How to Build a Website That Works: Surprising Tips for Small Business Owners

Image: Freepik

Creating a website for your business feels like checking off a box at first—domain? Check. About page? Check. But after that initial excitement wears off, you might notice your site isn’t doing much heavy lifting. You’re not seeing traffic. You’re not getting inquiries. And your bounce rate makes you wonder if visitors are allergic to your homepage. That’s where the small, often overlooked strategies come into play—the ones that turn a forgettable website into a business asset that actually pulls its weight.

Ditch the “Pretty” Templates for a Layout That Sells

There’s nothing wrong with wanting your site to look good, but when design overshadows function, visitors leave confused or overwhelmed. Those stunning templates with full-screen carousels and abstract navigation bars? They might win awards, but they rarely convert. You need a layout that gets to the point: what you offer, how it helps, and where someone can act on it. A simple, clear structure with readable text and obvious buttons will always outperform something that’s just visually impressive.

Use Real Photos—Even If They’re Not Perfect

Stock images can fill a site quickly, but they often feel lifeless or staged, and visitors can sense it. Showing the real you, your actual workspace, your team, and even your process builds trust in a way that Shutterstock never will. Don’t get hung up on lighting or composition; authenticity trumps polish every time. Smartphone photos that show real action beat generic images of handshakes and smiling models any day.

Invest in Your Skills with a Computer Science Education

When you’re building a website that actually serves your business, sometimes YouTube tutorials and late-night Googling only get you so far. Enrolling in a formal program can push your skills to the next level. With a computer science degree, you’ll gain deeper knowledge of coding, site architecture, cybersecurity, and even AI. And thanks to flexible learning options, earning an online degree makes it easier to balance running your business while you grow your expertise, as long as you choose a program with proper computer science degree online accreditation.

Add Microcopy That Speaks Like a Human

You’ve probably seen a lot of “Submit” buttons and “Contact us for more information” links. They work, but they’re stiff—and no one talks like that. Microcopy is the small stuff: form instructions, button text, error messages. This is where you can sound like a real person instead of a robot. Instead of “Submit,” say “Let’s Talk” or “Send It Over.” These small choices make people feel like they’re talking to you, not your CMS.

Focus on the First Five Seconds of the Homepage

Most people decide if a site is worth their time within seconds, and that judgment happens fast—faster than you’d like. What they see in that first moment determines whether they scroll or bail. That’s why your homepage needs a headline that clearly says what you do and why it matters to them. Not a clever slogan. Not a vague mission statement. Just a sharp, benefit-driven sentence that stops people from leaving before your page even loads.

Create Pages for Specific Customer Questions

Instead of stuffing all your information onto one general “Services” page, try breaking things out into individual pages that each answer one common customer question. Think of them as landing pages with a purpose—designed to attract specific types of searches or concerns. For example, if you’re a dog groomer, don’t just have a page about grooming. Create a separate one for “first-time dog grooming visits” or “what to do before a grooming appointment.” These focused pages build trust, show expertise, and help with SEO in ways a single, bloated page never can.

Show Your Face—Literally

It’s wild how many small business websites have zero images of the person behind the business. In industries where trust matters—coaching, consulting, health, home services—this is a huge miss. Even if you're shy or camera-averse, showing your face helps potential clients feel like they're hiring a human, not just a brand. One good headshot on the About page, or a candid photo of you working, can make the difference between a browser and a buyer.

Test Your Site Like You’re a Stranger

You already know your business inside and out, so you’ll never experience your website the way a visitor does. That’s why you need to pretend you’re someone who knows nothing about you. Try navigating to your contact form or service info from scratch. Better yet, ask a friend (preferably someone who isn’t techy) to do it while you watch silently. You’ll be shocked at how many small barriers exist—broken links, weird instructions, unclear navigation—that you’d never have noticed otherwise.

Lean on Testimonials That Tell a Story

Testimonials are usually boring because they’re vague. “Great service!” or “Highly recommend!” doesn't really give future customers much to go on. Instead, you want reviews that tell a short story: what problem the customer had, what you did, and how it helped. If you can, prompt your happy clients with questions like, “What made you choose us?” or “What was the result after working with us?” A few detailed testimonials beat a dozen generic ones every time.

Prioritize Speed Over Bells and Whistles

A flashy homepage slider or video background might feel impressive, but if it slows your site down, it’s doing more harm than good. Visitors bounce when things take too long to load—especially on mobile, where patience is even thinner. Use a lightweight design, compress your images, and test load times regularly. A fast site not only feels better to use but ranks better with search engines too.

It’s easy to get caught up in the big things—logos, taglines, design—but those rarely make or break a small business website. The hidden wins live in the details: how human your copy sounds, how fast the page loads, whether visitors know what to do next. If your site feels like a conversation rather than a presentation, you’re already ahead. The real strategy is making your website feel like you—not just a version of you wrapped in buzzwords and buttons.

Ready to elevate your artist brand with a custom-built site that showcases your sound? Reach out today to Gentle Haven Music Web Design to create an online presence tailored for musicians who want to be heard.

This post was written by guest writer Charles Carpenter. Thank you for your contribution Charles!