A small-business website does not need dozens of pages.
It needs enough information to explain the business, answer common questions and help visitors take the next step.
For many businesses, five or six strong pages will work better than twenty thin or outdated ones.
Homepage
The homepage gives visitors a quick introduction to the business.
It should answer four basic questions:
- What do you do?
- Who do you help?
- Where do you work?
- What should the visitor do next?
Avoid starting with a vague line such as “Welcome to our website”. Use the main heading to explain the service clearly.
A useful homepage may include:
- A short introduction.
- Main services.
- Customer reviews.
- Examples of work.
- Service area.
- Contact button.
The homepage should guide people towards more detailed pages rather than trying to include everything.
About page
People like to know who they are dealing with, especially when hiring a local or independent business.
An About page can explain:
- Who runs the business.
- How long it has been operating.
- Relevant experience.
- The area it serves.
- The way it works.
- What makes it different.
It does not need to be a full life story.
Focus on the details that help a potential customer feel confident about getting in touch.
Services page
A services page explains what customers can hire you to do.
Some businesses can list everything on one page. Others may benefit from a separate page for each important service.
For example, a gardener might have individual pages for:
- Garden maintenance.
- Hedge cutting.
- Lawn care.
- Planting.
- Garden tidy-ups.
Separate pages can provide more detail and make it easier for search engines to understand each service.
Do not create separate pages when you only have one or two sentences to say. Thin pages rarely help visitors.
Contact page
Your contact page should make getting in touch straightforward.
Include the contact methods you actually use, such as:
- Telephone number.
- Email address.
- Enquiry form.
- Business address.
- Opening hours.
- Service area.
Tell visitors what information you need from them. This can lead to better enquiries.
For example:
“Tell us what work you need, where you are based and when you would like it completed.”
Reviews or case studies
Reviews help show that real people have trusted the business.
You can place a few reviews across the website and create a separate page when you have enough useful examples.
Case studies are particularly helpful for services where the work needs more explanation. They can show:
- The customer’s problem.
- What you did.
- The result.
- Photographs of the work.
- A customer comment.
One detailed example can be more convincing than a long list of vague claims.
Advice or blog section
An advice section is not essential for every business, but it can be useful.
Helpful articles can:
- Answer common customer questions.
- Demonstrate your knowledge.
- Give you content to share.
- Support your search visibility.
- Save time explaining the same things repeatedly.
Only start an advice section when you can maintain it. Five useful articles are better than fifty rushed ones.
Privacy and legal pages
Most business websites need a privacy policy explaining how personal information is handled.
Depending on the website, you may also need:
- Cookie information.
- Terms and conditions.
- Delivery and returns information.
- Booking or cancellation policies.
- Accessibility information.
These pages usually sit in the footer rather than the main menu.
Do you need a separate page for every service?
Create a separate service page when:
- It is an important part of the business.
- Customers regularly search for it.
- You can explain it properly.
- It has its own examples, prices or questions.
Keep it on the main services page when it is a small part of a wider service.
The goal is not to have the most pages. It is to make it easy for visitors to find the right information.
