What Pages Should a Small Business Website Include?
When you’re building a website for your small business, it’s easy to get overwhelmed by what to include. Do you need just a Home page and a Contact page? Or should you have a Blog, FAQ, Services, and more? The truth is, the right structure depends on your business goals. But there are some essential pages that almost every small business website should include.
In this guide, I’ll walk you through the most important website pages, explain why each one matters, and give you practical examples so you can build a site that works for your customers and performs well in Google.
Why Having the Right Pages Matters
Think of your website as your online shopfront. Just like a physical shop needs a clear layout, signage, and customer-friendly design, your website needs the right pages to guide people where they want to go. Well-structured websites also make it easier for search engines like Google to understand what your business does, which can help you rank higher in search results.
The Essential Pages Every Small Business Website Should Have
Here’s a breakdown of the core pages that almost every small business website needs:
| Page | Purpose | Tips |
|---|---|---|
| Home | The first impression of your business. Summarises who you are, what you do, and who you help. | Include a clear headline, a short intro, your main services, and a strong call-to-action (CTA). |
| About | Tells your story, builds trust, and shows why customers should choose you. | Share your background, values, and what makes your business different. Include photos if possible. |
| Services / Products | Explains what you offer in detail. | Create a separate page for each main service or product for better SEO. |
| Contact | Makes it easy for people to get in touch. | Include a form, phone number, email, map (if relevant), and opening hours. |
| Testimonials / Reviews | Builds trust by showing proof of happy customers. | Use real names and photos (with permission) to add credibility. |
| Blog / Resources | Helps with SEO and positions you as an expert in your field. | Answer common questions your customers ask. See our Beginner’s Guide to Website SEO for tips. |
| FAQ | Addresses common questions and reduces barriers to buying. | Think of objections customers might have and answer them clearly. |
| Privacy Policy | Shows you take customer data seriously and ensures GDPR compliance. | Even a simple policy builds trust and protects your business legally. |
Optional Pages Depending on Your Business
Beyond the essentials, you may also want to include:
- Portfolio / Case Studies – Great for service-based businesses like designers, builders, or consultants.
- Booking Page – If you take appointments, a booking system saves time.
- Online Shop – Perfect if you sell products directly from your site.
- Team Page – Helps humanise your business by showcasing the people behind it.
- Gallery – Ideal for restaurants, photographers, or trades where visuals matter.
Example: A 5-Page Small Business Website
If you’re just starting out, you don’t need dozens of pages. A simple 5-page structure might look like this:
| Page | Content Example |
|---|---|
| Home | “Friendly plumbing services in Southport – fast, reliable, and affordable.” |
| About | Story of the business, team photos, mission statement. |
| Services | Separate sections for emergency call-outs, installations, and maintenance. |
| Testimonials | Quotes from local customers, with star ratings. |
| Contact | Form, phone number, Google Maps location. |
SEO Tip: Separate Service Pages Work Best
One of the biggest mistakes small businesses make is lumping all their services onto a single page. From an SEO perspective, it’s far better to have one dedicated page per service. For example:
- A builder could have separate pages for extensions, loft conversions, and kitchen renovations.
- A cleaning company could have pages for domestic cleaning, end of tenancy cleaning, and office cleaning.
This way, when someone searches for “kitchen renovation Southport” or “office cleaning near me,” your specific page has a much better chance of ranking in Google.
Final Thoughts
Your small business website doesn’t need to be complicated — but it does need the right pages. Start with the essentials (Home, About, Services, Contact, Testimonials) and build from there. Over time, you can add blogs, FAQs, and other pages to attract more visitors and answer more customer questions.
If you’d like some help planning the perfect structure for your site, feel free to get in touch with us at Janric — we specialise in building small business websites that are simple, effective, and built to grow with your business.