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Guide · Checklist

Small business website checklist: 14 things every site needs

Not a list of features. Fourteen checks that show if a visitor understands you, trusts you, and knows what to do next — in order of importance.

By Richerd Ho, web conversion strategist · 256 small business projects since 2007 · Published August 2026 · Updated October 2026 · 7 min read

A laptop and phone showing a small business homepage wireframe beside a printed website audit sheet reading message, trust, action, foundation — Four questions, in order: do they understand you, do they trust you, do they know what to do, and can they see it clearly?

How to use this

Open your homepage on your phone and go down the list. Mark each item pass or fail honestly — if you are not sure, it is usually a fail.

The order matters more than the number. The first group loses you more visitors than the last group, so don’t start with speed and plugins while your headline is still unclear.

Message — do they understand you?

Five seconds. Four checks. This group decides everything after it.

Your headline names their problem, not your job title

“Chartered accountant in Melaka” describes you. “Know exactly what you owe before the deadline” describes their problem. People read the second one and skip the first.

A visitor can tell within five seconds whether it is for them

Say clearly who you serve, near the top. Trying to suit everyone is why most homepages suit nobody.

No industry language a customer would not use

“Holistic solutions”, “synergy”, “end-to-end” — read your first paragraph to someone outside your industry. Remove anything that makes them stop and think.

Your services are described as outcomes, not deliverables

People buy the result. List what changes for them, then mention what you hand over.

Trust — do they believe you?

Understanding you is not the same as trusting you. This group closes that gap.

Real proof from real people, with names and faces

A review with a name, photo and job title is better than five stars with no name. Clear words about a real result are better than “great service”.

At least one piece of proof above the fold

A number, a client name, or years in business. Something that shows other people already trust you, before they scroll.

A human on the about page

Small businesses win by being real people, not a faceless company. A real photo and a simple story of why you do this work better than corporate words.

Action — do they know what to do?

Where most small business sites quietly lose the enquiry they had already earned.

One primary action, repeated

Choose the one thing you want most and ask for it at the top, middle and end. Five equal buttons is the same as none.

The ask is small enough to say yes to

“Book a 60-minute consultation” is a big first step for a stranger. Offer something easier first, and ask for more later.

Contact details visible without hunting

Put your phone, email or WhatsApp at the top and bottom of every page. A form hidden at the bottom of one page is not enough.

Quick check: the five items that matter most

5 questions · 30 seconds

Open your website on your phone, then answer honestly.

Can a stranger tell what you do in five seconds?

Is there one main action, repeated at the top, middle and end?

Is there real, named proof near your main button?

Is your phone or WhatsApp at the top and bottom of every page?

Is your text at least 16px, with buttons big enough for a thumb?

Foundations — can they even see it?

Last on the list — not because it doesn’t matter, but because it can’t fix an unclear message.

Main content appears in under three seconds on mobile data

Test on a phone, not your desktop. See the speed guide for the five usual culprits.

Every page has its own title and description

Written for a person deciding whether to click, not stuffed with keywords. Using the same title on many pages wastes one of your best SEO tools.

Tap targets and text are comfortable on a phone

Buttons big enough for a thumb, and text at least 16px. Most visitors use one hand and are in a hurry.

You can see what visitors actually do

Google Analytics installed, forms tracked, phone clicks counted. Without this, you are only guessing what to change.

A homepage under a magnifying glass beside a handwritten checklist reading message, trust, action, foundation and a website performance report — Three done, one to go. Work through the groups in order — the basics only help once the message, trust and action are right.

If you only fix three

Items 01, 08 and 05 — the headline, one repeated action, and real proof. In 19 years of checking websites, these three make most of the difference between a site that gets enquiries and one that stays quiet.

If several items failed and you are not sure which one matters most, that is exactly what the seven reasons sites don’t convert covers next.

If more than half the list failed, you may need a rebuild, not a fix. Before you ask for a quote, see what a website redesign costs at each band.

Common questions

How many pages does a small business website need?

Five pages are usually enough to start: home, services, proof, about, contact. Only add a page when there is a real question no other page answers.

How do I know which fix matters most?

Start from the top. Message problems lose more visitors than technical ones, so fix the headline and next step before plugins or design details.

How often should I review my site?

Twice a year, and whenever your services or prices change. Most sites’ words go out of date long before the design looks old.

Do I need a redesign to fix these?

Usually not. Nine of the fourteen are changes to words and layout you can make on your current site this week.

What changed when owners fixed these

Wee Yien Ann, founder of Hannve Technology and client of Web Consult SMB — **Wee Yien Ann**
Founder & CEO, Hannve Technology

Carrie Elizabeth, integrative health coach and client of Web Consult SMB — **Carrie Elizabeth**
Integrative Health Coach

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