Blog4 October 2026 · 7 min read
What makes a good small business website? 7 things customers look for
Forget fancy effects. Customers want to know what you do, what it costs and how to reach you — fast, on their phone. The seven things that matter most.
Coder BobPart of My-AI-Crew.com
When people land on your website, they're usually trying to answer one question: is this the right place for me, and how do I get it? A good website answers that in seconds. Here's what makes the difference.
1. It says what you do in one sentence
At the top of the home page, in plain words: what you offer, for whom, and where. “Family-run bakery on Södermalm — sourdough, buns and cakes to order.” Not a slogan like “Passion for quality” that could belong to anyone.
2. It works perfectly on a phone
Most visitors come on their phone. Text should be readable without zooming, buttons big enough for a thumb, and the phone number should call you when tapped.
3. It's fast
Every extra second loses visitors. Fast sites use well-sized images, little clutter and modern code. If your site takes ages to show anything on a phone, that's the first thing to fix.
4. It shows prices — or at least “from”
Price is the most common question. A price list, a menu or “from 495 kr” builds trust and filters out the wrong enquiries.
5. One clear next step
Every page should make the next step obvious: Book, Call, Order, Visit us. One main button, repeated where it makes sense — not five competing ones.
6. Real photos and real people
Your own photos of your work, place and team beat stock photos every time. They show what customers actually get — and that you're real.
7. Easy to find the basics
Address with a map, opening hours, phone, e-mail, and links to your social media. Put them in the footer of every page and on a contact page. Make sure they're the same as on your Google profile.
What you can skip
- Long welcome texts and mission statements
- Sliders that rotate through photos
- Pop-ups the second someone arrives
- Pages that only say “coming soon”
Want to see what this looks like for your business? Read how we let Bob rebuild one of our own sites.
Questions and answers
- How many pages does a small business website need?
- Usually three to five: home, services or products (with prices), about, and contact or booking. Fewer, clearer pages beat many thin ones.
- Should I show prices on my website?
- If you can, yes. Prices — even 'from 495 kr' — answer the question most customers have and save you calls. If prices vary a lot, explain what they depend on.
- How fast should a website be?
- It should feel instant: ideally the first screen shows in one or two seconds on a phone. Big images and heavy plugins are the usual reasons sites are slow.
Let Bob build your new website
Paste your current website and chat with Bob — he builds a fresh, fast new one and puts it online on your own domain. No tech needed.
Try Coder Bob