You Don’t Need a Custom Website, Just a Clear One
A lot of small business owners come to us thinking they need some wild custom-coded website. I get it, there was a time when building a site did mean custom everything. But that’s not the world we live in anymore.
Today, 90–95% of small businesses don’t need a fully custom website. There are so many affordable tools and platforms now that can handle 99% of what you need, without writing a single line of code. Still, the idea lingers. People hear “custom” and think it automatically means “better.” But in most cases, what your site really needs isn’t complexity, it’s clarity.
So What Does a “Clear” Website Actually Mean?
To me, clarity starts with how it feels the second I land on your homepage. Is it jarring, or does it feel welcoming?
It should be immediately obvious what you do. If you’re a plumbing company, I shouldn’t have to scroll or guess, that should be front and center. Beyond that, navigating your site should feel easy. I shouldn’t be four clicks deep just to find out how to book a service, only to learn I have to call instead. If that path isn’t clear, people bounce.
Common Website Mistakes (Especially for Small Businesses)
One of the biggest issues I see? Restaurant websites, hands down. You’ll land on a page with a logo that doesn’t match the building, a blurry photo of a paper menu, no way to order online, and clunky mobile performance. It’s a mess.
But it’s not just restaurants. I’ve seen companies (even our own, in the past!) struggle with clarity. We went through a phase where Reference Point Media’s site didn’t really explain what we did. Were we a video company? A marketing agency? We do a lot, but our website shouldn’t have been confusing just because our services are broad.
Pretty vs. Effective
Look, your website should look good. A site that’s visually off will instantly turn people away. But pretty doesn’t mean effective.
An effective website guides people toward your goal. That goal might be booking a service, buying a product, or scheduling a consult. Whatever it is, the site should lead users there without friction. The visuals, the words, and the layout should all support that journey. No fluff, no filler, just the right words in the right places.
The Homepage Layout That Actually Works
Keep it simple. A lot of businesses could honestly get by with just one or two pages:
Page 1: Your homepage. It should have a strong hero section, a short value statement, an overview of services, a few legit testimonials, and a clear call to action.
Page 2: Whatever your main conversion goal is: order, book, contact or schedule.
That’s it. You don’t need 20 pages. You just need clarity.
The Missing Piece on Most Sites
Most websites are missing a clear call to action right up front. I’m talking about something you see as soon as the page loads. Not buried in a subpage. Not hidden three scrolls down. Just “Schedule Now.” “Order Online.” “Book a Consult.” Boom. Done.
And while we’re at it: add a FAQ section. Seriously. It helps your visitors and your SEO. The more you answer people’s actual questions, the more Google understands your site, and the more your users trust it.
Why I Recommend Squarespace (Most of the Time)
I’ve tried everything, Wix, WordPress, you name it. I used to be big on Wix, but over the years, I’ve shifted to Squarespace. It just makes my life easier. It gives me enough flexibility to create something unique, but also limits the chaos in a good way. Fewer choices = faster, cleaner builds.
That said, I’ll work with whatever platform a client prefers. I just know I’m fastest and most efficient with Squarespace, and I can get to a finished product that I’m proud of more quickly. It gives me that balance of structure and freedom.
When Does Custom Code Actually Make Sense?
There are times when custom-coded websites are the right choice. We’ve built fully custom systems for clients that needed online ordering integrated with rewards apps, flexible product menus, and tight security. In those cases, yes—custom code made sense.
But if you’re not dealing with something that requires deep customization or unique integrations, you probably don’t need to go down that road. Talk to someone first. Understand the options before committing to something overly complex or expensive.
Can a Simple Site Still Rank on Google?
Absolutely. Google doesn’t penalize you for being small… it penalizes you for being unclear.
If your site is well-structured, written conversationally (not keyword-stuffed), and built with SEO best practices in mind, then yes, a simple, clear site can absolutely rank.
Use schema markup. Add proper meta titles and descriptions. Tag your photos. Answer real questions. It takes effort, but it works. And platforms like Squarespace are more than capable of handling it when done right.
How Often Should You Update or Rethink Your Website?
At a minimum, your website should feel alive. Add new content. Post blogs. Share seasonal updates. Don’t just build it once and walk away.
As for a full redesign? Every few years, take a hard look. If your site looks like it’s from 1998, it’s time. But if you keep up with updates and stay aware of SEO shifts and platform improvements, you can stretch your site’s lifespan a long way.
Treat it like a house, fix the small stuff as it comes up so you don’t have to tear the whole thing down later.
And If You’re Embarrassed by Your Website?
Been there. I was once embarrassed by our own site and branding, even though we’re a media company. We were still getting clients, so I ignored it. But eventually, I realized that if we wanted to grow and take things to the next level, we had to clean it up.
So if you’re not proud of your website, it’s okay. You’re not alone. The good news? That means you’re ready to level up. And that’s where we come in.
Need help simplifying your site?
Whether you’re starting fresh or cleaning up an old design, let’s chat. We’ll help you cut through the noise and build something that actually works, for you and your customers.
FAQ: Building a Clear Website for Your Small Business
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An effective website clearly communicates who you are, what you offer, and how people can work with you. Visitors should know within a few seconds whether your business is the right fit, and what to do next.
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Yes. Squarespace is affordable, easy to update, and offers clean templates that work well for service-based businesses. With the right design strategy, you can build a clear and professional site without custom code.
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Not necessarily. If you’re just getting started, platforms like Squarespace or Wix let you launch a solid website on your own. But if your site isn’t converting or feels unclear, working with a designer can be a smart investment.
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For most local or service businesses, 4–7 pages is plenty. Start with the basics: Home, About, Services, and Contact. From there, add blog posts, FAQs, or case studies as needed.
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A custom website is built from scratch, often more expensive and time-consuming. A clear website, on the other hand, focuses on simple navigation, compelling content, and guiding users toward action. You don’t need custom code to be effective.
