10 essential tips for a high-converting small business website

How to turn your website into a sales and marketing tool that delivers results

For most small businesses, your website is the first point of contact with potential customers. It’s where people research your business, compare you with competitors, and decide whether to get in touch.

That’s why your website shouldn’t just be an online brochure, it’s one of your most important marketing assets. Done well, it can generate a steady flow of enquiries and support your wider sales and marketing strategy. Done badly, it can cost you valuable leads.

As a marketing consultant with 30 years’ experience, I’ve reviewed dozens of websites for SMEs. Here are my 10 practical tips to help you create a high-converting website that works hard for your business.

1. Put your customer first

Shift the focus from what you sell to how you solve customer problems. Talk about benefits, not just features. This builds trust and makes your business more relatable.

2. Create a clear hierarchy

Keep your key messages easy to scan. Use headings, subheadings, and call-to-action buttons. Place important information “above the fold” (the section visible without scrolling).

3. Share your story

People want to know who they’re buying from. Share why you started your business, what drives you, and what makes you different. Authenticity builds connection.

4. Use customer testimonials

Social proof is powerful. Add testimonials throughout your site to show you deliver on your promises.

5. Invest in original photography

Stock images feel generic. Use authentic photos of your team, your products, or your services in action to stand out and reinforce your brand.

6. Make it easy to contact you

Place your phone number, enquiry form, or booking link in multiple places across the site. Limit your calls to action to a few clear options, but repeat them often.

7. Optimise for search

Use keywords that reflect what customers are searching for. Simple SEO tools can help you identify terms. Build internal links between pages and add external links to trusted sources.

8. Prioritise the mobile experience

Over half of all website traffic comes from mobile devices. Check your site regularly on smartphones to make sure it loads quickly, looks professional, and is easy to navigate.

9. Add video content

Video is engaging, keeps visitors on your site longer, and improves SEO. Short clips introducing your team, showing your services, or sharing customer stories can bring your business to life.

10. Ensure your site runs smoothly

Slow sites lose visitors. Aim for load speeds of under three seconds. Regularly test your site’s performance and fix technical issues quickly.

Why a customer-first website is key to small business marketing success

Your website isn’t something you launch once and forget. It should evolve as your business grows, as customer expectations change, and as technology shifts. The businesses that see real results are those that treat their site as a living, breathing sales tool, reviewing content regularly, keeping messaging sharp, and making sure the customer journey feels seamless.

A high-converting website doesn’t need to be expensive, but it does need to be strategic.

When combined with a clear sales and marketing strategy, it can become your most effective tool for growth.

If you run an SME and want practical, honest advice on how to improve your marketing strategy, from your website through to your wider sales and marketing activity, I offer strategic marketing consultancy and mentoring for ambitious businesses. 

Let’s talk about how your website and marketing can work harder for your business, contact me today.