/What a small business site is really for
A small business website exists to do one thing well: turn a stranger who found you into an enquiry, a booking or a sale. Everything else is decoration. Any decision that doesn't serve that outcome, cut it.
/The five pages you actually need
Home, one clear services page (or a small services hub), a proof page (case studies or testimonials), an about page and a contact page. That's it for launch. More pages can come later, but only when they earn their place.
/What to say on the homepage
Above the fold: what you do, who it's for, where you operate, and one primary CTA. Below: proof, service snapshot, process, more proof, FAQ, CTA. Every section answers a specific question a stranger has.
/The one section most small business sites get wrong
The homepage hero. 90% of small business sites open with a photo of the building, a stock image, or a slogan that means nothing to the customer. The hero should name the outcome the customer gets from working with you.
/How much to spend
For most NZ small businesses: $3k to $6k for a professional site that ranks locally, converts on mobile and lasts three years. Below $2k you're buying a template someone else already owns. Above $10k, you need a specific reason (integrations, ecommerce, scale).
/The tools worth paying for
Google Workspace for email ($10 to $30/user/month), a good CMS or Shopify plan, an email tool (Mailchimp, ConvertKit, Klaviyo), a booking or forms tool if relevant, and a review tool (or just Google Business Profile done right). Skip everything else until you feel the pain.
/SEO for small business
Google Business Profile with real photos and weekly posts, five to ten Google reviews from happy customers, on-page SEO for your main services in your main suburb. Ninety percent of local SEO for a small business is exactly this.
/Content on a tiny budget
One good page beats ten thin ones. Write in your own voice, answer real customer questions, be specific about your service area. If you can only publish one thing a month, make it the most useful piece a stranger in your suburb could read.
/Common small business mistakes
Doing your own website when the business would benefit from a $4k professional build. Chasing followers instead of enquiries. Spending on ads without a converting landing page. Ignoring reviews. Forgetting to answer the phone during business hours.
/The 12-month plan
Month 1: launch a real site. Month 2: Google Business Profile plus first three reviews. Month 3: first paid ads campaign or first content pillar. Months 4 to 6: iterate on data. Months 7 to 12: expand what's working, cut what isn't.
/When to hire an agency
If you're doing over $200k in revenue and the website isn't earning back what it costs to run: hire. Below that, the pay-off matters less than the operator's focus, do it yourself well or delegate one narrow piece (SEO, ads, content).
