What a Good Website Should Actually Do for a Small Business
You don’t need bells and whistles. You need a site that works as hard as you do.If you’re a small business owner—contractor, mechanic, landscaper, shop owner—you’ve probably got a lot on your plate. Most days, you’re juggling customer calls, job sites, orders, and invoices. The last thing you need is to waste hours messing around with a website that doesn’t pull its weight.
But here’s the truth: a good website can become one of your hardest-working tools—one that brings in new leads, builds trust with your community, and saves you time. Not a flashy, complicated one… just a smart, well-built one that does its job.
So let’s talk about what a small business website actually needs to include—and what separates the kind of site that earns its keep from one that just sits there collecting dust.
Your Website Should Do More Than Look Pretty
A lot of folks think a website is just something you “should” have. Like a business card or a sign out front.
But here’s what a great small business website really does:
1. Build Trust at First Glance
If your site looks outdated, cluttered, or homemade, people notice. And like it or not, they make assumptions about your work, too.
Stat to know: According to Stanford University, 75% of people judge a business’s credibility based on their website design.
That means having a clean layout, clear logo, easy-to-read fonts, and professional photos matters.
2. Make It Easy to Contact You
If folks have to hunt for your phone number or figure out how to get in touch, you're going to lose them.
Include a big, visible phone number at the top of your site - or at least a contact us button.
Add a simple contact form and clickable address with Google Maps on your Contact Us page.
Bonus: Make your hours super obvious and updated, especially if you do service calls or appointments.
3. Clearly Show What You Do and Who You Serve
You’d be surprised how many websites forget this part. Don’t make people guess. Tell your visitors:
What services you offer
Who you work with
Where you work
Always include important information at the very top of your homepage, but it's a great idea to include this information as often as you can throughout your entire site.
Example:
“We handle residential and light commercial electrical work across Montgomery County. From panel upgrades to whole-home rewires, no job’s too tough.”
That’s clear, practical, and gets the point across quickly.
4. Bring In Local Leads (Even When You’re Off the Clock)
Your website should work for you while you’re doing the real work.
That’s where local SEO comes in—aka getting found on Google when someone searches “roof repair near me” or “best salon in [your town].”
Here’s what helps:
Use service-area keywords (like “garage door repair in Nashville”)
Include your city or region in your page titles and descriptions
Create dedicated service pages if you offer more than one thing
Stat to know: 46% of all Google searches are looking for local information. (That’s nearly half.)
5. Save You Time (And Cut the Headaches)
You’re not a full-time marketer, and you don’t need to be. A well-built website should be:
Easy to update (no coding needed)
Fast-loading and mobile-friendly
Built to last — no breaking every time there’s an update
If your current website gives you a headache every time you log in—or worse, you’ve forgotten how to edit it altogether—it’s time for something better.
The 5 Must-Have Features for a Small Business Website
So now you know what your site should be doing. But what about the nuts and bolts?
Here are the essential pieces every hardworking small business website needs:
1. Clear Headline + Subheadline for the top of your Homepage
Tell people exactly what you do, where you do it, and who it’s for.
Example:
“Custom Cabinetry Built by Hand — Serving Denver, CO Homeowners for Over 15 Years”
2. Real Photos (Not Stock Junk)
Showcase your work, your shop, your team, and your tools. People want to know you’re the real deal.
Pro tip: Use natural light, clean up the space, and snap some shots with your phone. Doesn’t have to be fancy—just honest.
3. Testimonials or Trust Builders
Social proof sells. Even just 2–3 short quotes from happy customers can go a long way.
Also great to include:
Logos of certifications or licenses
Years in business
“Family owned since 2005” style blurbs
4. Mobile-Friendly Design
More than 60% of web traffic comes from mobile devices now. If your site doesn’t look good or function right on a phone, you’re losing leads.
All of our Squarespace templates are fully mobile-optimized—no extra work needed.
5. One Strong Call to Action
Whether you want your visitors to call, request a quote, or book an appointment—make it crystal clear.
Example buttons:
“Request a Free Estimate”
“Call Now”
“Book Service Today”
Final Thoughts: Don’t Settle for a Website That Just Sits There
Your website doesn’t need to be fancy. It doesn’t need to win design awards.
But it does need to work hard—just like you do.
It should bring in new leads, build trust with your customers, and save you time. If yours isn’t doing that, it’s time for an upgrade.
Want a Website That Does the Job Right?
We build industry-specific Squarespace website templates made for small businesses like yours—easy to use, fast to launch, and designed to get results.
✔️ Mobile-ready
✔️ Built-in trust features
✔️ Simple tutorials so you can update it yourself
