Does my small business really need its own website?

“My customers come to me through referrals—why do I need a website?” I hear this in almost every initial consultation. Word of mouth is worth its weight in gold. But in 2026, it has a problem—and that’s costing small businesses potential customers every month.

Your customers Google you—before they call

Even people who’ve been referred to you almost always type your name into their cell phone these days. Just to check if you really exist. What happens if nothing comes up—or just a half-filled-out business directory listing from five years ago? A little doubt. And that’s often enough to make someone call the next business instead. Not having a website these days is like having a store without a sign.

Social media doesn't belong to you—but your website does

Facebook and Instagram are important, but they’re rented space. The platform sets the rules: reach gets throttled, an account can be suspended, and tomorrow a completely different channel might be all the rage. If a platform changes its rules, your audience is gone. Your website stays—it’s your own property.

A website works while you work

Whether you're in the workshop, at the stove, or at a customer's place—you can't always answer the phone. But your website can. It answers questions about business hours at 11 p.m. and handles inquiries long after you've gone home for the night.

What needs to be included

For a small business, the website doesn't have to be big. What's important is:

• Who you are and what you offer—at a glance.
• Hours, address, and directions.
• An easy way to reach you.
• A legal notice (required in Germany) and a privacy policy.

Does it have to be expensive? No.

A small, clean website that works well on a cell phone is more than enough— it’s more important that it loads quickly and is easy to understand than that it has lots of features. And let’s be honest: Even a single job you land will often bring you back many times what the website cost.