What a business website really needs

Most business websites try to say everything. The ones that work say a few things clearly, then make the next step easy. Here's what I make sure every site has before anything else.

A first screen that answers three questions

Someone landing on your site wants to know what you do, who it's for and where you are. If the first screen answers those in one or two plain sentences, they keep reading. If it opens with a slogan, they leave.

One main action

Decide the one thing you want a visitor to do: call, send a message, book or ask for a quote. Make that the main button, and repeat it at the end of the page. Two equal buttons side by side make people hesitate.

Easy to reach, on a phone

• A phone number you can tap to call.
• A link straight to Messenger, WhatsApp or email.
• Your address, opening hours and a map, if people visit you.

Reasons to trust you

Real photos of your work and your place, a few genuine reviews, and prices or at least 'from' prices. Stock photos and vague promises do the opposite.

Fast, and findable

Most visitors arrive on a phone, often on mobile data, so the site has to load quickly there. For Google, each page needs a clear title and description, and your business needs a Google Business Profile with the same name, address and phone number as the site.

What matters less than you'd think

• Sliders that rotate through banners: most people never see past the first one.
• Animation for its own sake.
• A long About page. A short paragraph and a photo do more.

“A visitor decides in a few seconds. Make those seconds about them, not about you.”