For most pet sitters, the real question is whether it makes more sense to DIY or hire a pro, and what you actually get for the money. As someone who has been building websites for pet sitters, dog walkers, and trainers for over 20 years and ran my own pet sitting business, I get that it can be confusing. There are reasons behind the price differences. This guide breaks down realistic website costs for pet sitting businesses, what’s included with professional design, and how to budget based on your goals.

Why the price range varies

What you pay depends on:

• How custom the design is
• How many pages you need
• Whether you provide copy or need content written
• Whether you need forms beyond a simple contact form. For example you might want employment applications or intake forms for new clients.
• The platform (WordPress, Squarespace, or Wix)
• The level of SEO or AEO you choose

A basic 4–5 page site (Home, About, Services, Service Area, Contact) usually lands at the lower end. Larger websites with multiple service-area pages, FAQ pages, Reviews pages, or advanced features will increase the cost.

What’s included in a professional web design package?

While all of these are all standard in my web design services, not all designers will include them. Be sure to ask when you’re discussing their services.

• Custom, mobile-friendly design that fits your brand
• Use of your Logo, color, and font preference
• Local SEO (Search Engine Optimization) to help with search engines like Google, Bing, etc. It also serves as a foundation for AEO.
• Basic AEO (Answer Engine Optimization) s so it has a better chance of showing up in AI results
  (advanced AEO implementation may cost extra)
• Google Analytics and Search Console setup
• Social media integration
• Contact form setup and testing
• Plugin installation and configuration
• Integration of booking, forms, or CRM tools
• A coaching session on how to update your site

DIY options: Wix, Squarespace, and WordPress

DIY website builders can be a good starting point, but they have different trade-offs for flexibility and long-term growth. Wix and Squarespace are two of the most popular website builders.

WordPress has a steeper learning curve but wins on ownership, portability, and advanced optimization options, which is important if SEO or AI visibility matters to your business. WordPress is my choice because of the flexibility in terms of features and the fact that I can move a website from one host to another pretty easily. I don’t like the idea of being locked into a proprietary hosting service.

5 Hidden website costs pet sitters often miss

Looking only at the upfront price can lead to expensive mistakes later. These factors have a big impact on performance and budget:

SEO & AEO setup

Without structured content, fast loading, and search-intent optimization, even a pretty site may never rank or show in assistant answers. And, make no mistake, even with AI on the rise, SEO is still very important. It provides a solid foundation that works along with AEO.

Portability and ownership

Wix and Squarespace don’t let you export your full site design. If you decide you want to move away from either of them, you will need to start from the very beginning. With WordPress, you’re able to download your complete website and upload it to a new hosting company. Oftentimes this is a fairly quick procedure, especially for smaller websites.

Performance

Page speed, caching, and image optimization affect both visibility and user experience. With Wix and Squarespace you have little control over this, as they manage most of it for you. WordPress gives you a lot more flexibility, but you will need plugins like WP-Rocket to optimize your website.

Maintenance & support

Platforms like Wix and Squarespace take care of all technical maintenance and provide support. With WordPress, you choose your host, tools, and support level. And, if you’re working with closely with your web designer, it means you’ll get personal support from someone who knows you and your website.

Time & strategy

DIY can be extremely overwhelming for small business owners who have never built a website before. A designer can guide you along the way with content ideas, how to structure your website so it’s appealing – and easy to navigate. And, a good designer will also be able to optimize your website for SEO and AEO — all while you’re working on other aspects of your business.

Ongoing website costs to plan for

Regardless of which platform you choose, you’ll want to plan for some ongoing costs so there are no surprises later:

• Domain registration: yearly
• Hosting (WordPress): monthly or yearly
• Security & backups (WordPress): Some hosting companies will include this. The service I use and recommend is about $90/year
• Plugins or tools: optional, depending on features. Many of the plugins I use for my clients are free.
• SEO or AEO support: this is extremely important if you want to be seen in regular searches as well as AI
• Content updates: this would include pricing changes, new services, blogging, and any other ongoing changes. And just a little FYI, old-fashioned search engines like Google and AI (ChatGPT, Perplexity, Google AI, etc.) like to see updates!
  After your website is finished you should have the option to make changes yourself or have your designer do them for you.

Squarespace and Wix bundle many of these items, which simplifies budgeting but limits flexibility. WordPress separates them, giving you more control.

Why work with a designer who knows the pet industry?

A designer who hasn’t worked in the pet industry may not understand the differences in pet sitting services like drop-in visits, dog walking, and overnight care. I’ve seen a lot of websites that were built by people who didn’t know the industry. and, not surprisingly, I’ve had clients come to me for a website redesign after using someone like this. They realized the website didn’t accurately reflect what they did, and came to me specifically because I’ve owned my own pet sitting business. It makes a difference!

A designer who has actually run a pet sitting business understands how clients search, what they worry about, and what makes them feel safe enough to book. That knowledge shapes design, layout, and messaging so your site ranks and brings in new clients.

Example pet sitter sites in competitive markets:

• Peace Love Paws Pet Sitters – Columbia, MO
• Just Around the Corner Pet Sitting – Plymouth, MA

How long does it take to build a website?

If you’re going the DIY route, that’s entirely up to you! I’ve seen people whip up a website in a matter of hours. Other people I’ve talked to have told me it took them months to figure things out and get their website built.

If you’re working with a professional web designer, the time range can vary widely. Most of my projects take about 4–6 weeks. The actual time will depend on whether or not you have your content ready, how quickly you respond to requests, and the number of revisions. Rush projects may be possible but it’s possible there will be an added cost depending the timeline.

FAQ: pet sitting website design costs

How much should a pet sitter budget for a website in 2026?

Most pet sitters budget $2,000–$3,000 for a professionally built starter website with basic SEO and AEO setup. For large websites with multiple pages, features, and advanced SEO and AEO you can expect to pay more. DIY options like Wix or Squarespace cost less monthly but are limited in what you can do. WordPress is a lot more flexible and enables better long-term SEO and AEO potential.

Can I start with Wix or Squarespace and move later?

You can, but remember . . . those platforms don’t let you export your full site. So if you want to move later you’ll be starting from scratch. If you think you’ll want more flexibility later, starting on WordPress can save you time and money.

Do I need ongoing SEO or AEO?

Yes. Ongoing optimization helps your site keep showing up when pet owners search and when they ask AI assistants to recommend local pet sitters. And now, especially, with AI changing day by day it’s important to pay attention and be able to make changes when needed.

To Sum it All Up

A professional pet sitting website typically costs between $2,000 and $5,000. DIY options like Wix or Squarespace cost less upfront but limit flexibility, ownership, and SEO potential. WordPress offers the best long-term value for growth, performance, and visibility in both search and AI assistants.

A website for your pet business isn’t just a digital brochure, it’s often the first impression your business makes. Whether you DIY or hire a designer, focus on creating a trustworthy, well-structured, and optimized site that is search engine and AI friendly, and helps pet owners feel confident booking you.

Ready to talk about options for building your pet care business website? See my web design info page or send me a message and let’s talk!

Tools like ChatGPT, Gemini, and Perplexity now provide direct answers, not just links. That means your website needs to clearly communicate who you are, what you offer, and where you serve so these tools can confidently recommend you.

Why it matters: When someone asks, “Who’s the best [service] near me?” AI tools pull answers from websites that demonstrate clarity, expertise, and local relevance. If you serve a local area, optimizing for Answer Engines can help you stand out, even against bigger competitors.

What you’ll learn: This post includes 20 actionable tips any local, service-based business can use to help AI tools recommend them more often. Tips include adding schema and local keywords to writing conversational, people-first content.

Answer Engines, differ from search engines in many ways. One big difference you may have noticed is that instead of just giving you links to websites for you to check out, Answer Engines give you a recommendation based on the information they’ve gleaned from different websites. They essentially do the investigative work for you and summarize the answers directly from websites. Quite often they will link to the businesses they trust most.

That means if you want to show up when someone says, “Who’s the best pet sitter near Indianapolis?” or “What’s a reliable house cleaner in my area?”, your website needs to be ready to give those AI engines the exact information they want. And here are 20 ways you can do that . . . 

1. Answer questions directly

AI tools and voice assistants look for short, direct answers to common questions. If you’re a dog walker, answer questions like “How much does dog walking cost in Carmel?” or “Do you walk dogs in bad weather?” early on in any content.

Write a short answer in plain English, followed by more detail. That format makes it easy for AI to grab and quote you.

2. Use conversational language

Answer Engines favor natural, human-sounding text. Skip the corporate buzzwords and use the same kind of language your clients would use. 

Instead of “We provide premium pet care services,” try “We take care of your pets like they’re our own.”

Simple, clear language helps both people and AI understand what you do, and helps build trust.

3. Add an FAQ section to key pages

Voice search and AI responses love FAQs because they mimic how people actually ask questions. Add a short FAQ section at the bottom of your service pages, and even your contact page. For your services pages, add a few questions that directly pertain to that specific service. You contact page could have questions like:

How long will it take for you to answer my email or call me back?
Do you call back on weekends?

Even though you have the FAQs on specific pages, a dedicated FAQ page is also a good idea. You can address these same questions and include general questions about your business.

Use real questions from clients, word-for-word: “What happens if my pet gets sick while I’m away?” or “Do you offer same-day appointments?” Then, answer them briefly but helpfully.

4. Include your service area naturally

AI needs to know where you work. Sprinkle your town, neighborhoods, or service areas into your copy naturally:

“We offer pet sitting and dog walking in Indianapolis, Carmel, and Noblesville, Indiana.”

Don’t just rely on your footer. Mention your service areas on your homepage, service pages, service area pages, and even in your image alt text. Your location needs to be prominent for both humans, search engines, and AI tools.

5. Use proper header tags

Headings (H1, H2, H3) tell AI how your content is organized. A clear header like “Dog Walking Services in Noblesville” is far better than a vague one like “What We Offer.”

Your H1 should describe the page topic, H2s should break up major sections, and H3s can support subtopics. This structure helps AI (and humans) scan and understand your page quickly.

Learn more about header tags and structuring your content in my Website Content & SEO Blueprint course.

6. Add schema markup (especially LocalBusiness, FAQ, and Speakable)

Schema markup is like a translator for your website. It tells search engines exactly what your business is, where it’s located, and what services you offer. It’s added to your website in a way that it’s hidden from human visitors, but visible to search engines and answer engines.

For local service businesses, the key types are:

• LocalBusiness schema – defines your business info and area served.
• FAQ schema – highlights question-and-answer content.
• Speakable schema – helps voice assistants read your answers aloud.

Schema can be added manually or with WordPress plugins like RankMath, Yoast.

7. Start each page with a clear summary

At the top of your homepage or service page, write a short paragraph that says who you are, what you do, and where you serve. 

Example:

“Fluffy Tail Cat Sitter offers in-home cat care for families in Carmel, Noblesville, and Indianapolis. Whether you’re working late or traveling, we keep your cats happy, safe, and loved at home.”

This “summary paragraph” is exactly what AI tools tend to pull for quick answers.

8. Create separate pages for each service

If you offer multiple services create a dedicated page for each service. So if you offer pet sitting, dog walking, and dog boarding, each page should have a separate page.

Why? Because AI tools (and Google) can better match a specific search query to a specific service page. “Dog walking near me” should lead to your dog walking page, not a general “Services” list.

9. Claim and optimize your Google Business Profile

Your Google Business Profile (GBP) is a major source of data for AI tools. Make sure it’s 100% filled out including photos, hours, service descriptions, service areas, etc.

Post updates weekly, and use keywords naturally in your business description. Those updates show activity and help AI trust your listing.

And remember, it’s important that your NAP (Name, Address, Phone) matches exactly how you have it on your website. (More on that later)

10. Get more reviews, and respond to them

Reviews aren’t just for social proof anymore. Answer engines take them into consideration and help to influence AI’s recommendations.

Encourage happy clients to leave reviews, and make sure you reply to all of them (yes, even the short “Thanks!” ones). Responses signal engagement, which builds trust signals in AI as well as good old-fashioned search results.

11. Add internal links between related pages

Internal linking helps AI (and humans) navigate your site. Internal linking is simply adding a link from one page on your website to another page. Link from your “Dog Walking” page to your “Pet Sitting” page using descriptive text like “Learn more about our in-home pet sitting.”

These connections show that your site covers related topics and makes you appear more authoritative. This also helps search and answer engines understand how everything is related.

12. Make your About page personal and detailed

People and AI both trust real humans more than faceless businesses. Include your name, experience, certifications, and even local involvement.

Example:

“I’m Therese, and have been building websites for people in the pet industry since 2001. I’m a former pet sitter and have presented at industry conferences and written articles for PSI and NAPPS”

This builds your E-E-A-T (Experience, Expertise, Authority, Trustworthiness), which AI uses to determine credibility.

13. Use clear calls-to-action (CTAs)

Your buttons and links should clearly match what people are searching for. If someone asks “How do I book a pet sitter near me?” your page should have a button that says “Book a Pet Sitter”, not “Learn More.”

Direct CTAs tell both AI and potential clients that your page solves their problem. And, because we (humans!) want the easiest path to getting what we want, it helps guide us through the process.

14. Mention local landmarks or references

Adding local details helps AI confirm your location. Say things like:

“Located near downtown Carmel, Indiana.”

or

“Serving clients near Noblesville’s Hamilton Town Center.”

It’s a simple way to strengthen your local relevance, and it makes your copy feel more authentic.

15. Optimize your images for search

Rename every image with descriptive, keyword-rich filenames and alt text. Instead of “IMG_0153.jpg,” use “austin-dog-walker-taking-golden-retriever-for-walk.jpg.”

Alt text also helps with accessibility, in that it tells people using screen readers what the image is about.

16. Create a crawlable, detailed contact page

Your contact page should include:

• Business name
• Email
• Phone number
• Service area
• Map embed
• Simple contact form

AI tools use this information to verify your location and service area. If your address isn’t public (like for mobile businesses), still include your city and service area.

17. Publish locally focused blog posts

A blog is your secret weapon for AEO. Write posts like:

• “5 Things to Know Before Hiring a Dog Sitter in Austin”
• “Top Dog-Friendly Parks in Madison County”
• “Our favorite dog-friendly cafes in Indianapolis”

Each post gives AI more reasons to associate your business with local topics and more content to pull from when answering user questions.

18. Keep your site lightning fast

Slow websites lose both humans and AI visibility. Use tools like Google PageSpeed Insights or GTmetrix to test your site’s load time.

Compress large images, minimize unnecessary plugins, and make sure your mobile version loads quickly. Most local clients are searching on their phones anyway.

AI uses a lot of resources when searching for answers. So the faster they can go through your website, the more likely they are to include your content in answers.

19. Keep your business info consistent everywhere

AI cross-checks your business name, phone number, and service area across your website, Google Business Profile, Facebook, and directories. If one version says “123 Main Street” and another says “123 Main St.,” it can hurt your credibility.

Consistency helps build trust, and trust gets you recommended.

20. Update your website regularly

AI values fresh content. Add new testimonials, update your pricing, or refresh your photos every month or two. Even small tweaks show your site is active.

Including a simple  “last updated” or date can be helpful. 

The Bottom Line

Answer Engine Optimization (AEO) isn’t just for big brands. It’s for every local business that wants to be found by modern search tools. The more clearly you communicate who you are, what you offer, and where you serve, the easier it is for AI to recommend you. In a very real way, this levels the playing field a bit for small businesses. If you have excellent, optimized content it helps your chances of showing up as a trusted source.

The best part? Most of these tips don’t require a single line of code, just clear writing, smart structure, and a bit of local personality.

So start with one or two changes this week: maybe add an FAQ, update your About page, or rewrite your homepage intro to clearly say what you do and where. Each improvement helps AI understand your business a little better, and helps new clients find you faster. 

If you’d like some help improving your website’s AEO, let me know. I’m happy to help!

Most of us search online before deciding where to shop, eat, or book services. And what’s the first page many people will see when they go to your website?

The Homepage!

If you’ve ever sold a home, the real estate agent probably mentioned “curb appeal” and that starts with the front of your house. Your homepage is similar. It serves as the front door to your business, and the first impression many potential customers will have of your entire business.

If the homepage is confusing, sloppy or outdated visitors are likely to think your entire business is that way. On the other hand, a well-crafted homepage can make them want to stick around, find out more, and ultimately do business with you. So, just like a home’s curb appeal or a physical storefront, it should invite them in and make them want to stay.

In this post, I’ll go over:

• why your website’s homepage is so important for small local businesses
• the role it plays in building trust and driving sales
• how you can optimize it to attract search engines (including AI) and people to bring in more clients

At the end, you’ll also find an invitation to a free Homepage Masterclass that dives even deeper into how to make your homepage work better for your business.

First Impressions Matter

When people search for local businesses, our journey often starts with Google and your homepage is often one of the first pages we see. And studies show that visitors judge a website within fifty milliseconds. So that means your homepage needs to make a great impression right away! That goes for every other page on your website too, but I’ll focus on the homepage in this post.

For small businesses, this means your homepage needs to:

• Load quickly (slow sites frustrate users)
• Be visually appealing (modern, clean design)
• Instantly say what you do and where

Establishing Local Trust and Credibility

Your homepage needs to let visitors know you are a legitimate and trustworthy business in their area. This is especially important for small businesses, because consumers want to support local, but only if they feel confident in the quality of your products or services.

Key homepage elements that build trust include:

• Clear business name and location: Customers want to know immediately that you serve their community.
• Contact information: Phone number, email, and address should be easy to find.
• Customer testimonials or reviews: Social proof is powerful, and featuring local customer stories reassures new visitors.
• Photos that represent what you offer: Your own images will be more personal and instill more trust than stock photos.

Trust is a deciding factor when customers compare local options. The type of content you add to your homepage can help instill that trust.

Tell people what makes you different

Every small business has something that sets it apart, whether it’s your great customer service, your experience and expertise, or a unique backstory. Your homepage is the perfect place to highlight some of this, and you can go into more detail throughout the website or on your about page.

What to include:

• A clear statement of what makes you different
• Testimonials or endorsements from customers
• A featured product or service that represents your brand

Remember, your homepage should not only tell people what you do and where, it should tell them why they should choose you over competitors.

Driving Local Traffic with SEO

Search Engine Optimization (SEO) is how small businesses show up when when people search for services.

For example, when someone types “dog trainer near me” or “plumber in [your city],” Google prioritizes businesses with optimized websites.

Your homepage plays a huge role in local SEO. To make it effective:

• Use your city or neighborhood name in your homepage copy and title tags
• Include keywords that reflect what you offer (e.g., “dog walker in Cleveland”)
• Make sure your homepage images have descriptive alt text
• Add your business address so Google knows your location

Traditional SEO is Important to AI Searches

Even now, when we all want to show up in AI searches, good, old-fashioned SEO is still important. Websites that rank due to their SEO are more likely to show up in AI searches. According to a study on AI and SEO by SEMRush…

Ranking in standard search results could help you earn citations in ChatGPT and other AI systems. So, traditional SEO could remain just as important even as traditional organic traffic declines.

Strong CTAs Guide People Toward Action

A great homepage does more than attract visitors, it guides them toward becoming paying customers. This is where calls-to-action (CTAs) come in. Whether you want customers to call, book an appointment, or download a free guide, your homepage should make that next step obvious.

Examples of effective CTAs for local businesses:

• “Call Now to Book Your Pet Sitter”
• “Schedule a Free Meet & Greet”
• “Visit Our Store in Downtown Austin”
• “Get Your Free Estimate”

Without a clear CTA, visitors may click from page to page but never take the action you want them to take. People came to your website looking for whatever it is you provide. It’s your job to make it easy for them to find what they need, and that can be done with clear CTAs.

Make Sure It’s Mobile-Friendly

More than half of all web traffic comes from mobile devices, and for local searches, that number is even higher. Imagine someone walking down the street looking for a nearby coffee shop, pulling out their phone, and finding your website. If the text is too small to read or buttons are too tiny to click, it’s not mobile-friendly and you’re going to lose business. And I have to mention text color simply because this is one of my pet peeves! Light gray text on a white background may look cool on a desktop computer, but if you’re looking at a tiny phone screen on a sunny day, it’s nearly impossible to read. And even on desktops people with vision impairments will have trouble with it.

A responsive, mobile-friendly homepage ensures:

• Quick load times on mobile
• Easy-to-read fonts
• Clickable phone numbers and directions
• Simple navigation menus

A website that works easily on mobile can mean the difference between gaining a customer and sending people to your competitor.

Your Homepage is Your Online World Headquarters

Your homepage is not just a digital billboard, it’s the foundation of your online marketing. Think of it as your online world headquarters, where all your efforts lead.

• Social media posts should link back to your homepage
• Google Business Profile should connect to your homepage
• Paid ads often direct traffic to your homepage
• Flyers or local ads with your web address may send people to your homepage

Common Homepage Mistakes to Avoid

Even small tweaks can make a big difference. Avoid these common mistakes:

• Too much text with no clear message
• Hard-to-find contact info
• No clear call-to-action
• Slow load times
• Outdated design

By avoiding these pitfalls, you’ll ensure your homepage works hard for your business 24/7.

For small local businesses, your homepage is one of the most valuable tools you have. It builds trust, attracts local customers, showcases what makes you unique, and turns visitors into buyers. Investing time into creating and optimizing your homepage pays off in more visibility, stronger credibility, and more sales.

If you’d like to learn how to make your homepage a true business asset, get my FREE Homepage Masterclass. You’ll discover practical strategies to improve your homepage and attract more local customers.

Website speed is more than just a user experience issue though. It’s something Google pays attention to and in fact, it’s a major ranking factor for SEO.

In this post, I talk about:

• What website speed is
• Why Google and users care so much about it
• How speed impacts your SEO and conversions
• Things you can do to speed up your website

What Is Website Speed?

Website speed refers to how quickly a webpage loads and becomes usable to visitors. This is often measured in two key ways:

• Page load time: The total time it takes for a webpage to fully display its content.
• Time to First Byte (TTFB): How long it takes for a browser to receive the first byte of data from the server.

Google also uses more specific metrics like:

• First Contentful Paint (FCP): When the first text or image appears.
• Largest Contentful Paint (LCP): When the largest text block or image is fully rendered.
• Cumulative Layout Shift (CLS): A measure of how much the page layout shifts while the page is being loaded.

Together, these metrics are part of Google’s Core Web Vitals, which help determine user experience and search rankings.

Why does website speed matter?

People Are Impatient

You might have the most beautiful website in the world, and have exactly what your visitors are looking for, but if your website doesn’t load fast enough they will never know! They’ll move on to the second best website in the world that loads fast.

• Potential customers will abandon a site that takes more than 3 seconds to load. Estimates of just how many people will leave a slow-loading website range from 40% to 65%. That’s a lot!
• A delay of just 1 second can reduce page views by 11% and customer satisfaction by 16% (Aberdeen Group).

Google (and other search engines!) Care About Speed

Google has used website speed as a ranking factor since 2010 for desktop and since 2018 for mobile search.

Fast-loading sites are more likely to:

• Rank higher in search results
• Keep users engaged longer
• Convert more visitors into customers

Google, and other search engines, want to provide the best possible user experience. A slow site means a poor experience, which results in lower rankings.

Speed Affects Conversions

Speed doesn’t just affect traffic, it hits your wallet, too.

• Amazon reported that every 100ms of latency cost them 1% in sales.
• Walmart found that improving load time by 1 second increased conversions by 2% (Walmart Labs).

If you want to read more about how speed affects conversions, see this blog post from Hubspot: Page Load Time Statistics [+ how to increase conversion rate].

How to Test Your Website Speed

Before you fix anything, you need to know how fast (or slow) your site really is.

Free Tools to Check:

• Google PageSpeed Insights
• GTmetrix
• Pingdom Tools

These tools break down:

• What’s slowing your site down
• Suggestions for improvement
• Mobile vs desktop performance

How to Improve Your Website Speed

You don’t need to be a developer to make big improvements. Here are some easy DIY tips:

Optimize Your Images

Unoptimized images are one of the biggest culprits of slow websites. I see this all the time when I’m working on existing websites.

How to fix this:

• Resize images before uploading (don’t use a 3000 pixel-wide image if it only needs to be 800 pixels)
• Use the right format: WebP is faster and smaller than JPG or PNG
• Compress images using tools WP-Rocket’s Imagify, which is the WordPress plugin I normally use. Shortpixel is another popular WordPress plugin. These will also convert your images to WebP.

Extra tip: Many website builders and WordPress plugins now offer lazy loading, which only loads images as users scroll.

Use Fast Website Hosting

Your website is only as fast as the server it’s hosted on. If you’re using cheap, shared hosting, you may be sacrificing performance.

How to fix it:

• Upgrade to a better hosting plan or provider
• Look for hosting that offers SSD storage, caching, and high uptime
• Consider managed WordPress hosting if you’re on WordPress

(BigScoots is my preferred web hosting company for shared or managed WordPress hosting)

Minimize HTTP Requests

Every time someone visits your site, their browser requests files: images, stylesheets, scripts, fonts, etc. The more requests, the longer the load time.

How to fix it:

• Combine CSS and JS files where possible (WP Rocket is a WordPress plugin that can help with this)
• Use fewer fonts and font weights
• Reduce the number of plugins, especially ones that load extra scripts

Enable Browser Caching

Browser caching stores parts of your website on the visitor’s device so returning visits are faster.

How to fix it:

• On WordPress, use a caching plugin like WP Rocket, W3 Total Cache, or LiteSpeed Cache
• If you’re using Squarespace or Wix, caching is handled automatically, but you can still optimize images and scripts

Use a Content Delivery Network (CDN)

A CDN stores copies of your website on servers around the world, delivering them from the nearest location to your visitor.

How to fix it:

• Use free options like Cloudflare
• Many web hosts (like BigScoots) include a CDN as part of their service

This can significantly speed up load times, especially for global visitors.

Reduce Redirects

A redirect is when a URL automatically sends visitors to a different URL. This is often used when a page is moved or deleted. Sometimes redirects are necessary but too many can slow your website down because each one requires your it to work harder.

How to fix it:

• Audit your site for unnecessary redirects
• Use direct internal linking instead of linking to a page that redirects

Clean Up Your Website

Too many plugins, bloated themes, and outdated code can slow down your site.

How to fix it:

• Deactivate and delete any plugins or apps you’re not using
• Use a lightweight theme
• Keep your platform, plugins, and code updated

Enable GZIP Compression

GZIP compresses your website files before sending them to the browser. This reduces the size of files, making them load faster.

How to fix it:

• Your host may already enable this (check with them)
• On WordPress, many caching plugins (including WP Rocket) enable GZIP for you

Prioritize Mobile Speed

Google uses mobile-first indexing for most websites, which means it ranks your site based on the mobile version, not the desktop one.

If your site loads quickly on desktop but drags on mobile, do what you can to speed up the mobile version.

To improve mobile speed:

• Use responsive design
• Avoid pop-ups that cover the screen
• Eliminate heavy scripts or video backgrounds on mobile

Speed Isn’t Optional

Website speed is no longer a “nice to have” feature. It’s important for:

• Keeping visitors on your site
• Ranking well in Google
• Getting more leads and sales

Even if you’re not a tech wizard, small changes can make a big difference. Start with an audit using PageSpeed Insights or GTmetrix. Work on the easier things like optimizing your images, and go from there.

Speed up your site, and you’ll speed up your business.

*Some of the links in this post are affiliate links, which means I’ll get a small commission if you purchase through my link.

Before you start working on your new website, I want to talk about some of the things you might not be aware of that are important to consider. The truth is, a poorly built website can send potential straight to your competitors.

Many of my clients have come to me after building their own website, after realizing it’s not bringing business the way they’d hoped. When I look their DIY site over, I can usually see some big issues. So, in this post I’ll go over some of the most common mistakes I see, and how you can avoid them.

1. Ignoring Mobile Users

If your website only looks good on a desktop, you’re in trouble. Over 60% of web traffic now comes from mobile devices. A site that’s not mobile-friendly will have visitors getting frustrated and moving on to that competitor – you know, the one who always seems to have an edge over you.

Pro Tips:

Choose a responsive design template or platform that automatically adjusts to different screen sizes. My choice is WordPress, using the Divi theme from Elegant Themes.

Check your design on various devices. As you’re designing, have your phone and/or tablet handy so you can check how things look on those devices as well. You can also use the Mobile Responsive Test Tool.

2. Complicated or Clunky Navigation

Visitors shouldn’t feel like they’re on a scavenger hunt trying to find what they’re looking for. Overly complex menus, too many subcategories, or weird labels like “Fun Stuff” instead of “Products” confuse people. And confused people leave.

Pro Tips: Keep your menu simple and intuitive. Stick to clear, recognizable terms like “About Us,” “Services,” and “Contact.” Limit your top-level menu to about 7 items at the most.

3. Not Paying Attention to Speed

The Internet has made us all very impatient. We want websites to load FAST. Studies show that people abandon websites that take more than 3 seconds to load. Large image files, too many plugins, and bloated code can bring your website to a crawl.

Pro Tips:

Optimize images before uploading, use modern file formats like WebP, limit animations, and choose a fast, reliable hosting provider. Run speed tests with Google PageSpeed Insights regularly.

If you’re using WordPress, a plugin like WP Rocket can make your website considerably faster. Plus, you can install their image tool, Imagify, to optimize your photos and other images.

4. Inconsistent Branding

A website with mismatched fonts, random colors, and off-brand imagery feels sloppy and untrustworthy. If your homepage looks friendly and inviting but your service pages are boring and cold, visitors may not stick around to figure you out.

Pro Tip:

Create a simple brand style guide. Choose a color palette (no more than 3–4 main colors), stick to 1–2 fonts, and use a consistent logo and photo style throughout your site.

5. Forgetting About SEO (Search Engine Optimization)

Your website might look great, but if Google can’t find it, no one else will either. Many DIYers skip this critical step, and it costs them visibility.

Pro Tip:

Start with keyword research to know what your ideal customers are searching for. Optimize titles, headings, meta descriptions, and image alt text. Keep URLs clean and descriptive (e.g., yourwebsite.com/pet-sitting-services instead of yourwebsite.com/page123).

6. No Clear Call-to-Action (CTA)

You’ve got visitors. Great! Now what? If you don’t guide them to take the next step, they’ll wander off (usually to another business).

Pro Tip:

Use clear, action-driven CTAs like “Book Your Dog’s Pet Sitter Now”, “Get a Free Quote”, “Sign Up for Our Newsletter”, or “Call Today”. Make your CTA buttons stand out visually and place them throughout your website, not just on the homepage.

 7. Adding Too Much Information

In the excitement to share everything, some DIYers want to share everything about them and their business. This includes endless photos, pop-ups, and auto-play videos. This can backfire big time! Instead of people reading all that text or scrolling through the photos, there they go . . . off to your competitor!

Pro Tip:

Keep it clean. Use headings, bullet points, and white space to break up content. Focus on what’s essential. Less really is more when it comes to good web design.

8. Skipping Regular Maintenance or Updates

Launching your site is not the final goal. Neglected websites accumulate broken links, outdated info, and security holes. A competitor with a polished, up-to-date site will look far more professional – to Google and potential customers.

Pro Tip:

Check your site monthly for broken links, expired offers, outdated images, and plugin or software updates. Make ongoing updates part of your business routine.

Check your contact forms at least once a week! Even if they’re setup properly from the start, glitches happen and you’ll want to know when they do.

9. Relying Too Heavily on DIY Templates

DIY builders like Wix, Squarespace, or WordPress offer great templates, but it’s easy to fall into the “cookie-cutter” trap where your site looks like hundreds of others.

Pro Tip:

Customize your template. Change fonts, colors, images, and layouts to match your brand. Use the template as a starting point, not the finish line.

10. Not Including Your Location

This one is for local businesses – and it’s a BIGGIE!

Say where you offer your services!! If potential clients/customers are looking for a business in your area, make sure they know immediately when they land on your website that they’re in the right place.

Pro Tip:

Add your location in your H1 tag on every page. This tells people where you are, and signals to Google that your location is an important factor in your business.

Bonus Mistake: Not Asking for Feedback

You might love your website, but you’re not your ideal customer. After all, you’re not building a beautiful piece of digital artwork just so you can admire your work. You want to attract customers so you can make money. (Once you make enough, you can go buy some artwork to admire!)  Skipping outside feedback can leave big usability issues undetected.

Pro Tip:

Ask friends, colleagues, or even current customers to test your site. Watch how they navigate and note where they get stuck or confused. Be open to making changes based on their experience.

The Bottom Line

Your website is often the first impression people have of your business. If it’s clunky, confusing, or outdated, your visitors won’t stick around, and they won’t hesitate to click over to a competitor’s site that looks and works better.

The good news? Avoiding these common DIY website mistakes isn’t difficult. A little planning, some user-focused thinking, and a commitment to ongoing improvements will put you far ahead of the pack.

So before you hit “publish,” run through this checklist. Your visitors (and your bank account) will benefit.