The Small Business Website Mistakes I See Again & Again
After working on websites for small businesses, you start to notice patterns. Different industries. Different customers. Different businesses... But many of the same website problems keep appearing & most of them are surprisingly easy to fix.
Mistake #1: Making visitors work out what you do
Your homepage should not be a guessing game! When someone arrives, they should quickly understand what your business does. Avoid clever but vague headlines that sound nice but don't actually explain anything.
Clarity wins, every time.
Mistake #2: Trying to speak to everyone
"I help everyone" usually means your website doesn't speak strongly to anyone. Your website copy should be written with a particular customer in mind. When people feel like you're talking directly to them, they're more likely to keep reading.
Mistake #3: Putting everything on the homepage
Your homepage doesn't need to contain your entire business. It should introduce your business & guide visitors to the information they're looking for. Use your other pages to go into detail.
Mistake #4: No clear call to action
If you want people to contact you, tell them. "Contact us" is fine. "Book a consultation" is better if that's the actual next step. Your visitors shouldn't have to work out what you want them to do.
Mistake #5: Using poor-quality images
Images can make or break a website. If your photos are blurry, badly cropped or inconsistent, your website can immediately feel less professional. Good imagery is an investment in your brand.
Mistake #6: Ignoring mobile
Your website might look fantastic on your laptop, but your customers aren't all sitting at laptops. Always check how your website looks & functions on a phone.
Mistake #7: Forgetting about SEO & AEO
SEO & AEO isn’t just about adding keywords. Your website needs useful content, clear page structures, relevant titles & descriptions & information that actually answers the questions your customers are searching for.
Mistake #8: Not updating the website
If your website still says something you haven't offered for three years, it's time for an update! Old information can damage trust. Your website should evolve as your business does.
Mistake #9: Writing about yourself too much
Your customers are interested in your business, but they're primarily interested in what you can do for them. Instead of simply saying: "we have 20 years of experience", explain how that experience benefits the customer.
Mistake #10: Treating your website as a one-off project
Launching your website isn't the end, it's the beginning. Over time, your services change. Your customers change. Search behaviour changes. Your business grows. Your website needs to grow with it.
