Building a Small Business Website: Key Steps and Best Practices

Jun 12, 2023 | Website Design

Reading Time: 14 minutes
Kevin Fouche

Building a Small Business Website: Key Steps and Best Practices

Posted by Kevin Fouche, Pixel Fish Director

Kevin handles the planning, design, launch and training of every website that Pixel Fish creates. He ensures that every website is highly engaging and aligned with our client’s goals. With over 20 years of design and web industry experience to draw upon, Kevin aims to pass on his knowledge to our clients and like-minded businesses wanting to grow their online presence.

In today’s digital age, establishing a strong online presence is crucial for the success of small businesses. A well-designed and functional website serves as a powerful tool to attract customers, showcase products or services, and establish credibility.

This comprehensive guide will explore the key steps and best practices in building a small business website that effectively represents your brand, engages visitors, and drives your small business websites growth.

Building a Small Business Website: Key Steps and Best Practices

Defining Your Website Goals and Target Audience

Before diving into the website development process, it’s important to define your website goals and identify your target audience clearly. Consider what you want to achieve with your website, whether it’s generating leads, selling products online, providing information, or building brand awareness.

Understanding your target audience’s needs, preferences, and browsing habits will help you tailor your website’s design and content to engage and convert visitors effectively.

Start by conducting market research and creating buyer personas that represent your ideal customers. This will allow you to align your website’s messaging, design, and functionality with your target audience’s specific needs and preferences.

Here are some common website goals that businesses often need to define:

Lead Generation

Many businesses aim to generate leads through their own website alone. This involves attracting potential customers, capturing their contact information through forms or subscriptions, and nurturing them towards making a purchase or becoming a client.

Example Goal: Increase the number of website visitors who fill out the contact form by 20% within the next quarter.

Sales and Conversions

Websites can serve as powerful sales tools, allowing businesses to showcase their products or services and facilitate online purchases or bookings. The goal is to drive conversions and increase revenue through the website.

Example Goal: Achieve a 10% increase in online sales within the next six months.

Brand Awareness

Building brand awareness is crucial for businesses looking to establish a strong presence in the market. Websites can help showcase the brand’s story, values, and unique offerings, ultimately increasing recognition and trust among the business websites target audience.

Example Goal: Increase website traffic by 30% and boost social media followers by 15% within the next year.

Customer Engagement and Retention

Keeping existing and new customers engaged and fostering loyalty is essential for business success. Websites can provide valuable content, resources, and interactive features to enhance customer engagement and encourage repeat visits and purchases.

Example Goal: Increase the average time spent on the website by 20% and decrease the bounce rate by 15% within the next quarter.

Thought Leadership and Authority

Establishing a business as a thought leader in its industry builds credibility and trust among potential customers. Websites can host informative blog posts, case studies, whitepapers, and educational resources to position the business as an expert in its field.

Example Goal: Publish a new blog post or thought leadership article at least twice a month to establish the business as a reliable industry resource.

Online Community Building

Businesses can leverage their existing website, to foster an online community where customers can interact, share experiences, and provide feedback. This helps create a sense of belonging and strengthens customer loyalty.

Example Goal: Launch a forum or community section on the website and increase active participation by 25% within the next six months.

Event or Webinar Registrations

If your business hosts events or webinars, the website can serve as a platform for registrations and event promotion. This helps drive attendance and engagement with your target audience.

Example Goal: Increase event or webinar registrations by 50% compared to the previous year.

Recruitment and Talent Acquisition

Websites can be effective tools for attracting potential employees and showcasing the company culture and career opportunities. Businesses can use their websites built in marketing tools to list job openings, provide application forms, and highlight employee testimonials.

Example Goal: Increase the number of quality job applications received through the website by 15% within the next quarter.

These are just a few examples of common website goals that businesses may define. It’s important to align your website goals with your overall, business plan and objectives and continually measure and analyze the results to refine your strategies and optimize your website’s performance.

Choosing the Right Platform and Content Management System

Selecting the right platform and content management system (CMS) is crucial for building and managing your small business website. There are numerous options available, each with its own strengths and limitations. Consider factors such as ease of use, scalability, customization options, security, and cost.

One of the most popular and flexible CMS platforms is WordPress. It offers a wide range of themes, plugins, and customization options to build a tailored website. Alternatively, platforms like Wix, Squarespace, or Shopify provide user-friendly interfaces and pre-designed templates that can simplify the website development process for beginners.

Evaluate your specific needs and technical abilities when choosing a platform. If you require e-commerce functionality, platforms like Shopify or WooCommerce (a WordPress plugin) may be suitable. If you need a highly customizable website builder, WordPress might be the best option. Ensure that the platform you choose aligns with your long-term goals and can support the growth of your small business.

10 benefits of using WordPress as a Content Management System (CMS):

User-Friendly Interface

WordPress offers a user-friendly interface that makes it easy for non-technical users to manage and update website content. The intuitive dashboard allows users to create, edit, and publish content without requiring extensive coding knowledge.

Flexibility and Customization

WordPress provides a wide range of themes and plugins that allow for easy customization of the website’s appearance and functionality. Themes provide pre-designed templates to give your website a professional look, while plugins extend the functionality of your website with features such as contact forms, e-commerce capabilities, SEO optimization, and more.


WordPress is built with SEO best practices in mind, making it easier for your website to rank well in search engine results. It offers advanced features, such as customizable permalinks, meta tags, and sitemaps, allowing you to optimize your website’s content and structure for better search engine visibility.

Responsive Design

With the increasing importance of mobile-friendly websites, WordPress themes are designed to be responsive, ensuring that your website looks and functions well across different devices and screen sizes. This helps provide a seamless user experience and improves your website’s usability and accessibility.

Strong Community Support

WordPress has a large and active community of developers, designers, and users who contribute to its continuous improvement. You can find a wealth of resources, forums, and tutorials to help you troubleshoot issues, learn new techniques, and stay updated with the latest trends and best practices.

Scalability and Growth

WordPress can scale and adapt to your needs, whether you have a small business website or a large enterprise site. It can handle high levels of traffic and content, allowing your website to grow alongside your business. With the availability of plugins and themes, you can easily add new features and expand your website’s functionality as your business evolves.

Content Management Capabilities

WordPress excels in managing and organizing your website’s content as a CMS. It offers a robust editor with formatting options, media management, categories, tags, and more. You can create and schedule posts, moderate comments, and easily update content to keep your website fresh and engaging.

E-commerce Integration

WordPress integrates seamlessly with popular e-commerce plugins like WooCommerce, allowing you to create and manage an online store. This makes it easy to sell products, manage inventory, process payments, sell online, and handle shipping, all within the WordPress platform.

Multilingual Support

If you have a global audience, WordPress offers multilingual support through plugins such as WPML or Polylang. This enables you to easily create and manage multilingual versions of your website, making it accessible to users from different regions and languages.

Cost-Effective Solution

WordPress itself is free and open-source, which means you don’t have to pay for the software or hosting service itself. While there may be costs associated with premium themes, plugins free domain name, and hosting, WordPress still offers a cost-effective solution compared to custom-built websites or proprietary CMS platforms.

These are just a few of the many benefits of using WordPress as a CMS. Its versatility, ease of use, and extensive community support have made it the go-to choice for millions of websites worldwide.

Planning Your Website Structure and Navigation

An organized and user-friendly website structure is crucial for guiding visitors through your content and ensuring a seamless browsing experience. Take the time to plan and create a logical structure for your website, organizing content into sections and pages.

Consider using a sitemap to visualize the hierarchy of your website’s pages and how they relate to one another. This will help you determine the optimal navigation structure, ensuring that visitors can easily find the information they need.

Design intuitive navigation menus that are clear, easy to understand, and consistent across all website pages. Include a search function if necessary, especially if you have a large website with extensive content.

Here is an easy-to-understand list of practical tips for web hosting and small businesses to ensure good website structure and navigation:

Keep it Simple

Simplify your website structure to make it easy for visitors to navigate and find information. Avoid overwhelming them with too many options or complicated menus.

Logical Organization

Group related content together and create clear categories or sections. Organize your pages in a hierarchy that makes sense and reflects the flow of information.

Clear Menu Labels

Use clear and descriptive labels for your navigation menu items. Visitors should be able to understand what each menu option represents without confusion.

Consistent Navigation

Maintain consistency across your website’s navigation. Keep the menu in the same location on each page, so visitors always know where to find it.

Intuitive Menu Placement

Place your navigation menu at the top or in a prominent location where users expect to find it. This makes it easily accessible and visible across devices.

Highlight Important Pages

Highlight important pages or sections by including them in the main navigation menu or using visual cues such as buttons or banners.

Search Functionality

Implement a search bar on your website to allow visitors to quickly find specific information. Make sure the search bar is easy to locate and prominently displayed.

Breadcrumb Navigation

Consider using breadcrumb navigation to show visitors their current location within the website’s structure. Breadcrumbs help users understand the hierarchy and navigate backward if needed.

Limit Dropdown Menus

Use dropdown menus sparingly and avoid overwhelming visitors with too many submenu options. Keep dropdown menus simple and concise to enhance user experience.

Mobile-Friendly Navigation

Ensure your website’s navigation is optimized for mobile devices. Use responsive design techniques to make menus easily accessible on smaller screens and consider touch-friendly interactions.

Error-Free Links

Regularly check and update your website’s internal and external links to ensure they are working properly. Broken or dead links can frustrate visitors and negatively impact user experience.

User-Friendly URLs

Use clean and user-friendly URLs that clearly reflect domain name and the content of the page. Avoid using long, complex URLs with numbers or special characters.

Provide Clear Call-to-Action (CTA) Buttons

Include clear and visually appealing CTAs throughout your website to guide visitors to take specific actions, such as making a purchase or contacting you.

Limit Levels of Navigation

Avoid having too many levels of navigation, as it can confuse visitors. Try to keep your basic website structure shallow, with a maximum of three levels, if possible.

Test and Optimize

Regularly test your website’s structure and navigation to ensure it is intuitive and user-friendly. Gather feedback from users and analyze website analytics to identify areas for improvement.

Remember, good website structure and navigation are crucial for providing a positive user experience. By implementing these practical tips, you can create a professional website, that is easy to navigate, helps visitors find information efficiently, and encourages them to engage with your business.

Designing a Professional and Engaging User Interface

The design of your small business website plays a crucial role in attracting and engaging visitors. It should reflect your brand identity, create a positive first impression, and provide a seamless user experience. Here are some key considerations:


Ensure that your website design aligns with your brand identity, including your logo, color palette, typography, and overall visual style. Consistency in branding elements across your website helps reinforce your brand image and builds trust with visitors.

Visual Hierarchy

Use visual hierarchy principles to guide visitors’ attention and highlight important elements. Arrange content in a way that leads the eye from top to bottom and left to right, focusing on key messages, calls-to-action, and relevant visuals.

Responsive Design

Optimize your website design for different devices and screen sizes. Responsive design ensures that your website adapts and functions seamlessly on mobile phones, tablets, and desktop computers. Test your website on multiple devices to ensure a consistent and user-friendly experience across platforms.

User-Friendly Layout

Design a clean and organized layout that makes it easy for visitors to navigate and find information. Use whitespace effectively to create a sense of balance and avoid clutter. Place important elements, such as contact information or key offerings, prominently and make them easily accessible.

Engaging Visuals

Incorporate high-quality images, videos, and graphics that align with your brand and enhance the visual appeal of your website. Use visuals strategically to showcase products, convey your brand story, or demonstrate the value of your services. Optimize images to ensure fast loading times without compromising quality.

Intuitive User Experience

Design your website with the user in mind. Ensure that navigation is intuitive and straightforward, with logical menus and clear labels. Make it easy for site visitors to find information, contact you, or make a purchase. Consider user flows and provide clear calls-to-action throughout the website.

Crafting Compelling and SEO-friendly Content for Search Engines

High-quality and engaging content is essential for capturing the attention of your target audience and driving conversions. Here are some tips for creating compelling and SEO-friendly content:

Clear and Concise Messaging

Craft clear and concise headlines, subheadings, and body copy that effectively communicate your value proposition and key messages. Break content into easily digestible sections with descriptive headings to improve readability.

Relevant Keywords

Research other search engines, and incorporate relevant keywords into your content to improve search engine optimization (SEO) and increase visibility in search and search engine results pages. Use keywords naturally and avoid keyword stuffing, ensuring that your content reads naturally to both visitors and search engines.

Compelling Calls-to-Action (CTAs)

Strategically place compelling keywords relevant CTAs throughout your website to guide visitors to take the desired actions. Whether it’s the contact page, signing up for a newsletter, making a purchase, or requesting a quote, design CTAs that are visually prominent, clear, and enticing.

Blogging and Content Updates

Consider incorporating wordpress users as a blog on your website to regularly publish valuable content related to your industry, products, or services. Blogging wordpress website not only provides informative resources for your audience but also helps improve your website’s SEO by attracting organic traffic and building backlinks.

Social Proof

Incorporate testimonials, case studies, or reviews from satisfied customers to build trust and credibility. Social media marketing and proof helps potential customers feel more confident in choosing your products or services.

Local Optimization

If your website address or small business serves a specific geographic area, optimize your content for local search. Include location-specific keywords, create location pages, and ensure that your small business owners contact information is consistent across online directories.

Optimizing for Mobile Devices and Responsiveness

Given the significant increase in mobile internet usage, optimizing your website for mobile devices is crucial. Here’s how you can ensure mobile-friendliness and responsiveness:

Responsive Design

Implement responsive design techniques to create a fluid and adaptive layout that adjusts seamlessly to different screen sizes and orientations. This ensures a consistent user experience across devices.

Mobile-Friendly Navigation

Simplify navigation menus for mobile devices, utilizing hamburger menus or collapsible sections to optimize screen space. Make sure buttons and links are large enough to be easily tapped with a finger.

Fast Loading Times

Mobile users expect fast-loading websites. Optimize images, minify CSS and JavaScript files, leverage browser caching, and choose a reliable hosting provider to ensure optimal performance.

Touch-Friendly Interactions

Consider touch gestures and interactions when designing for mobile devices. Ensure that buttons, forms, and interactive elements are easily usable with touchscreens, avoiding small clickable areas that may lead to frustration.

Test Across Devices

Thoroughly test your website on various mobile devices, tablets, and desktops to ensure a consistent experience. Use testing tools and services to identify and fix any compatibility issues.

Mobile SEO

Optimize your website for mobile SEO by ensuring that it meets Google’s mobile-friendly guidelines. This includes having a responsive design, avoiding intrusive interstitials, and optimizing page load speed.

Implementing Essential Features and Functionality

Tailor your small business website’s features and functionality to meet your specific needs. Here are some essential elements to consider:

Contact Information

Display your contact information prominently, including a phone number, email address, and physical address if applicable. Consider integrating a contact form to make it easy for visitors to reach out to you.

Call-to-Action (CTA) Buttons

Include clear and strategically placed CTAs throughout your website. Encourage visitors to take actions such as making a purchase, requesting a quote, or subscribing to a newsletter. Ensure that CTAs stand out visually and have a compelling copy.

Social Media Integration

Integrate social media buttons or feeds to encourage visitors to connect with your business on social platforms. This can help expand your online presence, foster engagement, and drive traffic to your social media profiles.

E-commerce Functionality

If you sell products or services online, consider incorporating an e-commerce platform that provides a seamless and secure shopping experience. Choose a platform that aligns with your business needs, supports payment gateways, and allows for easy inventory management.

Analytics and Tracking

Implement website analytics tools, such as Google Analytics, to gather data on user behavior, website traffic, conversions, and other key metrics. Tracking visitor data will provide insights for making data-driven decisions to improve your website’s performance and marketing strategies.

Security Measures

Protect your website and visitor data by implementing security measures such as SSL certificates, regular updates and patches, strong passwords, and secure payment gateways for e-commerce websites. Prioritize the privacy and security of your customers.

Importance of Optimizing Your New Small Business Website for SEO

Search engine optimization (SEO) is crucial for small businesses to improve their online visibility and attract organic traffic to their websites. Optimizing your website for search engines ensures that your business appears in relevant search results when potential customers are looking for products or services you offer.

Here are some key reasons why SEO optimization is essential for your new small business website:

Increased Organic Traffic

When your website ranks higher in search engine results, it attracts more organic traffic. Studies show that websites appearing on the first page of search results receive the majority of clicks, with the top-ranking position receiving the highest share. By optimizing your website for SEO, you can increase your visibility and drive more organic traffic to your small business website.

Enhanced User Experience

SEO practices focus on improving the user experience by optimizing website speed, navigation, and mobile responsiveness. When users have a positive experience on your website, spending more time on it and engaging with the content, search engines take note. Positive user experience signals, such as low bounce rates and longer dwell times, can boost your website’s rankings.

Targeted Traffic

SEO allows you to target specific keywords and phrases relevant to your small business. By optimizing your website for these targeted keywords, you attract users actively searching for products or services you offer. This results in highly targeted traffic, increasing the chances of conversions and business growth.

Long-Term Results

Unlike paid advertising, SEO efforts can have long-lasting effects. While it takes time to see significant results, once your website starts ranking well, you can continue to receive organic traffic and leads without ongoing advertising costs. SEO is a valuable long-term investment for your small business’s online presence.

SEO Optimisation Tips

Now that you understand the importance of SEO optimization for your small business website, let’s explore some practical tips to help you get started:

Keyword Research

Conduct thorough keyword research to identify relevant and high-ranking keywords for your industry. Use tools like Google Keyword Planner, SEMrush, or Moz Keyword Explorer to find keywords with good search volume and reasonable competition. Incorporate these keywords naturally throughout your website’s content, including page titles, headings, meta descriptions, and body text.

On-Page Optimization

Optimize individual pages on your website for SEO. This includes writing unique and descriptive meta tags (title tags and meta descriptions) for each page, optimizing URL structures, using header tags (H1, H2, etc.) to structure your content, and incorporating relevant keywords in a natural and user-friendly manner.

High-Quality Content

Create high-quality, informative, and engaging content that provides value to your target audience. Develop a content strategy that includes blog posts, articles, guides, and other resources that address common pain points or questions your customers may have. Regularly update your website with fresh and valuable content to improve search engine visibility and attract organic traffic.

Mobile-Friendly Design

With the majority of internet users accessing websites through mobile devices, having a mobile-friendly website is crucial for SEO. Ensure that your website is responsive, meaning it adjusts seamlessly to different screen sizes and devices. Mobile-friendliness is a ranking factor for search engines, and a positive mobile experience improves user engagement and reduces bounce rates.

Page Speed Optimization

Website loading speed is a critical factor for SEO and user experience. Optimize your website’s performance by compressing images, minifying CSS and JavaScript files, leveraging browser caching, and using a reliable hosting provider. Tools like Google PageSpeed Insights can provide insights and recommendations for improving your website’s loading speed.

Link Building

Earn high-quality backlinks from authoritative and relevant websites. Link building is an essential SEO strategy that signals to search engines that your website is trusted and valuable. Focus on creating valuable content that others naturally want to link to, and actively reach out to industry influencers or websites for potential collaboration or guest posting opportunities.

Local SEO Optimization

If your small business operates in a specific geographic area, optimize your website for local SEO. Include your business name, address, and phone number (NAP) on your website, register with online directories and review platforms, and encourage customers to leave positive reviews. Local SEO techniques will help your website rank higher in local search results, attracting customers in your area.

Monitor and Analyze

Regularly monitor your website’s performance and track key metrics using tools like Google Analytics. Analyze data such as organic traffic, conversion rates, bounce rates, and keyword rankings to gain insights into your SEO efforts. Use these insights to make data-driven decisions and continuously optimize your website for better results.

By implementing these SEO optimization tips, your small business website will have a better chance of ranking higher in search engine results, attracting targeted traffic, and driving business growth. Remember, SEO is an ongoing process, and staying up to date with the latest trends and best practices will help you maintain a competitive edge in the digital landscape.


Building a small business website requires careful planning, thoughtful design, and attention to user experience. By defining your goals, choosing the right platform, designing a professional interface, crafting compelling content, optimizing for mobile devices, and implementing essential features, you can create a website that effectively represents your brand and drives business growth.

Regularly update and maintain your website to ensure it remains up-to-date, secure, and aligned with your evolving business needs. A well-designed and functional website will serve as a valuable asset in attracting customers, expanding your online presence, and establishing your name make a small business and as a reputable player in the market.

Take your business to the next level with a Pixel Fish Website.

Check out some of our latest Website Design projects.

Further Information
Why you should use Elementor for your new WordPress Website
How to Optimize Your eCommerce Website Design to Drive More Sales
How to effectively Market Your B2B Business Website
How to Create the Perfect Homepage for Your Small Business Website
The Vital Role of Mobile Website Design
Best Practices for Optimizing Your WordPress Website Performance
How to Create a Landing Page for Your Small Business: A Comprehensive Guide

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