Pick fewer colours than feels sufficient. One primary colour that carries the brand, one dark and one light neutral for text and backgrounds, and one accent used sparingly for the thing you want people to click. That is four, and it is enough for almost every small business. Palettes with six or seven colours produce inconsistency, because nobody remembers which one goes where, and the result reads as busier and less deliberate than a restrained one.
Contrast is the constraint that eliminates most candidates, and it is not a matter of taste. Text must be legible against its background at a measurable ratio, which matters for accessibility and for the substantial share of people reading on a phone outdoors. Mid tone colours are the usual casualty: a pleasant medium grey or a soft yellow that looks good in a palette becomes unreadable behind white text. Check every intended text and background combination before committing rather than discovering it during a build.
Think about where the colour will be reproduced. Screen colour and print colour are different systems, and a vivid screen colour frequently cannot be reproduced in print, arriving muddier than expected on a business card or a vehicle. If anything physical is planned, establish the print equivalents at the same time you choose the screen values, and get them from a printer rather than converting them yourself.
Consider what your competitors use, not to differ for its own sake but to avoid being indistinguishable. If every business in your category uses blue, blue is the safe choice and it also guarantees nobody remembers which one you were. That is a real trade rather than an obvious argument for standing out, since category conventions exist partly because customers read them as signals.
Then write the values down in one place, in hex for screen and in the print equivalents, and use that document rather than sampling colours from an existing file. The most common branding failure in a small business is not a poor palette but the same brand appearing in four slightly different shades across its own materials, which happens entirely because nobody recorded the exact values.