What Pages Should a Small Business Website Have?
The five pages most small business websites need, what goes on each one, and the extra pages worth adding when your business calls for them.
Most small business websites don’t need many pages. They need the right ones, each doing one job clearly. A visitor usually wants three answers fast: what you do, if you’re good at it, and how to reach you.
We build most small business sites around five core pages, and our price covers every page your business needs, whether that’s five or more. This post explains what goes on each one, which extra pages are worth adding, and which ones you can skip.
1. Home
The home page is where most visitors decide whether to stay. In the first screen, say plainly what you do and where you do it, and give one clear next step, usually a phone number or a contact button.
Below that, add a short summary of your main services, a few words on why people choose you, and a line or two from real customer reviews. Keep it brief. The other pages hold the detail.
2. Services
List what you offer in the words your customers use. “Water heater replacement” is clearer than “full-service plumbing.”
For each service, write a few sentences: what it is, who it’s for, and what happens after someone gets in touch. If you have prices or a starting price, include them. Most people would rather see a range than guess.
If one service brings in most of your business, or people search for it on its own, give it a page of its own.
3. Reviews
A page of real reviews from real customers, used with their permission, does a lot of persuading for you. Quote each review word for word, credit it with a first name or initials, and link to your Google profile so people can read more.
Never write reviews yourself or edit them to sound better. Apart from being dishonest, fake reviews break Google’s rules and the Federal Trade Commission’s rule on consumer reviews. Our post on getting more Google reviews covers how to ask the right way.
4. About
People want to know who they’re dealing with. Tell the story of the business briefly: how long you’ve been at it, where you work, what you care about. Photos of your real team, shop or work do far more than stock photos.
5. Contact
Make getting in touch easy on a phone: a tap-to-call number, an email address, a short form, your hours, and your address or service area. If customers come to you, add a map and a line about parking or the nearest train.
Put your phone number and a contact button on every page too, in the header or footer, so nobody has to hunt for this one.
Pages worth adding
- Separate service pages, if your services are different enough that people search for them separately.
- A service area page, for businesses that travel to customers, listing the boroughs, towns or neighborhoods you cover.
- FAQ, if you answer the same questions on every call.
- Gallery or portfolio, for trades and creative work where the results do the talking.
- Menu, booking or ordering, for restaurants, salons and anyone who takes appointments.
- Blog, if you’ll post regularly. A few useful posts a year can bring in searches your main pages never will.
- Privacy policy, if your site collects details through forms or uses analytics.
With us, extra pages are part of the same price, and each one is designed, built and written for you.
Pages you can skip
A few pages rarely earn a place on a small site:
- A separate mission page. A sentence on your About page does the job.
- “Coming soon” pages for services you don’t offer yet.
- A news page last updated years ago. An old date makes the whole business look closed.
Putting it together
Five clear pages, written in plain language and quick to load on a phone, cover what most customers look for. Start there, launch, and add pages when you have a reason to.
With us, a website is $2,000, with every page you need and the words written for you, and most sites are ready in 1 week. See the full list on our pricing page, or tell us about your business.