7 Pages Every Small Business Website Must Have

What pages should my website have?

This is one of the questions we often get from our clients and colleagues. Our answer would vary, as every business is unique and each one would need something that looks different and consistent with the brand.

However, there’s this one factor we consider most when it comes to website design, and surprisingly the thing most business owners tend to forget: your customers’ (or potential customers’) expectations. Your visitors would want to know where to find the information they need from your website fast and with fewer interruptions.

So putting customer preference first, we have compiled 7 most common pages you need to have on your website and some tips on what information you can include to hook your visitors to your website.



Generally, every website has to have a homepage. This is the first thing your customers will see, and therefore it should be able to tell them—in as fewer words as possible—what your business is all about. Just looking at your homepage will tell them if you have the solution they seek or if they should hit the X button. Studies show that you have 6 to 8 seconds to persuade people to stay on your page, so it should be designed well and professionally, and ultimately, it should load fast.

Here are our homepage essentials:

  • Your business logo
  • A short (but clear) description of who you are and what you do
  • Eye-catching graphics or images that are related to your business
  • Call-to-action – Don’t make your customers think. Clearly indicate the action you want them to take, whether it’s to buy from your online store, sign up for your newsletter or get a free estimate for your services.
  • Contact information
  • Social media links – it would be easy for your customers to connect with you or follow you on your social media accounts.


About Page

Your customers would want to know whom they’re doing business with. The About page of your website is your opportunity to introduce yourself and the people behind your business.

Here are some of the questions you need to answer:

  • What’s your company’s story?
  • Who owns the business?
  • What makes your products or services different from your competition?
  • Who are your customers?

TIP: In writing your About page, express your brand’s personality and tell your customers what is unique about you. Be your most interesting self. Also, it helps to include images of yourself or your staff to make your customers feel that they’re dealing with real people.


Services or Products Page

Think of this part of your website as an online brochure. Most of your visitors are on your website for this page alone, because they are looking for a solution to their problem and want to find out if you can help them. Here’s what you need to include on this page:

  • A summary of your products or services
  • If you have an extensive list, divide them into sections or separate pages and give detailed descriptions for each. This way, you can promote each of your offerings.
  • Benefits of using your products or services and how they are different from competitors.



Not everyone who visits your website would be ready to buy. They could just be gathering information or researching about you. A blog is a great way to start a conversation with a prospective customer. It requires no obligation on their part and they could learn more about you and what you do for some time until they are finally ready to take the relationship further.

A great blog can position you as an authority in your niche, rank you high in Google search and can drive traffic to your website, eventually leading to higher conversion rates. So it’s important to take time to write high quality content on your blog, those that offer value and insight to your readers.

How do I write blogs that my website visitors will love? Check our last month’s blog.



The frequently asked questions (FAQ) will save you time answering your customers’ individual questions.

Tips on what to include:

  • Discuss exclusions in the services you offer
  • Common objections, such as why your services cost this much (or less) or why you don’t allow deliveries.
  • Shipping policies (for online retailers)
  • Return policies (for online retailers)
  • Questions about the purchase process

Gallery or Portfolio

If you think your products and services are awesome, don’t just tell—show them! There’s a reason shopping TV’s where they demonstrate the product in front of viewers always seems to work.

  • If you’re an online store, have pictures of your products displayed on your products page or shop page.
  • If you’re offering services, show samples of your works.
  • Videos are an awesome idea, too!


Testimonials or Reviews

Your visitors know that, while your products and services sound amazing, these are your words and you won’t say anything bad about your business, right? But reading what other people are saying about you is something else. Testimonials can convince a prospective customer to buy from you.

How do I need?

  • Ask your previous customers to give you a review or gather testimonials from previous email exchanges, letters or phone conversations you’ve had.
  • Ask them to explain specifically what they loved about your product or services
  • They can include a previous problem that your business was able to solve
  • Include customer’s full name, title and location. If you can get photos, that would be better!


There are other pages we thought of including in this list (i.e. Privacy Policy, Terms & Conditions) but again, this would depend on the type of business you have. For now, let’s focus on these seven. Does your website include these pages?

If not, don’t be overwhelmed! We can work with you to create a functional, kickass website and copy that will best represent your small business in the vast digital world. Get in touch with us today!