What Every Small Business Website Needs (and What’s Probably Missing from Yours)
Your website is more than a digital placeholder.
It’s your first impression, your best salesperson, and often the deciding factor between someone calling you or scrolling to your competitor.
Yet most small business websites miss the mark — not because the owners don’t care, but because no one’s ever told them what actually matters.
At Aviso Studios, we’ve helped hundreds of local service businesses turn their websites into marketing engines that attract the right customers. Here’s what we’ve learned about what every small business website needs — and what’s probably holding yours back.
🧭 1. A Homepage That Speaks to Humans (and Search Engines)
Quick take:
Your homepage has one job — help visitors instantly understand who you are, what you do, and where you serve.
Deeper insight:
The average visitor decides whether to stay or leave in under 5 seconds. A vague headline or generic “Welcome to our website” kills that opportunity.
What to include:
A clear headline like: “Trusted Family Dentist in Portland”
A short subheadline about your difference (“Caring for local families for over 15 years”)
Visual proof — your team, your space, your community
A call-to-action that invites action: Book an Appointment or Get a Free Website Audit
🧩 Pro tip: Keep your contact info and service area visible in both header and footer. It’s one of the simplest ways to boost local SEO.
💼 2. Dedicated Service Pages That Build Trust Before You Ever Speak
Quick take:
Each core service deserves its own page.
Deeper insight:
Google ranks pages, not websites. If your dental clinic, landscaping business, or accounting firm lists everything on one “Services” page, you’re losing valuable visibility.
What to include:
A headline that matches what people actually search for (“Kitchen Renovations in Denver”)
A short explanation of what’s included
Real photos of your work or team in action
FAQs that address objections
A strong call-to-action at the end of each section
📈 Pro tip: Use your city name naturally throughout these pages. It helps search engines (and customers) know you serve their area.
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🤝 3. An About Page That Builds Connection, Not Just Credentials
Quick take:
People buy from people — not logos.
Deeper insight:
Your About Page isn’t about you. It’s about why you do what you do, and how that benefits your customer.
What to include:
A short origin story — why you started your business
A statement of values or philosophy
Photos of your team, not stock images
Proof of community involvement or certifications
💡 Pro tip: End with a soft call-to-action — “Meet our team,” “Schedule a free consult,” or “See our services.”
🌟 4. Social Proof That Does the Selling for You
Quick take:
What your customers say about you is 10x more persuasive than anything you say yourself.
Deeper insight:
Displaying reviews and testimonials isn’t just about trust — it’s about momentum. When potential customers see others have already chosen you, it reduces hesitation and drives action.
What to include:
3–5 short customer quotes with names (first name + city works fine)
Review badges (Google, Yelp, Facebook)
Screenshots of 5-star reviews
Optional: a “Thank You Wall” or photo testimonials
💬 Pro tip: Feature one testimonial above the fold on your homepage, and others throughout your site.
⚙️ 5. Calls-to-Action That Are Obvious — and Reassuring
Quick take:
If people have to think about what to do next, they’ll do nothing.
Deeper insight:
Each page should lead your visitor toward a clear, low-friction next step — whether that’s calling, booking, or requesting an audit.
What to include:
One main action per page (not three)
Buttons that use action words (“Book Now,” “Get My Free Audit”)
Small reassurance text under buttons (“No commitment, just a quick checkup”)
📍 Bonus: Make Google Your Partner (Not Your Puzzle)
Quick take:
A beautiful website means nothing if no one can find it.
Deeper insight:
Local SEO is what connects your website to customers nearby — and it doesn’t have to be complicated.
Minimum must-haves:
Your business name, address, and phone number (consistent across your site)
Mobile-friendly design
Fast load speed (under 3 seconds)
Secure connection (HTTPS)
A Google Business Profile linked to your website
🧩 Pro tip: Add your city name to key headings and your page titles. This helps you show up in AI summaries and “near me” searches.
Ready to See How Your Website Stacks Up?
If your website isn’t generating the leads it should, don’t guess — let’s find out why.
👉 Get Your Free Website Audit
We’ll review your site, uncover what’s holding it back, and show you how to fix it.
Prefer to chat?
📞 Book a Discovery Call and let’s talk about how to turn your website into your hardest-working marketing asset.
