How To Design A Website For A Small Business: Q&A With Chris Tilt

How To Design A Website For A Small Business: Q&A With Chris Tilt

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Chris, our Creative Director, sits down to discuss how a small business should think about their website. 

In this conversation, we’ll cover different topics around the ‘how’ and the ‘why’, but also touch on some of the biggest mistakes a small business can make throughout the process. 

Let’s get started with something most people have asked themselves at some point.

How should you design a website for a small business?

Honestly, sometimes it’s more about asking when to design one rather than how.

A lot of businesses jump into building a website without really thinking if they even need one right now or whether the timing makes sense.

Can you elaborate on that?

Sure. The biggest issue I see is companies treating a website like a magical fix for their problems. They chase this idea that a new website will solve everything, and it ends up being more of a crutch or even a distraction from the real work they need to do.

Especially for small businesses, it’s important to see a website as just one piece of the bigger puzzle. It’s not the end-all-be-all of building a successful business, but it can definitely play an important role, if approached at the right time.

I guess it’s natural to ask – can you run a business without a website?

You definitely can. There are lots of businesses that have done just fine without one. That said, it’s getting harder to make that argument.

Over the past decade, we’ve seen the role of a website shift. It’s not just about having a digital business card anymore. Websites now play a big role in setting expectations for customer experience, especially as tools like Squarespace and Wix have made it easier to build professional-looking sites.

Have these readily available tools added to the pressure to build one?

I’d say those tools have certainly raised the bar. People expect even small businesses to have a decent website, and a bad one can hurt your reputation.

So while you can run a business without one, the excuses for not having one are shrinking. And for businesses that do invest in a website, it can make all the difference in how they’re perceived.

So at the heart of it, how beneficial is it?

Well, I’m obviously biased here since we want people to use websites, but I think the numbers back it up. For every business that works without a website, there are thousands more that benefit from having one.

It’s a cornerstone for visibility. If you’re targeting anyone under retirement age, chances are they’re searching for services digitally.

Would you say it’s the key part of their whole digital presence?

Absolutely. A website ties everything together – social media, Google My Business, directories. It gives context and detail to all those digital touchpoints.

Unlike a lot of platforms, a website is an asset that you really own. When we’re talking about social channels, they can deplatform you or you can suffer through algorithm changes that you can’t affect. With a website you have far more control and flexibility over the space and design.

Plus, having a site helps you establish longevity.

The longer your site’s around, the more authority it gains through things like backlinks and search rankings. Historic domains can even become valuable assets if they’re managed well.

So a well-designed website is about playing the long game?

Exactly. The best time to get a website was yesterday. The second best time is today.

Do small business owners really have the time to start a website project?

That’s the tricky part. Even though website builders like Wix and Squarespace make the process look easy, creating a good website takes time, effort, and expertise.

A lot of what makes a website successful, like design, functionality, and usability, is subjective. But the baseline for “good design” has shifted thanks to all those high-quality templates out there. People expect responsive designs, intuitive navigation, and compatibility across devices as standard.

You’re saying it’s not as simple as clicking a few buttons?

Not really. You can absolutely create something functional with those tools, but if you want it to stand out or really perform well, it takes more than just the technology.

You need to think about what you’re trying to achieve and how much of the work you can realistically handle yourself. For many small businesses, it’s worth looking into local freelancers or agencies for help, even just to get advice early on.

So it’s about finding the right person or company?

It’s not just about hiring someone to build your site; it’s about finding a good fit, someone who understands your goals and why you want a website in the first place.

For example, sometimes after talking with a client, we realise a DIY option like Wix is actually their best starting point. And that’s okay – it’s all about setting them up for success, whether that’s now or down the road.

To put it in the simplest possible terms… If you’re thinking about using Wix or SquareSpace then you probably should at least try those options first. If you know that you need a custom build or functionality then you’d want to look at more advanced options from the beginning.

What could a new website do for your business?

There are a lot of reasons businesses decide to tackle a website project.

Sometimes it’s about leveling up – making the website match how far the business has come.

Other times, it’s because the site is outdated. Technologies and design trends change every 3-5 years, so an older site might not reflect where the business is today.

What are some other common reasons for a rebuild?

Posturing and positioning are big ones – making sure your site represents the status or ambitions of your business. Some businesses use it as part of a broader transformation, shaking up how they operate and needing a site to reflect that.

Others might be educating customers about changes or responding quickly to market pressures. And sometimes, it’s just about shaking things up if the business feels stuck.

So actually understanding why you want a website is just as important as the website itself?

Exactly. If you can identify the motivation behind your project, it helps steer the entire process. Whether it’s about branding, optimisation, or educating your audience, knowing your “why” makes planning and execution much smoother.

I would say that the most important part happens before people jump in and start discussing colours and fonts. A good website for a small business starts by aligning with your goals, reasons for building it and what you hope it will achieve over both the short and long term.

Is it a portfolio of services, or does it need the functionality to handle data or transactions? Is it mobile first, or are your target customers more likely to be browsing on desktop? These elements are crucial to the design and build, so that you end up with a digital asset that’s genuinely valuable to your business.

It all starts with a conversation.

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