Ever wondered about the best way to build a website for your service business? You’re not alone! We’ve gathered some common questions floating around the internet and got some straight answers from a website pro who’s worked on over 300 service business sites. Let’s get your website questions answered.
Key Takeaways
- WordPress vs. Wix: WordPress is generally the better, more flexible choice for small businesses.
- Website Cost: A basic site can range from $500 to over $10,000, depending on strategy and copywriting.
- Pricing on Website: Always display your prices or price ranges to build trust and avoid losing potential clients.
- Full Website vs. Landing Page: Most service businesses need a full website, with the homepage acting as a strong landing page.
- About Us Page: Focus on the ‘why’ behind your business and your passion, not just credentials.
- DIY vs. Professional: Hire a pro if you can afford strategy and copywriting; otherwise, get a solid strategy first.
- AI Website Builders: Currently not a viable option for client generation.
- Standing Out: Focus on client outcomes and results, not just your services.
- Website vs. Social Media: A website is essential; social media alone isn’t enough.
- Contact Form vs. Email: Use a contact form to avoid spam and qualify leads.
- Photos: Use real customer photos or AI-generated images; professional team photos are important for the About page.
- AI for Content: AI is a great tool for writing website copy if used correctly.
- Scheduling: Use tools like Calendly to simplify appointment booking.
- Templates vs. Custom: Templates are fine, especially with page builders, as long as they serve your content well.
WordPress or Wix for Your Small Business?
When it comes to building your small business website, WordPress is generally the way to go over Wix. With Wix, you’re pretty much stuck with their templates, and while you can move things around, it can get messy fast if you don’t know what you’re doing. Plus, with Wix, you’re essentially renting your site, and you can’t move it to different hosting. WordPress, on the other hand, powers over 43% of all websites, and for good reason. It’s super flexible, and with plugins like Elementor, you can create almost anything you can imagine, giving you a much better experience than Wix.
How Much Should a Small Business Website Cost?
A simple five to six-page website can cost anywhere from $500 if you go the budget route, up to five figures if you hire an experienced designer. But here’s the thing: the real value comes when you find someone who brings more than just design to the table. If they include expert sales copywriting, user experience principles, and real strategy, you can expect to pay over $10,000 for a site that’s truly conversion-focused. Think of this not as a cost, but as an investment that will likely pay for itself many times over through new clients.
Should You Display Prices on Your Website?
Yes, absolutely put your prices on your website. People visiting your site need enough information to feel comfortable taking the next step. Pricing is a huge part of that. If you don’t show it, they’ll just look elsewhere until they find someone transparent. Even if you can’t list exact prices, you can talk about ranges or starting prices. Being mysterious about pricing doesn’t create intrigue; it just makes people leave.
Full Website vs. Single Landing Page
For a service business, you almost always need more than one page. This allows people to explore what matters most to them, whether it’s testimonials, pricing, or learning about your company. However, your homepage should be structured like a landing page, giving visitors a taste of everything in a clear, linear path. It should act as your conversion engine, with other pages supporting those who need more specific information.
Writing Your ‘About Us’ Page
Your ‘About Us’ page is your chance to really explain the ‘why’ behind what you do. What problem did you see that you needed to solve? As a one-person business, you are the business, so your story is key. Focus on why you’re passionate about this work and why you’re uniquely qualified to help. People connect with stories and passion, so weave those in, even if you have impressive credentials.
DIY Website or Hire a Professional?
If you can afford it, hiring a professional is often the best route, especially if they can handle the strategy and copywriting. A good website is more than just looks; it needs to be set up to sell your services effectively. If you’re on a tight budget, consider a masterclass to get the right strategy in place first. Having a solid strategy will save you time and help you avoid common mistakes, even if you decide to DIY.
Using AI Website Builders
While AI website builders like Ten Web or Wix ADI can build a site in minutes, they are not yet a viable option for generating clients. You’re much better off spending time building a site that will actually work for your business. AI is amazing for many things, but building entire websites from scratch that convert isn’t there yet. You still need that human touch for strategic decisions.
Making Your Website Copy Stand Out
To make your copy stand out when services are similar, position your customer as the hero, not your business. Talk directly to their frustrations and their hopes. Instead of focusing on what makes your company great, focus on why it matters to your client. Use outcome-focused language and back it up with real testimonials. Make your copy easy to scan with clear headers and short descriptions, and always include strong calls to action. Frame your services as the bridge between their current struggles and where they want to be.
Website vs. Social Media
Yes, you absolutely need a website for your service business in 2025. It’s the bare minimum. When people hear about you through referrals or social media, they’ll look for more information on your website. It’s where you control the conversation and tell your story from start to finish. Social media platforms change, but your website is yours.
Contact Form or Email Link?
Never list your email address directly on your website. It will just get scraped by spammers. A contact form is much better. It allows people to get in touch without exposing your email and lets you ask specific questions to qualify leads before they even reach your inbox. Forms are cleaner, safer, and more strategic.
Stock Photos or Real Photos?
Photos on your website should tell the story of how you help people. Happy customer photos are great, and stock photos are perfectly fine as long as they don’t look obviously fake. Avoid unnatural poses or expressions. Look for photos that show relief or satisfaction. You can also use AI to generate realistic images. The only time you truly need real photos is for team photos on your ‘About Us’ page or for showcasing your actual work if it’s visual.
Using AI for Website Content
100% yes, you can use AI like ChatGPT to write content for your website. It’s a tool that can improve your own writing. AI can help you research client language, transform your ideas into polished copy, and even write in proven copywriting frameworks. For natural, human-sounding writing, Claude is currently a top choice. Just make sure to give it clear direction on your brand voice and audience.
Scheduling Appointments on Your Website
Allowing clients to schedule appointments directly on your website cuts out annoying back-and-forth emails. Tools like Calendly sync with your calendar and only show available times. This makes it easy for clients to book and dramatically cuts down on no-shows. You can even set up automatic reminders, which makes a huge difference in converting visitors into actual conversations.
Pre-made Templates vs. Custom Design
There’s nothing wrong with using a pre-made template, especially with page builders like Elementor. They’re a great starting point, and you can customize them to look like your own. Nobody hires you based on the uniqueness of your website design (unless you’re a web designer yourself). The content is what sells your offers; the website just needs to serve that content well. Don’t worry about needing a custom-built site; clients care about how you solve their problems.
Must-Haves for a Small Business Website
This is a big topic, but the essentials for a client-generating website that sells your services are covered in a comprehensive masterclass. It will show you exactly what you need and, just as importantly, what to remove to avoid scaring clients away. Feeling overwhelmed by conflicting advice? This is where you’ll find clarity and learn how to build a website that truly works for your business.
Rodney Laws is an ecommerce expert with over a decade of experience helping entrepreneurs build and grow online businesses. He specializes in reviewing ecommerce platforms, optimizing user experience, and guiding brands toward higher conversions. His insights have been published on leading industry sites including UsabilityGeek, G2, Spendesk, and PPC Hero.
As the editor at EcommercePlatforms.io, Rodney combines hands-on knowledge with clear, actionable advice to help business owners choose the right tools and strategies. When he’s not testing the latest software or analyzing trends, he’s sharing practical tips that make complex ecommerce decisions simple.
