Your Website Should Tell a Story (Not Confuse People): 5 Essentials Every Small Business Site Needs to Succeed

Jessica Vodvarka
Jul 3
3 min read

Your website is more than a business card. It’s a storyteller.

It’s your digital handshake, your visual first impression, your opportunity to turn interested potentials into loyal clients. But let’s be honest: most websites struggle to tell a story clearly. They either say too much, not enough, or feel like a mismatched collection of ideas that don’t flow.

If you’ve ever stared at a blinking cursor trying to figure out what to write—or chosen a template only to realize it doesn’t feel like you - you’re not alone.

But, the good news? A great website doesn’t have to be complicated. It just needs to be intentional.

Whether you’re building from scratch or giving your current site a refresh, here are five essentials every small business website needs to feel aligned, professional, and ready to convert, without sacrificing your personality.

1. Start with the Story—But Also, the Structure

Before you dive into fonts and layouts, step back. Ask: What story am I telling...and how should it unfold?

Start by sketching out a basic outline:

Who you are
What problem you solve
How you help solve that problem
What people should do next to work with you

Then, pull together your visual identity:

🎨 Your brand fonts and colors

📷 Your photography

& Your logo and graphics

Having these ready ensures your site feels cohesive and on-brand—not like a mismatched Pinterest board.

Need help creating those assets? That’s part of what I do—before we touch a single layout block.

2. Flow Is Everything (Think Book, Not Maze)

Your site should guide, not overwhelm. One of the biggest issues I see is cluttered or confusing layouts that leave visitors unsure what to click, not getting the information they need, or worse, clicking away.

Start with these flow-friendly tips:

Keep your top menu simple (3-5 items max)
Make your homepage a clear entry point, not an info dump
End each section with a clear “what now?” (CTA, internal link, etc.)

When I design websites, I always map the user journey before we touch a template. That’s how you tell a story and keep viewers on your site, one scroll at a time.

3. Your Photos Should Speak (Without Shouting)

Images aren’t just decoration - they’re emotional cues. They show who you are, how you work, and what your brand feels like.

But inconsistent, low-res, obviously "stock photo" or irrelevant images? They kill your business vibe and trust fast.

Tips to uplevel your site imagery:

Use consistent lighting, color, and tone across photos
Choose images that reflect your audience (and their aspirations)
Invest in a branding session - you’ll use the images everywhere! Socials, emails, print marketing, you name it.

Not sure where to start? I offer photography tailored to small business brands. Especially those who want to look professional and personal.

4. Don’t Forget About Mobile (Your Customers Won’t)

You probably know this already, but let me say it louder: If your site doesn’t work on mobile, it doesn’t work.

Common issues I see:

Text that’s too small
Images that crop weird
Menus that vanish or glitch

Before publishing, test your site on your phone, tablet, and a few different browsers. Mobile design isn’t a “nice to have”. It’s where most of your users are.

5. Clear Calls to Action (Because People Want Direction)

Here’s the secret: most people want to be guided. They shouldn't have to dig through your site to figure out how to move forward. But it's also important to remember that they just don’t want to be pushed too hard.

Think of your CTAs as gentle signposts:

“Book your free discovery call”
“Download the pricing guide”
“See recent work”

If you’re not asking, they’re not clicking.

I recommend including a clear CTA on every page - especially at the end of your homepage, service pages, and blog posts. Speaking of…

Need Help Bringing Your Website to Life?

Whether you're stuck in DIY limbo or ready to hand it off completely, I'm here to help you build a website that looks amazing, flows beautifully, and tells your story from the first click to the final scroll.

📄 [Download the Pricing & Services Guide] 📅 [Book Your Discovery Call Here]

You’ve got the vision. Let’s design the site that brings it to life.