The short answer: The website of a local business needs a clear description of your services, your location and service area, real project examples, a recognisable contact person and simple ways to get in touch. On top of that come mandatory details such as the legal notice and privacy policy.
Just as important as the content itself is that visitors find it quickly – especially on a smartphone.
The first impression: what visitors should see right away
Many visitors decide within seconds whether to stay on a website. The top area of your home page should therefore answer three questions without scrolling:
- What do you offer?
- Where do you work?
- What is the next step, for example calling or sending an enquiry?
An example of a clear heading: “Painting company in Munich – interior and facade work for private and business customers.” Below it, a clearly visible button leads to the most important way to get in touch. Generic phrases such as “Welcome to our website”, on the other hand, waste this valuable space.
Describing your services clearly
Your services are the core of the website. Describe them the way your customers talk about them – not in technical jargon. For each service, visitors should learn:
- what exactly you do and for whom
- what the process looks like
- what the price depends on, with guide values if possible
- how they can enquire about it
If you offer several services, a separate page for each of the most important ones is worthwhile. Visitors land directly on the topic they’re interested in. At the same time, each page can be tailored to matching search terms. Learn more in the guide SEO for local businesses in Munich.
Location and service area
For local businesses, location is one of the most important pieces of information. State clearly where you work:
- your address, if relevant with a map and directions
- your service area, for example districts or a radius
- opening or office hours
Make sure your name, address and phone number are written the same everywhere – on your website, in your Google Business Profile and in business directories. Consistent details help visitors and search engines identify your business clearly.
Project examples and testimonials
Nothing convinces like real work. Show selected projects with photos and a short description: What was the task, and what did you do? For trades businesses, before-and-after photos are particularly effective.
Testimonials complement the projects. Only use genuine statements and ask your customers beforehand whether you may show their name and project.
Invented reviews or other people’s project photos damage trust and can be legally problematic. If you don’t have many examples yet, show your process, your workshop or your team instead – and add projects over time.
A face for your business
Especially with small businesses, customers want to know who they’re dealing with. An “About us” page or a section on the home page creates closeness:
- a real photo of you or your team
- your qualifications and experience
- how you work and what matters to you
- a dedicated contact person with a name
Personal details don’t replace a description of your services, but they make the difference when customers are choosing between several providers.
Simple ways to get in touch
Making an enquiry should be as easy as possible. These have proven themselves:
- A tappable phone number – on a smartphone, the call starts directly
- An email address as a clickable link
- A contact form with as few required fields as possible
- WhatsApp, if you can reply reliably there
It’s better to offer two or three ways to get in touch that you look after reliably than five that you only answer occasionally. Contact should also be reachable from every page, for example via the navigation and the footer.
Answering frequent questions
Which questions do you hear on the phone again and again? Exactly these belong on your website, for example in an FAQ section. This saves you time and reassures visitors before they even get in touch.
Clear answers to specific questions also help search engines and AI assistants understand your offer. However, a particular ranking or mention cannot be guaranteed.
Mandatory details and technology
In addition to content for your customers, every business website needs some mandatory details and technical basics:
- a legal notice and privacy policy, reachable from every page
- a cookie banner if your website uses services that require consent
- SSL encryption, recognisable by “https” in the address bar
- a layout that works on smartphones, tablets and desktops
The website operator is responsible for the accuracy of the legal texts. If in doubt, have them checked legally.
Checklist: is your website complete?
Use this list to check your existing or planned website:
- The home page immediately shows what you offer and where.
- Every important service is described clearly.
- Location, service area and availability are clearly stated.
- There are real project examples or testimonials.
- Visitors can see who is behind the business.
- Phone and email work with a single tap on a smartphone.
- The contact form only asks for what is necessary.
- Frequent customer questions are answered.
- The legal notice and privacy policy are reachable from every page.
- The website is encrypted and easy to read on all devices.
The free website check shows you where your current website stands technically.