180 tools reviewed for small business owners

Analytics & Data
Free heatmaps and session recordings from Microsoft
Microsoft Clarity is a completely free tool providing heatmaps, session recordings, and user behaviour insights. No session limits. AI insights surface key friction points. A serious competitor to Hotjar's free tier.

Marketing Automation
Email and SMS for e-commerce growth
Klaviyo is the leading email and SMS marketing platform for e-commerce, with deep Shopify integration and AI-powered product recommendations. Free up to 250 contacts. Generates significant ROI for DTC and retail brands.

Video & Media
Record studio-quality podcasts and videos remotely
Riverside records each participant's audio and video locally at high quality, producing broadcast-ready content. AI transcription, clip generation, and magic clips for social media are included. Popular with podcast hosts and YouTubers.

SEO
Local SEO tools for small businesses
BrightLocal provides local citation building, rank tracking, review management, and Google Business Profile optimisation. It's the leading tool specifically for local businesses wanting to rank in Google Maps and local search.

Analytics & Data
See how visitors really use your website
Hotjar records website sessions, creates heatmaps, and collects feedback, showing exactly where users click, scroll, and drop off. Its free plan is genuinely useful. AI summarises session recordings and survey responses.

Video & Media
AI repurposes long videos into viral clips
Opus Clip automatically identifies the most engaging moments in long-form videos and turns them into short clips for TikTok, YouTube Shorts, and Instagram Reels. AI adds captions, transitions, and b-roll. Free plan included.

Video & Media
Free video editor loved by creators
CapCut is a free, feature-rich video editor with AI tools including auto-captions, background removal, text-to-speech, and viral template effects. Extremely popular for short-form content for TikTok, Instagram Reels, and YouTube Shorts.

Analytics & Data
Free data visualisation and reporting
Looker Studio (formerly Google Data Studio) is a free tool for building interactive dashboards from Google Analytics, Sheets, BigQuery, and 800+ data sources. Essential for SMBs wanting professional-looking data reports at zero cost.

Video & Media
Edit video by editing text
Descript lets you edit video and audio by editing the auto-generated transcript, making it uniquely easy for non-video editors. AI removes filler words, enhances audio, and creates clips for social media. Free tier available.

Analytics & Data
Privacy-first Google Analytics alternative
Plausible is a lightweight, cookie-free analytics tool that is fully GDPR-compliant without consent banners. Simple dashboard showing traffic, sources, and goals. Self-hosting option available. Popular with privacy-conscious European SMBs.

Marketing Automation
Simple, beautiful email marketing
MailerLite offers clean design, solid automation, and excellent deliverability on a generous free plan (1,000 subscribers). It includes website builder and e-commerce capabilities. One of the best free email tools for SMBs.

Marketing Automation
Marketing automation with a CRM backbone
ActiveCampaign combines email marketing, automation, and CRM in a powerful platform aimed at growing SMBs. Its visual automation builder is among the best in class. AI features predict the best content and contact scoring.
SEO
The #1 WordPress SEO plugin
Yoast SEO is the most installed WordPress plugin, helping website owners optimise content with real-time readability and SEO analysis. Premium adds internal linking suggestions and redirect manager. Essential for WordPress-based SMBs.

Sales & CRM
Sales intelligence and outreach platform
Apollo.io gives SMBs access to a 275M+ contact database for prospecting, combined with email sequencing, dialler, and CRM. Its free plan includes 50 email credits per month. Excellent for outbound-driven small sales teams.

HR & Hiring
HR, IT, and finance in one platform
Rippling unifies HR, payroll, device management, and app provisioning in one platform. When you hire or fire someone, it automatically provisions/deprovisions software access. Best for tech-forward SMBs wanting HR and IT unified.

Marketing Automation
Email & SMS automation for e-commerce
Omnisend is built specifically for e-commerce with pre-built automation workflows for cart abandonment, welcome series, and post-purchase follow-ups. Free plan includes 500 emails/month. Strong Shopify and WooCommerce integrations.

SEO
AI content editor that scores your article in real time against top-ranking pages โ so you know exactly what to write

Accounting & Finance
Corporate cards and spend management with AI
Ramp provides corporate cards with real-time AI-powered spend controls, automated receipt matching, and accounting sync. Its free tier makes it accessible to small businesses. AI surfaces cost-saving opportunities proactively.

Scheduling & Admin
Online appointment scheduling for service businesses
Acuity Scheduling is designed for service businesses that take client bookings, offering intake forms, payment collection, and package management. Built by Squarespace, it integrates seamlessly with Squarespace websites.

HR & Hiring
Payroll and compliance made automatic
Rippling Payroll automates tax filings, off-cycle runs, and garnishments, integrating directly with HR and time tracking. Global payroll capabilities make it a top choice for remote-first SMBs with international contractors.

Workflow Automation
Extendable workflow automation for tech teams
n8n is an open-source workflow automation tool that can be self-hosted for complete data privacy and control. Supports 400+ integrations with code-level customisation. Free cloud plan or self-host at zero cost.

Analytics & Data
Business analytics dashboards, all in one place
Databox pulls data from 100+ tools including Google Analytics, HubSpot, Shopify, and Facebook Ads into customisable dashboards and automated reports. Free plan supports 3 data sources. Popular with marketing agencies for client reporting.