A business website is a digital storefront that’s open to customers 24/7. And the good news is designing a website for your small business doesn’t have to be overwhelming—you don’t need to be a web developer or a professional web designer, nor do you need a huge budget, to create a well-designed website that attracts target customers and helps grow your business. In this step-by-step guide, we’ll explain how to plan, build, design, launch and maintain a website that fits your small business needs. Whether your website is a simple online business card or a full-fledged e-commerce store, the success of your site hinges on smart planning and good web design.
- Web design involves the overall look, feel and functionality of a website, from its layout, typography and color scheme to its navigation and user flow. It shapes how visitors interact with each web page and can include elements like images, animations and calls to action.
- Visually appealing, easy-to-navigate, user-friendly web design helps businesses to stand out from competitors and build trust with site visitors, converting them into loyal customers.
- Before choosing templates or a domain name, map out your goals, identify your target audience, list essential website features and create a clear site structure to guide visitor navigation.
- Aim for a user-centered, responsive design with a layout that automatically adapts to mobile devices, tablets and desktops. Keep navigation intuitive, fonts legible and visuals consistent with brand style.
- Launching your website is just the beginning. Regularly update content, check for broken links and track metrics like page views, bounce rate and conversions. Use customer feedback and analytics tools to refine and improve the site over time.
Step 1: Define goals, plan and research
Before choosing a template or registering a domain, take a step back and decide what you want from your website. This initial planning phase keeps you focused and saves you from making avoidable mistakes later on.
Define the website’s purpose and goals
Ask yourself: Why am I creating this website? Common goals include:
- Generating leads: An easy way for prospective clients to find your contact information or book an appointment.
- Selling products or services: Creating an online store helps e-commerce businesses to sell products and generate revenue round the clock.
- Showcasing a portfolio: Perfect for freelance designers, artists, writers or photographers who need an online gallery of their work to show potential clients.
- Providing resources: Use your website to share informative articles, tutorials or industry insights.
Having crystal-clear objectives helps determine which features to prioritize. For example, if you’re selling print-on-demand products, you’ll need e-commerce tools, whereas if you’re gathering leads, you’ll need strong call-to-action buttons and well-designed forms.
Source: E-commerce website design by Yevhen Genome via 99designs by Vista
Know your target audience
Your online business should be built for real people, specifically your target audience. Think about who they are: their age range, interests, pain points and online behaviors. Then tailor your web design and content to resonate with your target audience. For example, a trendy fashion boutique targeting Gen Z might opt for bold colors and animated features, while a family law practice might aim for a more professional-looking UI design using serif fonts and a minimalist color palette.
Research competitor sites
Take a look at how your competitors or industry leaders handle their digital presence. Notice their:
- Visual elements: Which colors, fonts and imagery do they use? Is the design minimalist or bold?
- Navigation menus: How do they categorize their products or services?
- Page structures: How have they mapped out their website content?
- Highlighted features: Which products or services have they highlighted? Ask yourself why and how?
- Calls to action: Is there a prominent “Buy Now” or “Book a Consultation” button?
Use this competitor research to inform your own design decisions, but don’t be afraid to add your unique spin. You want to stand out, not blend in.
Step 2: Choose a website builder platform
Not so long ago, you needed to know HTML and CSS to create a professional-looking website. Today, website builder platforms, like Vista x Wix, make it possible to build a polished site without writing a single line of code. These drag-and-drop website builder tools typically come with hosting and design templates for ease of use.
Choose between these popular website builders:
- Vista x Wix: Beginner-friendly, with an intuitive interface and 900+ web template designs.
- Squarespace: Visually appealing templates and easy-to-use design tools.
- Weebly: Another beginner-friendly option for simple but effective web design.
- Shopify: Tailored for e-commerce sites, this is great if you’re building an online store.
- WordPress: Technically more of a Content Management System (CMS) than a website builder. May require a bit more know-how or the help of plugins.
Artificial Intelligence (AI) is also making waves in the web design world. AI can suggest color schemes and fonts, and even write sample web copy. Some AI website builders, like Wix ADI (Artificial Design Intelligence), automatically generate a starter layout after asking a few questions. While AI can fast-track the design process, you should still review everything to ensure it aligns with your brand personality and messaging.
Step 3: Choose a domain name
Your domain name is the digital address that guides people to your online storefront. It’s often the first impression visitors have of your business, so pick something concise, memorable and on-brand.
A domain name on a business card
Here are some tips for choosing a domain name:
- Keep it simple: Short, simple domain names are easier to recall. Avoid complicated spelling or random numbers.
- Stick with familiar extensions: .com is still the gold standard, though .net, .org and others can also work if .com is taken.
- Include your business name: For instance, if your business name is The Cupcake Company, consider the domain name Thecupcakecompany.com.
Once you’ve chosen a domain, you can register it via your website builder or a domain registrar like GoDaddy or Namecheap. Just remember to renew your domain so it doesn’t expire! You’ll need to register your business too.
Step 4: Map out your website structure
Create a site map
A site map is a visual plan of all your web pages. Top-level pages include Home, About, Services/Products, Blog and Contact. Nestled under Services/Products, you might list specific offerings or categories. A well-thought-out structure ensures visitors find what they’re looking for quickly, improving user experience.
Source: Wireframing by BiancoBlue via Depositphotos
What is wireframing, and do I need it?
Wireframing involves sketching out the basic layout of each page on paper or using digital tools. This process helps figure out where key elements—headers, images, text, call-to-action buttons—will go before committing to the UI design. Wireframing provides a blueprint of your website, saving you from late-stage design conflicts.
Create a seamless User Experience (UX)
User Experience (UX) design is about how your audience interacts with your site. Your website can have visual appeal, but if customers can’t find what they need easily, it won’t help your business. A good website means good UX design—clear navigation, minimal clutter, accessibility and logical information hierarchy.
When you make changes to your site (like reorganizing a menu), always think about how it affects the visitor’s journey.
Step 5: User Interface design (UI)
Choose a color scheme
When it comes to effective UI design, your website color scheme sets the tone for online branding. Color choice can evoke certain feelings, like trust or excitement, or help highlight calls to action like “Buy Now”.
Consider the following when choosing colors for your website:
- Consistency: Use brand colors (like those used in your logo) as a starting point.
- Contrast: Ensure text is easily readable against the background color.
- Simplicity: Stick to two or three main colors to avoid a cluttered or overwhelming look.
Source: Web design using brand colors and fonts by malzi. via 99designs by Vista
Use the right typography
Just like colors, fonts can convey emotion and help communicate brand identity. For example, a playful script might suit a kids’ clothing store, while a clean sans-serif font will work better for a tech startup or design studio.
Tips for choosing website typography:
- Use brand fonts (like those used in your logo) for headers.
- Limit yourself to two font families (one for headlines, one for body text).
- Choose fonts that are legible on screens.
- Use a font size that’s big enough for easy reading on mobile.
Create responsive layouts
Responsive website design adapts your site to any screen size, be it a smartphone, tablet, laptop or desktop monitor. Considering how many people browse on phones, optimizing for mobile is more important than ever.
Best practices for responsive web design:
- Design for mobile first, then scale up to larger screens.
- Develop separate fixed layouts for different device sizes.
- Use flexible grids and images that automatically adjust to screen size.
Most website builder platforms offer responsive templates by default, but always preview how your site will appear on various devices.
Add images, graphics and animations
High-quality visuals instantly grab attention. For web design on a budget, use free stock photo sites like Unsplash or Pexels. For custom web visuals, consider shooting your own images or hiring a photographer.
Best practices for visual design:
- Stay on-brand: Ensure the style, tone and subject matter of visual elements match your brand.
- Highlight key info: Use visuals to direct attention to calls to action or important messaging.
- Be mindful of clutter: Avoid putting too many graphics or animations on one web page.
Source: Menu animation concept by Yevhen Genome via 99designs by Vista
When adding visuals, optimize file sizes to keep load times short, provide alt text for accessibility and include videos or animations sparingly, so they enhance rather than distract.
Step 6: Implement functionality
Essential features and plugins
Depending on your business type, you might need:
- Contact forms for lead capture or customer inquiries.
- E-commerce functionality for an online store, including shopping carts and payment gateways.
- Booking software if visitors need to schedule appointments.
- Email list integrations using services like Mailchimp or Constant Contact.
- Social media buttons or feeds, so customers can easily follow or share your content.
Most website builder platforms have built-in features or plugins but because too many plugins can slow your site, only install what’s necessary.
Designing for SEO
Search Engine Optimization (SEO) impacts how visible your site is in search results. For small businesses, good SEO often translates to increased leads, brand awareness and sales. Focus on creating quality content that provides valuable, relevant information, since that’s what search engines aim to deliver to users.
Key SEO considerations
- Responsive website design not only improves user experience but also boosts rankings.
- Using keywords in headings, meta descriptions and body text helps search engines understand and find your content.
- Fast load times matter, so compress images and keep your code efficient.
- When naming pages, use descriptive URLs such as “mysite.com/services” instead of “mysite.com/page1” to make navigation clearer for users and search engines.
- Link to reputable sources and encourage them to return the favor.
Accessibility and considerations
An accessible website ensures everyone can access your content. For example, visually impaired users might rely on screen readers, so providing descriptive image alt text and clear headings is essential, while keyboard navigation matters for those who can’t use a mouse or touch screen. Not only are accessibility considerations socially responsible, but they also broaden your potential audience and improve brand reputation.
Step 7: Test and launch your website
Usability testing
Making tweaks based on user feedback can dramatically improve overall satisfaction. Before flipping the switch to “live,” gather feedback by asking friends, employees and loyal customers to navigate your site. Encourage them to try out features like filling out a form, locating specific contact information or making a purchase.
Then ask them:
- Was it easy to navigate the site and find what you needed?
- Did you encounter any broken links or confusing layouts?
- Did the site load quickly on mobile and desktop?
Cross-browser and device compatibility
Different browsers (Chrome, Firefox, Safari, Edge) can interpret your site’s code slightly differently. Modern website builder platforms usually handle cross-browser compatibility, but do a few spot checks to confirm. Then test on different devices—phones, tablets, laptops—to ensure your layout remains consistent.
Source: website design by DSKY via 99designs by Vista
Once everything checks out, connect your domain name to your site’s hosting and officially launch your small business website. It’s a milestone worth celebrating, but your work isn’t over yet.
I’ve published my website, now what?
Monitoring and analytics
After launch, tools like Google Analytics or a platform’s built-in analytics dashboard help track metrics such as:
- Page views: Which pages attract the most traffic?
- Bounce rate: How many visitors leave after viewing the landing page?
- Time on site: How much time are they spending on each page? This will tell you whether users are engaging with your content.
- Conversion rate: Are visitors filling out forms or making purchases?
Knowing these numbers helps you identify areas for improvement or expansion.
Ongoing website maintenance
Consistent attention helps your website continue running smoothly and keeps visitors happy. Aim to:
- Update content: Keep details like business hours, pricing or product listings current.
- Refresh visuals: Swap in seasonal or promotional images, especially if you run an online store.
- Check for broken links: Outdated links can frustrate visitors and hurt your SEO.
- Backup your site: In case of technical glitches, you’ll have a recent version.
- Update plugins/themes: Using outdated software can invite security vulnerabilities.
Keep in mind that web design trends and technologies evolve quickly. Technologically advanced features like voice search, chatbots and AI-driven personalization could become more relevant as your audience’s needs shift.
Getting user feedback
Don’t guess what your audience wants, ask them. Add a quick feedback form or survey somewhere on your website. Or send a follow-up email to new customers asking about their online experience. You might learn that your navigation is confusing, or that they’d love a new feature you never considered. Incorporating feedback can help you improve your small business marketing and business growth over time.
Customer with branded merch
Craft an effective online presence
Designing website elements for a small business doesn’t have to be complicated. Clarifying your goals, researching your audience and using the right website builder can help you craft a professional and inviting online presence. If you’ve been waiting for a sign to create a business website or revamp your online store, this is it. Get started now and keep refining as you learn more about your customers’ preferences and behaviors.
Designing website FAQs
What are the key steps to designing a website for a small business?
Define clear goals and identify your target audience. Choose a suitable website builder and a memorable domain name that reflects your brand. Map out a logical site structure and prioritize UI/UX design with responsive layouts. Implement key features like e-commerce or forms, and optimize for SEO. Finally, test thoroughly before launch, then maintain regularly and gather feedback to keep your site relevant.
How much does it cost to design a small business website?
The total cost varies. DIY website builders cost around $10-$40 per month and custom domains cost $10-$20 a year, depending on the extension. If you need advanced features or want to hire a professional web designer or developers, custom website design could cost hundreds or thousands of dollars.
What should a small business website include?
A ‘Home’ page, ‘About’ section, detailed ‘Services’ or ‘Products’ page and ‘Contact’ information. Testimonials, case studies, Blog posts or FAQs can be added to address common questions and showcase expertise. E-commerce business websites also need detailed product listings, shopping cart features and secure payment gateways.
Do I need coding skills to design a small business website?
No, many builder platforms offer drag-and-drop editors and pre-built templates, however, basic knowledge of HTML/CSS can help if you want deeper customization. If coding isn’t your thing, consider hiring a software developer for more technical tweaks.
What is dropshipping?
Dropshipping is a retail fulfillment method where you partner with a supplier or manufacturer to list their products in your online store. When a customer places an order, the supplier ships the product directly to them, meaning you don’t have to handle inventory or manage shipping logistics. This setup is a budget-friendly way for new businesses to start selling products online without significant upfront costs.
