New study reveals fundamentals—not AI features—remain the biggest barrier for small businesses
Despite the boom in AI-powered tools and website builders, the vast majority of Australian small and medium enterprises are still finding it incredibly difficult to get their websites right. According to new research from the Limecube Agency Pulse 2025, it's not a lack of technology that's holding them back—it's the fundamentals.
~90%
of SMEs struggle with website fundamentals, according to agencies
The study, which surveyed 67 digital agencies across Australia in September 2025, paints a clear picture: when it comes to building effective websites, SMEs are drowning in choices and complexity while the basics remain elusive.
The Four Critical Pain Points
Agencies identified four key areas where their SME clients face the greatest challenges. The numbers are striking—and they tell us exactly where the problem sits.
Where SMEs Struggle Most
Overall Difficulty
What This Means
Nearly all SMEs are finding it hard to:
- Be found in search engines and AI assistants
- Plan and structure their content
- Know where to even begin
- Ensure their site works across devices
Why Are Fundamentals So Hard?
Here's the paradox: we have more tools, templates, and AI assistance than ever before. So why are 9 in 10 small businesses still struggling with the basics?
The research suggests it's actually because of all those options. Feature sprawl and choice overload increase complexity when you don't have a clear foundation to build on. It's like trying to decorate a house before you've finished the frame.
The Digital Context
These challenges matter more than ever. Research from Think with Google shows that most Australian purchase journeys are digitally influenced, with search and brand websites serving as critical touchpoints. Meanwhile, the Australian Domain Administration's Digital Lives of Australians 2025 report highlights increasing internet dependence and AI adoption among both consumers and small businesses.
With 2,729,648 actively trading businesses in Australia as of June 2025 (Australian Bureau of Statistics), we're talking about a challenge that affects the majority of the country's business landscape.
Five Fundamentals for Effective Websites
Based on insights from the agencies surveyed, here's what SMEs should focus on:
- Start with one job
Define a single primary purpose for your site—who it serves, what action they should take, and how you'll measure success. Don't try to do everything at once. - Plan content with discipline
Create content on a regular cadence. Write to answer real customer questions. Link pages clearly to guide visitors through your site. - Build responsive-first
Design for mobile by default. Minimise moving parts to reduce breakpoints and potential issues across different devices. - Make content findable
Use clear titles, headings, and internal links. Include local business details. Target frequently asked questions that can appear in search snippets. - Measure what matters
Track conversions, not vanity metrics. Add features only when they address recurring, validated needs—not because they're trendy.
AI as Amplifier, Not Answer
The key insight from this research isn't that AI tools don't work—it's that they work best when you've done the groundwork. Think of AI as an amplifier: it makes good foundations great, but it can't create foundations where none exist.
For Australian SMEs looking to build or improve their websites in 2025, the message is refreshingly straightforward: slow down, get clear on the basics, and build from there. The technology will follow.
About the Research
The Limecube Agency Pulse 2025 was conducted via online questionnaire and phone interviews with 67 Australian digital agencies in September 2025. The research used a convenience sample and represents a snapshot of agency-reported observations about SME client challenges. Results reflect agency perspectives and are subject to the limitations of self-reported data and sample composition.
Want to Learn More?
Limecube is an Australian-built, AI-enabled website builder designed to help SMEs create effective online presences with strong fundamentals.
