Most small business websites are digital brochures. They describe what the business does, show some photos, and list a phone number. This is the minimum viable presence, and it converts at the minimum viable rate.
A website should be a machine. Every element should serve a function: capture attention, build trust, answer objections, and convert visitors into leads or customers. If an element doesn't do one of those things, it doesn't belong.
The most common mistake is treating the homepage as an 'about us' page. Your homepage is not about you — it's about your customer's problem and your ability to solve it. Lead with outcomes. Show proof. Make the next step obvious.
Speed matters too. A site that takes 4 seconds to load loses 25% of visitors before they see anything. Performance is a design decision, not a technical afterthought.
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