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What Makes a Good Business Website (Besides Looking Pretty)

What Makes a Good Business Website (Besides Looking Pretty)

You’ve probably seen it: a beautifully designed website with bold fonts, trendy colors, and eye-catching animations. It looks great… but you have no idea what they do, how to contact them, or whether you’re even in the right place.

Pretty doesn’t pay the bills. Clarity does.

A good business website isn’t just about aesthetics. It’s about function, message, trust, and user experience. It should serve your customer and support your goals — without being confusing, slow, or overwhelming.

Let’s talk about what actually makes a good business website… especially for service-based small businesses.

What a “Good” Website Really Means

A good business website is clear, helpful, and built to convert visitors into clients — not just impress them with visuals.

Here’s what it should do:

  • Clearly explain who you are, what you do, and who you help
  • Make it easy for someone to take the next step
  • Work smoothly on any device
  • Build trust from the moment someone lands on it

It doesn’t have to be fancy. But it does have to work.

7 Must-Haves for a Strong Small Business Website

These are the essentials I check in nearly every website audit I do. If your site has these seven things, you’re off to a great start.

1. Clear Headline and Positioning

The very first thing someone sees should say what you do and who you do it for.
Not your slogan. Not a welcome message. Just a clear, confident description.

Examples:

  • “Professional Lawn Care for Busy Homeowners in Cedarville”
  • “Therapeutic Massage for Chronic Pain Relief”
  • “Custom Cakes for Celebrations in the Tri-County Area”

2. Visible Contact Info and Call to Action

Don’t make people hunt. Phone, email, and location (if relevant) should be visible in your header or footer. And include a call to action — like “Request a Quote” or “Book Your Free Call” — that stands out.

3. Mobile-Friendly Layout

Over 60% of local business website visits come from mobile. If your site isn’t easy to read and navigate on a phone, you’re losing potential clients before they ever call.

4. Local SEO Essentials

Include your city or region name on your homepage, in your page titles, and throughout your content. This helps search engines know where you’re located and who you serve.

5. Social Proof and Reviews

People want to see that others trust you. Include 2–3 short reviews or testimonials, ideally with names, towns, and specific results.

6. Simple Services or Product Explanation

Don’t list 12 vague categories. Describe what you offer in language your ideal customer uses. Bullet points are great here.

7. Personality

Your site should sound like you. Whether that’s warm, friendly, professional, or playful — it should feel like a natural extension of how you show up in person.

Insider Tip From Whitney

Use the “3-Second Rule” on your homepage.

If someone can’t tell what you do, where you are, and how to contact you in under 3 seconds… something’s off.

Ask someone outside your business (preferably not a close friend or your mom) to visit your homepage and describe what you do. If they’re confused, it’s time for a rewrite.

Common Mistakes That Cost You Clients

Even if you’ve checked all the basic boxes, these sneaky mistakes can derail an otherwise solid website.

No Clear Next Step

If someone is interested, what should they do next? Don’t make them guess. Include a call to action on every page — not just your contact page.

Overloading the Homepage

Trying to say everything upfront leads to overwhelm. Focus on clarity, not completeness.

Unreadable Fonts or Color Choices

If your website is hard to read (tiny text, low contrast, decorative fonts), visitors will bounce fast.

Missing Local Signals

If you serve a specific town, mention it. Google needs to know you’re local — and so do your site visitors.

Slow Load Times

If your site takes more than 3 seconds to load, you’ll lose people. Compress your images and make sure your hosting is solid.

What You Can Do to Improve Your Site This Week

No need for a full redesign. These simple changes can make a big difference quickly.

  • Rewrite your homepage headline to clearly state what you do and who you help
  • Add your city name into your homepage title and body text
  • Link your Google Business Profile to your website (and vice versa)
  • Swap in a recent client testimonial with a first name and location
  • Check your site on your phone and fix anything that’s hard to use

Small changes = big impact.

How Whitney Helps Local Businesses Fix Their Sites Without Starting Over

One of the biggest myths in small business is that you need a brand new website every few years.

Not true.

Most of the time, you just need:

  • Clearer messaging
  • Better local SEO
  • Stronger calls to action
  • Updated reviews and trust elements

I’ve helped clients go from “no one’s finding us online” to “we’re booking solid weeks in advance” — without spending thousands on a redesign.

If your site already exists, there’s a good chance we can build on it. Improve what’s working, fix what’s not, and give it a strategy that supports your growth.

Final Thoughts From a Gardener Who Believes in Good Roots

Your website is like the soil your marketing grows from. If it’s dry, confusing, or missing nutrients, nothing thrives — no matter how much you water it with social media, ads, or word of mouth.

But when it’s well-built, rooted in strategy, and aligned with your ideal client… your business can grow with way less effort.

Don’t settle for “it looks nice” when what you really need is “it works hard for me.”

Your site should support your goals, not drain your time.