When it comes to websites, I think it’s very easy to overcomplicate things.
We’ve all visited websites with flashing images, animations flying across the screen and things popping up every time we try to read something.
Personally, I find them exhausting. There’s so much going on that I often struggle to find what I was looking for in the first place.
I’m sure there’s a place for clever technology and animation, but sometimes I think we forget what a website is actually there to do.
It should make life easier for the person visiting it.
From graphic design to websites
My background is in graphic design. I studied it at college and started my career working in a large design agency, followed by a printers, before setting up my own design agency with a business partner.
I’ve been self-employed for most of my working life, and much of that time has been spent working with small businesses.
Back then, websites weren’t part of the picture. It was all about graphic design, brochures, printed materials and helping businesses communicate what they did.
I’ve taken a few diversions along the way, including studying antiques and history, running my own retail shop and eventually retraining in WordPress website design.
Looking back, I think all those experiences have shaped how I work today. I’ve been both the person providing creative services and the person running a small business, so I understand things from both sides.
And although the technology has changed enormously, I still think the principles of good design are much the same.
It starts with a conversation
When I meet a new client, I don’t start by talking about WordPress, plugins or all the technical possibilities.
I start by asking questions.
I have a fairly straightforward questionnaire that we work through together. It’s partly a tick-box exercise, but really it’s a way of getting a conversation going.
I want to understand what the business does, who its customers are and what the website actually needs to achieve.
And quite often, I learn something completely new.
I recently met with a business owner whose work I knew very little about beforehand. By the end of our conversation, I was so interested in what she offered that I’ve since recommended her to friends.
That’s one of the things I really enjoy about working with small businesses. You get to meet people who are genuinely passionate about what they do and sometimes discover products or services you didn’t even know existed.
For me, understanding the person and their business is just as important as understanding how to build the website.
Can people actually find what they’re looking for?
I was recently researching local pub menus for a hospitality client, looking at what other businesses in the area were offering.
It turned into quite an eye-opening exercise.
Three of the websites I visited still had menus dating back to 2023. On another two, I couldn’t find a Sunday menu at all.
And this was in 2026!
I wasn’t looking for anything particularly complicated. I simply wanted to see what food was available and how much it cost.
It made me think about how frustrating that must be for potential customers who are trying to decide where to eat.
Some of the other websites were lovely to navigate. Everything was clear, the information was easy to find, and I could get what I needed in a couple of clicks.
It wasn’t necessarily the fanciest website that worked best. It was the one that made things simple.
More isn’t always better
I sometimes think there’s a temptation to make websites bigger and more complicated than they need to be.
More pages, more features, more movement.
But does any of that actually help the customer?
A small business doesn’t necessarily need a huge website. Sometimes a few well-designed pages with clear information, good photographs and an obvious way to get in touch are all that’s needed.
I’m also a big believer in using real photographs wherever possible.
People like to see who they’re dealing with, where they’re going and what they’re buying. Genuine images can tell you so much more about a business than a collection of generic stock photographs.
And of course, a website needs to work just as well on a phone as it does on a computer.
There’s no point having a beautifully designed website if somebody can’t find your phone number or book an appointment without getting frustrated.
You don’t need to understand all the technical stuff
I think the world of website design can sometimes feel rather overwhelming for small-business owners.
There are so many terms, platforms, plugins and technical decisions to make.
And while those things matter behind the scenes, I don’t think clients should have to understand all of them just to get a website built.
That’s our job.
I’ve never felt the need to bamboozle people with technical language. I’d much rather have a straightforward conversation about what they need and explain things in a way that makes sense.
Coming from a design background, I’ve always been interested in how things look, how they work and how people interact with them.
Technology is a tool that helps us achieve that. It shouldn’t be the thing that makes everything more complicated.
A website should grow with the business
One thing I always encourage is keeping a website up to date.
Businesses change. Prices change. Services develop. New photographs become available.
And if you’re still displaying a menu from three years ago, there’s a good chance your website isn’t doing your business any favours!
You don’t need to redesign everything every few months, but it’s worth checking that the information is accurate and that customers can still find what they need.
After years of working with small businesses, I think the most important thing I’ve learnt is that every business is different.
That’s why I like to listen first, understand what people do and work out what they actually need.
I enjoy the design process, but I also enjoy getting to know the businesses and the people behind them.
And when it comes to the finished website, I always come back to one simple question:
Does it make things easier for the customer?
Because your website doesn’t need to be the biggest, flashiest or most complicated.
It just needs to work.
