If I looked at your website for 10 minutes, here’s what I’d fix first
Whether you’ve built it yourself or worked with a website designer, most small business owners put a huge amount of effort, time, and money into their websites. And yet, there’s still this feeling of “I’m not quite sure this is working, but I can’t put my finger on why”.
The good news is, most websites don’t need a big overhaul. It’s usually just a few small things making them harder to use, navigate, or understand.
Once you know what to look for, it’s much easier to change. So, If I looked at your website for 10 minutes, these are the things I’d check first.
5 things I’d look at on your website first
These are some of the most common things I notice, especially on small business websites when people are trying to do everything themselves.
They’re not massive mistakes or signs a website has failed, but they can make it harder for people (customers) to understand, trust, and use your site.
1. Unclear messaging
When someone lands on your website, they should be able to quickly work out:
What you do
Who it’s for
How you can help them
But when you’re busy actually running a business, it’s easy to drift into jargon or internal language. Words that make perfect sense to you, but not necessarily to your customers.
Vague headlines and trying to say everything at once (without really saying anything at all) can also make websites difficult to understand. If someone has to work hard to figure out what you’re saying, they’ll usually go somewhere else.
What I’d change:
Make your homepage headline (hero section) really clear
Use everyday language that people will find easy to understand
Lead people through your pages in a simple, natural order
2. Confusing navigation
Good navigation feels almost invisible. People shouldn’t have to stop and think about where to click next. But sometimes, menus end up with too many options or labels that sound nice but aren’t obvious.
‘Journal’ instead of ‘Blog’ is a good example. It feels more creative but most people instantly understand ‘Blog’ without needing to think about it. The same goes for using ‘Our offerings’ instead of ‘Services’ or ‘Products’.
There’s nothing wrong with creativity, but keep it out of your navigation. Simplicity and clarity usually wins - especially on mobiles where people scan read.
Things to try:
Keep the main menu simple (5 items or less, with the others in your footer)
Use clear, familiar navigation labels where possible
Keep the website structure easy to use
3. Talking at people not to them
A lot of websites sound like they’re explaining the business, not speaking to a person.
But people want to quickly feel that they’ve landed in the right place:
Is this for me?
Do you understand my problem?
Can you actually help someone like me?
If you only write about your business, people can feel a bit disconnected from it. Good websites feel more like a conversation. And, they help people feel understood before they feel sold to.
Easy changes:
Start with the customer’s problems or goals
Write like you’re speaking to one person
Focus on connection before you try to sell
4. No clear next step
Readers should never get to the end of a page wondering what to do next.
Missing calls to action (CTA), unclear contact options, or a lack of direction means people are left confused. Thinking “ok, what now” can often make them leave your website altogether. It’s usually not intentional - it just gets missed when you’re focused on building everything else.
A good next step doesn’t have to be pushy or sales focused. It can be something really simple like encouraging someone to read another page or get in touch for a chat.
What I’d do:
Add a clear next step on every page
Make CTAs feel friendly and low pressure
Think about what someone might want after reading a page:
See how this works
Find out more
Get in touch
5. Trying to do too much
This is really common. You start with a simple idea and, over time, more things get added in. More pages, more features, more sections. The intention is good but it sometimes makes your website harder to use, not easier.
A website doesn’t need lots of pages to be useful. In fact, when it tries to do everything, it often stops doing the main thing well - helping people quickly understand what you do and whether you can help them.
Bigger companies can get away with more complexity because people already know who they are. But small businesses need more clarity and simplicity. Sometimes, the strongest websites are the ones that feel the easiest to use.
What helps:
Strip back pages that don’t need to be there (sometimes less is more)
Keep the structure simple and logical
Always ask whether something helps people understand you better
Website problems are not always technical
This post could have focused technical issues like mobile friendliness, site speed, or SEO settings. But interestingly, many of the biggest problems small business websites face aren’t actually technical.
They’re usually problems with structure, communication, and clarity.
It’s about how information is organised, how readers move through the site, and whether people quickly understand what the business offers and who it’s for. The technical tools behind a website matter, but simplicity, usability, and well-written content are just as important.
That’s the kind of thing I help small businesses with through SEO content writing and Squarespace website support. I help make websites clearer and easier to use.
Your website doesn’t need to be perfect to work well. Often, a few small improvements can make a bigger difference than people expect.
