What pages does a small business website need?
Short answerStart with a homepage, a page for each main service, an about page, a contact page and a privacy policy. Add proof such as reviews or case studies, and location pages if you serve several areas. Each service deserves its own page, because one page can only rank and convert well for one main topic.
Want a page plan for your business?
Tell me what you offer and where. I’ll suggest a page structure that fits how your customers search, within two business days.
The longer answer
The core set
- Home. Who you help, what you do, why you, and the next step.
- Services. One page per main service, plus a short overview page if you have several.
- About. The people, the story and the reasons to trust you.
- Contact. A short form, phone, email, address or service area, and hours.
- Privacy policy. If you collect any personal information, which nearly every site does. See the privacy policy answer.
Depending on your industry, a terms page or an accessibility statement may also make sense.
Why one page per service matters
A renovation contractor in Airdrie who lists kitchens, basements and bathrooms on a single page is asking that page to rank for three different searches. It usually ranks for none of them well. Separate pages let each one match search intent, answer the specific questions people ask, and show photos of that exact work. They also give you clearer places to send ads and track enquiries.
Each page can then be linked from the matching service on your Google Business Profile, giving people who find you there a direct path to the details.
Pages worth adding as you grow
- Case studies or a portfolio, for any business where results can be shown.
- Location pages, when you genuinely serve distinct areas.
- An FAQ page, built from questions customers actually ask.
- Pricing or “how it works”, if price questions dominate your calls.
- A blog or resources section, if you’ll keep it up.
Skip pages that only exist because other sites have them. A thin “Our Mission” page or an empty news section does more harm than good.
What I’d do
Nick Lovett, founder of Tavro
I plan pages from the searches and questions customers actually have, not from a standard template. For a typical service business that means a homepage, one page per real service, an about page with actual people on it, a contact page and the legal basics. Then I look at whether case studies or location pages would earn their place. I’d rather launch eight strong pages than twenty thin ones. More can be added once we see what people search for and click.
Follow-up questions
Enough to give each service and key question its own page. For many service businesses that lands between six and fifteen.
Not always. FAQs placed on the relevant service pages are often more useful. A central FAQ page helps when general questions repeat.
If you hire regularly, yes. It can also signal stability to customers.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta