Build a website without an agency
What a small veteran-owned business site needs, three do-it-yourself ways to build one, and the accessibility basics the Justice Department expects from businesses open to the public.
You do not need an agency to get a solid website up. A small service business needs five or six pages, a domain name, and a weekend. The hard part is not the software. It is deciding what goes on each page before you open a builder.
This guide covers that plan first, then three ways to build it yourself, then the accessibility basics. Tool facts were checked on each vendor's own site, and the accessibility rules on ADA.gov, on the date at the top of the page.
Write the pages before you pick a tool
Every builder will ask you to choose a template in the first minute. Skip that until you have this list written in a plain document. It keeps you from building a pretty site that says nothing.
- Home One sentence on what you do and for whom, the area or agencies you serve, and one clear button: call, email, or request a quote.
- Services One short section per service. Use the words a buyer would type into a search box, not internal jargon.
- About Who runs the company and why. If you are certified as a VOSB or SDVOSB, say so here and on the home page.
- Capability statement If you want government or prime contractor work, put your capability statement on its own page and offer it as a PDF: core competencies, past performance, differentiators, and company data such as your UEI, CAGE code, and NAICS codes.
- Contact Phone, email, and service area. A form is optional. A phone number and email that someone answers are not.
- Privacy and terms Short pages, linked in the footer. Most builders offer a starting template; read it and edit it to match what your site actually collects.
Three ways to build it yourself
All three routes below work for a small business site. They differ in how much you type, how much you click, and how much you maintain.
| Route | How you build | Good fit | Watch for |
|---|---|---|---|
| AI site builder (e.g. Lovable) | Describe the site in plain English; the AI writes and edits the pages | You know what you want to say and would rather type than drag boxes | Read every line it writes; check each fact and claim |
| Template builder (e.g. Squarespace, Wix) | Pick a template, then drag and edit blocks | You want to see the layout as you go | Templates look alike; your words have to do the work |
| WordPress (self-hosted) | Install free open-source software on a web host; add a theme | You want full control and plan to grow the site | You handle updates, plugins, and backups |
Route 1: an AI site builder
AI builders let you write a prompt like "a five-page site for a veteran-owned HVAC company in San Antonio, with a quote button on every page" and get a working draft. You then change it by chatting: "make the header darker," "add a capability statement page."
Lovable is one of these. Per its pricing page, starting is free: the free plan includes a daily grant of 5 build credits, up to 30 a month, and a request like "build me a landing page, use images" costs about 1.7 credits. Lovable's pricing page also says you own the code and projects you build. Sites publish to a free lovable.app address; per its docs, connecting your own domain needs a paid plan. Check the current plan prices on its pricing page before you commit.
The trade-off: the AI writes confident copy fast, including claims you never made. Before you publish, read every sentence and remove anything that is not true of your company, such as years in business, certifications, or past clients.
Route 2: a template builder
Template builders such as Squarespace and Wix give you a finished design and an editor where you click on any block to change it. Hosting, security updates, and the domain connection are handled for you. Compare their current plans on their own pricing pages; prices and what each plan includes change often.
Pick the plainest template that fits your trade. Then replace every stock photo you can with real photos of your crew, your trucks, or your finished work. Real photos do more for trust than any layout.
Route 3: WordPress on your own hosting
WordPress is free, open-source software. You pay a web host to run it, choose a theme, and build pages in its block editor. It has the most room to grow: blogs, booking tools, and thousands of plugins.
That room comes with chores. You or your host must keep WordPress, the theme, and every plugin updated, and keep backups. If you will not log in monthly to do that, choose route 1 or 2.
Your domain name
Use your own domain, not a free subdomain from the builder. Keep it short and close to your business name, and register it in the company's name with an email address the company controls. If someone else registers it for you, make sure you can log in to the registrar account yourself. Losing access to your domain means losing your email and your site at the same time.
Use the same domain for email (for example, you@yourcompany.com). A matching email address looks more established on a bid or a quote than a free webmail address.
Accessibility: what the ADA guidance says
The Justice Department's guidance on web accessibility says businesses open to the public must make their web content accessible to people with disabilities, as the ADA requires. It also says businesses have flexibility in how they comply, and it points to the Web Content Accessibility Guidelines (WCAG) and the Section 508 Standards as helpful technical standards.
The same guidance lists common barriers. Each one is easy to avoid when you build the site yourself:
Barriers the DOJ guidance names
- Poor color contrast, such as light gray text on a light background
- Using color alone to give information, such as red text to mark required form fields
- Images with no text alternative (alt text)
- Videos with no captions
What to do instead
- Dark text on a light background, or the reverse, with strong contrast
- Add a word or symbol, such as "(required)", next to the color
- Write a short alt text for every meaningful image in your builder's image settings
- Turn on or upload captions for every video
Get found after launch
A new site gets little traffic on its own. Three free steps help people find it:
- Claim your free Google Business Profile Google offers a free Business Profile that shows on Search and Maps. Add your website, hours, service area, and real photos.
- Put the same name, phone, and website everywhere Use the exact same details on your site, your Google profile, your SAM.gov registration, and directory listings.
- List your business on eVeteran eVeteran lists 38,731 SBA-certified veteran-owned firms. Your listing gives buyers and prime contractors another way to find you and your site.
If you would rather hire it out after all, eVeteran lists veteran-owned web and marketing firms. Ask for a fixed price, who owns the domain and the site files, and what monthly fees continue after launch.
Veteran-owned firms that build and market websites
Run a veteran-owned business?
Put it where agencies, primes, and customers search for certified veteran-owned firms.
Get your business listed See listing plansQuestions homeowners actually ask
Can I build a business website for free?
You can start free. Lovable's free plan gives 5 build credits a day, up to 30 a month, and publishes to a lovable.app address. WordPress software is free, though you pay for hosting. To use your own domain on Lovable you need a paid plan, and you will pay a yearly fee for the domain itself wherever you register it.
How many pages does a small business website need?
Five or six covers most service businesses: home, services, about, contact, and privacy and terms. Add a capability statement page if you want government or prime contractor work.
Does the ADA apply to my small business website?
The Justice Department's guidance says businesses open to the public must make their web content accessible to people with disabilities. It points to WCAG and the Section 508 Standards as helpful standards. This is not legal advice; ask a lawyer about your situation.
Should I say I am veteran-owned on my website?
If you are certified as a VOSB or SDVOSB, yes: say so on the home and about pages and in your capability statement. Only claim a certification you actually hold. Our VetCert guide covers how to get one.
Who should own my domain name?
Your company. Register it in the company's name, with a company email, in a registrar account you can log in to. If a designer or agency registers it for you, get the login before you pay the final invoice.