Many small business owners either build too little, such as a single page with a phone number, or get lost planning dozens of pages they will never finish. A good small business website is usually five to ten pages. Each one should answer a question your customer is already asking.

The four essential pages

1. Home page

Your home page must say, within a few seconds, what you do, who you do it for and what to do next. Include a clear headline, a short explanation, your main services, a few trust signals and an obvious button to call or enquire.

2. Services page (and one page per main service)

Start with one page that lists everything you offer, then give each main service its own page as you grow. Explain what is included, who it suits and how it works. Separate service pages are also far better for search than one long page that tries to cover everything. See how we do this on our own services page.

3. About page

People buy from people. Tell visitors who you are, how long you have been working, what you care about and what it is like to work with you. Add a real photo of yourself or your team if you can.

4. Contact page

Make it impossible to miss how to reach you. Include your phone number, email address, opening hours, the area you cover and a short enquiry form if you want one. Say what happens after someone gets in touch, as we do on our contact page.

Pages that build trust

Reviews and testimonials

Genuine feedback is one of the most persuasive things on a website. Use real quotes from real customers, with their permission, and never invent testimonials or ratings.

FAQs

A good FAQ page removes doubts before they become reasons not to contact you. Cover price, timing, what is included, how you work and what happens if something goes wrong. Our own FAQ page is a good model.

Portfolio or case studies

If you do visible work, show it. A short description of the problem, what you did and the result is more convincing than a gallery with no context.

Pricing or plans

If you can publish prices or starting prices, do it. Even a clear explanation of how pricing works saves time for you and for customers. See how we present our monthly plans.

Legal and policy pages

Depending on what your site does, you will usually need a privacy policy, and often a cookie notice and terms of service. If you collect personal information through forms, track visitors or take payments, take advice on exactly what applies to your business and location. This guide is general information, not legal advice.

Optional extras worth adding

• Blog or guides: useful articles that answer customer questions and bring in search traffic over time.
• Service area pages: only when you have genuinely different, useful information for each area.
• Booking or quote page: a focused page that makes the next step as easy as possible.
• Thank-you page: confirms a form was sent and tells people what happens next.

Page-by-page cheat sheet

Common mistakes to avoid

• Hiding your phone number or contact options
• Using vague headings such as Welcome instead of saying what you do
• Publishing pages with placeholder text or stock-only images
• Creating pages you will never keep up to date
• Forgetting that most visitors will read on a phone

Not sure where to start? Our local SEO checklist shows how these pages support being found by nearby customers.

Frequently asked questions