Hello! We’re John and Brian, and we’ve been designing websites for small businesses from our office in Preston, Lancashire since 2009. We don’t make things up as we go along: our decisions are based on research, how real visitors use websites and well-established good practice. So what does a good small business website need? Here’s our checklist of 15 things to check, whether you’re planning a new website or reviewing the one you have.

If you’re still deciding whether a website is worth the investment, start with our post on how important web design is for small businesses. This checklist is about what to include.

The small business website checklist

First impressions

A clear headline. Within a few seconds, visitors should know what you do and, if you serve a local area, where. “Family-run plumbers in Preston” beats “Welcome to our website”.
An obvious next step. A clear call to action button, such as “Get a quote” or “Book now”, near the top of the page and repeated further down.
Easy-to-find contact details. Your phone number in the header (as a tap-to-call link on mobiles), plus a simple contact form and your full details in the footer.

Design and usability

An original design that fits your brand. Your layout, typography, colours and images should work together and reflect your business, rather than looking like a template anyone could have.
A layout that works on every screen. Leave enough white space between elements, make sure the layout works on phones, tablets and computers, and keep it easy to navigate.
Simple navigation. Clear menu labels, a logical page structure and as few steps as possible for visitors to find what they need.
Readable text. Body text of at least 16px, comfortable spacing and strong contrast between text and background, on every screen size.

Speed and technical basics

Fast loading pages. Speed is essential. Large images and videos that haven’t been optimised are the most common cause of slow pages. Google’s Core Web Vitals are a useful benchmark.
A secure connection. Your website should load over HTTPS, with a padlock in the browser, on every page.

Trust

Genuine proof. Real reviews, examples of your work and case studies help people trust you. Only use genuine reviews, and never invent results or testimonials.
A real About page. Show the people behind the business. Small businesses have a big advantage here, because customers like knowing who they’ll be dealing with.

Being found

The SEO basics. Each page should have a unique title, a helpful meta description and clear headings, and should be about one main topic. Make sure Google can find your website, and set up Google Search Console and analytics so you can see how it’s doing.
A Google Business Profile. If you serve customers locally, a complete Google Business Profile that links to your website, with matching contact details, helps people find you in local searches and on Maps.

Legal, accessibility and care

The legal essentials and accessibility. A privacy policy, a cookie banner that genuinely lets people choose, and, if you’re a limited company, your company details. Aim to meet the WCAG 2.2 AA accessibility guidelines, so your website works for as many people as possible.
Someone looking after it. Regular software updates, backups and security checks, plus someone you can call when you need a change. Make sure your domain name is registered to your business, so you always stay in control of it.

Quick checklist

Clear headline saying what you do (and where)
Obvious call to action
Contact details easy to find, with tap-to-call on mobiles
Original design that fits your brand
Layout that works on every screen
Simple navigation
Readable text with good contrast
Fast loading pages
HTTPS on every page
Genuine reviews and examples of your work
A real About page
SEO basics, Search Console and analytics
Google Business Profile linked to your website
Privacy policy, cookie choices, company details and accessibility
Updates, backups and support in place

Small business website FAQs

How many pages does a small business website need?

Many small businesses start with 5 to 8 pages: a homepage, an About page, a page for each main service, and a Contact page. Some start smaller and add pages, blog posts and new ideas as the business grows.

How much does a small business website cost?

With us, a typical startup or small business website of 5 to 8 pages costs £499 to £999 + VAT as a one-off setup fee, plus a monthly support fee that includes hosting. Our guide to how much a website costs has the details.

How often should I review my website against this checklist?

At least once a year, and whenever something changes in your business, such as a new service, new prices or new contact details. If your website fails several of these checks, our guide to website redesign explains what to do next.

Can I build a small business website myself?

You can, and website builders make it easier than ever to get started. The checklist above still applies, though, and it’s the speed, SEO, security and ongoing care that people most often find hard to keep on top of.

Want a website that ticks every box?

Every website we build is designed around your business, and we look after it afterwards with support as standard. Give John and Brian a call on 01772 822626 or get in touch online. You’re welcome to pop into our Preston office for a coffee too.

Small business website checklist: 15 things your website needs