Digital Marketing • SEO • Web Design

Small Business Website Essentials: Key Features for Success

A contractor works on a desk - every small business website needs certain features.


While some businesses might decide to only have a presence on social media, a better business plan is to have a website because it’s an asset you own as a business owner. You can’t ever own a social media page; it belongs to the platform. In addition, there is so much you can do with a website, not the least of which is the ability to convert customers, have lead-gen mechanisms to grow your customer list, and finally the data you can collect for follow-up marketing.

Your website is often the first point of contact that potential customers have with your business, and it can make a big difference in whether they decide to do business with you or not. But what are the essential elements that every small business website needs to have?

First and foremost, your website needs to provide critical company information. This includes your business name, address, phone number, and email address. It’s important to make sure that this information is easy to find on your website, as potential customers may be looking for it specifically. Additionally, you may want to consider including information about your business’s history, mission, and values to help build trust with potential customers.

Another essential element of your small business website is a clear call to action. What do you want visitors to your website to do? Whether it’s to make a purchase, sign up for your email list, or schedule a consultation, your website should make it clear what actions you want visitors to take. This can be done through prominent buttons or links on your website, as well as through clear and compelling language that encourages visitors to take action.

Table of Contents

Understanding Small Business Website

As a small business owner, you know that having a website is essential for reaching your target audience and growing your business. However, creating a website that is effective and meets the needs of your customers and clients can be challenging. In this section, we will provide you with the essential information you need to understand small business websites.

What is a Small Business Website?

A small business website is a digital representation of your business that provides information about your products or services, contact information, and other relevant details. It is an online platform that allows potential customers to learn more about your business, make purchases, and interact with your brand.

Why is a Small Business Website Important?

Having a website is crucial for small businesses because it allows you to reach a wider audience and build your brand online. A website also helps you establish credibility and professionalism, making it easier for potential customers to trust your business.

What are the Essential Components of a Small Business Website?

To ensure that your small business website is effective, there are several essential components that you should include. These components are:

  • Critical company information, including your business name, address, phone number, and email address.
  • A clear description of your products or services.
  • Testimonials or reviews from satisfied customers.
  • A call-to-action that encourages visitors to take action, such as making a purchase or contacting your business.
  • High-quality images and videos that showcase your products or services.
  • A mobile-friendly design that is easy to navigate on smartphones and tablets.
  • A blog or other content that provides value to your customers and helps establish your expertise in your industry.

A small business website is an essential tool for growing your business and reaching your target audience. By including the essential components mentioned above, you can create a website that is effective and meets the needs of your customers and clients.

Choosing the Right Platform

When it comes to building a small business website, choosing the right platform is crucial. There are numerous website builders available, each with its own set of features and benefits. Some popular options include Wix, Shopify, Squarespace, WordPress, GoDaddy, and Weebly.

Before selecting a platform, consider the following factors:

1. Ease of Use

As a small business owner, you likely don’t have a lot of time to devote to building a website. That’s why it’s important to choose a platform that is user-friendly and easy to navigate. Platforms like Wix, Squarespace, and Weebly offer drag-and-drop interfaces, making it simple to create a professional-looking website without any coding knowledge.

2. Customization Options

While ease of use is important, you also want a platform that allows for customization. Your website should reflect your brand and stand out from the competition. Shopify, WordPress, and Squarespace offer a wide range of customization options, including the ability to add custom code and integrate with third-party tools.

3. Scalability

As your business grows, so too should your website. Look for a platform that can grow with your business and handle increased traffic. Shopify and WordPress are both scalable options, with the ability to add plugins and extensions to enhance functionality.

4. Cost

Cost is always a consideration for small business owners. While some platforms offer a free plan, keep in mind that these plans often come with limited features and branding. Paid plans typically offer more customization options and the ability to remove branding. Consider your budget and the features you need when selecting a platform.

5. Open vs. Closed Systems

Some platforms, like Wix and Squarespace, are proprietary and closed systems. This means that you’re limited to the features and functionality provided by the platform. It also means — and this is not a small point — that if you ever decide to leave the platform, you cannot copy the site and host it elsewhere. Manual migration of your content means a labor-intensive process, not to mention having to redesign the entire website.

Open systems, like WordPress, offer more flexibility and the ability to add custom code and third-party tools. There are endless places to host a WordPress website, so you can transfer that site to any number of webhosting options. TruBlu is a WordPress design specialist because in our experience, it is far and away the best option to grow your business online. 

Consider whether a closed or open system is the right fit for your business.

In summary, choosing the right platform is essential for building a successful small business website. Consider factors such as ease of use, customization options, scalability, cost, and open vs. closed systems when making your selection.

Essential Website Features

When it comes to creating a website for your small business, it’s important to ensure that it has all the essential features that your potential customers will need to find the information they are looking for. Here are some of the most important features that your website should have:

Homepage Essentials

Your homepage is the first impression that your potential customers will have of your business, so it’s important to make it count. Here are some essential elements that your homepage should have:

  • A clear and concise headline that tells visitors what your business is all about.
  • High-quality images or videos that showcase your products or services.
  • A call-to-action button that encourages visitors to take action, such as making a purchase or signing up for a newsletter.
  • Easy navigation that allows visitors to find what they’re looking for quickly and easily.

Product or Services Page

Your product or services page is where you can showcase what your business has to offer. Here are some essential elements that your product or services page should have:

  • A clear and concise description of each product or service that you offer.
  • High-quality images or videos that showcase your products or services.
  • Pricing information that is easy to understand and transparent.
  • A call-to-action button that encourages visitors to make a purchase or request more information.

About Us Page

Your about us page is where you can tell your potential customers more about your business and what makes it unique. Here are some essential elements that your about us page should have:

  • A clear and concise description of your business and its mission.
  • Information about your team, including their qualifications and experience.
  • High-quality images or videos that showcase your business and its culture.
  • Testimonials from satisfied customers that demonstrate your business’s credibility.

Contact Page

Your contact page is where potential customers can get in touch with you. Here are some essential elements that your contact page should have:

  • A contact form that visitors can use to send you a message.
  • Your business’s phone number, email address, and physical address.
  • A map that shows your business’s location.
  • Your business’s hours of operation.

By including these essential features on your small business website, you can ensure that your potential customers can find the information they need quickly and easily.

Designing Your Website

The design of your website is crucial, as it will be the first impression visitors have of your business. It’s essential to create a visually appealing website that reflects your brand identity. Here are some tips to keep in mind when designing your website:

  • Keep it Simple: A simple and clean design is always better than a cluttered one. Make sure your website is easy to navigate, and the content is easy to read. Use a consistent color scheme and font throughout the website.
  • Responsive Design: With more people accessing the internet through their mobile devices, it’s crucial to have a website that is optimized for all screen sizes. Make sure your website is responsive and can adjust to different screen sizes.
  • Call to Action: Your website should have a clear call to action (CTA) that encourages visitors to take action. Whether it’s filling out a form or making a purchase, your CTA should be prominent and easy to find.
  • Conversion Optimization: The ultimate goal of your website is to convert visitors into customers. To achieve this, you need to optimize your website for conversions. This includes using persuasive copy, clear CTAs, and a user-friendly design.
  • High-Quality Images: Using high-quality images can make a significant impact on the overall look and feel of your website. Make sure the images you use are relevant to your business and are of high quality.

By following these tips, you can create a professional-looking website that will help convert leads into customers.

Content Creation and Blogging

Creating quality content is an essential aspect of making your business relevant in your market for the search results. (If your intention is never to appear in Google or Bing’s search results, then feel free to have a ‘business card’ or ‘brochure’ for a website.) Your content should be informative, engaging, and relevant to your target audience. By providing valuable content, you can establish yourself as an authority in your industry and build trust with your customers.

One effective way to create content is through blogging. Blogging allows you to share your expertise, provide helpful tips, and showcase your products or services. It also helps to drive traffic to your website and improve your search engine rankings.

When creating blog content, it’s important to keep your target audience in mind. Think about what questions they may have or what problems they need solutions for. You can also consider incorporating keywords related to your industry to help improve your search engine optimization (SEO).

If you’re running a jewelry boutique, for example, you could create blog posts about the latest jewelry trends, how to care for different types of jewelry, or how to choose the perfect piece for a special occasion. By providing this type of content, you can attract potential customers who are interested in jewelry and establish your boutique as a go-to source for information and products.

In addition to blogging, you can also create other types of content such as videos, infographics, and social media posts. The key is to create content that is valuable and relevant to your audience and to share it on platforms where your target customers are most active.

Remember, content creation is an ongoing process. It’s important to consistently create new content to keep your website fresh and engaging. By providing quality content, you can attract and retain customers and help your small business thrive.

Optimizing for Search Engines

When it comes to building a small business website, one of the most important things to consider is how your site will appear in search engine results. Optimizing your website for search engines can help your site rank higher in search results, which can lead to more traffic and potential customers.

To optimize your site for search engines, there are several things you can do. First, make sure your website is using relevant keywords in your content, page titles, and meta descriptions. This will help search engines understand what your site is about and improve your chances of ranking for relevant search terms.

In addition to using relevant keywords, you should also make sure your website is easy for search engines to crawl and index. This means using clean, well-structured code, and avoiding things like flash or other types of content that can’t be easily indexed.

There are also a number of SEO tools available that can help you optimize your site for search engines. These tools can help you identify issues with your site’s structure or content, find relevant keywords to target, and track your site’s performance in search engine rankings.

Overall, optimizing your small business website for search engines is an important part of building an effective online presence. By following best practices for SEO and using the right tools, you can improve your chances of ranking higher in search results and attracting more potential customers to your site.

Incorporating E-commerce

If you’re a small business owner, it’s important to have an e-commerce presence to expand your services and reach more customers. With an online store, you can offer your products or services to a wider audience and increase your revenue. Here are some tips on how to incorporate e-commerce into your small business website:

1. Choose the Right E-commerce Platform

When choosing an e-commerce platform, consider factors such as ease of use, pricing, and features. Some popular platforms include Shopify, WooCommerce, and BigCommerce. Look for a platform that offers a user-friendly interface, secure payment options, and customizable themes.

2. Set Up Your Online Store

Once you’ve chosen an e-commerce platform, it’s time to set up your online store. This involves adding your products or services, setting prices, and creating product descriptions. Make sure your store is easy to navigate and has clear pricing information.

3. Integrate E-commerce Apps

Integrating e-commerce apps can help streamline your online store and make it more efficient. For example, you can use apps to manage inventory, automate shipping, and track sales. Look for apps that are compatible with your e-commerce platform and offer the features you need.

4. Optimize Your Product Pages

To attract more customers and increase sales, it’s important to optimize your product pages. This involves creating compelling product descriptions, including high-quality images, and offering competitive pricing. Make sure your product pages are easy to read and navigate, and include clear calls to action.

5. Secure Your Online Store

Security is crucial when it comes to e-commerce. Make sure your online store is secure by using SSL encryption, implementing two-factor authentication, and regularly updating your software. This will help protect your customers’ sensitive information and prevent fraud.

By incorporating e-commerce into your small business website, you can expand your services, reach more customers, and increase your revenue. Follow these tips to create a successful online store that meets the needs of your customers and helps your business grow.

Securing Your Website

When it comes to your small business website, security is an essential factor that you cannot afford to overlook. Protecting your website from malicious attacks and cyber threats is crucial to ensure the safety and privacy of your business and your customers. Here are some essential steps you can take to secure your website:

Install an SSL Certificate

One of the easiest and most effective ways to protect your website is by installing an SSL certificate. This certificate encrypts data such as login credentials and payment details, making it difficult for hackers to intercept and steal information while it’s in transit. An SSL certificate also adds credibility to your website by displaying the padlock icon in the browser’s address bar, indicating that your website is secure and safe to use.

Use Tech Protection

Apart from an SSL certificate, you can also use various tech protections to secure your website. These include firewalls, antivirus software, and malware scanners, among others. Firewalls act as a barrier between your website and the internet, preventing unauthorized access and attacks. Antivirus software and malware scanners detect and remove any malicious software that may have infected your website.

Keep Your Website Updated

Keeping your website updated is crucial to ensure its security. Regularly updating your website’s software, plugins, and themes can help fix any vulnerabilities and bugs that hackers can exploit. Additionally, updating your website’s content can also help prevent phishing attacks, where hackers create fake websites to steal sensitive information from unsuspecting users.

Use Strong Passwords

Using strong passwords is another essential step to secure your website. Avoid using common passwords such as “password” or “123456” and instead use a combination of letters, numbers, and symbols. You can also use a password manager to generate and store complex passwords securely.

By following these essential steps, you can secure your small business website and protect it from cyber threats and attacks.

Choosing a Domain and Web Hosting

When it comes to creating a website for your small business, choosing the right domain name and web hosting provider is crucial. Your domain name is your website’s address, and your web hosting provider is where your website’s files and data are stored. Here are some things to consider when choosing a domain name and web hosting provider:

Domain Name

Your domain name is your website’s identity, so it’s important to choose a name that is memorable, easy to spell, and relevant to your business. Here are some tips for choosing a domain name:

  • Keep it short and simple: A shorter domain name is easier to remember and type.
  • Use keywords: Including relevant keywords in your domain name can help with search engine optimization (SEO).
  • Avoid numbers and hyphens: These can make your domain name harder to remember and type.
  • Consider purchasing multiple domain extensions: This can help protect your brand and make it easier for customers to find you.

Web Hosting

Choosing the right web hosting provider is important for the performance and security of your website. Here are some things to consider when choosing a web hosting provider:

  • Reliability: Look for a provider with a good uptime guarantee to ensure your website is always accessible.
  • Speed: A faster website can improve user experience and search engine rankings.
  • Security: Look for a provider that offers SSL certificates and other security features to protect your website and customer data.
  • Scalability: Choose a provider that can accommodate your growing business needs.
  • Customer support: Look for a provider with good customer support to help you with any issues that may arise.

In conclusion, choosing the right domain name and web hosting provider is crucial for the success of your small business website. Keep these tips in mind to ensure your website is accessible, secure, and user-friendly.

Leveraging Social Media

Social media is a powerful tool that can help you grow your small business website. By leveraging social media, you can increase your brand awareness, drive traffic to your website, and engage with your audience. Here are some ways to effectively use social media for your small business website:

Choose the Right Platforms

Not all social media platforms are created equal. You need to choose the platforms that are most relevant to your business and your audience. For example, if your target audience is primarily professionals, LinkedIn might be the best platform for you. If you have visually appealing products, Instagram might be a great fit. Do your research and find out where your audience is spending their time.

Create Engaging Content

Once you have chosen the right platforms, you need to create engaging content that resonates with your audience. Your content should be informative, entertaining, and shareable. Use a mix of text, images, and videos to keep your audience engaged. Don’t be afraid to experiment with different types of content to see what works best.

Engage with Your Audience

Social media is a two-way conversation. You need to engage with your audience by responding to comments, answering questions, and acknowledging feedback. This will help you build a relationship with your audience and create a sense of community around your brand.

Use Hashtags

Hashtags are a great way to increase the reach of your social media posts. Use relevant hashtags to make your content more discoverable. You can also create your own branded hashtags to help build your brand identity.

Measure Your Results

Finally, it’s important to measure your results. Use social media analytics to track your performance and see what’s working and what’s not. This will help you refine your social media strategy and make data-driven decisions.

In summary, social media can be a powerful tool for growing your small business website. Choose the right platforms, create engaging content, engage with your audience, use hashtags, and measure your results to make the most of your social media efforts.

Implementing Analytics

Implementing analytics is crucial for any small business website. It allows you to track your website’s performance, understand your audience, and make data-driven decisions. Here are some essential steps to implement analytics on your website:

Step 1: Choose an Analytics Platform

There are many analytics platforms available, but Google Analytics is the most popular one. It’s free, easy to use, and provides comprehensive data. Other options include Piwik PRO, Adobe Analytics, and Mixpanel. Choose one that suits your business needs.

Step 2: Set Up Your Account

Create an account with your chosen analytics platform. For Google Analytics, you will need to sign up for a Google account and create a new property for your website. Follow the instructions provided by the platform to set up your account.

Step 3: Install the Tracking Code

After setting up your account, you will receive a tracking code that you need to install on your website. This code tracks visitor behavior on your website and sends data to your analytics platform. Install the code on every page of your website to get complete data.

Step 4: Set Up Goals and Events

Goals and events allow you to track specific actions on your website, such as form submissions, button clicks, or page views. Set up goals and events to track your website’s performance and measure your success.

Step 5: Create a Dashboard

A dashboard provides a quick overview of your website’s performance. Create a dashboard with the most important metrics, such as traffic, bounce rate, and conversion rate. Customize your dashboard to suit your business needs.

Step 6: Generate Reports

Reports provide detailed insights into your website’s performance. Generate reports regularly to analyze your data and make data-driven decisions. Reports can help you identify areas for improvement and optimize your website for better results.

By implementing analytics on your website, you can gain valuable insights into your audience and improve your website’s performance. Follow these essential steps to get started with analytics and take your small business to the next level.

Email Marketing Strategies

Email marketing is an effective way to reach out to your customers and promote your business. Here are some email marketing strategies that small businesses can use to improve their email campaigns:

1. Build a Quality Email List

Your email list is the foundation of your email marketing campaign. You need to build a quality email list that contains the email addresses of people who are interested in your business. You can do this by offering a sign-up form on your website, social media pages, and at events. Make sure that you ask for permission to send emails and provide an easy way for people to unsubscribe.

2. Segment Your Email List

Segmenting your email list means dividing it into smaller groups based on specific criteria such as location, interests, or behavior. This allows you to send targeted emails to each group, which can result in higher open and click-through rates. You can use email marketing software to segment your list automatically.

3. Personalize Your Emails

Personalized emails can make your subscribers feel valued and increase engagement. You can personalize your emails by using their name, location, or past purchases. You can also send them personalized recommendations based on their interests or behavior.

4. Use Eye-Catching Subject Lines

Your subject line is the first thing that your subscribers will see in their inbox. You need to make sure that it is eye-catching and relevant to the content of your email. Avoid using spammy or clickbait subject lines as this can result in lower open rates and damage your brand reputation.

5. Provide Valuable Content

Your subscribers have given you permission to send them emails, so you need to make sure that you provide them with valuable content. This can include promotions, discounts, educational content, or exclusive offers. Make sure that your content is relevant to your subscribers and adds value to their lives.

6. Test and Optimize Your Emails

Testing and optimizing your emails can help you improve their performance over time. You can test different subject lines, email content, and sending times to see what works best for your audience. Use email marketing software to track your open rates, click-through rates, and conversion rates, and use this data to optimize your future campaigns.

By following these email marketing strategies, you can improve the effectiveness of your email campaigns and build stronger relationships with your customers.

Business Planning and Management

To ensure the success of your small business website, you need to have a solid plan in place. This includes having a clear understanding of your business goals and objectives, as well as a comprehensive business plan. Your business plan should outline your company’s mission, vision, and values, as well as your target market and competition.

Additionally, you need to have the right tools in place to manage your business effectively. This includes HR tools to manage your team, accounting software to track your finances, and project management tools to keep your website development on track.

When it comes to HR tools, consider using software that can help you streamline your hiring process, manage employee benefits, and track time and attendance. This can help you save time and reduce errors, allowing you to focus on growing your business.

For accounting software, look for a solution that can help you manage your finances, track expenses, and generate financial reports. This can help you stay on top of your cash flow and make informed business decisions.

Finally, project management tools can help you stay organized and on track with your website development. Look for software that can help you manage tasks, deadlines, and team collaboration. This can help you ensure that your website is launched on time and within budget.

By having a solid business plan and the right tools in place, you can effectively manage your small business website and achieve your business goals.

Frequently Asked Questions

What elements should a small business website include?

A small business website should include essential elements such as a homepage, an about us page, a product or service page, a contact page, and a frequently asked questions (FAQ) page. These elements help potential customers learn about your business, products, and services, and how to contact you.

What should every company website have?

Every company website should have a clear and concise message that explains what the company does, its mission, and what sets it apart from competitors. The website should also be user-friendly, easy to navigate, and visually appealing. Additionally, it should have a responsive design that works well on both desktop and mobile devices.

What is essential for a good website?

A good website should have a clear purpose and message, be easy to navigate, and have high-quality content that is relevant to the target audience. It should also have a professional design that reflects the company’s brand, be optimized for search engines, and have fast loading times.

What should a small business pay for a website?

The cost of a website for a small business can vary depending on the complexity of the site, the features included, and the web design agency or freelancer hired. However, a small business can expect to pay anywhere from a few hundred to a few thousand dollars for a professional website. It’s important to shop around and get quotes from multiple web design professionals to find the best fit for your budget and needs.

How to create a website for business free?

While it’s possible to create a website for free using website builders like Wix or, it’s important to keep in mind that free plans often come with limitations such as limited storage space, branding on your website, and limited functionality. If you’re serious about your business, it’s recommended to invest in a professional website that can be customized to your needs and goals.

What to put on a website for business?

A website for a business should include information about the company, its products or services, its mission and values, and how to contact the business. It’s also important to include high-quality images and videos that showcase the company’s products or services. In addition, a blog section can be added to provide valuable information to potential customers and improve search engine rankings. Finally, a frequently asked questions (FAQ) section can help answer common questions and save time for both the business and its customers.

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