In short: A good small business website checklist covers seven areas: the basics (domain, clear message, contact details), trust (reviews, photos, accreditations), UK legal requirements (privacy policy, cookie consent, ICO registration), SEO, speed and mobile, ways to enquire, and care after launch. Tick off all 25 points below and your site will be in solid shape.
Whether you’re planning a new website or wondering if your current one is pulling its weight, it helps to have a list to check it against. This is the checklist I work through on projects, written in plain English so you can use it yourself.
You don’t need every item to be perfect on day one. But if several are missing, that’s usually a sign the site is losing you enquiries. If you’re still deciding whether you need a site at all, start with does my small business need a website?
The basics
These are the foundations. Without them, nothing else on the list matters much.
- A domain name you own. Your web address (like yourbusiness.co.uk) should be registered in your name or your company’s name, not your web designer’s. My guide to domain names and web hosting explains why this matters so much.
- A clear message above the fold. Within a few seconds of landing, a visitor should know what you do, where you do it and how to get in touch. “Above the fold” just means the part of the page visible before scrolling.
- Your contact details on every page. Phone number, email or enquiry form, and your service area, usually in the header and footer.
- A page for each main service. One page per service, explaining what it is, who it’s for and why to choose you. This helps visitors and search engines alike.
- Simple, obvious navigation. A short menu with plain labels like “Services”, “About” and “Contact”. If people have to hunt, they leave.
Trust signals
People are deciding whether to trust you with their money and, often, their home. Your website needs to reassure them.
- Genuine reviews or testimonials. Real words from real customers, ideally with a name and location. You can also link to your Google reviews.
- Real photos of your work and team. Stock photos have their place, but photos of your actual jobs, van or premises build far more confidence.
- Accreditations and memberships. Trade bodies, certifications and guarantee schemes you belong to, shown clearly with logos where you’re allowed to use them.
- An “About” page with a human face. Who you are, how long you’ve been doing this, and why. People buy from people.
Legal essentials (UK)
This section is easy to overlook, but it matters. I’m not a lawyer, so treat this as a starting point and check anything you’re unsure about.
- A privacy policy. If your site collects personal data (and an enquiry form counts), you need a privacy policy explaining what you collect, why, how long you keep it and how people can contact you about it.
- Cookie consent. Under UK rules, non-essential cookies, such as those used by analytics or advertising tools, generally need the visitor’s consent before they’re set. That’s what a cookie banner is for, and it should actually work, not just display a message.
- ICO registration, if required. Many UK businesses that handle personal data need to pay the data protection fee to the Information Commissioner’s Office (ICO), though some are exempt. The ICO’s guidance for organisations has a quick self-assessment to check whether you need to.
- Your business details. If you’re a limited company, the law requires certain details on your website, such as your registered company name, number and registered office address. Sole traders should make it clear who they are and how to contact them.
SEO basics
SEO (search engine optimisation) is about helping Google understand your site so the right people can find it. These basics should be built in from the start. For more depth, see my plain-English guide to SEO.
- A unique title and meta description on every page. The title is the blue link in Google’s results, and the meta description is the short summary underneath. Each page needs its own.
- Headings that describe the content. One main heading per page, with clear subheadings that mention what you actually do and where.
- A Google Business Profile. For local businesses, this is what shows you on Google Maps and in local results. Make sure it’s complete and links to your website. My local SEO guide covers this step by step.
- A sitemap submitted to Google. A sitemap is a list of your pages that helps Google find them. Submitting it through Google Search Console (a free tool) is a quick win.
Speed and mobile
Most people will see your website on a phone, often on a patchy signal. It needs to work well there first.
- A mobile-friendly design. Text should be readable without zooming, buttons easy to tap, and nothing should spill off the side of the screen. This is what responsive design means.
- Fast loading. Large images and too many plugins are the usual culprits for a slow site. You can test yours for free with PageSpeed Insights.
- An SSL certificate. This is the padlock in the address bar. It encrypts information between your visitor and your site, and browsers warn people away from sites without it.
Ways to get enquiries
A website that looks good but doesn’t generate enquiries isn’t doing its job. Make it easy to take the next step.
- A clear call to action on every page. Tell people what to do next: “Get a free quote”, “Book a visit”, “Call now”. One main action per page works best.
- A short, working enquiry form. Ask only for what you need. Then test it: send yourself a message and check it arrives, including in your spam folder.
- Tap-to-call and tap-to-email links. On a phone, people should be able to tap your number to call you, rather than copying it out.
After launch
Going live isn’t the finish line. A website needs looking after to stay useful.
- Regular updates, security and backups. Especially on WordPress, software needs updating and the site needs backing up regularly. My website maintenance guide explains what’s involved, whether you do it yourself or use a care plan.
- Keep content fresh and measure results. Update prices, services and photos as your business changes, and use a free tool like Google Analytics to see which pages bring enquiries. Small, regular improvements add up.
How did your site score?
If you ticked off most of the list, your website is in good health. If you found several gaps, don’t panic: many can be fixed without a full rebuild. But if your site is missing a lot of the basics, is hard to edit, or doesn’t work well on mobile, it might be time for a fresh start.
When I build a website, the website-side points on this list are covered as standard, from SEO basics and mobile design to a one-hour training session so you can keep the content up to date yourself. I can also look after or improve a site someone else built.
Frequently asked questions
What should a small business website include?
At minimum: a clear explanation of what you do and where, your contact details, a page for each main service, reviews or testimonials, a privacy policy, a mobile-friendly design and an easy way to get in touch.
Does my small business website need a privacy policy?
If your site collects any personal data, including through a contact form or analytics, you should have a privacy policy. It explains what you collect, why and how you look after it.
Do I need a cookie banner on my website?
If your site uses non-essential cookies, such as for analytics or advertising, you generally need visitors’ consent before setting them. If your site only uses strictly necessary cookies, you may not need one, but you should still explain them in your policy.
Do I need to register with the ICO?
Many UK businesses that process personal data must pay the ICO’s data protection fee, but some are exempt. The ICO website has a short self-assessment that tells you whether you need to pay.
How many pages should a small business website have?
There’s no magic number. A typical small business site has a home page, a page for each main service, an about page and a contact page, plus legal pages. Add more when they genuinely help visitors.
How often should I update my business website?
Update the content whenever something changes, such as services, prices or contact details. Software updates and backups should happen regularly, ideally on a schedule rather than when you remember.
Want a site that ticks every box?
If you’d like a second opinion on your current site, or a new one built with all 25 points covered, I’m happy to chat it through. You can get in touch here or take a look at my website packages.
