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  • Writer's pictureJeanette Johnson

What should I include on my small business website?

Hey there, entrepreneur! You've done a lot of work so far. You've got a killer logo (hopefully provided by me!), and you've set up shop. What next? A website, that's what! But what information should you include on your small business website?



I usually have clients who know they need a website but need help figuring out where to start or what to include. This post will cover the types of information that new or small businesses should incorporate into their site to make it a valuable tool for promoting their offerings.


Without further adieu, let's dive in!


Clear and Concise Business Information


First and foremost, there should be text about what your business provides or accomplishes with goods or services. A single, punchy statement that says, "This is who we are, and this is what we do."

For example, a veterinary clinic servicing a rural community focusing on large animals like cattle and horses might say, "We're a full-service veterinary clinic in Central Iowa specializing in large animal health and herd management." 


Your business Contact Information is always a must when it comes to promotions. Whether you have a single-page site or an individual contact page, you should list your info at the bottom of the page—also known as the "site footer"—or in another prominent area. The footer is typically the best place for this because it's universal across the site. 


Visible Contact Details:

  • Display the business phone number, email address, and physical address prominently on the small business website.

  • Easy access to contact information enhances user trust and facilitates communication.

Business Hours:

  • Clearly state the regular business hours. Plan on being closed for a holiday or special circumstance? Make sure to give your customers a heads-up by posting to social media or updating your Google My Business profile well in advance. 

  • Updated business hours help manage customer expectations and avoid frustration.

Location Information:

  • Most DIY website builders offer options for placing interactive maps on their sites, which is always helpful to users.

  • Don't have a physical address? Then, list your service area! Just make sure to list your town and state location so search engines can peg your general geographic area without giving away your exact location.


Compelling Product or Service Information


In addition to knowing your business and where you are, potential customers need to know your services or products. If you have several services, you'll need an individual page to list them. If you carry a decent-sized inventory of goods for sale, you'll need a library page and product pages. Do you plan to sell online? E-commerce presents its own set of challenges and information to collect. No matter what, you'll need to collect the following items:


Detailed Product or Service Information:

  • Provide comprehensive details about each product or service offered.

  • Include specifications, benefits, and use cases to guide potential customers.

High-Quality Imagery:

  • Showcase products/services with high-resolution images. 

  • Professional visuals enhance the perceived quality and credibility of the offerings. If you have good lighting and a simple background, you could start with photos you take yourself. However, as your site and inventory grow, you should hire a professional to make your image library visually cohesive. 

  • Set up a branded photo shoot by asking a couple of clients to participate. Hire a professional photographer and set up some scenarios to photograph. You can use these images on the site and in your promotions. It's always better to show your actual office or shop space rather than utilizing stock photography. 

Transparent Pricing Information:

  • Clearly state the prices of products or services to avoid confusion.

  • Highlight any discounts, bundles, or additional costs that customers should know.

  • Don't want to list pricing? Highlight your service packages or important features that set your products apart from competitors. 



A DSLR camera recording video of large equipment.
This photo was taken during a photo and video shoot I completed for Eagle International Tire Recycling Equipment. They build large equipment that cuts up tire for further processing. I was shooting video and taking product photos so they could promote this new piece of equipment.



User-Friendly Navigation and Engagement Features On Your Small Business Website


Making sure that your site is easy to navigate is essential. Equate your user experience with how you want customers to perceive your shop or how you would guide them through a project. Make it smooth, simple, and helpful. 


The best place to start thinking about your site navigation is during the "wireframing" stage. This is when you decide how many pages you intend to build and how they interact with each other. 


Think of your site like a flow chart, showing how each page connects to the others and fits into categories. I start with this simple site flow on many of my client projects, which don't have a clear idea of what they want to include. Use this to help get your brain on the right track to organizing your own site.





Focus on the goal for the overall site as you plan. Is your goal to sell services, book appointments, capture leads, or maybe increase foot traffic? You can accomplish your goal using Calls To Action (CTA). This combination of text and buttons pushes the user to complete a specific action on the site, like completing a purchase or asking for more information.


Help prospective customers get to know you by creating an engaging "About Us" page or section on your site. Introduce yourself, explain how you got started, and how you got to your current level of success. This establishes that you have experience or something unique to offer. No one has had the same journey as you, so set yourself apart and tell us your story. 


Clear Menu Structure:

  • Organize the website with a clear and easy-to-navigate menu structure.

  • Intuitive navigation improves the overall user experience.

Strategically Placed CTAs:

  • Include prominent buttons or links encouraging users to take specific actions.

  • CTAs can guide visitors to purchase, subscribe to a newsletter, or contact the business.

Company Story and Values:

  • Craft an engaging "About Us" page that shares the company's story and values.

  • Personalized content helps build a connection with visitors and establishes trust.



Pages of in progress website design processes.
This is sketch mockup of the page layouts that I create and then build "wireframe" layouts to guide clients through information selection.



In conclusion, a website can be an excellent tool to help market your new business or to help generate new customers for those already well-established. While it might take some time to figure out the content for your site, it's worth the effort to ensure that your online presence is helpful to those researching products and services. By providing concise business information, compelling product and service listings, and implementing user-friendly features, your site can help launch your business to new heights. 

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