1
A clear offer people get in five seconds
Message and purpose- It is obvious what you do and who for.A first-time visitor can tell in one glance, above the fold, no scrolling needed.
- The area you serve is stated.Town, city or region. It helps people and it helps Google.
- One main thing you want visitors to do.Call, book, buy or enquire. Make that action loud and repeat it down the page.
- Plain language, not jargon.Written the way your customers speak, not the way your industry does.
2
Fast and easy on a phone
Speed and mobile- It looks right on a phone.Most visitors are on mobile. Text is readable without pinching, buttons are easy to tap.
- It loads in a couple of seconds.Slow sites lose people before they see anything. Compress images and cut heavy add-ons.
- Nothing important hides behind a pop-up or cookie wall.People should reach your offer and contact details without a fight.
- Padlock in the address bar (HTTPS).A secure certificate. Browsers warn people off sites without one.
3
Findable on Google
SEO basics- Every page has a clear title and description.The blue headline and grey summary people see in search results. Write them on purpose.
- One page per thing you want to be found for.A page for each main service or location, not everything crammed onto the homepage.
- Real headings and descriptive image text.Proper headings and alt text so search engines and screen readers understand the page.
- Submitted to Google Search Console.A free tool that tells you how you show up in search and flags problems.
4
On the map locally
Google Business Profile- You have a Google Business Profile.Free, and often the first thing local customers see. Claim it and fill it in fully.
- Name, address and phone match your website exactly.Same details everywhere builds trust with Google and customers.
- You ask happy customers for reviews.A steady trickle of genuine reviews lifts you in local results.
- Listed in the directories that matter for your trade.The few your customers actually use, with consistent details.
5
Easy to contact, book and pay
Turning visits into work- Your phone, email and area are easy to find.On every page, not buried on a contact page nobody reaches.
- A simple enquiry form that actually lands in your inbox.Test it yourself. A broken form is silent lost business.
- Online booking or payment if it suits you.Let people book a slot or pay a deposit without a phone call. Fewer no-shows, less admin.
- A quick reply, or a note saying when you will.Speed wins jobs. Even an automatic "got it, back to you today" helps.
6
Trust and proof
Reasons to choose you- Reviews or testimonials from real customers.In their words, ideally with a name and place.
- Photos of your actual work, team or premises.Your own, not stock. It is the fastest way to feel real.
- Any badges, memberships or guarantees.Accreditations, insurance, years in business, a clear promise.
- An about page with a face and a story.People buy from people. Say who you are and why you do it.
7
You can measure it, and you own it
Analytics and control- Analytics installed.Something like Google Analytics so you can see visitors, pages and where they come from.
- You know which pages bring enquiries.So you spend effort where it pays, not on guesswork.
- You own your domain name.Registered in your name, not your developer's. It is your address, keep the keys.
- You can get to your website and its content.Logins, files and hosting you can access, so you are never locked out or held to ransom.
8
Kept alive
Upkeep- Prices, hours and details are current.Nothing loses trust faster than last year's opening times.
- It gets backed up.So a mistake or a hack does not wipe out years of work.
- Software and plugins stay updated.Out-of-date sites get slow and get hacked. Someone should be watching.
- You add something now and then.A new project, a short post, an answer to a common question. Fresh pages keep you visible.
The Small Business Website Checklist, from Pixel and Shovel, Brighton. pixelandshovel.co.uk