Your website is often the first proper impression someone gets of your business.

Maybe they've found you on Google. Maybe someone recommended you. Maybe they've clicked through from Instagram after seeing one of your posts.

Whatever brought them there, your website has one job: to help them feel confident they're in the right place.

I've looked at hundreds of small business websites over the years, and one thing I've noticed is that the best ones aren't always the flashiest. They aren't packed with animations or clever features.

They're simply easy to use.

Here are a few things I think every small business website should include.

Tell People What You Actually Do

This sounds obvious, but you'd be surprised how many websites make you work for the answer.

One of the first things I look for is a clear explanation of what the business actually does. If I have to scroll halfway down the homepage before I figure it out, other visitors will likely give up too.

Within a few seconds, someone should understand:

• what you do

• who you help

• how they can get in touch

Simple almost always beats clever.

Make It Easy to Find Things

Nobody enjoys playing detective on a website.

Your navigation doesn't need to be complicated. In fact, the simpler, the better.

If someone wants to view your services, see examples of your work or contact you, those pages should be obvious.

One thing I always ask myself when designing a website is, "Could my mum find this?" If the answer is yes, it's probably on the right track.

Think About the Person Visiting Your Website

It's easy to design a website around what you want to say.

The trick is designing it around what your visitors want to know.

What questions are they likely to have?

What would help them feel reassured?

What would make them choose you over someone else?

Small changes like answering common questions or explaining your process can make a huge difference to how confident someone feels about getting in touch.

Make It Feel Like Your Brand

Your website shouldn't feel like a completely separate part of your business.

The colours, fonts, imagery and tone of voice should all feel familiar, whether someone has found you on social media or landed on your homepage.

Consistency builds trust, and trust is usually what turns a visitor into an enquiry.

If you've only got a logo and you're wondering what else makes up a brand, I've written another blog all about why your brand is more than just a logo.

Give People a Clear Next Step

One thing I notice quite often is websites that explain everything brilliantly... and then stop.

Don't leave visitors wondering what to do next.

Whether it's filling in a contact form, viewing your portfolio or sending an email, make the next step obvious.

It doesn't have to be pushy. It just has to be easy.

Remember Your Website Can Grow

I think there's a lot of pressure to launch the "perfect" website.

Honestly, I don't think there is such a thing.

Your business will change over time, and your website should be able to change with it.

You'll add new projects, introduce new services, write blogs, update photos and probably tweak bits as your business grows.

I'd always rather see a simple website that's clear and easy to update than one that's trying to do absolutely everything from day one.

A website doesn't need to win awards to work well.

If it clearly explains what you do, reflects your brand and makes it easy for people to get in touch, it's already doing the most important jobs.

If you're planning a new website or thinking your current one could do with a refresh, I'd love to help. Whether you're starting from scratch or improving what you've already got, feel free to get in touch for a friendly chat about your ideas.