What Pages Should a Small Business Website Have?
The essential pages every small business website needs, what to put on each one, and the optional pages worth adding once the basics are done.
Burhan KapasiMost small business websites need just five core pages: Home, Services (ideally one page per service), About, Reviews and Contact, plus a few legal pages like a privacy policy. Everything else is optional and depends on your business.
More pages isn’t automatically better. A focused site with clear, useful pages beats a big one full of filler. Here’s what each essential page should include, and which extra pages are worth adding.
The essential pages at a glance
| Page | Its job | Must include |
|---|---|---|
| Home | Tell visitors they’re in the right place | What you do, where, proof, call to action |
| Service pages | Explain each service and win the enquiry | Details, photos, FAQs, call to action |
| About | Build trust in the people behind the business | Story, team photos, values |
| Reviews | Prove you’re good at what you do | Real reviews, link to Google |
| Contact | Make getting in touch effortless | Phone, email, form, location or service area, hours |
| Legal | Meet legal requirements | Privacy policy, terms if needed |
1. Home page
Your homepage has a few seconds to answer three questions: What do you do? Where? Why should I choose you?
Include:
- A clear headline: “Family Dental Care in Halifax” beats “Welcome to Our Website”
- A short summary of your main services, linking to each service page
- Proof: a few reviews, years in business, certifications, logos of trusted partners
- Real photos of your team or work
- A clear call to action: call, book, or request a quote
- Your phone number, visible and tappable on mobile
2. Service pages (one for each main service)
This is where most small business websites fall short. A single “Services” page with a bullet list isn’t enough for customers or for Google.
Give each main service its own page that includes:
- A heading with the service and location (“Teeth Whitening in Halifax”)
- What the service is and who it’s for
- How it works, step by step
- What affects the price
- Photos or examples
- Answers to common questions
- Reviews that mention that service
- A call to action
If you only offer one or two services, you may only need one or two pages. If you offer ten, consider a main “Services” page that links to each one.
3. About page
People buy from people. Your about page should make you feel real and trustworthy:
- Who you are and how you started
- Real photos of you and your team
- What you care about and how you work
- Qualifications, licenses, memberships or awards
- Your area and your connection to it
Keep it about what matters to the customer, not a full life story.
4. Reviews or testimonials page
Collect your best reviews in one place, with the customer’s first name and, where relevant, their suburb or the service they had. Link to your Google reviews so people can see they’re genuine.
Also sprinkle reviews across your homepage and service pages, where people are making decisions. To build up more, see how to get more Google reviews.
5. Contact page
Make it effortless:
- Phone number (tappable on mobile)
- Email address
- A short contact or quote form
- Your address and a map if customers visit, or a list of service areas if they don’t
- Opening hours
- What happens next (“We reply within one working day”)
Your name, address and phone number should match your Google Business Profile exactly.
6. Legal pages
Requirements vary by country and by what your website does, but most business sites need at least:
- Privacy policy: especially if you collect any personal information through forms, analytics or cookies.
- Terms and conditions: often needed if you sell online or take bookings.
- Cookie notice: required in some countries if you use certain tracking tools.
If you’re unsure, check the rules in your country or ask a professional.
Optional pages worth adding
| Page | Add it if… |
|---|---|
| Gallery or projects | Your work is visual (trades, design, events, food) |
| FAQ | Customers keep asking the same questions |
| Pricing | Your prices are fairly standard and showing them helps customers decide |
| Service areas | You serve several distinct towns and have genuine local content for them |
| Blog or guides | You can write helpful answers to customer questions regularly |
| Booking | Customers can book appointments online |
| Careers | You’re hiring |
| Online shop | You sell products online |
Pages you probably don’t need
- A “Welcome” page with no real content
- Dozens of near-identical location pages with only the town name changed
- A news page you’ll update once and then forget
- A separate “Mission” page that could be two sentences on your About page
How to organize your menu
Keep the main menu short, usually five or six items:
Home · Services · About · Reviews · Contact
Put your phone number or a “Get a quote” button in the top corner, separate from the menu. If you have many services, use a dropdown under Services.
Contractor and trade sites
If you’re a contractor, your must-have list is a little longer: project galleries, licenses and insurance, your process, and a quote form with photo upload. See our full list of what should be on a contractor website.
Frequently asked questions
How many pages should a small business website have?
Often between five and fifteen, depending on how many services you offer. A site with one page per main service plus home, about, reviews and contact is enough for most local businesses.
Is a one-page website enough?
It can work for very simple businesses, but it limits how many searches you can show up for. Separate service pages give Google and customers more to work with.
Do I need a blog?
Not at the start. A blog helps when you can publish genuinely useful answers to questions your customers ask, and keep it going. An abandoned blog with two posts from years ago does more harm than good, because it makes the business look inactive.
Should every page have a call to action?
Yes. Every page should end with a clear next step, such as calling, booking or requesting a quote, so visitors never have to hunt for how to contact you.
Checklist
- Home page that says what you do, where, and why you
- A dedicated page for each main service
- About page with real people and photos
- Reviews page, and reviews shown across the site
- Contact page with phone, email, form, location or service area and hours
- Privacy policy and any other legally required pages
- Short, simple menu with a visible call to action
- Optional pages added only if they serve customers
A small, focused website with these pages done well will outperform a bigger site full of filler. If you’re starting from scratch, our guide on how to make a website for your small business walks through the whole process.