Short answer: there are several types of website, but most small businesses need a brochure website: a handful of pages that explain your services, show proof that you’re good at them and make it easy to get in touch. Add online booking if customers book appointments, and an online shop only if you actually sell products online. A one-page site can be enough when you’re just starting out. A social media page on its own usually isn’t.
“What kind of website do I need?” sounds like a simple question, but it’s where a lot of money gets wasted. Businesses pay for features they never use, or end up with a site that looks nice but doesn’t bring in work. Here’s how to work out what you actually need.
Does every business need a website?
Most do, and most already have one. The UK Business Data Survey 2024 found that 68% of UK businesses have a website, rising to 93% of small businesses (10 to 49 staff). Among sole traders it’s 65%, so about a third get by on word of mouth, social media or a directory listing.
That can work for a while. A sole trader who is fully booked through referrals doesn’t urgently need a big website. But plenty of people look a business up online before they get in touch, even when a friend has recommended it. If they can’t find anything, or only find an Instagram page with no prices or contact details, many of them move on.
Isn’t social media or a Google profile enough?
Social media and a Google Business Profile are both worth having. They’re just not a replacement for a website.
- You don’t own your social media. The platform decides who sees your posts, and accounts can be suspended or hacked.
- Social posts are hard to find later. A customer looking for your prices or opening hours has to scroll.
- Google shows websites alongside profiles. Someone searching for “counsellor near me” or “emergency dentist” sees business profiles and websites, and the website is where they read the details.
- A website explains things properly. Treatments, prices, process, FAQs, qualifications. There’s no room for that on a profile.
The best set-up is all three working together: a Google Business Profile so people find you locally, social media to show your work and personality, and a website where they decide to get in touch.
The main types of business website
| Type | What it’s for | Typical pages | Who it suits |
|---|---|---|---|
| One-page site | A professional presence fast | One long page with sections | New sole traders, single-service businesses, events |
| Brochure website | Explaining services and getting enquiries | 5–30 pages | Most service businesses: trades, consultants, clinics, studios |
| Lead generation site | Turning visitors into enquiries, often from ads | Focused service and landing pages | Businesses running Google Ads or competing hard locally |
| Booking website | Letting customers book appointments online | Brochure pages plus a booking system | Therapists, salons, clinics, room hire |
| Online shop | Selling products with payment online | Product pages, basket, checkout | Retailers and makers selling physical or digital products |
| Portfolio | Showing your work | Galleries and project pages | Photographers, designers, builders, architects |
| Membership or web app | Logged-in areas and custom features | Varies | Rarely a small business’s first website |
In practice, many small business sites are a mix: a brochure site with a gallery, a booking button and a blog.
Which type fits your business?
Clinics and dental practices
A brochure site with a page for every treatment, a team page, fees and a smile gallery. Online booking or a consultation form is a must. Dental sites also need to follow the GDC’s advertising rules. See websites for dental clinics.
Therapists and counsellors
A calm brochure site that explains the types of therapy you offer, who you work with and how sessions work. If you run a practice with several therapists or hire out rooms, you’ll need profiles and a room hire page too. See websites for therapists.
Trades and local services
A brochure site with one page per service, photos of real jobs, reviews and the areas you cover. A big, obvious call or WhatsApp button matters more than anything clever.
Consultants and professional services
A brochure site focused on expertise: clear service pages, case studies, credentials and a way to book a call.
Shops and makers
An online shop if you sell online. If you only sell in person, a brochure site with product categories and opening hours is often enough, and much cheaper.
Start small, grow later
You don’t need everything on day one. A good approach is to launch with the pages that bring in work, then add more as you learn what customers ask about. A well-built WordPress site makes it easy to add a booking system, a blog or extra service pages later without starting again.
What’s worth getting right from the start is the structure: one page per main service, clear contact options and a site you own and can edit. If you want a feel for what different sizes of site cost, our guide to website costs in the UK breaks it down.
Questions to answer before you brief a web designer
- What do I want people to do on the website: call, book, buy, or send an enquiry?
- Which of my services make the most money, and should be easiest to find?
- What do customers ask me before they buy?
- Do I need online booking or payments now, or later?
- Who will update the website, and how often?
Then use our guide to choosing a web design agency to compare quotes, or send us your answers through our project brief.
Frequently asked questions
What is a brochure website?
A website that explains who you are and what you offer, like a printed brochure, but with ways to get in touch. It doesn’t sell products online. Most small service businesses have one.
Is a one-page website good enough?
For a new business or a single service, it can be. The downside is that it’s harder to be found on Google for several different services, because there’s only one page to rank.
What’s the difference between a landing page and a website?
A landing page is a single page built for one goal, usually for visitors from an advert. A website has several pages covering everything about your business. Many businesses have both.
Do sole traders need a website?
Not legally, and some manage without. But a simple, professional site makes you easier to find and easier to trust, and it doesn’t need to cost much.