A small business website needs a home page, one page for each main service, an about page, a contact page, and a place for reviews and common questions. That is enough to start. You can add more as the business grows.
You do not need dozens of pages. You need the pages a customer looks for right before deciding to call you. Here is what goes on each.
The core pages
Home page
The home page says what you do, where you do it and what to do next, within a few seconds. Put your main service, your service area, a phone number and one clear button above the fold. Below that, link to your main services and show proof such as reviews.
Service pages
Give each main service its own page. A page that tries to cover roadwork, repairs and installations all at once ranks for none of them and answers none well. Each service page should explain what the service is, who it is for, how it works, what areas you cover and how to get a quote.
About page
Customers want to know who they are hiring. Tell them who runs the business, how long you have been at it, where you are based and what you stand for. Real photos of your team beat stock images. Only claim what you can back up.
Contact page
Make it hard to miss and easy to use. Show a phone number that taps to call on mobile, a short form, your address if customers visit you, and your hours. Keep the form to the fields you truly need.
Pages that earn their place
- Reviews or testimonials. Use real reviews with permission. Link to your Google profile so people can verify them.
- FAQ. Answer the questions customers ask before they buy. These are also the questions people type into Google.
- Service area or location pages. If you serve several towns, a page for each helps customers and search engines understand where you work. Each page needs real, local content, not a copy of the same text with a town name swapped in.
- Gallery or project examples. Photos of finished work help for trades, design and any visual service.
- Privacy policy. If you collect names or emails through a form, you should have one. Rules vary by location and by what data you collect, so check what applies to you.
Pages you can wait on
A blog is useful for attracting search traffic over time, but it is not required to launch. Same for a careers page, a press page or a shop. Launch with the core pages done well, then add the rest in order of what customers ask for.
How to link the pages together
Every page should lead somewhere. Link your home page to each service page. Link service pages to related services and to the contact page. Link blog posts back to the service they support. This helps visitors find what they need and helps Google understand which pages matter most.
A simple build order
- Home page and contact page.
- Your top one or two money services.
- About page and reviews.
- Remaining service pages.
- FAQ, service area pages and gallery.
- Blog posts that answer real customer questions.
What each key page should contain
Use this as a quick audit of your own site.
- Home page: what you do, where you do it, a phone number, one main button, links to services, proof.
- Service page: what it is, who it is for, steps, service area, a short FAQ, a quote button.
- About page: who you are, where you are, how long you have been in business, a real photo, a link to contact.
- Contact page: phone, form, address or service area, hours, a short line on what happens after they reach out.
How many pages is enough
There is no magic number. A single location business with two or three services may do well with six to eight pages. A business with many services or several towns will need more. The test is simple: for every main service and every main place you want work, is there a page that answers the customer directly?
More pages only help if each one is useful. Thin pages with a few lines of copied text do not help visitors and give Google little reason to show them.
Common page mistakes
- One page called “Services” that lists everything and goes deep on nothing.
- Service area pages that repeat the same text with the town name swapped.
- An about page that says nothing a customer can check.
- A contact page with a long form that scares people off.
- Pages with no clear next step.
- Menus with too many items. Aim for the few pages that matter most.
Menu and navigation tips
- Keep the main menu to a handful of items.
- Use plain labels such as Services, About and Contact.
- Put the phone number in the header so it is visible on every page.
- Repeat the main call to action at the bottom of each page.
Once the pages are planned, gather the content for each one using What You Need Before Building a Website. To see where this fits in the full process, read the small business web design guide. If you are weighing how many pages you can afford, what drives the cost of a small business website explains how page count affects price.
Want a second opinion on your website?
If you are planning a new site or wondering why the current one is not producing calls, we can look at it with you. Webfactory Media is a Carlisle, PA agency, and we also work with businesses across the country remotely. See our web design service, or call (888) 849-2397 and ask for a free marketing review.
