Your small business website is often the very first interaction someone has with your brand. Think of it as your online storefront, and it’s open 24/7, always on, always representing you. But while many entrepreneurs check off the basics (home page, logo, maybe a blurb about their services), most are missing some critical pieces that make the difference between a visitor and a paying client. Let’s talk about the must-haves your website needs, but most small businesses accidentally forget.

Clear & Easy To Find Contact Page

You’d be surprised how many websites bury their contact information or make people dig through multiple pages just to reach out. If someone is ready to work with you, it should be effortless for them to take that next step. Your contact page should be simple, clear, and easy to find. Ideally linked right in your navigation bar. If you have a physical location, include your address and even a Google map for easy directions.

Show Your Face!

One of the biggest missed opportunities on a small business website is the lack of authentic, professional photography. People want to work with people, not faceless businesses. That’s why it’s so important to include real photos of you, your team, and your space.

A great headshot is a must, but go beyond that! Show what it’s like to work with you. Use behind-the-scenes moments, candid shots, interactions with customers, and so on. If you have a team, include group shots or individual bios with photos. And if you work out of a studio, office, or brick-and-mortar shop, let people see it! These images build credibility and connection, which stock photos simply can’t do.

Your Services Page Should Do More Than List

Many service pages fall flat because they only list what the business offers without speaking directly to their audience. Your services page should clearly explain what you do, who it’s for, and how the process works. All of this while also making your audience feel seen in their needs.

To help connect with your audience use clear, engaging language that highlights the benefits of working with you. What problems do you solve? How do you make life easier, better, or more enjoyable for your clients? If possible, include starting prices to help set expectations. And always include a strong call-to-action at the end of the page that directs the reader on what to do next!

Tell Your Story On Your About Page

The about page isn’t just a place to list your credentials. It’s your chance to connect on a human level and share the why behind your business. Don’t just say what you do. Share why you love doing it, how you got started, and who you love working with!

People are naturally drawn to stories, so make yours personal, warm, and real. A conversational tone works wonders here, and again, photos matter! Include at least one photo of yourself (or your team) to help visitors put a face to the name. When people feel like they know you, they’re far more likely to trust you.

Use Testimonials & Reviews On Your Small Business Website

There’s nothing more reassuring to a potential client than seeing proof that others have had a great experience with your business. Testimonials and reviews act as powerful social proof. Reviews help new visitors feel confident that you’re professional, reliable, and deliver real results.

Don’t hesitate to ask your happiest clients for a short testimonial you can feature on your site. Whenever possible, include their name, a specific outcome they experienced, and even a photo to make it feel authentic and relatable. And if you’ve got glowing Google or Facebook reviews, take it a step further by embedding them directly on your website.

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About The Shoot

Grace is an aspiring model and is starting her own coaching business! She came to me for photos and business strategy and we have made huge strides towards finding her voice, her ideal client and even getting her website up and going. She started with me from scratch and now has momentum and direction in her business! I am so excited to see how far she comes!

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