Insights · Convert · Website design
Website design for small businesses: what every page needs
By Larry O, Website Designer and Developer
Published · 3 minute read
The short answer
A small business website that wins enquiries needs a page for each service, a first screen that says what you do, for whom and where, proof beside every claim, a short form plus click-to-call and booking, fast loading on a phone, and tracking on every call and form. Design should make all of that obvious, not decorate around it.
When I design a site, I start by imagining one visitor. They are on their phone, on a lunch break, comparing three businesses. They will give each site a few seconds. Everything on the page has to help them decide, quickly, that you are the one to call.
Which pages does a small business website need?
- A homepage that explains what you do and sends people to the right service.
- A page for each main service, built around what people search for.
- A page for each office or key area you serve.
- An about page with your real team.
- Reviews, results or case studies.
- A contact page with every way to get in touch.
- A privacy policy.
What goes on the first screen?
- A headline that says what you do"Emergency plumber in Leeds, here within the hour", not a slogan.
- One line of proofYour star rating, years in business or an accreditation.
- One main button"Book a free survey" or "Get a quote", in a colour that stands out.
- Your phone numberTappable on a phone.
- A real photoYour team, premises or work. Stock photos are spotted instantly.
Where should proof go?
Next to the claim it supports. Put a review about speed beside your promise of a fast response, and a result with a figure beside the service it came from. A separate reviews page that nobody visits does far less.
How long should the contact form be?
As short as you can make it while still being able to call someone back properly: usually name, phone, email and one question. Add a click-to-call button and a booking link for people who would rather not fill in a form.
Why speed and mobile matter
Most visitors to a service business arrive on a phone. A heavy page that takes several seconds to load loses people before they have read a word. Compressed images, a lightweight build and good hosting are part of design, not an afterthought.
Design for tracking too
Every form, call and booking should be tracked from launch, so you can see which pages bring in enquiries and improve the ones that do not.
About the author
Larry O, Website Designer and Developer. Larry designs and builds our client websites and landing pages: fast, mobile first and built to rank, with every form, call and booking tracked from launch.
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