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Website Design Tips for Small Business: Fix Your Home Page

When it comes to website design tips for small business, there’s one thing I see time and time again: the home page is letting the side down.

Here’s the truth: you’ve got about 3 seconds to grab a visitor’s attention when they land on your website.

If your home page opens with “Welcome to our store”, you’re missing the chance to tell customers what you sell, why it matters and why they should stay.

Why “Welcome to our store” Doesn’t Work

It’s generic.

It doesn’t help people understand your brand, your products, or the benefits of buying from you. In fact, it wastes the most valuable space on your site.

Think about it like a shop window. One says “Welcome.” Another shows what’s inside with clear messaging and styled displays. Which shop would you walk into?

Your website home page is your digital shopfront — and it needs to work harder.

Website Design Tips for Small Business Owners

1. Start With a Benefit-Led Headline

A strong headline should answer three questions:

  • What do you sell?
  • Who is it for?
  • Why does it matter?

Instead of focusing on yourself, highlight the benefit to your customer.

Example: “Skincare designed for sensitive skin, powered by nature.” More Examples 👇

 

2. Keep Navigation Simple

Customers shouldn’t have to click through drop-down after drop-down to reach your products. A clear, simple menu helps shoppers find what they’re looking for quickly.

Pip with pink hair and bright neon pink nails, wearing a black t-shirt and white jeans. Smiling and leaning forwards holding a laptop and a notebook. Looking ready to help!
A Shopify Featured collection showing Bestsellers from Black & Beech

 3. Put Products Front and Centre

Your lovely face belongs on your About page. On your home page, products need to come first. People land on your site to buy, so make that easy.

A split picture showing 2 product images. On the left is a model with blonde hair with a stack of Helix and Conch gold hoops and stud earrings along the ear. On the right is a flat lay of a large selection of gold hoops and huggies.

4. Invest in Quality Visuals

Even if professional photography isn’t in the budget, make sure your images are high-res, well lit and consistent. Show products being used to help customers understand scale and context.
Upsell of gift box under a green add to cart button for Colour Chronicles

5. Use Smart Suggestions on Product Pages

Cross-sells and upsells aren’t pushy if they’re done well. A thoughtful suggestion can increase your average cart total without feeling like a sales tactic.

Why This Matters for Small Businesses

When you put these website design tips into practice, you make it easier for customers to connect with your brand, find what they need and buy with confidence.

A strong home page sets the tone for the rest of your site. Done right, it leads to:

  • More attention

  • More clicks

  • More sales

 I want to get you looking at new ways to present your products. 

Here are 5 simple switches to help customers see how your products can make their lives better.

 

A before and after candle brand picture using a benefit led headline. Before: "Hand-pured soy wax candles", After: "Create Calm in seconds - Scents that shift your whole mood"
A before and after shampoo brand picture using a benefit led headline. Before: "Sulphate-free shampoo for all hair types", After: "Tame the frizz, smooth the Chaos - Finally, hair that behaves"
A before and after skincare brand picture using a benefit led headline. Before: “Natural skincare made with botanical ingredients”, After: “Feel “confident in your skin, even on no-makeup days”
A before and after kids clothing brand picture using a benefit led headline. Before: “New summer collection just dropped”, After: “Get them dressed without the drama - soft comfy favorites they actually like.”
A before and after stationery brand picture using a benefit led headline. Before: “Weekly planners and matching notebooks available now”, After: “Feel more in control of your week - one page (and one plan) at a time.”

Time for a Refresh?

If your website feels too DIY or you’re worried your home page is costing you sales, it might be time for a refresh.

✨ I’ve worked on 80+ Shopify websites, helping small businesses create sites that look professional and convert.

BOOK YOUR SHOPIFY REFRESH TODAY