The Small Business Website Checklist

Everything a local business site actually needs — not a wishlist of features, just the essentials that get you found, build trust, and turn visitors into calls or bookings. Work through this before launch, or use it to audit a site you already have.

1. Foundations

  • Domain name matches your business name and is easy to spell over the phone
  • Fast, reliable hosting (not a $2/month shared plan that chokes under traffic)
  • SSL certificate installed — the padlock, not a browser warning
  • Professional email addresses (you@yourbusiness.com, not a Gmail account)
  • Automatic daily backups configured and tested

2. Design & User Experience

  • Mobile-responsive on every page — most local searches happen on a phone
  • Page loads in under 3 seconds (test with PageSpeed Insights)
  • Phone number and contact info visible without scrolling, on every page
  • Clear navigation — a first-time visitor can find what they need in two clicks
  • One obvious call-to-action per page (call, book, quote — not five competing buttons)

3. Content & Copy

  • Homepage clearly states what you do, who you serve, and where — in the first screen
  • Individual pages for each core service (not one page trying to cover everything)
  • Real photos of your work, team, or location — not generic stock photography
  • About page that builds trust: experience, credentials, what makes you different
  • Testimonials or reviews visible on the site itself, not just on Google

4. Local SEO Essentials

  • Google Business Profile claimed, verified, and fully filled out
  • Business name, address, and phone number (NAP) identical everywhere online
  • Unique title tag and meta description on every page
  • City/region name naturally included in page titles and headings
  • XML sitemap submitted to Google Search Console
  • Service-area or location pages if you serve more than one town

5. Trust & Legal

  • Privacy policy page (required if you collect any visitor data)
  • Terms of service, if you sell products or take bookings online
  • Cookie consent banner if you use analytics or ad tracking
  • Business license, certifications, or insurance mentioned where relevant
  • Physical address and real phone number — anonymity kills trust for local business

6. Conversion & Lead Capture

  • Contact form that actually works — test it yourself, regularly
  • Click-to-call phone links on mobile
  • Online booking or quote request if that fits your business
  • Email capture for a newsletter or promo list, if relevant
  • Thank-you page or confirmation message after form submission

7. Analytics & Tracking

  • Google Analytics (or similar) installed and verified working
  • Google Search Console connected to catch indexing issues early
  • Conversion tracking set up for form submissions and calls
  • A monthly habit of actually checking the data, not just installing it

8. Ongoing Maintenance

  • WordPress core, theme, and plugins updated regularly
  • Broken link check every few months
  • Content refreshed at least annually — stale hours, prices, and photos hurt trust
  • Security monitoring or a managed hosting plan that includes it
  • Someone actually responsible for maintaining the site — not “we’ll get to it”

Ticking every box on this list yourself takes real time. If you’d rather have it handled, we build and maintain sites to this exact standard.

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