When you’re planning a new website, it’s easy for the list of pages to grow. A blog, a careers page, a resources section, a page about your values, another about your process. Before you know it, there are thirty pages to write and the project is stuck waiting for content.
So let’s start with what a small business website actually needs, and what each page is for.
The five pages almost every business needs
1. A home page that explains what you do
Someone landing on your home page should understand three things within a few seconds: what you do, who it’s for, and what to do next. That’s it.
You’d be surprised how many home pages open with a slogan that could belong to any company. “Excellence in every detail” tells a visitor nothing. “Accounting for restaurants and cafés in Manchester” tells them whether they’re in the right place.
Below that opening, a home page is a short tour: your main services, a reason to trust you, and a clear way to get in touch.
2. A page for each main service
This is where most small business sites fall short. They list every service on one page with a sentence each.
Give each main service its own page. It lets you explain it properly: who it’s for, what’s included, how it works, rough pricing or how quotes work, and answers to common questions. It also helps you get found, because someone searching for one specific service is far more likely to land on a page about exactly that.
3. An about page with real people
People buy from people. Your about page should say who’s behind the business, why you started, and what you’re like to work with. Real photos of your team beat stock photos every time, even if they’re not perfect.
4. Proof
Reviews, testimonials, examples of your work, logos of clients you’re allowed to mention, case studies. Use whatever you genuinely have.
Proof works best when it’s close to the decision. A relevant review on a service page does more than a page of testimonials nobody clicks on.
5. A contact page that removes friction
Make getting in touch as easy as possible. Show more than one way to contact you, say how quickly you reply, and keep any form short. If you’re a local business, add your address, opening hours and a map.
What you can usually leave out at first
- A blog, unless you have time to write regularly. A blog with three posts from two years ago does more harm than good. Start when you can keep it going.
- A careers page, unless you’re hiring. A line on your about page will do.
- Pages that exist “because other sites have them”. Every page you add is a page you have to keep up to date.
You can always add more later. A small site that’s clear and current beats a large site that’s half-finished.
The details that matter on every page
- It works on phones. Many of your visitors will arrive on a phone, so design and test for that first.
- It loads fast. Slow pages lose people before they’ve read a word.
- There’s always a next step. Every page should end by pointing somewhere useful: get in touch, see a service, read a related page.
- It sounds like you. If you’re friendly in person, be friendly on your site.
Questions people also ask
How many pages does a small business website need?
Often between five and fifteen. One home page, one page per main service, an about page, a contact page, plus any proof or legal pages you need. The right number is the smallest one that answers your customers’ questions.
Do I need a blog to rank on Google?
No. Strong service pages that answer real questions can rank well on their own. A blog helps when you can publish useful articles consistently, but it isn’t required to get started.
What should I prepare before talking to a web designer?
A list of your services, a few websites you like (and why), the main action you want visitors to take, and any content or photos you already have. It doesn’t need to be polished. It just needs to be honest.