What pages does a small business website really need?
If you’re building a website for your small business, it’s easy to get stuck wondering how much you really need. You might scroll through competitors’ sites that seem to have dozens of pages and wonder if you’re missing something important.
Here’s the truth: most small business websites don’t need to be complicated. They just need to be clear.
When you strip away all the extras, a good website’s job is simple - to help visitors understand what you offer, why it matters, and how to take the next step. That’s it.
If you get that part right, everything else becomes easier.
Let’s walk through the handful of pages that matter most, why each one exists, and how to make them work for you.
Step 1: Start with your homepage
Your homepage is usually the first thing people see… and it should answer one big question right away: What do you do and how can you help me?
Within the first few seconds, visitors should be able to tell whether they’re in the right place. You don’t need flashy animations or long paragraphs - just a clear message and an easy path forward.
Your homepage should include:
A short headline that says what you do and who it’s for.
A short paragraph or sentence that explains the benefit of working with you.
A clear call to action, like “Book a Call,” “Get a Quote,” or “Work With Me.”
A few visuals that reflect your brand and show what you offer.
A short preview of your main services or products.
Think of this page as your elevator pitch in website form. It’s not about telling your whole story. It’s about showing people they’re in the right place and inviting them to learn more.
Step 2: The about page
The About page is where people go when they’re almost ready to work with you, but need to feel a little more connection first. It’s not really about you - it’s about helping visitors see why you are the person they can trust to solve their problem.
Follow this simple structure:
Start by showing empathy. Acknowledge what your audience might be struggling with. (“You’ve been trying to update your website for months but can’t seem to find the time.”)
Explain how you help and what you believe. (“I help small business owners create websites that look professional and actually work.”)
End with a short version of your story and a clear next step.
You don’t need to list every milestone in your career. Just share what connects your experience to the work you do now. Keep it conversational and human.
A strong About page builds trust. People want to know who they’re supporting, especially when hiring a small business.
Step 3: The services page
Your Services page (or “What I Offer”) is where you show people what working with you looks like. The goal here isn’t to overwhelm with options, but to help visitors see themselves in what you offer.
Every service should have:
A short name or title that’s easy to remember.
A few sentences that describe the value, not just the features.
A clear next step, like “Buy Now” or “Schedule a Consultation.”
If you offer multiple services, keep things simple. Start with a short paragraph that summarizes everything, then link to individual sections or detail pages for more information.
The most effective Services pages are written with empathy. Focus on your customer’s challenge, not just your skill set. When people read your page, they should think, “This is exactly what I need.”
Step 4: The contact page
It might seem obvious, but many websites make it surprisingly difficult to get in touch. Your Contact page should be simple, friendly, and easy to find from every page on your site.
Here’s what to include:
A short, friendly headline (“Let’s connect” or “Get in touch”).
A form with only the essentials - name, email, and message or inquiry type.
An alternate way to reach you, like your email address or phone number.
Optional: a quick note on response time so people know what to expect.
If you meet clients in person, include your location and service area too.
The Contact page is also a good place to restate your next step. If you want people to book a call, remind them. If you offer free consultations, say so. Keep the tone conversational and helpful.
Step 5: The portfolio or work page
If you’re a creative or service-based business, your work often speaks louder than words. A simple portfolio page can show the results you deliver and the style you bring.
You don’t need dozens of examples. Choose a few strong pieces that represent your best work and the type of clients you want to attract. Add short captions that explain the context or results.
For example:
“Brand photos for a local bakery rebranding their business.”
“Website redesign for a financial consultant in Westport CT.”
Make it easy to browse, and include a clear link back to your Services or Contact page so visitors know how to take the next step.
Step 6: The optional extras
Once your main pages are in place, you can add supporting pages that help people get to know your business better. These aren’t required, but they can add value depending on your goals.
Blog: Great for sharing expertise, boosting SEO, and giving your site a personal voice.
FAQ Page: Useful if you get the same questions from clients again and again, and great for SEO too.
Testimonials or Reviews: Adds credibility and helps new visitors trust you faster. I prefer to sprinkle reviews throughout a website, but you can certainly create a totally separate page too.
You don’t need to build all of these at once. Start small and add over time. A focused website with five great pages will always perform better than one with twenty unfinished ones.
Step 7: Keep the focus on the visitor
The most common mistake small business owners make is writing their website for themselves. Every page ends up being about us - our story, our process, our vision.
But your website isn’t really about you. It’s about the person visiting it.
Each page should quietly answer their biggest question: “Can you help me?”
That’s the essence of the StoryBrand approach. You are the guide, not the hero. The visitor is the hero, and your job is to show them that you understand their challenge and know how to help them solve it.
When you structure your website around that idea, people feel understood. And when they feel understood, they’re much more likely to take the next step.
Step 8: Give people a clear path forward
No matter which page someone lands on, they should always know what to do next. A call to action should appear on every page, guiding them toward working with you.
It doesn’t have to be complicated.
“Book a Consultation”
“Get a Quote”
“Schedule Your Session”
Simple, clear, and consistent.
If you lead people through your site with small, clear steps, you make it easy for them to say yes.
You don’t need a big, complicated website to look professional or win clients. You just need a few well-thought-out pages that tell your story clearly and help people connect with you.
Start with your Homepage, About, Services, Contact, and Portfolio. Keep everything focused on your visitor and their needs. Then add more as your business grows.
A small website that’s clear, kind, and easy to navigate will always do more for your business than a big one that tries to do too much.
And if you’re building your first website and want help creating something that feels simple, professional, and uniquely yours, I can help you get started…
