

2. About us page

The “About Us” page is your opportunity to connect with potential customers on a more personal level. This page builds trust by sharing your story, values, and mission. Make it clear who you are, why you started your business, and what makes you stand out in your industry.

Don’t forget:

• A clear mission statement.
• Details about your team and their expertise (this can be a simple introduction or a more detailed team page).
• Your business’s history and your unique selling proposition (USP).

This page helps humanise your brand and make your business more relatable to visitors.

3. Services or products page

If you’re running a service-based business or selling products, this page is one of the most important on your website. It should clearly outline what you offer and how it solves problems for your customers.

Include:

• Descriptions of each service or product.
• Pricing information if possible, or clear instructions on how customers can get a quote.
• Images or videos that showcase your products or services in action.
• Customer testimonials or reviews to provide social proof.

Your services or products page should make it easy for potential customers to understand how your offerings can help them.

4. Contact information (and contact form)

It may seem obvious, but a surprising number of small business websites lack a clearly visible way to get in touch. Make sure your contact information is easy to find on your website, ideally with a dedicated contact page.

Include:

• Your business address, phone number, and email.
• A contact form for easy online inquiries.
• Social media links so visitors can connect with you across multiple platforms.

Make it as simple as possible for potential customers to reach out with questions or inquiries. After all, if they can’t contact you, they may look elsewhere.

5. Testimonials or reviews

Customer reviews and testimonials provide social proof, which is one of the most powerful tools for converting website visitors into paying customers. Adding a section for customer feedback helps build trust and demonstrates your credibility.

Include:

• Positive reviews or testimonials from satisfied customers.
• Case studies or success stories if applicable.
• Before-and-after images if you offer services that result in measurable changes.

If your business has earned any awards or certifications, make sure to highlight these on the testimonials page as well.

6. Blog or resource center

A blog can be a great addition to your small business website. Not only does it allow you to share updates, insights, or industry news, but it also plays a role in boosting your website’s search engine rankings.

Add:

• Helpful blog posts relevant to your industry or products.
• Tips, advice, and resources for your target audience.
• SEO-optimised content to improve visibility and search rankings.

Blogging regularly can also position you as an authority in your field, building trust and encouraging visitors to return.

7. Clear calls to action (CTA)

Every page on your website should have a clear CTA that tells visitors what to do next. Whether it’s “Request a Quote”, “Schedule a Consultation”, or “Sign Up for Our Newsletter”, CTAs guide your visitors and encourage them to take the next step.

Make sure that:

• CTAs are easy to find and stand out on the page.
• They are action-oriented and create a sense of urgency when appropriate (e.g., “Limited Time Offer!”).
• They are relevant to the page’s content, leading visitors toward the next logical step.

8. Privacy policy and terms of service

Privacy policies and terms of service are essential for protecting both you and your customers. Not only do they help establish trust, but they also ensure you comply with laws such as GDPR and the Australian Privacy Principles (APPs).

Make sure your site includes:

• A privacy policy that outlines how you collect, use, and protect user data.
• Terms and conditions if applicable, especially if you’re selling products or services online.

Having these legal documents on your site can help ensure your business is operating transparently and within the law.

Why these pages matter

Having the right elements on your small business website doesn’t just make it look good—it can help boost your conversions, build trust, and improve your overall user experience. When visitors can easily find the information they need and understand what your business offers, they are more likely to take action, whether that’s making a purchase, getting in touch, or signing up for your newsletter.

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