Marketing Guide: 12 Golden Rules for Your Website

Small Business Marketing Guide

Your website is often the first impression customers have of your business, and that impression can make or break a sale. Whether you’re creating it yourself or hiring someone else, following these 12 golden rules will help ensure your site is effective, professional, and memorable.

1. Choose an Easy-to-Remember Website Address

Your web address should make it as easy as possible for potential customers to find you. Avoid overly clever spellings, numbers (which can confuse people), or unnecessary dashes (which can hurt SEO). Stick with familiar domain extensions like .com or .ca that people instantly recognize and trust. Check out our blog about choosing a domain extension.

2. Use Clear, Straightforward Navigation

The days of flashy, complicated navigation are gone. Keep it clean so your site works in every browser and loads quickly.

Use a consistent navigation bar with dropdown menus and clear headings on every page.
Make your search bar easy to find — the top right-hand corner is a tried-and-true location.
Avoid anything that makes users hunt for what they need.

3. Make Your Contact Information Easy to Find

If customers can’t figure out how to reach you, your website isn’t doing its job.

Include your address, phone number, and email.
Put this information where visitors expect it: the top left or top right corner of your homepage, in the footer, or in a sidebar (or all of them!).
Include a dedicated Contact Us page and link to it from your homepage.

4. Create a Great User Experience

Your website should deliver your message quickly and clearly, whether visitors are on a desktop, tablet, or mobile phone.

Use clear calls to action and a homepage that explains how your business solves a problem for your customers.
Link every page to at least one other page so visitors never hit a dead end.
Keep navigation intuitive and content scannable.

5. Include a Frequently Asked Questions (FAQ) Page

FAQs save time for both you and your customers. They let visitors find the information they need day or night without emailing or calling. They’re also an opportunity to reinforce your brand voice and address common objections before they become barriers to purchase.

6. Feature Customer Reviews and Testimonials

Customer reviews help build credibility and make your business feel more relatable.

Post honest, specific feedback about your products or services.
Display testimonials prominently, and refresh them regularly to keep them relevant.

7. Link to Your Social Media

Meet customers where they spend their time.

Add clickable icons to your social media profiles (e.g., Facebook, Instagram, LinkedIn, Pinterest).
Include sharing buttons so visitors can “Like,” “Tweet,” or “Pin” your content.

8. Include an Information Capture Form

Your website is open 24/7, even if your physical location isn’t. Adding a contact or quote request form lets you:

Capture leads while you sleep.
Collect valuable details like names, email addresses, and phone numbers.
Comply with Canada’s Anti-Spam Legislation by always asking permission before adding someone to your email list. You must also comply with Alberta’s Protection of Privacy Act once you have their information.

9. Add an “About Us” Page

Customers want to know who they’re doing business with. Share:

The story behind your company.
Bios and photos of team members.
Your mission, values, and what drives you.
This personal touch builds trust and helps differentiate you from competitors.

10. Use Calls to Action Throughout Your Site

Once visitors have found what they came for, guide them toward the next step. Calls to action might include:

Signing up for a newsletter
Requesting a free estimate
Downloading a resource
Following your business on social media

11. Provide Useful, Original Content

Give visitors a reason to come back by offering more than just product or service info. Share resources, tips, and insights related to your industry.

If you run a farmers’ market, post a seasonal produce calendar and recipes.
If you sell fashion, create a blog about trends and styling tips.
Valuable content builds authority and strengthens your brand.

12. Make It Mobile-Friendly with Responsive Design

Mobile searches are only increasing, and if your site isn’t mobile-friendly, you risk losing customers. A responsive website automatically adjusts its layout to fit the device — desktop, tablet, or smartphone — ensuring your site looks and works great everywhere.