What a website needs to sell: a checklist for small businesses

In short

• A website that sells answers three questions within seconds: what you do, who it is for and what the next step is.
• Speed, the mobile version and the right languages matter more than design.
• Without measurement, you cannot tell whether the website works: define from the start what counts as a result.

Many small businesses have a website that looks attractive but does not bring in a single enquiry. The problem is rarely the colour scheme or the font. It is almost always the message, the path to getting in touch or the speed.

This checklist sums up what we look at when we assess an SME’s website. You can use it to review your current site or to prepare the brief for a new one.

1. A clear message in 5 seconds

A visitor decides very quickly whether to stay or leave. At the top of the home page, without scrolling, they need to understand:

• what you do (“Bathroom and kitchen renovation”);
• who it is for and where (“for homeowners in central and southern Luxembourg”);
• why they should choose your business (“quote within 48 hours, fixed-deadline projects”);
• what to do next (a clear button: “Request a quote”).

Avoid generic phrases such as “Innovative solutions tailored to your needs”. They say nothing to anyone.

Quick test: show the home page to someone who does not know the business for 5 seconds. Then ask them what the business does. If they hesitate, the message needs rewriting.

2. Visible social proof

People trust what others say about you more than what you say about yourself. Show:

• reviews from real customers, with their names (and photos, if you have permission);
• your average rating on your Google Business Profile;
• logos of business clients, with permission;
• photos of completed work, real case studies and figures (“more than 300 projects completed”).

Place this proof near your contact buttons, not hidden away on a page nobody visits. To get more reviews, see our guide to the Google Business Profile.

3. A clear next step (CTA)

Every page should have a goal and a button that leads to it. Simple rules:

• one main CTA per page, repeated at the top, in the middle and at the end;
• specific wording (“Request a free quote”, “Book a consultation”) instead of “Find out more”;
• short forms: name, e-mail and message are enough for a first contact;
• quick alternatives for those who prefer them: WhatsApp, online booking, e-mail.

Also say what happens next: “We reply on the same working day.” It reduces the anxiety of someone about to leave their details.

4. Speed

A slow website loses visitors before they even see the first sentence, especially on mobile and with a weak signal. Google also takes speed into account.

What to check:

• images compressed and in modern formats (WebP or AVIF);
• few plugins and third-party scripts;
• good-quality hosting;
• your Google PageSpeed Insights score, on mobile and not just on desktop.

If your site takes several seconds to show the main content, this is probably the first problem to fix.

5. Designed for mobile first

Most visits to a local business’s website come from a mobile phone. “It works on mobile” is not enough; it has to be comfortable:

• text readable without zooming;
• buttons large enough for a thumb;
• contact details reachable with one tap;
• simple menus;
• no pop-ups covering the whole screen.

Try it yourself: request a quote on your own website, on your phone, using one hand.

6. Your customers’ languages

In Luxembourg, a website in only one language leaves customers out. Think about who buys from you:

• the Portuguese-speaking community: Portuguese;
• the general market and public administration: French;
• a large share of the local and cross-border audience: German;
• expats and international companies: English.

You do not need to translate everything on day one. Start with the pages that sell (home page, services, contact) in your two or three main languages. And use translations reviewed by a person: machine-translated text with no review inspires little trust.

Technically, each language should have its own address (for example /pt/, /fr/, /de/) and the website should tell Google that they are versions of the same page.

7. GDPR without an abusive banner

Data protection does not have to spoil the experience. Quite the opposite: a website that respects its visitors inspires trust.

• Cookies: only ask for consent for what needs it (analytics, advertising). The CNPD recommends that refusing should be as easy as accepting: if there is an “Accept all” button, there should be a “Reject all” button at the same level.
• No tricks: no hidden reject buttons, misleading colours or pre-ticked boxes.
• Less is more: every extra tracking tool means one more notice, more page weight and more responsibility. There are privacy-friendly analytics tools that reduce the need for cookies.
• Forms: only ask for the data you need and explain what it is for, with a link to your privacy policy.
• Legal information: company details, RCS number and, where applicable, the 2D code of your business permit (autorisation d’établissement), which must also appear on the website.

8. Measure what matters

Without measurement, a website is just an opinion. Define from the start what counts as a result:

• quote requests sent;
• clicks on WhatsApp or e-mail;
• bookings made;
• purchases, if it is an online shop.

Set up your analytics tool to record these actions and look at the figures once a month. Also ask new customers how they found you: it is the simplest way to understand what works.

The complete checklist

Print or copy this list and go through your website with a fine-tooth comb:

1. The home page says what you do, for whom and where, without scrolling.
2. There is a clear action button at the top of every page.
3. Forms have no more than 3 to 5 fields.
4. There are reviews or real case studies near the contact buttons.
5. The website loads quickly on mobile.
6. It is easy to request a quote using one hand.
7. The main pages exist in your customers’ languages.
8. The cookie banner lets visitors refuse as easily as they can accept.
9. The company’s legal details are visible.
10. Enquiries generated are measured and reviewed every month.

If you failed on three or more points, your website is probably letting customers slip away.

What if you need a new website?

A new website or an upgrade to your current one may be eligible for the SME Packages Digital grant, which currently covers 70% of eligible costs for projects between 3,000 and 25,000 euros excluding VAT, up to 17,500 euros. We explain everything in our SME Packages Digital guide.

Next step

The free Website That Converts framework helps you plan the structure, messages and contact points of each page before you spend a single euro on design. You can also order it already filled in by an In Digi consultant (AI-assisted) for €49.

If you would prefer an outside opinion, book a one-hour consultation (€100 + VAT, deducted if you hire us within 90 days). We review your website against this checklist and tell you, in order of priority, what to change.

Sources

• CNPD – Lignes directrices en matière de cookies et autres traceurs
• CNPD – Principes applicables et mise en pratique (cookies)
• Google – PageSpeed Insights