A small business website needs to tell visitors what you do, where you do it, and how to contact or buy from you, all on the first screen of a phone. Beyond that, it should be fast, connected to Google, backed up by real reviews, give people an easy way to book or order, and be something you actually own.
That's the whole idea. Here's the checklist version, so you can go through your own site one item at a time.
The first screen
"Above the fold" just means what someone sees before they scroll. On a phone, that isn't much room, so make every inch count.
- What you do, in plain words. "Mobile dog grooming in the Tampa area" tells people more than "Welcome to excellence."
- Where you are or where you serve. Name the town, neighborhood or region.
- One clear next step. A single button like Call, Book, Order or Get a quote.
- A real photo. Your work, your place or your people. Stock photos are easy to spot and easy to forget.
If a stranger landed on your home page from Google, could they tell within a few seconds whether you're what they need? That's the test.
Contact details that are easy to use
- A phone number you can tap to call on a phone
- Your address with a link to a map, if customers visit you
- Hours that are current and match your Google Business Profile
- A short contact form, or an email address, for people who don't want to call
- Your service area, if you go to the customer
Put your phone number and hours in the footer too, so they're on every page.
It works well on phones
Google mainly uses the mobile version of a site when it indexes and ranks it (Google Search Central), and most of your customers probably see you on a phone too.
- Text is readable without zooming
- Buttons are big enough to tap with a thumb
- The menu is easy to open and close
- Popups don't cover the whole screen
- Forms are short and easy to fill in on a small keyboard
Check on your own phone, then ask a friend with a different phone to try it.
It loads quickly
Run your home page and your most important page through PageSpeed Insights, Google's free testing tool. Look at the mobile results. The usual culprits are huge images, heavy themes, and too many add-on apps and scripts.
Pages for what you offer
- Home: the short version of who you are and what you do
- A page for each main service or product: what it is, who it's for, what's included, and where you offer it
- About: the people behind the business
- Contact: every way to reach you, in one place
- FAQ: the questions you answer over and over
- Pricing, or a "starting at" guide, if you can share it: it saves everyone time
- A privacy policy: especially if you collect emails, take bookings or use analytics
Separate service pages matter for search. Google can only show you for things your site actually talks about.
Google basics
- Google Business Profile claimed, verified and complete. Google's own tips for local ranking include accurate information, photos, and getting and responding to reviews (Google Business Profile Help).
- Google Search Console set up. It's free, and it shows which searches you appear for and whether Google is having trouble with your pages (Search Console).
- A clear title and description for every page, so search results read well.
- The same business name, address and phone number everywhere they appear online.
- Some kind of analytics, so you can see which pages people visit and where they come from.
Proof that you're good at what you do
- Reviews or testimonials, with first names or initials (with permission)
- Photos of real work, real customers or your real space
- Licenses, certifications or insurance, if they matter in your field
- A link to your Google reviews
Put a few of your best reviews near your main call to action. That's the moment people are deciding.
An easy way to book, order or buy
What this looks like depends on your business:
- Appointments, tours or classes: an online scheduler that shows real availability
- Restaurants and food: a menu written as text, not a PDF, plus a link to order if you offer it
- Products: a simple store with clear photos, prices and shipping info
- Quotes: a short form that asks only for what you truly need
Every extra step loses a few people. Make the path as short as you can.
You own it
This is the one people skip, and it's the one that hurts most later.
- Your domain is registered in your name, in an account you can log into
- You have your own admin logins for your website, hosting, Google Business Profile and analytics, not just your web person's
- You have copies of your logo files, photos and written content
- You know what happens if you stop paying for your platform, and what happens if the person who built your site disappears
If any of those make you nervous, sort them out now, while things are calm.
It stays current
- Hours, prices, menus, staff and photos are up to date
- Old promotions and past events are gone
- The year in the footer isn't three years old
- Software updates, security and backups are being handled by someone
An out-of-date site quietly tells people the business might be too.
Nice to have, once the basics are covered
- A blog or news page, if you'll actually keep it going
- An email signup for regulars
- A gallery of your work
- A chat widget, used carefully, since it can slow a page down
How does your site measure up?
If you went through this list and aren't sure where you stand, my free website audit is a good next step. It uses Google's own testing tool and shows how your site does on a phone in about 30 seconds.
I'm Clay, a designer and full-stack engineer on the North Shore of Oahu. Everything on this list is built into the custom websites I make for small businesses and startups around the US, including the ownership part: you keep the domain, the accounts and the site. If you'd like to talk about yours, you can see what I offer or start a project. No pressure either way.
