Your website is often the first impression potential clients have of your business—so it needs to work for you and attract your ideal client and not just exist online. In 2025, a small business website isn’t just a digital brochure; it’s a way to build trust, showcase your expertise, offer something of value and importantly bring in new leads. Here are six must-haves to ensure your site is both professional and effective.
1. A Clear and Engaging Home Page
Think of your home page as your virtual front door. Within seconds, visitors should know who you help, how you help them, and what to do next. A well-structured home page should include:
- A simple, clear headline that speaks to your ideal client
- A short, friendly introduction to your business
- How you can help solve your ideal clients problems
- A few testimonials to build trust
- A professional photo and brief blurb about you
- A call to action (CTA), like ‘Book a Free Consultation’ or ‘Download My Free Guide’ – both of these can help your potential clients get a flavour of what it might be like to work with you and potentially offer them a quick win.
2. A ‘Work With Me’ or Services Page
Potential clients need to quickly understand what you offer and how to take the next step. This page should include:
- A breakdown of your services or programs – make sure you include how you’ll help your clients
- What they might expect during a consultation and what your process is
- Pricing (if applicable) or a starting price range
- A clear way to book a call or sign up
If you offer different ways to work together—such as 1:1 sessions, group programs, or workshops—this is the place to outline them. If you have vastly different services or serve different types of clients then consider having additional services pages – this will mean that you can tailor the content as needed and will also provide another opportunity to be found in Google.
3. An About Page That Connects
Your ‘About’ page isn’t really about you—it’s about helping your ideal client feel seen and understood. Yes, share your story, but focus on what makes you the right person to help them. Keep it personal yet professional, and don’t be afraid to share why you do what you do. Some clients like to know more about the person they are working with, and if there is a specific reason that you became a nutritionist for example, then it might be useful to include that as it can make you more relateable.
Don’t forget to include a professional photograph of you – it’s another way of helping create a connection – add a video is a really great way of doing this too, as potential clients can see you and hear your voice !
4. A FAQ Section That Reduces Hesitation
Answering common questions upfront can help potential clients feel more confident in working with you. This could be a section or a separate page. Some useful FAQs might cover:
- What to expect from your services
- Who your work is best suited for
- Payment options or scheduling details
If you’ve you’ve already had enquiries and worked with clients, think of the questions that you are most commonly asked during the enquiry stage or beginning of your client relationship. Answering those questions helps ease doubts and makes the decision-making process smoother.
5. Testimonials and Case Studies for Trust
Word-of-mouth is powerful, and a well-placed testimonial can make all the difference – these can be really effective near to calls to action such as booking a call. Feature reviews from past clients (I like to sprinkle these throughout websites as well as having a dedicated page), and if possible, include details about their transformation – adding a client photo would be even better. Case studies can be particularly effective for service-based businesses—sharing a client’s journey from struggle to success builds credibility and trust – depending on the level of detail they may need their own pag.
6. A Contact Page That Feels Welcoming
Contact pages are often really neglected but are such an important part of the client journey and you want to encourange and make it easy for visitors to get in touch. Your contact page should include:
- A simple form with essential fields (name, email, and message)
- Your email address (some people prefer to email directly)
- Social media links (if relevant to your business)
- A photogragh of you! (yes another one)
- A testimonial
You can ask for a phone number but I highly recommend you make it an optional field as this can prevent people getting in touch – not everybody is comfortable giving theor phone no out. Equally – if including a form, as its the first contact I would keep it short and sweet, there will be time for gathering more information later once initial contact has been made.
A photograph or video of you along with a testimonial on this page can make a difference to your conversion rate – this can help with connection – remember, people buy from people and this is especially important in areas such as nutritional therapy, coaching or other heath and wellbeing practices where it’s such a personal service.
A website that’s clear, inviting, and easy to navigate can help your business grow by making it easier for potential clients to think that you’re the right choice for them. Which of these essentials do you need to improve on your site? Let’s chat and see if I can help you – drop me an email Natalie hello@lacondesign.co.uk