Your website is often the first impression potential customers have of your business. But is it working as hard as it could to build trust, answer questions, and convert visitors into customers? Many small business websites lack the essential content needed to engage and guide their audience. If you’re unsure whether your site is doing its job, don’t worry—here are five must-have content ideas every small business should include on their website to attract and retain customers. (And if you don’t have the time or know-how to tackle these updates, that’s where we come in.)

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1. An Authentic and Engaging About Page

Your About Page is one of the most foundational elements of your website. It tells potential customers who you are, what you stand for, and what makes your business unique. For small businesses, especially local ones, this page can make all the difference. Customers love supporting businesses they feel connected to, and your About Page gives them the chance to see the people and passion behind your work.

Whether you’re a family-owned feed store, a nonprofit civic organization, or a local plumber, this page helps visitors understand your values and why you’re the right choice for their needs. A well-written About Page can also differentiate your business from competitors and make you more memorable to potential customers.

How We Help: We’ll craft a compelling About Page that highlights your mission, values, and unique story, helping you stand out in your local community.

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2. A Detailed and Impactful Services Page

Your services page is the cornerstone of your website. It should clearly outline what you offer and who you serve. For example, if you’re a tree service company, include a list of specific services like trimming, removal, and stump grinding, along with descriptions of the benefits for your customers. Similarly, a generator service provider might showcase installation, maintenance, and repair options tailored to residential and commercial clients.

How We Help: We’ll create a professional services page tailored to your business, showcasing your expertise and encouraging visitors to take the next step.

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3. Customer Testimonials and Case Studies

Potential customers want proof that you deliver on your promises. Including testimonials or case studies provides social proof and builds trust. For example, a local retail store might highlight a satisfied customer’s story about their exceptional shopping experience, while a drone service could feature a case study on how they helped a construction company streamline inspections.

How We Help: We’ll help you gather and present testimonials or create case studies that highlight your strengths and resonate with your audience.

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4. An Engaging Blog with Relevant Topics

A blog isn’t just for big companies—it’s a powerful tool for driving traffic to your website and establishing your authority. Topics like “Tips for Preparing Your Home for Sale” for real estate agents, “Seasonal Landscaping Ideas” for landscapers, or “How to Choose the Right Pest Control Solution” for exterminators can attract local customers searching for these answers.

How We Help: We’ll develop and write blog posts tailored to your industry, keeping your website active and relevant.

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5. A Simple and Easy-to-Find Contact Page

Don’t make customers hunt for how to reach you. Your contact page should include multiple ways to connect, such as a form, phone number, email address, and physical location (if applicable). Including a map for local businesses like restaurants or shops is a bonus. For service providers like elevator repair technicians or HVAC companies, clear emergency contact options are critical.

How We Help: We’ll design a user-friendly contact page that makes it easy for potential customers to get in touch.

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Additional Must-Haves for Small Business Websites

Beyond these foundational elements, there are a few more pages that can elevate your website’s impact:

• Portfolio or Gallery Page: Showcase your work visually—great for photographers, painters, and construction companies.
• Online Booking or Scheduling: Perfect for service-based businesses like plumbers, job placement offices, or veterinarians.
• Special Offers or Promotions Page: Attract new customers with discounts, loyalty programs, or seasonal offers—ideal for gyms, restaurants, or retail stores.
• Lead Magnet or Newsletter Signup: Capture visitor information with free resources or updates. This works well for weight loss clinics, real estate agents, and healthcare providers.
• Privacy Policy and Terms of Use: Essential for businesses collecting customer data, such as banks or storage facilities.

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The Next Step to Growing Your Business Starts Here: Your website has the potential to be a 24/7 salesperson for your business, but it needs the right content to do its job. If your site is missing any of these elements, or if it’s time for a refresh, we’re here to help. Fill out our intake form today, and let’s talk about how we can create a website that works as hard as you do.

Your website should be a powerful tool for attracting and converting customers. But what if it’s doing the opposite? Many small businesses unknowingly make critical mistakes on their websites that drive potential customers away. Don’t let your website hold you back. Let’s explore the most common website pitfalls and how addressing them can turn your site into a customer-converting powerhouse.

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Slow Page Speeds

In today’s fast-paced world, people expect instant access to information. A website that takes more than a few seconds to load risks losing visitors before they even see your content. This is especially critical for service businesses like plumbers or HVAC companies, where customers are often searching during an emergency and need quick solutions.

The Solution: Optimize images, use faster hosting services, and leverage caching to improve loading times. We can audit your site to identify and resolve speed issues, ensuring visitors stick around.

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Outdated Design and Navigation

First impressions matter, and an outdated or confusing website design can make your business seem unprofessional. Poor navigation, like hard-to-find contact information or cluttered menus, frustrates users and makes them leave. This is especially true for industries like real estate or healthcare, where trust and professionalism are paramount.

The Solution: Refresh your website with a modern, user-friendly design that prioritizes easy navigation. Our team specializes in creating sleek, intuitive layouts that keep visitors engaged.

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Not Mobile-Friendly

With over half of all web traffic coming from mobile devices, a website that doesn’t work well on smartphones is a dealbreaker. Customers browsing for restaurants, gas stations, or retail stores on the go need a seamless mobile experience.

The Solution: Ensure your website is fully responsive, meaning it adapts to all screen sizes. We can update your site to provide an excellent experience on any device.

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Lack of Clear Calls-to-Action (CTAs)

If your website doesn’t guide visitors to take the next step, whether it’s contacting you, booking a service, or making a purchase, you’re leaving money on the table. For businesses like gyms or funeral homes, clear CTAs make it easier for potential customers to connect with you when it matters most.

The Solution: Use prominent, action-oriented CTAs like “Schedule a Free Consultation” or “Call Us Today.” We’ll help you craft CTAs that drive conversions.

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Missing or Incorrect Contact Information

Nothing frustrates a potential customer more than not being able to reach you. Missing or outdated phone numbers, emails, or addresses can cost you valuable leads. This is particularly harmful for service-based businesses like pest control, nursing homes, or elevator repair services, where trust and accessibility are key.

The Solution: Double-check that your contact information is complete, accurate, and easy to find on every page. We’ll design a dedicated contact page that ensures customers can always reach you.

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Ready to Turn Your Website Into a 24/7 Salesperson? Your website should be one of your greatest assets—a 24/7 salesperson working tirelessly to bring in new leads. If you’re not leveraging this powerful tool to its fullest potential, you are missing out on potential customers. . But don’t worry—you don’t need to become a website expert yourself. That’s why we’re here. We love helping local businesses succeed by creating websites that showcase your hard work, dedication and expertise. Fill out our intake form today, and let’s build a site that helps your business thrive.