Just before going to sleep, some people will tune into their favorite Pandora station, set the volume, turn out the lights, and try and melt under their favorite warm blankets. If you’re fortunate, you’ll get lucky during your first round of adjusting. The pillows hug, the bed warms quickly, and arms and legs fall right into position for a quick trip to dreamland.

Then you notice: Music gets louder in the dark. It stands out.

I met Philip Niu, owner of InstaBuildSites.com in Boise, at a networking meeting. He was like that music in the dark. He comes dressed for business: starched shirt tucked in, creased slacks, cleanly shaven, hair and nails trimmed, a posture that is respectful and noticeable. Did I say he was over 6 feet tall and was offered a tryout by the Miami Dolphins?

Niu’s company stands out as well. He solves the problem of business owners’ need for middle-of-the-road websites that don’t forfeit quality and professionalism.

Imagine a small business in need of a website. The first quote it receives is $5,000 to $7,000. The site would have bells, whistles and flashing lights. But the business doesn’t need bells and whistles. It needs something that can be heard in the dark without wild noise — something soothing, intentional and meant to serve the needs of visitors.

Many businesses — doctor’s offices, therapists, custom-clothing stores, restaurants, professional services — need websites that offer their content, nothing more, nothing less.

A doctor’s office might need some photos, text and a map. A legal firm could use a content-management system, a form builder for setting appointments, and a video player to decrease the anxiety between potential clients and an attorney. A clothing store might want a photo deck or image slider to highlight a new line and capture interested buyers. Whatever the need, Niu bridges the distance between bells and whistles and not being present online.

Niu and his friends have created a custom website infrastructure with the small business in mind. I was impressed to find out there was no price gouging. A new custom website ranges between $300 and $500 with a hosting option that costs $20 to $50 per month. InstaBuildSites offers social-media plug-in support, the ability to manage your own site, a content-management system, an image lightbox and video players within a custom-designed service package. This isn’t a reproduction of another company’s software, this is an original.

InstaBuildSites also has hired its own fine arts graphic designer to ensure that a customer’s first impression of a website is a branded one. Niu told me his team is scheduled out, and he is thrilled with the progress.

If a small business is looking for the right playlist to settle in with, InstaBuildSites is worth dialing into.

Karleen Andresen, publisher of the Idaho Women’s Journal, marketer and speaker. KarleenAndresen@gmail.com