What to Put on Your Small Business Website

You sit down to build your website and stare at a blank screen. What goes on it? Relax. You don't need to write a novel or have 20 sections. Your customer opens it on a phone, in a hurry, and wants to know four things: what you do, where you are, how to reach you, and whether you're a good fit. Here are the steps, in order, whether you're fixing your site or starting from scratch.

What does your customer want to see?

Think about the last time you looked for a place to eat or a mechanic. You clicked, scanned for a few seconds and, if you didn't find what you needed, you left. Your customers do the same with you.

Your page should answer these questions fast:

• What does this business do?
• Where is it, or what areas does it serve?
• How do I contact it?
• Can I trust it?

Everything else is a bonus. If those four are clear, you're on the right track.

Step 1: How do I say what I do in one sentence?

The first thing people see is the big headline. Use it to say, plainly, what you do and who it's for.

Examples of the kind of line that works:

• "Air conditioner repair in the Bayamón area."
• "Custom pastries for birthdays and weddings."
• "Barbershop with appointments in Caguas."

Skip pretty but empty lines like "Integrated solutions for you." If someone can't tell what you sell in three seconds, they move on. Write the way you'd talk to a customer at the counter.

Step 2: How do I make it easy to contact me?

This is where many businesses lose customers without noticing. Your customer wants to message or call you without hunting for the info.

• Put a WhatsApp or call button where it's visible right away.
• Repeat that button at the bottom of the page, in case they read it all.
• Add your email and social media, but keep one clear main way to reach you.

Ask yourself: "If my customer is on the bus with their phone, can they reach me with one tap?" If not, fix that first.

Step 3: Where are you and when are you open?

It sounds obvious, but it's missing from a lot of sites. Include:

• Your full address and, if possible, a map.
• Your hours, including Saturdays, Sundays and holidays.
• The areas you cover, if you go to the customer.
• An easy landmark: "next to the plaza," "across from the pharmacy." It helps a lot here.

If your hours change, update them. A customer who shows up to a closed door won't trust your page again.

Step 4: How do I show my services and how to order?

Make a short list of what you offer, with a line or two for each. You don't need to explain everything; the point is that the customer sees themselves in it.

Then state the next step: "Message us on WhatsApp and we'll book your appointment," "Place your order 48 hours ahead," or whatever truly applies to your business.

About prices: if they're clear and don't change much, post them. If they vary by job, explain what they depend on and how to ask for a quote. What you shouldn't do is leave customers guessing.

Step 5: Which photos and reviews do I use?

Real photos build more trust than stock images. Use pictures of your shop, your finished work and your team. They don't need to be studio quality; good light and a clean phone lens are enough.

As for reviews and testimonials, one simple rule: ask the customer for permission before using their name, photo or words. No permission, don't post it. You can also link to your public reviews so people can read them where they were written.

Another big help: a digital profile with a QR Code, so when you meet someone in person, one scan gives them your WhatsApp, your social media and your reviews.

Step 6: Does it look good on a phone?

Most people will see your site on a phone, so test it there before the computer. Check:

• Can you read the text without zooming?
• Are the buttons big enough to tap with a finger?
• Do the photos load without taking forever?
• Can you see your contact button without scrolling far?

Ask a relative or friend to open it and tell you whether they found your phone number in under ten seconds. It's a homemade test, but it tells you a lot.

What do you NOT need at the start?

Many people stall because they think they need everything at once. You don't. To begin, you can leave out:

• A blog with posts every week.
• Ten pages of long company history.
• Animations, heavy videos and effects.

A simple, clear, up-to-date page beats a huge one nobody finishes. Later you add what your business asks for, like online payments or bookings.

Where do I start if I don't want a headache?

Gather these pieces before you sit down to build anything: your main sentence, your contact info, address and hours, your services, and five or six good photos. With those in hand, building the page goes much faster.

If you'd rather have someone build it, WAO offers websites from $199 + $59/month (Básica plan), and you can browse the templates for ideas. And if you already know what you want, you can start here.