For many class-based business owners, a website is one of those things that sits permanently on the to-do list.

It gets started.
It never quite gets finished.
And somehow it ends up eating evenings, weekends, and far too much headspace.

In a recent episode of the Class Business Podcast, I sat down with Claudia Kirkwood, founder of SuperSimple Websites and official partner sponsor of the Service Innovation Award at the Class Business Awards, to talk about why websites matter far more than most providers realise, and how they directly impact customer experience, bookings, and time freedom.

What came out of the conversation was practical, refreshing, and incredibly relevant for anyone running classes, courses, or memberships.

From “DIY Headache” to Business Asset

One of the most common things Claudia sees when business owners come to her is what she calls a “Frankenstein website”.

These are DIY websites that:

• were built quickly to get something live
• were never quite finished
• have missing or broken features
• don’t really do what the business now needs them to do

DIY platforms absolutely have their place, especially in the early days.

But as Claudia explains, once a business is one or two years into trading, the cracks start to show. The business has grown, but the website hasn’t grown with it.

At that point, the issue isn’t ability.

It’s time.

Time that business owners simply don’t have anymore.

Your Website Is Part of the Customer Journey

One of the biggest takeaways from this conversation is that your website isn’t just a digital placeholder. It’s part of the experience.

For class-based businesses in particular:

• parents are often browsing late at night
• customers want to book quickly and easily
• confusion leads to drop-off

If someone lands on your site and can’t instantly see:

• what you offer
• who it’s for
• what they should do next

you’re making it harder than it needs to be for them to say yes.

As Claudia puts it, a good website should act like a reception desk. It answers common questions, guides people clearly, and frees you from repetitive admin messages.

One Simple Website Mistake That Costs Bookings

A really interesting part of the interview focused on how websites are laid out, especially what appears above the fold, the part of the site people see before scrolling.

One of the most common mistakes?

Making the logo huge.

Why that doesn’t work:

• existing customers don’t need it
• new customers don’t recognise it yet

What does work is using that space to clearly communicate:

• what you do
• who it’s for
• how to book or enquire

Your branding should be doing the heavy lifting across colours, fonts and tone, not relying on a giant logo to explain everything.

Why Service Innovation Matters

This conversation is exactly why Claudia is sponsoring the Service Innovation Award.

True service innovation isn’t about flashy tech.

It’s about removing friction, reducing stress, and making life easier, for both business owners and their customers.

From flexible communication, like WhatsApp, voice notes and video, to clear walkthroughs and stress-free processes, Claudia’s approach is a great example of how thoughtful systems and service delivery can completely change the client experience.

Watch the Full Interview on the Class Business YouTube Channel

If you’re a class-based business owner who:

• knows your website could be doing more
• feels stuck with something half-finished
• wants customers to book more easily
• or simply wants your time back

this conversation is well worth watching.

👉 Watch the full interview with Claudia Kirkwood on my YouTube here.

In the interview we go deeper into:

• when to DIY versus outsource
• how branding impacts conversions
• simple fixes that make a big difference
• how websites and systems quietly shape customer trust

It’s practical, honest, and packed with insight you can apply straight away.