We audit a lot of small business websites. The ones that aren't working rarely look broken. They usually look fine. They may simply contain fixable friction. Run through this list, then investigate the affected areas before choosing between a focused repair and a wider refresh.
Seven-point self-check
Check each item and start with the smallest sound repair.
- 1Slow to become usableCheck PageSpeed Insights and field dataInvestigate heavy images, unnecessary work and hosting
- 2The homepage is unclearAsk a newcomer what they think you sellState the offer and audience near the top
- 3Contact routes are hiddenTry contacting the business from key pages on a phoneSurface the channels customers actually use
- 4No price contextSee whether a buyer can judge budget fitAdd a starting price, range or quotation basis
- 5Information is staleCheck dates, hours, services and team detailsUpdate anything that could mislead a visitor
- 6Missing from relevant searchesUse Search Console alongside manual searchesDiagnose visibility, technical and local signals
- 7The form asks too muchQuestion whether each field is needed for a first replyRemove unnecessary required fields and clarify errors
1. It takes longer than three seconds to load on mobile
Open the site on a phone and note when the main content becomes usable, but do not treat a stopwatch as a diagnosis. Run the page through Google PageSpeed Insights, compare mobile and desktop, and use its real-user Core Web Vitals when available. Lab results help identify work; they are not a promise of how every visit behaves.
Common causes: huge unoptimised images, too many plugins (WordPress), heavy themes, a hosting plan that's overstretched. All fixable.
2. The homepage doesn't say what you do in plain English
Look at your homepage and ask: would a stranger know exactly what you sell within five seconds? Not what your "mission" is, not what your "values" are. What service or product they can buy from you. If the answer needs explanation, the page doesn't work.
3. The phone number is hidden (or worse, missing) on mobile
The right contact route depends on the business: phone may matter for urgent local work, while email, a form, messaging or booking may suit others. On a phone, a visitor should be able to find and use the relevant option from the pages where they decide to act. A sticky number is useful only when calls are genuinely offered and answered.
4. You don't show any prices, even starting prices
Buyers often need enough context to judge fit before enquiring. When exact prices depend on scope, a starting price, range, example package or clear explanation of how quotations work can still help.
5. The site hasn't been updated in two years
An old copyright line alone proves little. Check whether opening hours, services, prices, team details, policies and dated announcements are still accurate. Update information that could mislead someone; do not publish filler merely to make a page look recent.
6. You're invisible on Google for the obvious searches
A private-window search for "[service] in [town]" is one useful observation, not a complete audit: results still vary by location, device and query. Use Google Search Console to check actual queries, pages, indexing and trends, then review the business profile and local details before deciding what needs repair.
Our guide to local SEO for small businesses walks through the diagnostic order.
7. The contact form has 12 fields and asks for your life story
Ask only for information needed to route and answer the first enquiry. That may be name, email and a message for one business, or include phone, location, date or job type for another. Explain why a less obvious field is required, make errors easy to correct and test the form on a phone.
So what now?
Start with evidence and sound foundations: accurate content, a clear offer, usable contact routes, measured performance and reliable forms. If the structure still supports the business, focused repairs may be enough. Rebuild only when the structure, platform or changed requirements make those repairs impractical. Measure enquiries and search visibility before and after rather than promising a particular uplift or deadline.
If you'd like us to look at your site and give you a straight answer on what's worth fixing, the contact page is open. For the full topic, read the complete guide to small business websites, walks through what good looks like more broadly.