Let’s be honest. Launching a new business website can feel a bit like moving into a new neighborhood. You’ve got a fresh coat of paint, a shiny new sign, and a big smile; but if nobody knows you’re there, or worse, if your front door won’t open on mobile, you’re not exactly setting yourself up for a housewarming. And in Indianapolis, where small businesses are everywhere and digital competition is heating up, that front door better work like a charm.
So if you’re building a new business website in Indy, here’s what actually matters, and what you can skip without losing sleep.
Start with where you are.
Indianapolis isn’t all racing and pork tenderloins. It’s a city with over 876,000 residents, a metro area of more than 2 million, and a surprisingly diverse economy. Life sciences, logistics, advanced manufacturing, and tech all have a strong presence here. And small businesses? They make up over 90% of the local business scene.
That means you’re not just competing with a few mom-and-pops. You’re in a city where everyone from biotech startups to HVAC contractors is fighting for digital attention. Your website has to do more than look nice; it has to speak to the right people, in the right way, right away.
Let Google know you exist, locally.
Here’s the thing. Almost half of all Google searches have local intent. People aren’t just searching for “coffee.” They’re searching for “coffee near Mass Ave” or “best espresso in Broad Ripple.” If your website doesn’t show up for those kinds of searches, you may as well be whispering into the void.
So start with the basics: claim and complete your Google Business Profile. Use local schema markup. And don’t forget to literally say where you are. Mention Indianapolis throughout your site—on your homepage, in your service pages, even in your blog posts. It’s not overkill; it’s survival.
Think with Google: Local Search Trends
Nobody’s sitting at a desktop in Speedway.
Mobile-first design isn’t a suggestion anymore; it’s the default. Over 60% of web traffic in the U.S. comes from mobile devices. And in a city like Indy, where people are checking their phones while waiting at Goose the Market or stuck in traffic on I-465, your website needs to load fast and look good on a screen that fits in one hand.
Responsive design is the bare minimum. Prioritize fast-loading pages, big tap targets, and layouts that don’t break when someone turns their phone sideways. If your contact form is impossible to fill out on a phone, you’re losing leads before they even get to you.
Speed affects more than just user experience. It affects rankings.
Google’s Core Web Vitals are now part of its ranking algorithm. Translation: if your site is slow, Google notices, and you’ll get bumped down in search results. Users notice too. A slow site feels like a red flag. People click away. They don’t come back.
Use Google PageSpeed Insights to check your site’s performance. Fix what’s dragging you down. Compress your images. Clean up your code. And if your homepage takes longer to load than it does to microwave a burrito, you’ve got some work to do.
Local trust is a real thing.
People in Indianapolis like to know who they’re doing business with. They trust people who are part of the community. So show them you’re part of it too.
Add testimonials from local clients. Mention your partnerships with Indy-based organizations. If you’ve worked with TechPoint or been featured by the Indy Chamber, say so. These aren’t just nice touches; they’re trust signals that help people feel confident about choosing you.
Make your tools talk to each other.
A slick website that doesn’t play nice with your tools is like a fancy kitchen with no stove. If your back-end systems don’t connect, you’re stuck doing double work.
Indianapolis businesses often rely on tools like Indy.gov, Angi (which, yes, is still
headquartered here), and regional CRMs. Make sure your site can integrate with whatever you’re already using. Whether it’s scheduling, payments, or customer service, your website should make things easier; not harder.
Write like you live here.
Content is still king, but local content is the king that actually gets invited to the party. A blog that talks about zoning changes in Marion County or upcoming events in Irvington shows you’re paying attention. It also helps with SEO and builds authority.
If you’re a local business, write like one. A landscaping company might share tips for Indy’s unpredictable spring weather. A law firm could break down new state regulations. The point is to show you know your stuff—and that your stuff applies here.
Accessibility isn’t optional.
ADA compliance isn’t just a legal box to check. It’s about making your site usable for everyone. And yes, lawsuits are happening more often. So don’t wait until someone complains.
Use tools like WAVE to check for accessibility issues. Make sure your colors have enough contrast. Add alt text to your images. Structure your content so screen readers can make sense of it. It’s not just the right thing to do—it’s smart business.
Track what actually matters.
If you’re not tracking conversions, bounce rates, and traffic sources, you’re flying blind. Google Analytics 4 is your friend here. So is Hotjar, which can show you how people are actually using your site.
Set up KPIs that make sense for your business. Maybe it’s form submissions. Maybe it’s phone calls. Whatever it is, track it. Then tweak things based on what the data tells you. Guesswork is
expensive.
Know who to call.
Finally, let’s talk about the people behind the curtain. Working with a local agency, like, say, Perfect Sites, means you get folks who understand this market. We know what people in Indy respond to. We know the seasonal rhythms, the neighborhoods, the quirks.
Sure, you could hire a giant agency out of New York. But will they know what Geist Reservoir is? Probably not. Will they care? Also no.
You’re not just launching a website; you’re building trust in your backyard.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog