When it comes to websites, not all are created equal. As a Durham business owner, you’ve probably come across options like DIY website builders (think Squarespace, Wix, or Shopify) and fully custom websites built by a web design professional. Both can get you online, but there’s a huge difference in what they can do for your business.

If you’re ready to step up your website game in 2025, here’s how to take it from “meh” to must-visit.

DIY vs. Custom Websites: Why Custom Wins Every Time

DIY website builders are tempting. They’re easy to use, affordable, and don’t require much technical knowledge. They’re great if you’re just starting out or need something up fast. But here’s the catch:

• They can feel cookie-cutter.
• Customization is limited by the platform’s templates.
• Scaling up or adding unique features (like integrating a custom booking system) can get tricky.

On the flip side, a custom website gives you total control. Want a homepage that highlights Durham’s skyline and features an interactive map showing your storefront on Ninth Street? No problem. Need a custom sales funnel that nudges visitors to book a consultation? Done.

Custom designs allow your website to feel authentically you while standing out from the competition. Plus, they’re built to grow with your business—no rebuilding from scratch when you need new features or a redesign.

On-Page SEO: Getting Durham Customers to Your Website

A beautiful website means nothing if no one can find it. That’s where on-page SEO (search engine optimization) comes in. This is all about optimizing your site so it ranks higher on search engines like Google. Here’s how to make it happen:

• Use Local Keywords: Include terms your customers are searching for, like “Durham coffee roasters” or “custom T-shirts in Durham.”
• Optimize Meta Tags: Every page should have a title and meta description that tells Google—and visitors—exactly what it’s about.
• Add Alt Text to Images: This helps search engines “read” your images and makes your site more accessible.
• Focus on Page Speed: Slow-loading pages turn off visitors and hurt your ranking. Compress images, use clean code, and optimize your hosting.
• Create Engaging Content: A blog with tips, guides, or insights (like this article!) can attract more visitors while positioning your business as a local expert.

If you’re a Durham gym owner, for instance, writing a blog titled “5 Best Outdoor Spots for Workouts in Durham” can bring in traffic and help potential clients find your website.

Design Tweaks That Make a Big Difference

Your website’s design isn’t just about looking good—it’s about making sure visitors find what they need quickly and easily. If your site feels confusing or outdated, they’ll click away faster than you can say “Mad Hatter’s Cafe.”

One area many websites overlook? The Call-to-Action (CTA). A CTA is the button or link that tells visitors what to do next: “Book a Table,” “Shop Now,” or “Contact Us.”

• Tip: Make your CTAs bold, clear, and hard to miss. For example, a Durham florist could have a brightly colored “Order Now for Same-Day Delivery” button right on their homepage.

Other areas to focus on:

• Simplify Navigation: Make it easy to find key info like your hours, location, and services.
• Use High-Quality Images: Show off your products, team, or space. If you’re a Durham yoga studio, let people see the vibe of your space through professional photos.
• Be Mobile-Friendly: We’ve said it before, but it bears repeating—your site has to work flawlessly on phones and tablets.

Sales Funnels: Turning Visitors into Customers

Once someone lands on your site, the goal is to guide them toward taking action—whether that’s making a purchase, booking a service, or signing up for your newsletter. This is your sales funnel in action.

Here’s how to optimize your funnel:

1. Grab Their Attention: Use a compelling headline or hero image. A Durham tour company might feature a gorgeous photo of Eno River State Park with a headline like, “Explore Durham’s Hidden Gems—Book Your Adventure Today.”
2. Build Trust: Add customer testimonials, reviews, or a quick “About Us” section to show why people love your business.
3. Simplify the Process: Reduce the number of steps it takes to convert. If you’re a Durham-based catering company, don’t make people fill out 10 fields just to get a quote—keep it short and sweet.
4. Create a Sense of Urgency: Use phrases like “Limited Spots Available” or “Order Before Midnight for Free Delivery.”

Ready to Level Up Your Website?

Improving your Durham business website in 2025 isn’t just about keeping up with trends—it’s about connecting with your community and making it easier for them to support you. Whether it’s boosting your SEO, refining your design, or crafting a killer sales funnel, every small change can make a big impact.

Need help creating or upgrading your website? At Durham Web Designs, we specialize in custom websites that attract, engage, and convert. Let’s chat about how we can make your online presence as dynamic as Bull City itself!