A website can look good and still bring in no work. The difference between a site that looks nice and a site that generates enquiries usually comes down to a handful of practical things. This guide covers what a small business website needs to turn visitors into customers.
It sits alongside our local SEO guide, because a site that converts and a site that gets found work best together.
1. A clear message above the fold
Within a few seconds, a visitor should know what you do, who it is for and where you work. Avoid vague slogans. “Websites and local SEO for small businesses in Milton Keynes” does more than “Welcome to our website”.
2. One page for each main service
If you offer several services, give each its own page. That helps visitors find exactly what they need, and it gives search engines a clear page to match to each search. Describe the service, who it suits, how it works and what to do next. See how to write service pages that rank and convert, or look at our own pages for web design and SEO optimization.
3. An obvious next step
Every page should make it clear how to get in touch: a phone number, a short form, a booking link. Put a call to action near the top and again at the end of the page. Do not make people hunt for your contact details.
4. A site that works on a phone
Many visitors will arrive on a mobile. Check that text is readable without zooming, buttons are easy to tap and menus fold away neatly. Open your own site on a phone regularly, and test your contact form as if you were a customer. Our accessibility basics cover more of this.
5. Reasonable speed
Slow pages lose visitors. Large images are the most common cause, so resize and compress them before uploading. Our guide to speeding up a WordPress website has nine practical fixes, and speed also forms part of the wider technical picture that an SEO audit examines.
6. Genuine trust signals
People want reassurance before they get in touch. Use things that are true and checkable: real customer reviews, accreditations you hold, clear contact details and a proper About page so they know who they are dealing with. Never invent testimonials. Our guide to getting more Google reviews explains how to collect real ones.
7. A short, simple contact form
Ask only for what you need: name, contact details and a short message. Every extra field puts some people off. Make sure the form sends to an inbox you actually check, and test it after any change to your site or email settings. We explain how in how to test your contact form.
8. Local details
If you serve particular areas, say so, and consider a page for each, written properly as described in our location pages guide. We cover Milton Keynes, Bletchley and Newport Pagnell. Keep your business details consistent with your Google Business Profile.
9. Care after launch
A website is not finished when it goes live. Plugins need updating, forms need testing and content goes out of date. Regular maintenance keeps the site safe and working.
Where to start
You do not have to fix everything at once. Look at your homepage and ask whether a stranger would understand what you do and how to contact you in ten seconds. If not, start there. Planning a new site? Read what affects the cost of a website, compare WordPress, Wix and Squarespace, and use our website launch checklist. If you would like help, see our web design services or book a free consultation.
Related reading: Why website maintenance matters · What is an SEO audit? · About Linksy Hub
