5 Things Small Business Websites Get Wrong (And How to Fix Them)

In a world where your website is often your first impression, small details can make a big difference. For many small businesses, your site is the face of your brand, your sales tool, and your 24/7 storefront — so getting it right matters.

Here are five common mistakes we see small business websites make (and how to avoid them):

1. Confusing Navigation

The Problem:
Visitors can’t find what they need. Pages are buried, menus are overloaded, and key info (like contact details) is hidden.

Fix It:
Keep navigation simple and logical. Use clear labels like “About,” “Services,” and “Contact.” Add call-to-action buttons to guide people toward booking, buying, or enquiring. If they can’t find it in two clicks, it’s too far.

2. Lack of Personality

The Problem:
The site feels generic or templated, missing the unique voice of your brand. It doesn't reflect who you are or why customers should care.

Fix It:
Inject brand personality into your copy, visuals and tone. Are you friendly and chatty, or professional and refined? Make sure everything — from your words to your imagery — feels like you. Show your people, your space, or your story.

3. Poor Mobile Experience

The Problem:
The site looks great on desktop but breaks on mobile. Text is tiny, buttons are hard to tap, and loading takes too long.

Fix It:
Make mobile your priority. Most users are browsing on phones, not laptops. A responsive, mobile-first design will improve usability, speed, and even SEO.

4. Not Enough Clarity on What You Offer

The Problem:
It’s not instantly clear what you do, who it’s for, or how people can get started.

Fix It:
Use the top of your homepage to make your value clear. Add a short, confident sentence that says what you do and who it’s for. Then guide people with calls to action like “See our services” or “Book a discovery call.”

5. Neglecting Trust Signals

The Problem:
There’s no reason to trust you. No reviews, testimonials, certifications, or recognisable clients.

Fix It:
Add proof. Feature testimonials, client logos, Google reviews, case studies, or “as seen in” press mentions. These help reduce doubt and reassure potential customers that you’re legit — and brilliant at what you do.

In Summary

Your website doesn’t need to be flashy. It needs to be clear, consistent, and built for the people you want to reach.

At Ghost, we help small businesses design websites that feel good, work hard, and represent their brand with confidence. If your site needs a rethink — we’re here to help.