Having a website is no longer optional for small businesses – it’s essential. In fact, 83% of small businesses have a website today and 84% of owners say their website is important or critical to their business. Yet, simply having a website isn’t enough. Many small business websites suffer from common mistakes that undermine their credibility, user experience, and ability to generate leads. Below we’ll cover the top mistakes to avoid, backed by research and practical advice, so your website can truly help your business grow.
One of the biggest mistakes is not ensuring your website works well on mobile devices. More than half of all web traffic now comes from mobile phones and tablets, so a site that isn’t mobile-friendly risks losing a huge chunk of visitors. 57% of internet users say they won’t recommend a business with a poorly designed mobile website. In other words, if your site forces people to pinch, zoom, or squint on their phone, it’s not just inconvenient, it actively hurts your reputation.
Small business owners should prioritize responsive web design, which means your site automatically adapts to different screen sizes. A mobile-friendly site loads quickly, has easy-to-read text, and simple navigation on a small screen. Also, make sure important info (like your phone number or a “Contact Us” button) is front and center on mobile. Remember, users have high expectations – 85% of adults believe a company’s mobile website should be as good as or better than its desktop site. If your site isn’t meeting that bar, you’re likely losing customers to competitors who offer a smoother mobile experience.
Practical tips: Test your website on your own phone and tablet. Is it easy to navigate? Do all the features work without zooming or horizontal scrolling? If not, consider updating to a responsive website theme or working with a web developer to improve mobile usability. The investment is worth it , not only will users stay longer, but they’ll view your business as modern and customer-friendly.
Another common mistake is failing to guide your visitors on what to do next. It’s not enough to have a pretty homepage with some information – your website should prompt visitors to take action. Whether it’s “Request a Quote,” “Sign Up for Our Newsletter,” or “Shop Now,” a clear call-to-action (CTA) is crucial for turning visitors into leads or customers. Surprisingly, 70% of small business websites lack any call-to-action on their homepage. Without a CTA, visitors may simply read a bit and leave, with no engagement or inquiry – a lost opportunity for your business.
Make sure every key page (especially your homepage) has a prominent CTA that stands out. Use concise, action-oriented language (e.g. “Contact Us for a Free Consultation” or “Book an Appointment”) so visitors know exactly what to do. Place CTAs in logical spots where a visitor might be ready to take the next step. For example, at the end of a service description or in the header navigation bar. Also, ensure the CTA button or link looks distinctive (a contrasting color and large enough font) so it can’t be missed.
Beyond just having a CTA, think about the conversion path on your site. If a visitor clicks “Get a Quote,” does it lead to a simple form or an easy way to contact you? If you run an e-commerce site, is the “Add to Cart” button obvious and is checkout user-friendly? The goal is to remove friction for the user: make it as easy as possible for them to do what you want them to do. By clearly directing your audience and streamlining the next steps, your website will start working as a true sales tool rather than just an online brochure.
Small business websites often suffer from design issues that drive visitors away. A website might have too much clutter, hard-to-read text, or an outdated look from a decade ago. Research shows that 38% of people will stop engaging with a website if the content or layout is unattractive. First impressions matter, users form opinions about your site in mere seconds, and a bad design makes them less likely to trust your business. In fact, 75% of consumers admit to judging a company’s credibility based on its website design. If your site looks unprofessional or is difficult to navigate, potential customers might question the professionalism of your business as a whole.
Key design mistakes to avoid include: using clashing colors or tiny fonts that strain the eyes, dumping huge blocks of text without images or headings, and having a confusing menu with too many options. Simplicity and clarity are your friends. Every page should have a clean layout with plenty of white space, a clear hierarchy of information, and visuals that support your message (not distract from it). Make sure your logo and branding are consistent and high-quality, this builds brand recognition and trust.
Another critical aspect of user experience is site speed. A beautiful site won’t matter if it loads slowly. Today’s consumers are impatient: mobile visitors are very likely to abandon a site that takes longer than 3 seconds to load. Slow-loading pages cost you traffic (and sales). Common culprits for slow speeds are large image files, excessive third-party scripts/plugins, or cheap web hosting that can’t handle traffic spikes. Use free tools like Google PageSpeed Insights to check your site’s performance and get recommendations. Often, optimizing images, enabling browser caching, or upgrading your hosting plan can dramatically improve load times.
Practical tips: Consider a design refresh if your site hasn’t been updated in years – even a modest facelift can modernize the look (e.g. new fonts, updated images, a cleaner layout). Remove any unnecessary elements or outdated information. Ensure navigation is intuitive: a visitor should find what they need (be it your services, prices, or contact info) within a click or two. Remember that good web design isn’t about being flashy; it’s about being user-friendly and credible. A well-structured, fast website that “feels” up-to-date will keep visitors on your site longer and leave them with a positive impression of your business.
Imagine a potential customer visits your site and decides they want to get in touch or learn more about you – but they can’t easily find your phone number, address, or contact form. This scenario happens far too often with small business websites, and it’s a major mistake. Studies have found that 70% of small business websites don’t prominently display a phone number, and 87% fail to make their “Contact Us” button or page stand out. If a interested customer has to hunt for how to contact you, there’s a good chance they’ll give up and move on to a competitor. Your contact information should never be an afterthought.
Make your contact details obvious on every page, typically in the header or footer. At minimum, include a phone number and email, and if you have a physical location, your address. Many small businesses put their phone and email at the top-right corner of the site so it’s visible immediately. It’s also wise to have a dedicated “Contact Us” page in your navigation menu, which includes a simple contact form (some visitors prefer sending a quick message instead of calling or emailing). The easier you make it for people to reach you, the more inquiries and leads you’ll receive.
Beyond basic contact info, build trust on your website by showcasing what makes your business credible. Remember that your site might be the first impression someone gets of your company. So include elements that instill confidence. Some effective trust signals are:
These credibility enhancers address the trust gap that new visitors naturally have. As one web consultant put it, if your website makes claims about how great you are but provides no evidence, savvy visitors may remain skeptical. So back up your claims (“#1 in the Region,” “20 years of experience,” etc.) with proof or specifics. By prominently displaying contact information and trust factors like testimonials, you reassure users that your business is legitimate, customer-focused, and ready to help them.
Having a beautiful, user-friendly website won’t help your business if no one ever finds it. A critical mistake small businesses make is ignoring search engine optimization (SEO) and failing to keep their site content fresh. Simply put, if your site isn’t showing up on Google when people search for the products or services you offer, you’re missing out on a huge stream of potential customers. Unfortunately, many small business sites skip even the most basic SEO steps. For example, 56% of small-business websites don’t use meta descriptions (the snippets of text that appear under your link in Google results), an easy opportunity to draw in searchers with a relevant, compelling description. Likewise, many sites have poorly chosen page titles, lack any keywords related to their business, or have thin content that doesn’t help search engines understand their relevance.
Begin with the basics: ensure each page on your site has a unique, descriptive title tag and a meta description that includes a target keyword and a clear call-to-action for searchers. For instance, if you run “Joe’s Plumbing in Portland,” your homepage title could be “Plumbing Services in Portland, OR – Joe’s Plumbing” instead of just “Home”. The meta description might read, “Trusted Portland plumber offering repairs, installations, and 24/7 emergency service. Call Joe’s Plumbing for a free quote today!” These little tweaks can improve your click-through rates from search results.
Another aspect of SEO is having relevant, quality content and updating it regularly. A big mistake is treating your website as a static online flyer that you never touch again. Both users and search engines favor sites that provide up-to-date information. Think about adding a blog or news section where you periodically post tips, updates, or case studies related to your business. Not only does fresh content give Google more to index (which can boost your rankings over time), it also shows visitors that your business is active and knowledgeable. It can be as simple as a brief monthly update or a few articles each quarter about common customer questions in your industry.
Finally, don’t forget local SEO if you serve a particular area. Make sure your business name, address, and phone number are consistent across your site (and across directories like Google Business Profile, Yelp, etc.). Create a contact page that includes a Google Map of your location if you have a storefront. These steps help you appear in local search results and Google Maps when nearby customers search for services you offer.
The payoff for investing some time in SEO can be significant. Surveys show that for 40% of small businesses with a website, search engines are the top source of new leads. Being discoverable on Google means you can attract customers who are already looking for what you offer. In contrast, if you ignore SEO, you’re relying on luck or expensive ads to get traffic. By implementing basic SEO strategies and keeping your content fresh, you increase your chances of ranking higher and drawing more free, organic traffic over time. In short, don’t let your website be a lonely island. Optimize it so that customers can find you when it matters.
Running a successful small business website isn’t a one-and-done project. Avoiding the mistakes above is a great start. Your site will be mobile-friendly, user-focused, trustworthy, and discoverable. But the final lesson is that continuous improvement is key. The digital landscape evolves rapidly, and consumer expectations keep rising. In fact, 90% of small businesses plan to invest in website improvements in the next year, focusing on things like visual redesigns (58%), boosting site speed (53%), improving mobile experience (45%), and adding content/SEO enhancements. This means your competitors are likely upgrading their sites right now.
Don’t be discouraged, you don’t need a Fortune 500 budget to keep your website in great shape. Regularly set aside a little time to review your site as if you were a new visitor. Ask yourself: Is the content still accurate and compelling? Are there any broken links or outdated widgets? Could the design or images use a refresh? Pay attention to any customer feedback about your site. If people mention they had trouble finding something, take that as valuable insight for improvements.
In summary, your website is one of your most powerful business tools when used correctly. By avoiding the common pitfalls: poor mobile design, lack of CTAs, bad layout, hidden contact info, and neglecting SEO, you’ll create a website that truly supports your business goals. Make it easy for customers to learn about you, trust you, and contact you. Make it easy for Google to recommend you. And always view your site as an evolving asset that grows with your business. With a bit of care and strategic tweaks, your small business website can punch well above its weight, helping you attract customers and achieve success in the digital age.
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