The 7 Small Details That Make a Big Difference When Designing a Website
It's been a busy summer of building websites!
I recently finished a website for a retail business and I'm currently working on another for a wholesale company. Every project reminds me of the same thing...
Most people think building a website is easy…Upload a few photos, write a bit of text, add your contact information, and hit publish.
Done... right?
Not quite.
Anyone can build a website these days using platforms like Squarespace or Wix, but building a website that works well for your business is a completely different story.
A professionally designed website isn't just about making it look good. It's about creating a site that's easy to use, easy to find on Google, accessible to everyone, and designed to turn visitors into customers.
Here are some of the small details I focus on that many DIY website builders overlook.
1. Every Image Needs Alt Text
Alt text (alternative text) is a short description that's added behind every image on your website.Most visitors will never see it, but search engines do, and actually prioritize websites that have alt-text in their rankings.
Screen readers also use alt text to describe images for people who are blind or have low vision, making your website more accessible.
Instead of naming an image "IMG_4827.jpg," I might write:
"A barber trimming a client's beard at MacPherson's Barber Shop in St. Marys, Ontario."
That description tells search engines exactly what the image is about while improving accessibility.
It's a small detail that benefits both SEO and your visitors.
2. Every Page Needs Its Own SEO Description
One of the biggest mistakes I see is businesses only optimizing their home page.
Every page on your website should have its own:
SEO title
Meta description
Keywords naturally included within the content
Think about it.
Your About page answers different questions than your Services page.
Your Contact page serves a different purpose than your Blog.
Each page is an opportunity to be found in search results.
When every page is optimized, you're giving Google and AI search tools much more information about your business.
3. Your Colour Palette Should Reflect Your Brand
Squarespace, Wix and other website builders offer some beautiful pre-made colour palettes.Sometimes they're a great starting point, but I almost always customize them.
Your website should feel like an extension of your brand.That means adjusting colours so they complement your logo, photography and overall personality.
Tiny tweaks to colour can completely change how a website feels.
The goal is to create something that feels cohesive, professional and memorable.
4. Your Website Needs to Look Great on Mobile
Did you know that mobile devices account for well over half of global website traffic, and for many small businesses it's often closer to 70% or more? If your website isn't easy to use on a phone, you're likely losing potential customers.
Designing for mobile isn't as simple as shrinking a desktop website.
Images need to crop correctly.
Buttons need to be easy to tap.
Text needs to remain readable.
Spacing needs to work on a much smaller screen.
One of the things I spend a surprising amount of time doing is reviewing every page on both desktop and mobile to make sure visitors have a great experience, regardless of the device they're using.
5. Every Website Should Include an FAQ Section
This is one of my favourite new additions I’m adding to websites.
Not only do FAQs help answer common customer questions, but they also improve your website's visibility in AI-powered search results.
Search engines and AI assistants love clear, question-and-answer content.
Some examples include:
Hairdresser:
Do I need an appointment?
How often should I get a haircut?
Do you cut children's hair?
Medispa
Does laser hair removal hurt?
How many treatments will I need?
Can I wear makeup after my treatment?
Retail Store
Do you offer local pickup?
What's your return policy?
Do you carry gift cards?
Mortgage Broker
How much do I need for a down payment?
Should I get pre-approved?
Can I qualify if I'm self-employed?
If your customers ask the question regularly, it belongs on your website.
6. Don't Forget Your Privacy Policy
Many people don't think about a privacy policy until someone asks for one.
Even if your website only collects email addresses through a newsletter signup or contact form, you should clearly explain:
What information you collect
Why you collect it
How it's stored
Whether you share it with anyone
How visitors can contact you with privacy questions
A privacy policy helps build trust and demonstrates that your business takes customer information seriously.
7. Every Page Needs Enough Content
One of the biggest SEO mistakes I see is pages with almost no text.
A beautiful website filled with large photos and only two sentences doesn't give search engines much to work with.
Every page should include enough helpful, relevant content to explain:
What you do
Who you help
Why someone should choose your business
Frequently asked questions
Location information, where appropriate
Good content isn't about stuffing keywords onto a page.
It's about genuinely answering the questions your customers are already asking.
Great Websites Are Built With Hundreds of Small Decisions
Most people notice the photos, the fonts, or the colours.
What they don't see are all the little details happening behind the scenes that make a website perform well.
Accessibility,SEO, AEO, mobile responsiveness, brand consistency, metadata, and thoughtful content.
These are the things that help your website work harder for your business long after it's launched.
If you're thinking about building a new website or giving your current one a refresh, I'd love to help.
I've got some availability in my schedule and would be happy to create a website that's not only beautiful but also designed to be found, trusted and enjoyed by your customers. Send me an email!
Frequently Asked Questions
Why is alt text important for SEO?
Alt text helps search engines understand the content of your images while making your website more accessible for people using screen readers. It's an important part of both SEO and inclusive web design.
Why should every page have its own meta description?
Each page targets different topics and search queries. Unique meta descriptions help improve click-through rates from search results and provide search engines with a better understanding of your content.
Why is mobile-friendly web design important?
Most people now browse websites on their phones. A mobile-friendly website is easier to navigate, keeps visitors engaged and can improve your search engine rankings.
What is AEO?
Answer Engine Optimization (AEO) is the process of creating content that helps AI tools and search engines answer users' questions directly. FAQ sections, clear headings and helpful content all contribute to AEO.
Do I need a privacy policy if I only collect email addresses?
Yes. If your website collects any personal information, including names or email addresses through a contact form or newsletter signup, a privacy policy helps explain how that information is used and builds trust with your visitors.