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Most customers start their search for a product or service online. That’s why, for many small businesses, a website is a clear winner when it comes to valuable tools in the business.
In fact, according to a UK survey by Forbes Advisor, 78% of small business owners operate with a website, and over 83.5% of them say it plays a big part in their business. From acting as a digital shopfront to supporting sales enquiries, bookings, and advertising, there’s no doubt a website can play an important role.
That said, if your business already gets work through word of mouth, social media, or local recommendations, it’s completely reasonable to question whether you really need one. Websites can feel expensive, technical, and time-consuming, especially when your focus is on running the business, not managing technology.
The reality is that a modern website is no longer just a marketing extra. It’s a practical business tool that supports sales, marketing, credibility, and long-term growth — often working quietly in the background while you focus on day-to-day operations.
In this article, we’ll explain why having a website matters, how it supports different areas of your business, and what a small business website actually needs, without unnecessary features or jargon.
Quick reasons a small business needs a website
At its core, a website helps with:
- Awareness and reach, especially for new customers
- A digital shopfront that introduces your business clearly
- Lead generation, even outside working hours
- Bookings and payments, depending on your business type
- Linking everything together, from social media to Google
- Digital marketing, including search engines and ads
- Additional revenue opportunities
- Branding and credibility
- Clear product or service information
- Establishing trust and authority in your sector
- Customer support, through FAQs and guidance
- Social proof, such as reviews and testimonials
You don’t need all of this at once, but a website gives you the option to grow into it.
Let’s break it down further.
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Your website is always working
One of the biggest advantages of a website is simple: it’s always open.
Unlike a physical shop, office, or phone line, a website works 24 hours a day. Potential customers can find you in the evening, at weekends, or while you’re busy on a job. They can read about your services, check prices, look at reviews, and decide whether to contact you, without needing to speak to anyone.
For many types of businesses, customers now expect to be able to research, book, or buy online, the decision often starts with a website.
Customers expect to find you online
When someone hears about your business, one of the first things they’ll often do is search for you online. If they can’t find a website, it can raise doubts:
- Is this business still operating?
- Are they professional?
- Are the details up to date?
Whilst there are other channels to operate under such social media pages. A website does tend to carry more weight. It doesn’t need to be flashy. It just needs to exist, be clear, and feel trustworthy.
A website supports more than just marketing
A common misconception is that websites are only for marketing. In reality, a good website supports almost every part of the business.
Supporting sales
Your website acts like a digital salesperson. It explains what you do, who you help, and how to get started. It can answer common questions before someone ever contacts you, making enquiries warmer and easier to convert.
For some businesses, the website can also take bookings, payments, or deposits automatically, reducing admin and saving time.
Supporting marketing
All marketing needs a destination. Whether someone clicks from Google, social media, or an online advert, they usually end up on a website.
Unlike social platforms, your website is something you own and control. You’re not relying on changing algorithms or platform rules.
Supporting finances
A clear website can reduce repeated phone calls and emails by answering common questions upfront. FAQs, pricing explanations, and service pages save time and time is money. Online payments or booking systems can also improve cash flow and reduce no-shows.
Supporting operations and growth
Your website becomes a single, reliable source of accurate information about your business. As you grow, it’s far easier to update one website than manage information across multiple platforms.
Helping you compete
If your competitors have websites and you don’t, customers may choose them by default. If they don’t, having a website instantly helps you stand out as more professional and established.
How a website helps people search you
You may hear the term “SEO” and feel it sounds complicated. In simple terms, SEO helps your website appear when people search on Google.
If someone searches for:
- “electrician near me”
- “accountant in [town]”
- “wedding photographer [location]”
A website gives your business the chance to appear in those results. Without one, you’re invisible to those customers even though they’re actively looking for a service like yours.
Unlike paid advertising, SEO can continue to bring visitors over time without ongoing ad spend.
What a small business website actually needs
A good website doesn’t need hundreds of pages or complex features. It needs to be clear, trustworthy, and easy to use.
Home page
This should quickly explain who you help, what you do, and what someone should do next. Clear messaging and a simple call to action matter more than design tricks.
Services or products
Explain what you offer in simple language. Be clear about what’s included, who it’s for, and how pricing works (even if exact prices aren’t shown).
About page
People buy from people. This page builds trust by showing the human side of the business, your experience, values, and story.
Reviews or testimonials
Social proof reassures potential customers that others have had a good experience with you.
Contact page
Make it easy to get in touch. Include phone, email, location (if relevant), opening hours, and a simple contact form.
Calls to Action – turning visitors into sales
Beyond basic pages, a website should guide people towards taking action.
- Clear calls to action tell visitors what to do next, whether that’s booking a call, requesting a quote, or making a purchase.
- A simple “how to buy” or “how to book” explanation reduces hesitation.
FAQs
A frequently asked questions section helps address common concerns before customers even get in touch. This saves you time answering the same questions repeatedly and helps potential customers feel more confident about taking the next step. Clear FAQs can remove uncertainty and reduce hesitation, especially for people who are comparing options.
Privacy policies and legal pages
Privacy policies and other legal pages are also important. They explain how customer data is handled and help your business meet legal requirements such as GDPR. For some industries, such as finance or other regulated sectors, additional disclosures may be required. These pages help protect both your customers and your business, while also building trust.
Ongoing website management
Many business owners worry that a website will be difficult to manage. In reality, most websites need only basic attention.
You’ll need to keep information accurate, update content occasionally, and ensure security updates are applied. There are costs involved, but they’re usually predictable and far lower than traditional advertising.
A website doesn’t need constant work it just needs to be looked after, unless you require more advanced tech to operate.
How much does a small business website cost?
One of the biggest worries for small business owners is cost, and understandably so.
The good news is that a small business website doesn’t have to be expensive to be effective. Costs usually fall into two parts: setup and ongoing running costs.
Setup costs vary depending on how complex the site is, but many small businesses start with a simple, professional website that includes the key pages and grows later if needed. Ongoing costs are typically much lower and cover things like hosting, security updates, and occasional content changes.
What matters most is not spending as little as possible but spending wisely. A clear, well-structured website that brings in enquiries can quickly pay for itself. Sites like Wix and Squarespace, provide tools that help you do this for a small fee per month, from £9 or £12 a month, for the most limited package.
A website is an asset, not an expense
You don’t need to start big. A clear, simple website that does the basics well is often more effective than something complicated and expensive.
If you think of your website as a long-term business asset, rather than a one-off cost, its value becomes much easier to see.
What happens if you don’t have a website?
Not having a website doesn’t mean your business will necessarily be impeded but it does create limitations.
Without a website:
Customers may struggle to find accurate information
- You rely heavily on third-party platforms
- You miss out on customers searching online
- Competitors with websites may appear more established
- You spend more time answering repeat questions
Over time, this can mean missed opportunities rather than sudden problems. Many businesses don’t notice what they’re losing because they never see the enquiries that didn’t happen.
A website helps ensure your business is visible, credible, and easy to engage with, even when you’re busy elsewhere.
Protect your business with the right business insurance
Protectivity offers affordable business insurance suitable for self-employed, sole traders, limited companies and entrepreneurs, specialising in a wide range of different activities.
Public liability is included with options to add extras such as equipment cover, employers’ liability and other specific industry add-ons.
Explore the full list of business insurance we provide today – or get in touch with our team to discuss your specific requirements.
Sources: https://www.forbes.com/advisor/uk/business/software/website-statistics/
*Disclaimer – This blog has been created as general information and should not be taken as advice. Make sure you have the correct level of insurance for your requirements and always review policy documentation. Information is factually accurate at the time of publishing but may have become out of date.
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Website vs social media: What’s the difference?
Many small businesses rely heavily on social media – and that’s not a bad thing. Social platforms are useful for visibility, engagement, and staying in touch with customers.
However, social media and websites do very different jobs.
A website is something you own and control. You decide what information is shown, how it’s structured, and how customers take the next step. It’s your central, reliable source of truth.
Social media platforms are rented space. Algorithms change, posts disappear quickly, and accounts can be restricted or lost without warning. Social media works best when it supports your website, not replaces it.
In simple terms: