Does Every Small Business Need a Website?
Short answer: probably yes, but it might be simpler than you think.
In 2025, customers expect to find businesses online. Even if you never sell a single product through your website, having an online presence builds credibility and helps people find you. That said, "online presence" doesn't always mean a complex website—it might just mean a Google Business Profile and a simple one-page site.
This guide helps you figure out what you actually need and how to get it without spending a fortune.
Understanding Your Options
Before diving into platforms and features, think about what you're trying to achieve:
"I just want people to find my business and contact me"
You need a simple brochure website—a few pages with your services, contact details, and maybe some photos. This can cost very little and take just a day or two to set up.
"I want to sell products online"
You need an e-commerce platform. This is more complex but still manageable for most small businesses. Costs depend on how many products you sell and what features you need.
"I want to take bookings online"
You need a website with booking functionality. Many platforms include this, or you can add booking tools to a simple website.
"I want to look professional and compete with bigger companies"
You might want a custom website, which costs more but gives you more flexibility. Consider whether the investment will actually bring in more business.
Building a Simple Website
The Easy Options
Wix (from £13/month for business)
Drag-and-drop builder that's genuinely easy to use. Good templates, reasonable prices, includes hosting. Suitable for most small business websites and simple online shops.
Squarespace (from £12/month)
Better-looking templates than Wix, slightly steeper learning curve. Popular with creative businesses, restaurants, and service providers.
WordPress.com (from £4/month for basic, £25/month for business)
More flexible than Wix or Squarespace, but takes longer to learn. Good if you want to grow into a more complex site over time.
Google Sites (free)
Basic but functional. Good enough for a simple "about us" page if you're on a tight budget. Integrates well with other Google services.
What You'll Need
A Domain Name
This is your web address (yourcompany.co.uk). Costs around £10-15 per year for a .co.uk domain. Buy through your website provider or separately through registrars like 123 Reg, GoDaddy, or Google Domains.
Tips for choosing a domain:
- Keep it short and easy to spell
- .co.uk is fine for UK businesses—you don't need .com
- Avoid hyphens and numbers if possible
- Check it's not trademarked by someone else
Content
You'll need:
- A brief description of your business
- Your services or products
- Contact information
- Some photos (your own or stock images)
- Possibly customer testimonials
Don't overthink this. A simple, clear website is better than a fancy one that never gets finished.
Hosting
This is where your website files live. Most website builders include hosting in their monthly fee. If you go with WordPress.org (the self-hosted version), you'll need to pay for hosting separately (£3-10/month).
DIY vs Professional Help
DIY works well if:
- You're comfortable learning new software
- You have a few hours to spare
- Your needs are straightforward
- Budget is a major concern
Professional help is worth it if:
- You need something unique or complex
- Your time is more valuable than the cost
- You want it done quickly and properly
- You're hopeless with technology and would find it stressful
Professional websites for small businesses typically cost £500-3,000, depending on complexity. Freelancers are usually cheaper than agencies.
Selling Online: E-commerce Basics
Choosing an E-commerce Platform
Shopify (from £25/month)
The most popular e-commerce platform for small businesses. Easy to use, reliable, handles payments, shipping, and inventory. Good apps for extending functionality.
WooCommerce (free plugin, but you pay for hosting)
Adds e-commerce to WordPress sites. More flexible than Shopify but requires more technical knowledge. Total costs can be similar once you add hosting and paid plugins.
Etsy (listing fees + transaction fees)
Great for handmade, vintage, or unique products. Built-in audience of buyers. Lower setup effort but less control and ongoing fees eat into margins.
Amazon Marketplace (various fees)
Access to huge customer base. Good for standard products. High competition and fees, but handles logistics if you use Fulfilment by Amazon.
Square Online (free basic, £12/month for professional)
Good if you already use Square for in-person payments. Simple setup, integrates with your existing Square account.
Payment Processing
To accept card payments online, you need a payment processor. Options include:
Stripe (1.4% + 20p for UK cards, 2.9% + 20p for international)
Widely used, easy to set up, works with most platforms. Good for businesses of all sizes.
PayPal (1.9% - 2.9% + fixed fee)
Customers recognise and trust PayPal. Some people prefer it because they don't have to enter card details. Worth offering alongside Stripe.
Square (1.4% - 2.5% depending on plan)
Good if you also sell in person. One system for online and offline payments.
Shopify Payments (1.5% - 2% depending on plan)
Built into Shopify, no extra fees. Simplest option if you use Shopify.
Tips for payment processing:
- Always offer multiple payment options
- Display security badges to build trust
- Make checkout as simple as possible
- Consider buy-now-pay-later options like Klarna or Clearpay for higher-value items
Legal Requirements for UK Online Shops
Selling online in the UK comes with legal obligations:
Consumer Contracts Regulations
- Provide clear information about your business
- Give customers 14 days to cancel most orders
- Refund within 14 days of receiving returned goods
Data Protection (UK GDPR)
- Have a privacy policy explaining how you use customer data
- Only collect data you actually need
- Keep data secure
- Allow customers to request deletion of their data
Trading Standards
- Prices must include VAT if applicable
- Delivery costs must be clear before checkout
- Product descriptions must be accurate
Cookie Consent
- Get consent before placing non-essential cookies
- Explain what cookies you use
Most e-commerce platforms include templates for required pages (privacy policy, terms and conditions, returns policy), but review them to ensure they fit your business.
Local Business? Focus on Google
If you serve local customers (shops, restaurants, tradespeople, service businesses), Google Business Profile is essential—often more important than your website.
Setting Up Google Business Profile
1. Go to business.google.com
2. Search for your business or add it
3. Verify your ownership (usually by postcard or phone)
4. Complete your profile fully
Include:
- Accurate address and phone number
- Business hours (keep these updated!)
- Photos of your business, products, or work
- Your website link
- Services or products you offer
- Regular posts and updates
Getting Reviews
Google reviews significantly impact whether people choose your business. Encourage satisfied customers to leave reviews:
- Ask after a successful transaction
- Send follow-up emails with a direct link to review
- Make it easy—QR codes in store, links in emails
- Respond to all reviews, positive and negative
Never buy fake reviews or offer incentives for positive reviews—Google will penalise you, and it's against their terms.
Local SEO Basics
To appear in local searches:
- Ensure your business name, address, and phone number are consistent everywhere
- Get listed in relevant local directories
- Include local keywords on your website (e.g., "plumber in Manchester")
- Encourage customers to mention location in reviews
Social Media: What Actually Matters
You don't need to be on every platform. Choose based on where your customers are:
Facebook - Good for local businesses, events, and community building. Still the platform with the widest age range.
Instagram - Visual businesses (fashion, food, design, beauty). Younger audience, but growing across age groups.
LinkedIn - B2B businesses, professional services, recruitment. Essential if you sell to other businesses.
TikTok - Younger audience, entertainment-focused. Good for brands that can create engaging video content.
Tips for social media:
- Quality over quantity—posting twice a week well is better than daily rubbish
- Be authentic—small businesses can be personal in ways big brands can't
- Respond to comments and messages quickly
- Don't just sell—provide value, entertain, or inform
- Consider paid promotion for important posts—organic reach is limited
How Much Should All This Cost?
Minimum Viable Online Presence
- Google Business Profile: Free
- Simple website (Wix/Squarespace basic): £150-200/year
- Domain name: £10-15/year
Total: Under £200/year
Small E-commerce Shop
- Shopify Basic: £300/year
- Domain: £15/year
- Payment processing: ~2% of sales
- Maybe some paid apps: £50-200/year
Total: £400-600/year plus transaction fees
Professional Setup
- Custom website: £1,000-3,000 (one-time)
- Hosting: £100-300/year
- Professional photos: £200-500 (one-time)
- SEO help: £200-500/month (optional)
Total: £1,500-4,000 upfront, £100-6,000/year ongoing
Start simple and upgrade as your business grows. A basic online presence is much better than nothing while you wait for the "perfect" website.
Common Mistakes to Avoid
Spending too much too soon
You don't need a £5,000 website to start selling online. Prove the concept with a simple setup first.
Neglecting mobile users
Over 60% of web traffic is mobile. Make sure your site looks good and works well on phones.
Forgetting about speed
Slow websites lose customers. Compress images, choose good hosting, and keep things simple.
No clear call to action
Every page should make it obvious what you want visitors to do—buy, book, call, or sign up.
Ignoring analytics
Set up Google Analytics to understand how people use your site. You can't improve what you don't measure.
Letting it go stale
Outdated content, old prices, and "news" from 2019 make your business look abandoned. Keep things current.
Trying to do everything
Focus on what matters most for your business. A great Google profile and simple website beat a mediocre presence across ten platforms.
Getting Started: Your First Steps
This week:
1. Claim and complete your Google Business Profile
2. Decide what type of online presence you need
3. Choose a domain name (check availability)
This month:
4. Set up your website or online shop
5. Add essential content and photos
6. Set up payment processing if selling online
7. Make sure all legal pages are in place
Ongoing:
8. Ask satisfied customers for reviews
9. Post occasionally on social media
10. Keep information accurate and up to date
11. Review analytics and make improvements
The Bottom Line
Getting your small business online doesn't have to be complicated or expensive. A clear Google Business Profile, a simple website, and perhaps a basic online shop can be set up in a weekend for a few hundred pounds.
The key is to start. An imperfect website that exists is infinitely better than a perfect website you never build. You can always improve it later as you learn what your customers actually want.
Every day without an online presence is a day potential customers can't find you. Start simple, start now, and grow from there.
