A practical checklist of everything your business website should contain — the legal requirements, the trust signals, and the content that turns visitors into customers.
Many business websites fail not because they look poor, but because they are missing information that visitors need in order to take the next step. A visitor who cannot quickly find what you do, where you are, or how to contact you will simply leave — and go to a competitor whose website answers those questions immediately.
This guide covers what every business website should include — broken down into what is legally required, what builds trust, and what encourages enquiries.
These are not optional. UK law requires certain information to be displayed on business websites, and failing to include it can result in penalties.
If your business is a registered limited company, you must display your full company name, your Companies House registration number, and your registered office address. This information is typically placed in the website footer. It must be present somewhere on the site — it does not need to be on every page, but it must be accessible.
If your business is VAT registered, your VAT number must be displayed on your website.
If your website collects any personal information from visitors — through a contact form, newsletter sign-up, or analytics — you are required by UK GDPR to display a privacy policy explaining what data is collected, how it is used, and how visitors can request its deletion. This applies to virtually every business website.
If your website uses cookies — small files stored on the visitor's device — you must inform visitors of this and, for non-essential cookies, obtain their consent before setting them. Analytics tools such as Google Analytics set cookies, so this applies to most websites.
Not always a legal requirement in itself, but strongly advisable for any business selling goods or services online. Terms and conditions protect both you and your customers by setting out the basis on which business is conducted.
Beyond the legal requirements, there is a core set of information that every business website should make easy to find.
This sounds obvious, but a surprising number of websites fail to state clearly and concisely what the business actually does. Within a few seconds of arriving on your site, a visitor should be able to answer: what does this business do, and is it relevant to what I need? Do not assume visitors will work it out — tell them directly.
For businesses serving a local or regional area, your location or service area should be stated clearly — ideally on the homepage and certainly on the contact page. This is also important for local search visibility.
A contact page is not enough on its own — your main contact method should be visible on every page, typically in the header or footer. Make it as easy as possible for a potential customer to reach you. Every additional step between a visitor and a contact reduces the likelihood of them getting in touch.
Many businesses are reluctant to display prices, worrying it will put customers off. The reality is that visitors who cannot find even a ballpark indication of cost will often leave rather than enquire. You do not need to publish a full price list, but a clear starting price or a stated price range removes a significant barrier to enquiry.
Once a visitor has established that you offer what they need, they move on to a second question: can I trust this business? These elements help answer that.
People buy from people. An About page that explains who is behind the business, how long you have been operating, and what your values or approach are builds a connection that a purely product or service-focused site cannot. It does not need to be long — a few honest, well-written paragraphs are more effective than a corporate-sounding essay.
Genuine testimonials from real customers are one of the most effective trust signals a website can display. They are most credible when they are specific — a testimonial that mentions a particular job or outcome is far more convincing than a generic "great service." Where possible, include the customer's name and location.
Generic stock photography — images of anonymous smiling people that could belong to any business anywhere — does nothing to build trust and is often immediately recognisable as filler. Where possible, use images that are genuinely relevant to your work: your premises, your products, your trade in action. Whether or not you include photographs of staff is entirely a matter of personal choice and business policy — there are sound reasons why many businesses choose not to, and it is not a requirement for a credible or effective website.
Using a professional photographer is highly recommended, as it ensures the scene is properly prepared, the lighting is expertly controlled, and the final images enhance your website rather than undermining it with poorly taken photos that can instantly damage credibility, making the investment cost-effective.
If your business holds relevant trade accreditations, industry memberships, or professional qualifications, display them. They serve as independent endorsements of your competence and legitimacy.
A well-informed visitor who trusts you is far more likely to make an enquiry than one who is uncertain. Every piece of missing information is an opportunity for doubt to creep in — and for that visitor to try the next result on Google instead.
