What Should a Small Business Website Include?

A small business website today is much more than a digital business card. It is a sales tool, a customer acquisition channel, and the foundation of Google visibility.

Many business owners ask themselves:

What actually needs to be on a website so that it works, sells, and is SEO-friendly?

In this article, I’ll answer that question comprehensively. You’ll learn which elements are absolutely essential, what builds customer trust, and what mistakes small businesses make most often.

What role does a small business website play?

A small business website fulfills several key functions at the same time. If it fails at even one of them—it loses its potential.

The most important roles of a business website:

attracting customers from Google (SEO)
building brand credibility
presenting the offer in a clear way
generating inquiries and sales
reducing the owner’s workload (answering customer questions)

A well-designed website works 24/7. A poorly designed one scares customers away in seconds.

What should the homepage of a small business website include?

The homepage is the most important page of the entire website. This is where users decide whether they stay or leave.

Key elements of an effective homepage

1. Clear value proposition (above the fold) Within 3-5 seconds, users must understand:

what you do
who you help
why they should choose you

Example:

“We build websites for small businesses that want to attract customers from Google.”

2. Strong CTA (Call to Action)

Every homepage should include a CTA, such as:

“Book a free consultation”
“Request a quote”
“Call now”

A CTA should be:

visible
specific
repeated (several times on the page)

3. Short overview of your offer

Don’t describe everything in detail. The homepage should encourage users to go deeper.

What works best:

a list of 3-6 main services
links to individual service pages
short descriptions (1-2 sentences)

4. Trust elements

Users must feel they’ve landed on a real, trustworthy business.

Consider adding:

customer reviews
logos of companies you’ve worked with
certifications or experience
real photos (not stock images)

What should service pages look like?

Service pages are the heart of a sales-focused website. This is where the decision to get in touch is made.

Essential elements of a strong service page

1. One service = one page

From an SEO and user perspective:

each service should have its own page
each page should target one specific search intent

Examples:

“WordPress websites”
“Local SEO”
“E-commerce websites”

2. Benefits-focused language, not technical jargon

Customers don’t buy technology. They buy results.

Instead of:

“Responsive website based on a CMS”

Write:

“A website that works perfectly on mobile and attracts customers from Google”

3. Clear service structure

A well-optimized service page includes:

H2 and H3 headings
short paragraphs
bullet lists
an FAQ section
a CTA at the end

4. Pricing or price ranges

Lack of pricing often reduces conversion rates. Even approximate ranges:

filter out unqualified leads
build trust
shorten the sales process

Why is the “About Us” page so important?

It’s one of the most visited pages on a website. Customers want to know who they’re trusting with their money.

What should an “About Us” page include?

1. Story and mission

It doesn’t have to be long. It should be real and human.

why the company was created
who you help
what values matter to you

2. Information about the owner / team

People buy from people.

Worth adding:

a photo of the owner or team
a short bio
experience or specialization

3. Credibility elements

years of experience
number of completed projects
concrete achievements
client testimonials

Without SEO content, a website won’t be visible in Google. Even the best design can’t replace that.

Key SEO elements

1. Service descriptions optimized for keywords

Each service should match real user search queries.

Example phrases:

“website for a small business”
“services [industry] + city”
“web design [location]”

2. Business blog

A blog provides:

additional traffic from Google
authority and expertise
sales support

Blog topic ideas:

guides and tutorials
answers to customer questions
comparisons
case studies

3. Proper heading structure

Every page should have:

one H1 heading
logical H2 and H3 headings
natural keyword usage

What technical elements are essential?

Technical foundations are critical for SEO and user experience.

Absolute technical minimum

1. Responsiveness (mobile-first) Your website must work perfectly on:

smartphones
tablets
laptops

2. Page speed

A slow website = fewer customers.

Key factors:

image optimization
quality hosting
clean code

3. SSL certificate

An address starting with https:// is now a standard. Without it:

Google reduces trust
users hesitate to submit forms

4. Contact form and business details

Every website should clearly display:

phone number
email address
contact form
business address (if local)

What mistakes should small businesses avoid?

The most common mistakes I see in practice:

no clear CTA
vague, generic copy
lack of local SEO
overloading the site with animations
outdated content
copying text from other websites

A website is not a one-time project. It’s a tool that needs ongoing development.

Summary - what should an effective small business website include?

A strong small business website should:

clearly communicate the offer
be optimized for SEO
build trust
guide users toward contact
be fast and mobile-friendly

If any of these elements fail—the website loses its potential.

All these elements are best planned as part of a broader strategy. You can find complete step-by-step instructions in our article How to Create a Website That Sells - Complete 2026 Guide

Want a website that actually works?

If you:

are planning a new website
have a site that doesn’t generate inquiries
want to improve SEO and conversions

Book a free consultation or request a quote. I’ll analyze your website and show you specific solutions tailored to your business.

Additionaly, please check our offer page.