How to make a website for your small business

A website can be your business’s digital shop, open to customers 24/7. Consumers have switched from in-store browsing to online purchasing, and studies suggest that many consumers now expect businesses to be online.⁴ (external link) In today’s digital landscape, creating a website is often one of the first steps to starting a business. Without a website, businesses risk missing opportunities to reach potential customers. A professional website can help you establish trust with your target audience and showcase your products and services.⁵ (external link)

Many successful websites start with a plan. Defining your website’s primary goal, considering your target audience, and deciding how it will appear to customers can help you build a website that meets your and your customers’ needs.

Defining your website’s purpose 

Your website’s purpose can inform every design and content decision, so many small business owners start by defining their goal. Product-based businesses often have e-commerce sites to showcase their catalogues, while service-based businesses typically include contact information and appointment booking. Clearly defining your aims can help ensure your website serves the correct purpose, providing visitors with the information they need to choose you. 

Understanding your audience 

Your audience’s preferences and behaviours can be another consideration. Factors such as demographics, digital proficiency, and browsing habits can all inform plans for your website’s design and content. For example, B2B technology consultancy customers might favour detailed specifications and case studies, while B2C retail shoppers might want visual product images and customer reviews. Researching your audience’s pain points and preferences can help you build a website around their needs.

Choosing a domain name 

Your website will require a domain name, serving as your business’s web address. Successful business website names are typically descriptive, memorable, and easy to remember, spell, and pronounce. You can purchase a domain through a registrar, such as GoDaddy, Google Domains, or Nominet, or through the website builder platform.

Many small business owners without extensive coding knowledge choose a website platform or builder to simplify the process. These platforms can provide templates, drag-and-drop editors, and built-in functionality for common needs like contact forms, photo galleries, and e-commerce features. 

There are various platforms to choose from, each offering potential advantages and disadvantages. Some of the most popular website platforms, and their potential features, include:⁶ (external link) 

Many platforms offer free trials for new users. The platform you choose can depend on your requirements. For example, technically confident professionals seeking flexibility and customisation might choose WordPress, while beginners prioritising usability often choose Wix or Squarespace. 

Must-have pages 

Once you’ve chosen your platform, it’s time to start building. Regardless of what your website's purpose is, these pages are often considered essential: 

• Home page – The main entry point into your site, providing key information, communicating your unique selling point (USP), and guiding visitors to other important pages.
• About page – Shares your story, mission, and contact information to establish trust and credibility.
• Products/services page – Showcases your offerings, detailed descriptions, pricing information, and pictures (if applicable), with a clear path to buy or inquire.
• Contact page – Phone, email, business address, operating hours, and contact forms for bookings and inquiries.
• FAQ page – Addresses common customer questions, helping users find relevant information and potentially reducing the volume of customer queries.

Search engine optimisation (SEO) can help customers find your website when they search related terms online. There are many SEO best practices, but some of the most commonly used strategies are: 

• Writing engaging, informative copy that incorporates relevant ‘keywords’ customers use when searching for your offerings.
• Creating strong calls-to-action (CTAs) that guide visitors to make purchases, book consultations, or request quotes.
• Optimising metadata, using descriptive page titles, and including internal links to related pages. 

Focusing on local SEO by using location-based keywords and registering a Google Business Profile is one way for small, local businesses to stand out from larger competitors. 

You can find more information in our SEO guide for small businesses.

Most website builders include hosting packages for storing your website on servers, which help visitors view your site, simplifying the process for beginners. When choosing a host, many consider factors like reliability, page loading speeds, and security. 

Once you’ve found a suitable host, you can go live.

Now your site is live, maintenance can be essential – helping ensure optimal performance, security, and user experience. Many successful businesses regularly refresh content and add new products or services to keep their site up to date. For technical maintenance, you might install security updates, monitor site speed, and back up your website files. Setting up automated backups and monitoring website analytics can help you spot issues early. By regularly maintaining your website, you can reduce the risk of downtime and loss of customer data, and potentially boost your search engine rankings.