5 Website Must-Haves Every Small Business Owner Overlooks

Practical tips for thoughtful, creative small businesses who want a website that feels like them.

You’ve put so much care into your business — whether you’re a maker, coach, artist, or small shop owner. Your work is personal and rooted in purpose.

But your website? It might look “fine” — but feel a little disconnected from the heart of what you do. Maybe it’s something you pieced together out of necessity. Maybe it’s functional, but not soulful.

If that sounds familiar, you're not alone — and your site doesn’t need to be perfect to be powerful.

Here are five simple things most small business websites miss — and how to fix them.

1. Say What You Do — With Heart and Clarity

What most websites do:
Start with “Welcome to our website!” or a vague slogan like “Empowering Your Growth.”

What you can do instead:
Start with a clear headline that explains what you do, who it’s for, and what makes it special — right at the top of your homepage. Pair that with a tagline that adds clarity.

💡 Not sure how? Here's an example from a pet portrait business:

Try this simple formula:
What you do + Who you serve + What they want + (Optional: Where you are)
→ “I design strategic, soulful websites for creative business owners who want a site that feels like home — based in the Midwest, serving clients everywhere.”

Pro Tip: Think of your homepage as your front porch. What would you say to someone who just walked up and asked what you do?

2. Invite Action Gently (But Clearly)

What most websites do:
Hide the “Book Now” button in one spot and hope people find it.

What you can do instead:
Guide people through your site with consistent, clear calls to action. After every major section (your intro, your services, your testimonials), give them a simple next step.

✨ Examples:

• “Let’s work together”

• “Book a free clarity call”

• “Browse the collection”

Stick to one clear goal across your site. Don’t ask people to shop, book, and subscribe all on the same page — it gets overwhelming.

Pro Tip: Think of CTAs like helpful signs throughout a shop: not pushy, just clear and easy to follow.

3. Design for Hands and Phones, Not Just Screens

What most websites do:
Design everything on a laptop — and forget that most people are browsing your site on their phones, with thumbs and real-life distractions.

What you can do instead:
Check your site on your phone. Walk through it like a visitor. Are the buttons easy to tap? Is the text readable? Does the layout flow? Prioritize speed, readability, and easy navigation.

📱 Squarespace Tip: Use the mobile view toggle in the site editor to make changes for mobile specifically — spacing, font size, and image placement can all be adjusted without affecting your desktop layout.

Pro Tip: As much as 60–80% of site traffic comes from mobile. Designing for mobile is like writing a letter someone will read in the palm of their hand — keep it clean, focused, and comfortable to hold.

Here’s how the same page, for the previous example, looks on mobile — note how the text stacks cleanly, buttons are easy to tap, and the layout remains spacious and user-friendly. Always check your site on your phone — not just your laptop.

Desktop/Laptop Layout

Mobile/ Phone Layout

4. Use Real, Genuine, Personal Testimonials

What most websites do:
Skip testimonials altogether — or use ones that are too short and vague, like “Great to work with!”

What you can do instead:
Share kind words from your real customers or clients. A short paragraph with someone’s name and story goes a long way. It doesn’t need to be fancy — authenticity is more valuable than perfection.

You don’t need photos or stats. A thoughtful quote is enough.

✨ Want to take it further? Try:

• Screenshots from kind emails or DMs

• Testimonials that include a before/after or key result

• A client quote carousel or featured story section

Pro Tip: Ask clients right after a project wraps: “Would you mind sharing a few words about your experience?” Make it easy for them — even one or two sentences can leave a lasting impression.

Testimonial Example

5. Keep Your Branding Consistent

What most websites do:
Mix and match fonts, colors, and tone — then the site feels scattered and disjointed.

What you can do instead:
Think of your site like a cozy room: it should feel cohesive, inviting, and uniquely yours. Choose fonts, colors, and images that reflect your brand and use them consistently across every page. This helps your business feel polished, trustworthy, and recognizable.

If you’re not sure where to begin, I have blog posts to help you choose brand fonts and color palettes that feel aligned.

Pro Tip: Open 2–3 pages side-by-side. Ask yourself:

Are the fonts and colors consistent?

Are the images aligned in tone and mood?

Is my writing voice the same across all pages — friendly, formal, playful?

If the answer isn’t a clear yes, it’s time to simplify and standardize.

Small Tweaks, Big Difference

You don’t need to totally overhaul your website to make it better. A few thoughtful adjustments can go a long way toward making your site feel more like you.

If you want the support of a designer who understands both the visual and strategic sides — and knows what it’s like to run a creative small business — I’d love to help.

✨ [Check out my design services →]
🌿 [Or book a free, no-pressure consult →]