When you’re starting a business, “get a website” sits somewhere on the to-do list between “sort out insurance” and “figure out accounting software”. You know it matters, but where do you actually start?
The internet is full of advice about websites – most of it aimed at people who already know what they’re doing. So let’s strip it back. If you’re a small business owner who just needs a professional online presence, here’s what actually matters.
Start with purpose, not pages
Before thinking about what pages you need, think about what your website needs to do. For most small businesses, it comes down to three things: explain what you offer, build enough trust that someone will get in touch, and make it easy for them to do so.
That’s it. Everything else is secondary.
I approach websites the same way I approach architecture – you don’t start by choosing floor tiles, you start by understanding how the space needs to function. A website that looks beautiful but confuses visitors is like a stunning building with the entrance hidden round the back.
The essentials every small business website needs
A clear statement of what you do Within seconds of landing on your site, a visitor should understand what you offer and who it’s for. Not your company history. Not your mission statement. Just: “This is what I do, and this is who I help.”
Easy navigation If someone has to hunt for your contact details or can’t figure out what services you offer, they’ll leave. Simple navigation isn’t boring – it’s respectful of your visitors’ time.
Trust signals These might be testimonials, logos of businesses you’ve worked with, professional accreditations, or simply a photo of you. People buy from people, and they buy from people they trust.
Contact information that’s actually visible You’d be amazed how many business websites bury their phone number or email. If you want people to get in touch, make it obvious. Footer, header, dedicated contact page – all three if possible.
Mobile-friendly design Over half of web traffic is on mobile devices. If your site is awkward to use on a phone, you’re turning away potential customers.
The legal bits Privacy policy, cookie notice, terms if you’re selling online. Not glamorous, but necessary – and legally required if you’re collecting any data at all.
What you probably don’t need (yet)
Here’s where I’ll save you some time and money: you probably don’t need a blog with fifty posts, an online shop, a chatbot, a newsletter popup, or animations on every element.
These things have their place, but for a new or small business, they’re often distractions. Get the foundations right first. You can always add more later.
Structure before style
The best websites feel effortless to use – and that’s never an accident. It comes from thinking carefully about structure: what information goes where, how pages connect, what a visitor sees first and what they see next.
This is the architectural thinking I bring to every site I build. Before I choose a single colour or font, I’m mapping out the structure. What’s the visitor trying to achieve? How do I make that as straightforward as possible?
If you’re building your own site, ask yourself the same questions. Forget how it looks for now. Does it work?
Getting started
If all of this feels like a lot, that’s because it is. A simple website isn’t actually that simple to do well – it’s just simple to use, which is the whole point.
If you’d rather hand the whole thing over to someone who’ll get it right the first time, that’s exactly what I do at WordPressMatic. One week from brief to launch, everything included. But whether you work with me or tackle it yourself, the blueprint above will serve you well.