What to Include on a Small Business Website: The Essential Pages

Building a website without a clear structure is like building a house without a blueprint. Here are the pages every small business website needs — and what each one should contain.

1. Home Page

Your homepage has one job: convince visitors to stay and explore. It should immediately communicate:

• What you do
• Who you do it for
• Why you're different
• What to do next (clear call-to-action)

Avoid the temptation to cram everything onto the homepage. Guide visitors, don't overwhelm them.

2. About Page

People buy from people. Your About page should:

• Tell your story
• Introduce your team with real photos
• Share your values and approach
• Build personal connection and trust

3. Services Page

Clearly list every service you offer with:

• Descriptions that speak to customer needs
• Benefits, not just features
• Pricing (where possible — transparency builds trust)
• A clear call-to-action on each service

4. Testimonials / Reviews Page

Social proof is one of the most powerful conversion tools. Include:

• Real customer testimonials with names and photos
• Google review scores
• Case studies if available
• Before/after examples (where relevant)

5. Contact Page

Make it easy to reach you:

• Phone number (click-to-call on mobile)
• Email address
• Location / service area
• Contact form
• Opening hours
• Google Maps embed (if you have premises)

6. Blog (Optional but Valuable)

A blog helps with SEO, establishes expertise, and gives you content to share on social media. Even one post per month makes a difference.

Bonus Pages Worth Having

• FAQ page — answers common questions and reduces enquiry volume
• Portfolio / Gallery — shows your work visually
• Privacy Policy & Cookie Policy — legally required

Need Help Structuring Your Website?

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