What to put on your business website

You've decided to get a website. Great. Now comes the part where most people stall: what do you actually put on it?

The honest answer is simpler than you think. Your website isn't a portfolio of everything you've ever done — it's a sales page. It needs to answer three questions fast: what do you do, why should I trust you, and how do I get in touch. That's it. Everything else is optional.

If you haven't set up your site yet, start with our guide to getting a website in 5 minutes. This post is about what goes on it once you're ready to build.

The non-negotiables

Every small business website needs these. No exceptions. If your site has nothing else, make sure it has these five things.

1. A clear headline that says what you do

Not your business name in a fancy font. Not "Welcome to our website." A single sentence that tells a stranger what you offer and where.

Good examples:

• "Mobile DJ for weddings and events in Durban"
• "Deep tissue and sports massage — Sandton, Johannesburg"
• "Home-cooked catering for offices and events in Cape Town"

If someone lands on your site and can't figure out what you do within three seconds, you've lost them.

2. Your services (with prices if possible)

List what you offer. Be specific. "Photography services" is vague. "Wedding photography packages from R3,500" tells people exactly what they need to know.

Including prices is optional but powerful — it filters out people who can't afford you and attracts people who can. If your pricing varies, give a starting range.

3. Contact details — make it obvious

WhatsApp number, phone, email, or a contact form. Put it at the top of the page and the bottom. Don't make people hunt for it.

In South Africa, a WhatsApp link is usually the highest-converting contact method. People are more likely to tap "WhatsApp us" than to fill in a form. There's a reason we built Clawfront around WhatsApp.

4. Your location or service area

"Based in Pretoria" or "Serving all of Gauteng" — this matters more than you think. It helps Google show you in local searches, and it tells customers immediately whether you're relevant to them.

5. At least one photo of you or your work

Phone photos are fine. A photo of you at work, your products, your venue, or a finished job. Real photos build trust in a way that stock images never will.

The trust builders

Once you've covered the essentials, these are the things that turn a visitor into a paying customer.

Customer testimonials

Even one or two short quotes make a difference. "Sipho did an amazing set at our wedding — everyone was on the dance floor" is worth more than any copy you could write about yourself.

Ask your best customers for a sentence or two. Most people are happy to help if you ask.

Photos of your work

Before-and-afters. Event setups. Finished products. Plated food. A clean space after a deep clean. Show, don't tell — a gallery of 3–6 real photos does more than a paragraph of description.

Your hours of operation

Sounds basic, but it prevents awkward messages at 11pm asking "are you open tomorrow?" It also helps Google display your hours in search results.

A short "about" section

Two or three sentences about who you are and why you do what you do. People buy from people — especially in South Africa where word-of-mouth is everything. Keep it personal and short.

Common mistakes to avoid

Too much text

Your website isn't a novel. People scan — they don't read. Keep paragraphs short. Use bullet points. Get to the point.

No call to action

Every page should make it obvious what the visitor should do next: call you, WhatsApp you, book a slot, request a quote. If you don't tell them, they'll just leave.

Using stock photos instead of real ones

Generic photos of people shaking hands in suits aren't fooling anyone. A slightly imperfect phone photo of your actual business is ten times more effective.

Hiding your prices

"Contact us for a quote" works for custom projects, but for standard services it just annoys people. If your competitors show prices and you don't, customers will go where the information is.

What to include by industry

Different businesses need different things on their site. Here's a quick breakdown:

• DJs: Mix samples or video clips, event types you cover, equipment list, booking calendar or availability
• Restaurants: Menu with prices, photos of dishes, location map, hours, reservation link or WhatsApp
• Beauty salons: Full service menu with prices, before-and-after photos, booking link
• Fitness trainers: Class schedule, training packages with prices, transformation photos, qualifications
• Service businesses: Service area, list of services, response time, any certifications or insurance

You don't need to have it all on day one

The biggest mistake is waiting until everything is perfect before going live. Start with the non-negotiables — your headline, services, contact details, location, and one photo. You can add testimonials, galleries, and extras later.

A live website with the basics beats a perfect website that's still "coming soon."

Vann DJ launched his site in under 30 minutes — and started getting bookings the same week. He didn't wait for a portfolio page or a logo redesign. He just got online.

Ready to build yours?

Gather your business name, a short description of what you do, your contact details, and a few photos. Then message us on WhatsApp — we'll have your site live in minutes. No design skills needed, no dashboard to learn.