How to Plan Your Small Business Website
Most small business websites fail before they launch. Not because of bad design or technical issues - but because they skipped the planning phase.
A website without a plan is like building a house without blueprints. You might end up with something, but it probably won't be what you needed.
Here's how to plan a website that actually works for your business.
Step 1: Define Your Website's Primary Goal
Before anything else, answer this question: What is the ONE thing you want visitors to do?
Not three things. Not five things. One thing.
- Service businesses: Book a consultation or request a quote
- Restaurants: Make a reservation or view the menu
- E-commerce: Buy a product
- Professionals: Contact you for more information
Everything on your website should support this primary goal. Your navigation, your content, your design - all of it points toward that one action.
Common Mistake
Many businesses try to do everything at once. They want visitors to read their blog, follow them on social media, sign up for a newsletter, request a quote, AND buy products.
The result? Visitors get confused and do nothing.
Pick one primary goal. You can have secondary goals, but they should never compete with the main action you want visitors to take.
Step 2: Know Your Target Audience
Your website isn't for you - it's for your customers. Understanding who they are shapes every decision you'll make.
Ask yourself:
- Who are my best customers? Think about your favorite clients - the ones who pay on time, refer others, and are a joy to work with.
- What problems do they have? What keeps them up at night? What frustrates them about your industry?
- How do they find solutions? Do they search Google? Ask friends? Check social media?
- What would make them choose you? Price? Quality? Speed? Reputation? Location?
Create a Simple Customer Profile
Write a one-paragraph description of your ideal customer:
"Sarah is a 45-year-old restaurant owner in Chicago. She's been in business for 10 years but her website looks dated. She doesn't have time to learn web design herself and doesn't trust cheap overseas freelancers. She wants someone local who understands her business and can deliver a professional site without hassle."
When you write your website content, write it for Sarah.
Step 3: Research Your Competitors
Look at 5-10 competitors' websites and take notes:
- What do they do well?
- What's confusing or frustrating?
- What's missing that you could provide?
- How do they present their pricing?
- What makes their best customers choose them?
You're not looking to copy them. You're looking for gaps - opportunities to differentiate your business.
Pro Tip
Look at competitors outside your immediate area too. A great plumber website in Seattle might inspire ideas for your plumbing business in Boston.
Step 4: Plan Your Site Structure
Now it's time to decide what pages you need. For most small businesses, start simple:
Essential Pages
- Home - Your first impression and primary conversion point
- About - Your story, team, and why customers should trust you
- Services/Products - What you offer and why it matters
- Contact - How to reach you (make it easy!)
Optional But Valuable
- FAQ - Answer common questions before they're asked
- Blog - Demonstrate expertise and improve SEO
- Testimonials/Reviews - Social proof builds trust
- Portfolio/Gallery - Show your work (essential for visual industries)
- Pricing - If you can share it, do. It saves everyone time.
Create a Simple Sitemap
Draw a simple diagram:
Home
├── About
├── Services
│ ├── Service 1
│ ├── Service 2
│ └── Service 3
├── Portfolio
├── Blog
└── Contact
Keep it flat. Most visitors should reach any page within 2-3 clicks from the homepage.
Step 5: Gather Your Content
This is where most website projects stall. Content takes time to create, and most business owners underestimate the effort involved.
What You Need
Text content:
- Compelling headlines for each page
- Description of each service
- Your company story
- Team bios (if applicable)
- Contact information
- FAQ answers
Visual content:
- Logo (high-resolution)
- Photos of your work, team, or location
- Product images (if applicable)
- Video (optional but powerful)
Content Tips
- Write like you talk. Avoid corporate jargon. If you wouldn't say it to a customer's face, don't put it on your website.
- Focus on benefits, not features. Don't say "24/7 emergency service." Say "We're here when your pipes burst at 2 AM."
- Keep it scannable. Use short paragraphs, bullet points, and subheadings. Most people skim.
Step 6: Define Your Brand Elements
Consistency builds trust. Before designing your site, nail down these basics:
Colors
Pick 2-3 colors:
- Primary color: Your main brand color (used for buttons, headers)
- Secondary color: Complements the primary (used for accents)
- Neutral: White, black, or gray for text and backgrounds
Fonts
Choose 1-2 fonts:
- Heading font: Something with personality
- Body font: Something easy to read (stick to classics like Open Sans, Lato, or Georgia)
Voice and Tone
How do you want to sound?
- Professional but approachable?
- Friendly and casual?
- Expert and authoritative?
Document this so all your content stays consistent.
Step 7: Set a Realistic Budget
Website costs vary wildly. Before talking to anyone, decide:
- What can you afford? Be honest with yourself.
- What's your website worth? If a new website brings in 2 extra clients per month at $500 each, that's $12,000/year. Suddenly a $5,000 investment looks reasonable.
- What's included? Make sure you understand if the quote covers design, development, content, SEO, and hosting.
Budget Ranges
- DIY (Squarespace/Wix): $200-$500/year
- WordPress with freelancer: $1,000-$3,000
- Custom agency build: $3,000-$15,000+
For a detailed breakdown of what affects pricing, read our guide on how much a website costs.
Step 8: Create a Launch Plan
Your website isn't done when it goes live - that's when the real work begins.
Before Launch
- [ ] Test on mobile devices
- [ ] Check all links work
- [ ] Proofread everything
- [ ] Set up Google Analytics
- [ ] Claim your Google Business Profile
- [ ] Submit sitemap to Google Search Console
After Launch
- [ ] Share on social media
- [ ] Email your existing customers
- [ ] Add website URL to business cards, email signatures, etc.
- [ ] Set a reminder to update content monthly
- [ ] Monitor analytics and adjust
Common Planning Mistakes to Avoid
1. Designing for yourself, not your customers
Your personal favorite color might not be what resonates with your target market.
2. Copying competitors exactly
Being similar means competing on price. Find your unique angle.
3. Skipping mobile
Over 60% of web traffic is mobile. If your site doesn't work on phones, you're losing customers. Learn more about why mobile-first design matters.
4. Perfectionism paralysis
Done is better than perfect. Launch with a solid foundation and improve over time.
5. Ignoring SEO from the start
It's much harder to add SEO later. Build it into your plan from day one.
Ready to Build?
A well-planned website is already halfway built. Take the time to work through these steps, and you'll save yourself headaches (and money) down the road.
If you'd rather have professionals handle this, explore our web design services or see examples of what we deliver for businesses in New York, Los Angeles, and across the country. Or book a discovery call with us - we'll walk through your goals and create a plan together, no pressure.