Most small business websites don’t fail because of bad design. They fail because of small things: a phone number you can’t tap, a form that never arrives, a page Google can’t understand. Grab your phone, open your website and go through this list. It takes about fifteen minutes.
The basics
- Your own domain (yourbusiness.com), registered in your name.
- HTTPS on every page, so browsers show the padlock instead of a “Not secure” warning.
- Works great on a phone: text you can read without zooming and buttons you can tap with a thumb.
- Loads fast on mobile data. Test it for free with Google’s PageSpeed Insights.
- A clear headline at the top that says what you do and where, like “House cleaning in Paterson, NJ.”
- Real photos of your work, your team or your place.
Getting in touch
- Tap-to-call phone number at the top and bottom of every page.
- WhatsApp or text button, if that’s how your customers like to reach you.
- A contact form that actually arrives. Send yourself a test message.
- Hours and address, or the towns you serve if you go to your customers.
- One clear call to action on every page, like “Get a free quote” or “Book now.”
Content that sells
- A page or section for each main service, explained in plain words.
- Prices or starting prices, whenever you can share them.
- Real reviews from real customers, with a link to your Google profile.
- About you: who’s behind the business and why people can trust you.
- An FAQ that answers what people always ask on the phone.
- The towns you serve, mentioned naturally.
Google and SEO
- A unique title and description for every page. They’re what people see in Google results.
- One main heading (H1) per page that says what that page is about.
- Descriptive image text (alt text), so Google and screen readers understand your photos.
- Google Business Profile linked to your site, with the same name, address and phone.
- Google Search Console set up and your sitemap submitted.
- Analytics installed to see visits, calls and clicks.
- Local business structured data (schema), a bit of code that tells Google your name, phone, hours and area.
Trust and legal
- A privacy policy, especially if you collect information through forms or text messages.
- License or registration numbers if your trade requires them. In New Jersey, home improvement contractors must show their registration number in their advertising, including their website.
- Up-to-date information: hours, prices, staff, photos and the copyright year.
- Basic accessibility: good color contrast, readable text, labeled form fields and a site that works with a keyboard.
After launch
- Backups and updates on a schedule, so a problem never means starting over.
- A check-up every few months: test the form, read your analytics, refresh photos and prices.
How did your site do?
If you checked 25 or more, your site is in great shape: keep it fresh. Between 15 and 24, a few focused fixes will make a real difference. Fewer than 15? It might be time for a redesign, and it doesn’t have to be expensive.
Send us your website and we’ll go through this list for you, for free, and tell you honestly what’s worth fixing first. Message us on WhatsApp or use the form below.
Quick answers
How do I test my website’s speed?
Go to PageSpeed Insights from Google, paste your web address and look at the mobile results. It also tells you what’s slowing your site down.
What is Google Search Console?
A free Google tool that shows which searches bring people to your site, which pages Google has indexed and any problems it found. It’s also where you submit your sitemap.
How often should I update my website?
Change hours, prices and contact details the moment they change. Add new photos, reviews or projects at least every few months.
Do I need a privacy policy?
If your site collects names, emails or phone numbers, or you text customers, you should have one. It tells people how you use their information.
Federico Silva builds websites for small businesses in Clifton and across North Jersey, in English and Spanish. Federico founded Cipher Web Design and answers every message personally. More about Federico.