Your website doesn’t need to be complicated to be effective. But it does need to have the right pages — ones that help visitors quickly understand who you are, what you offer, and how to get in touch.
Whether you’re building a new website or evaluating what you already have, here are the key pages every small business website should include.
1. Home
Your homepage is usually the first thing visitors see, so it needs to do a lot of work quickly. Within a few seconds, someone landing on your website should be able to answer three questions: Who is this? What do they offer? Is this for me?
A strong homepage typically includes a clear headline, a brief description of what you do, and a call to action — like inviting visitors to explore your services or get in touch.
2. About
People want to know who they’re doing business with. An About page gives your organization a face and a story. It doesn’t need to be long, but it should feel personal and genuine.
Consider including:
- A brief history or background
- Who’s behind the business (names and photos go a long way)
- Your values or what sets you apart
This page builds trust — and trust is often what turns a visitor into a customer.
3. Services (or What We Do)
Visitors need to clearly understand what you offer. A Services page gives you the space to explain your offerings in a way that speaks to your audience’s needs.
It’s often helpful to give each major service its own section or, if you offer a wide variety of services, make each one its own dedicated page. The clearer you are here, the easier it is for potential customers to see the value you provide.
4. Portfolio or Work Samples
If you’re in a creative or service-based field, showing examples of your work can be very effective. A portfolio gives visitors a sense of your style, quality, and experience — before they ever pick up the phone.
Even a handful of well-presented examples can make a strong impression.
5. Contact
This one might seem obvious, but you’d be surprised how many websites make it difficult to get in touch. Your contact page should include at minimum:
- A contact form
- Your phone number and email address
- Your location (if relevant)
If someone has to hunt for your contact information, some of them simply won’t bother.
6. A Privacy Policy
Privacy policies are increasingly expected — and in some cases required — especially if your site collects any personal information through forms, email sign-ups, or analytics tools. It’s a small detail, but it contributes to a sense of professionalism and trustworthiness.
A Few Optional Pages Worth Considering
Depending on your business, these additional pages can add real value:
- Blog or Articles — Sharing helpful content builds credibility over time and supports your search engine visibility.
- FAQ — A well-crafted FAQ can answer common questions and save you time on the phone.
- Gallery — For businesses where visuals matter (restaurants, photographers, contractors), a gallery can speak louder than words.
- Testimonials — If you have kind words from happy clients, consider featuring them throughout your site where they’ll have the most impact.
Keep Navigation Simple
Having the right pages is only half the battle — visitors also need to be able to find them. Aim for a clean, organized navigation menu with no more than five to seven top-level items. If your menu is long or confusing, consider simplifying.
A good rule of thumb: if a visitor can’t find what they’re looking for within a few clicks, you may be losing them.
The good news is that you don’t need dozens of pages to make a strong impression — you just need the right ones.
If you’re considering updates to your website or aren’t sure what yours might be missing, we’d be happy to take a look. Feel free to request a free website evaluation or contact us to talk through your goals.
