What Makes a Good Business Website? A 12-Point Checklist

Most people check a business online before they get in touch, even when a friend recommended you. Your website is often the first impression, and it has a few seconds to convince someone they’re in the right place. A good website does that, then makes it easy for them to call, message or book. A poor one quietly sends them to a competitor, and you never find out.

So what actually makes a good business website? Here’s the checklist we use when we build or review a site. Work through it with your own website open.

Why a good website matters

• First impressions. Visitors judge your business on how your site looks and works, often within seconds.
• Trust. A clear, up-to-date website with reviews and real contact details makes you look established and reliable. An outdated or broken one does the opposite.
• Enquiries and sales. Your website works around the clock. If it’s set up well, it turns searches into enquiries while you’re busy doing the actual work.

The 12-point good website checklist

1. It’s clear what you do within five seconds

Someone landing on your homepage should immediately see what you offer, who it’s for and where you work. “Wedding catering across North Wales” beats a vague slogan every time. If visitors have to scroll or guess, many won’t.

2. It works properly on a phone

3. It loads quickly

People leave slow websites, and speed is one of the things Google takes into account. Large images, too many plugins and cheap hosting are the usual causes. Aim for pages that load in two or three seconds on mobile data. Good web hosting makes a big difference here.

4. It’s easy to get around

Keep the menu short and obvious: services, about, reviews or portfolio, contact. Every page should make it easy to find the next step. If people can’t find what they need in a couple of clicks, they leave.

5. Every page has a clear next step

Tell visitors exactly what to do: call, message on WhatsApp, request a quote or book online. Put that button where people can see it, at the top of the page and again further down. A website without a clear call to action is a brochure, not a sales tool.

6. The design looks professional and fits your brand

Good design isn’t about being flashy. It’s consistent colours and fonts, plenty of white space, and real photos of your work, team or premises rather than generic stock images. It should look like your business, not a template thousands of others use.

7. The content answers customers’ questions

Each service deserves its own page explaining what it is, who it’s for, what it costs or how pricing works, and what happens next. Answer the questions people ask you on the phone. That’s what persuades visitors, and it’s also what helps you appear in Google.

8. It shows proof you’re good at what you do

Reviews, testimonials, photos of past work, case studies, accreditations and the names of businesses you’ve worked with all build trust. Put them where people make decisions, not hidden on one page.

9. The basics of SEO are in place

Each page should have a clear title and description, one main heading, sensible page addresses and links to related pages. If you serve particular areas, say so on the site, and keep your Google Business Profile up to date. You don’t need to be an expert, but the groundwork has to be there.

10. It’s secure and backed up

Your site should have an SSL certificate (the padlock in the browser), especially if it has forms or takes payments. It should also be backed up regularly, with copies stored away from the website itself. Without backups, one hack or failed update can wipe out years of work.

11. It’s kept up to date

Out-of-date prices, old opening hours, a news page last updated in 2019 or a copyright date from years ago all make visitors wonder if you’re still trading. Keep content current. If you use WordPress, keep WordPress, your theme and plugins updated too, because outdated software is the most common way small business sites get hacked.

12. It’s not weighed down by things you don’t need

Every extra plugin, pop-up, slider and tracking script slows the site down and adds something else to maintain or break. Remove what you don’t use. Simpler sites are faster, safer and usually convert better.

Common mistakes we see on small business websites

• No backups, or backups stored on the same server. If the server fails, they go too.
• Updates ignored for months. Especially on WordPress, this is how most hacks happen.
• Too many plugins. Each one slows the site and adds a security risk.
• Not built for mobile. Still surprisingly common, and it costs enquiries.
• Contact details hard to find. Phone, WhatsApp or a form should never be more than one tap away.
• Built and forgotten. A website isn’t a one-off job. It needs looking after, like any other part of your business.

If keeping on top of updates, backups and security sounds like a chore, a website care plan takes care of it for you.

How does your website score?

Go through the checklist and be honest. If you ticked most of the 12, you’re ahead of many small businesses. If you ticked fewer than eight, your website is probably costing you enquiries.