Why your business needs a good website: studies, benefits and an honest calculation

A good business website helps prospective customers understand your offer, assess your work and take the next step. It supports recommendations as well as searches and advertising. Studies show that, under certain conditions, technical improvements can also improve business results. Whether your website pays off, however, depends on your offer, the people you reach and the orders you actually win.

Owners and sales managers of small businesses planning their first website or a focused relaunch.

Sources and context

What is established, and what are the limitations?

Study

Mobile speed: a large dataset with limited generalisability

The Google-commissioned study by Deloitte and 55 observed 37 European and US brand websites with more than 30 million sessions. In late 2019, mobile loading times and business metrics were compared over approximately one month; there were no website redesigns during that period. Better speed metrics were associated with better progress through purchasing and enquiry processes.

Context: An observational study involving larger brands is not general causal evidence for small business websites. A particular speed improvement does not promise your business a fixed increase in revenue. Google commissioned the work; some of the technical metrics studied no longer correspond to today's standards.

Google / Deloitte / 55: Milliseconds Make Millions, 2020

Case study

Vodafone: a controlled test rather than a before-and-after account

Vodafone divided advertising traffic equally between two visually and functionally identical landing pages. The technically optimised version had a 31% better Largest Contentful Paint and generated 8% more sales in the reported test.

Context: The A/B design strengthens the conclusion for this test. Nevertheless, this is a published company case study from telecommunications retail, not a representative study of all sectors. Raw data and absolute business figures are not published in full.

Vodafone case study on web.dev, 2021

A website needs a specific role in sales

Imagine a prospective customer who has been recommended your company. They know your name but not yet your services, service area or process. Your website should close that gap. An attractive homepage without specific answers leaves them to do the real work: finding out whether you are the right provider at all.

Start with a service you sell frequently. Explain who it suits, what is included, which documents you need and how working together begins. Show a real project with a clear scope. If there is no dependable fixed price, explain the factors that determine the price and what is needed to prepare a quotation.

Homepage: who receives what help, and where do they go next?
Service page: scope, limitations, prerequisites and a clear contact route.
Reference project: the initial situation, actual work and approved evidence.
Contact: a manageable form, reachable contacts and a realistic process after an enquiry.

On mobile, the next step must work as well as the first impression

Our conclusion from the sources discussed above is not a blanket revenue formula: speed deserves a place in quality control. An inexpensive click has little value if the offer remains unreadable afterwards or a form cannot be used. Test the entire journey through to confirmation on a real smartphone.

A test with someone who does not yet know your business is particularly revealing. Give them a task: find out whether the service fits and prepare an enquiry. Observe which information is missing. Ask afterwards what they understood; scrolling alone proves neither interest nor confusion.

Practical acceptance testing for your website
Check	How to recognise a problem
Understand the offer without prior knowledge	The tester cannot explain the target audience or the service included.
Complete the form on a small screen	The keyboard covers the button, errors are unclear or entered information is lost.
Load images and important text	Large images delay orientation or shift the content.
Complete an enquiry successfully	There is no confirmation, or the responsible person receives no message.

Calculate using orders and contribution margins

A page view does not pay a bill. Record which enquiries are a good fit, which lead to quotations and which actually become orders. During longer decision processes, a person may return several times or call later. A simple question in conversation complements technical analysis without pretending to know every contact's entire journey.

The crucial word is additional. An order that would have arrived through an existing customer anyway is not automatically a success attributable to the relaunch. Establish a baseline before the changes and record concurrent changes to prices, advertising, seasonality and availability. Small datasets often allow only a cautious assessment.

This order of priorities protects your budget

First remove obstacles that prevent contact. Then improve the information most important to the decision. Only then is additional traffic worthwhile. A relaunch makes sense when the existing site continually obstructs necessary improvements; otherwise, targeted changes may be more economical.

Week 1: collect frequent customer questions, existing content and technical faults.
Week 2: complete one priority service page and a working contact route.
Week 3: test mobile usability, clarity and receipt of enquiries.
Afterwards: evaluate qualified enquiries after an agreed period and address the next specific obstacle.

Also decide who approves changes and supplies new content. A website with out-of-date contacts loses its practical value even when it works perfectly technically. Budget separately for the domain, hosting and subsequent maintenance. This keeps a one-off project useful as a dependable sales channel.

Turn your plan into a professional business presence

Bissolux builds your business website with up to five content pages, a mobile layout, a contact form and SEO basics. You receive the source code and a joint introduction. If you also need business email and a Google presence, our Business Start package provides a coordinated starting point: a website, an eligible Google Business Profile, up to five mailboxes and signature variants.

Choose the appropriate Bissolux package and review its full scope before ordering. Hosting, the domain and provider licences remain separate costs; you supply your content and images within the agreed scope. If you need additional editorial work, a shop or custom functionality, we clarify these extensions before you commission them. View and order the Business Start package ↗

Your decision in practical steps

Defined one main service and its target audience
Prepared genuine references and approved content
Tested the mobile enquiry process, including receipt
Included the domain, hosting and maintenance in the budget
Defined qualified enquiries and orders as measures of success

Frequently asked questions

Do we need a website if recommendations already work?

A website can support recommendations by reliably explaining your services and contacts. If you are fully booked, its focus can also be on selecting suitable enquiries or informing existing customers. Greater reach is not the most urgent goal for every business.

Does a faster website guarantee more revenue?

No. Speed can remove a specific obstacle; it replaces neither a suitable offer nor sufficient demand. The cited findings justify testing and quality work, but not a fixed revenue forecast for your business.

Editorially reviewed on 14 October 2026. Studies and case studies apply to the samples and conditions described. Product documentation describes features; it does not replace an independent effectiveness test. The offer cards present Bissolux's own services.