5 Must-Have Website Pages Every Small Business Should Include (Free Checklist)
- Yariela Ceballos Bailey
- Jun 28
- 6 min read
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Download my free "5 Must-Have Pages Every Small Business Website Needs" checklist. It’s a quick reference you can use as you build or refresh your site, so you never miss an important page.
These 5 Pages Can Power Your Entire Website
You want a website that helps you get more leads, bookings, or sales, but it is not always clear which pages will actually make that happen. Many of my clients ask this exact question when we first start working together. And I get it. Figuring out what to include on your site can feel overwhelming, especially when you are busy running your business.
The good news is, you do not need dozens of pages to build an effective website. In fact, just five well crafted pages can make a huge impact. That is why I put together this simple guide to help you focus on what matters most and launch your site with confidence.
01 / Home Page
Your homepage is your digital storefront and often the first impression visitors have of your business. It should quickly and clearly communicate who you are, what you offer, and how you can help. If your homepage is confusing or overwhelming, potential customers may leave before exploring the rest of your site.
A well-structured homepage builds credibility, establishes your brand identity, and acts as a launchpad to deeper content such as services, contact information, or booking pages.
What to include on your homepage
A clear headline that explains what your business offers and who you serve
A short introduction or about section that highlights your mission or unique value
An overview of your core services or products
Testimonials or other forms of social proof to build trust
A clear and compelling call to action (for example, Book a Free Consultation or Get Started Today)
Pro tip ✨Skip the generic “Welcome to Our Website” greeting. Instead, use a headline that speaks directly to your ideal client’s needs or goals. For example:
➤ Helping Busy Entrepreneurs Launch Stress-Free Websites
This grabs attention right away and makes visitors feel like they’re in the right place. |
02 / About Page: Build Trust and Connect with Your Audience
People prefer to buy from businesses they know, like, and trust. Your About page is where that trust starts. It is more than just sharing your story; it is about helping your visitors connect with your mission, values, and personality.
A well-crafted About page lets you build rapport, showcase what makes your business unique, and explain why you do what you do. For small businesses especially, this page can be the deciding factor that turns a visitor into a loyal customer.
What to include on your about page
A clear headline and short introductory tagline
A brief origin story or mission statement
A photo of the founder or a meaningful quote (optional)
Three to five core values with short descriptions
Team photos and roles if applicable
One or two client testimonials or key success stats
A clear call to action button or link encouraging visitors to take the next step
Pro tip ✨Use micro-stats to quickly build trust. These small, easy-to-read numbers give visitors measurable proof that you’re experienced, reliable, and active in your work. For example:
➤ Serving clients since 2020
➤ 100+ happy customers
➤ 5-star rated by 45+ clients on Google
Including just one or two of these in your About section can make a big impact, especially for first-time visitors. |
03 / Services and Products Page: Showcase What You Offer and Who You Serve
Your services or products page is where visitors decide if you have what they need. This page should clearly explain what you offer, who your services or products are for, and how they benefit your customers.
Well-written services pages build your authority, answer common questions before they are asked, and guide visitors toward taking action. On the other hand, vague or cluttered descriptions can cause visitors to leave or question your professionalism.
What to include on your services or products page
A clear page title, such as “Our Services” or “Shop Products”
A short introduction explaining what you offer and who it is for
A detailed list of your services or products with brief descriptions
Images or icons that visually represent each item
Pricing information or starting at rates if applicable
Key benefits listed in easy-to-read bullet points
Testimonials or success stories to build trust (optional)
An FAQ section to address common questions (optional)
A clear call to action button, like “Book Now” or “Shop”
Pro tip ✨Use your FAQ section to build trust, not just answer questions. Pair each answer with a short stat, success story, or client quote. It reinforces that your process works and gives potential clients extra confidence. For example: ➤ Q: How soon will I see results? ➤ A: Most clients notice positive changes within a few weeks. ➤ Client: “I noticed positive changes within the first few weeks!” – Alex T. This kind of social proof goes a long way in easing doubt and encouraging action. |
04 / Contact Page: Make It Easy for Visitors to Connect With You
Your Contact page should make it simple and inviting for visitors to get in touch. Whether they have questions, want to schedule a consultation, or are ready to request a quote, this page removes barriers between you and your next customer.
A strong Contact page does more than just display a form or an email address. It reassures visitors that you are accessible, approachable, and professional. It also provides a clear next step. Without it, you risk losing potential leads who are ready to connect but unsure of how to proceed.
What to include on your Contact page
Your business name and location
A phone number where customers can reach you
An email address for direct inquiries
A simple contact form
Your business hours
Links to your social media profiles
A map or description of your service area
Information about your typical response time
A friendly message or prompt that encourages visitors to get in touch
Pro tip ✨Keep your contact form short and simple. Long forms can feel overwhelming and discourage people from reaching out. The fewer fields you include, the more likely someone is to get in touch. Start with the essentials:
➤ Name
➤ Email
➤ Message
A streamlined form shows you respect their time, and it helps increase conversions, especially on mobile. |
05 / Testimonials Page: Build Trust With Social Proof
Social proof is one of the most powerful tools for building credibility and reducing hesitation. Including a dedicated testimonials page, or weaving customer reviews throughout your website, shows real results from real people who trust your brand.
When visitors see others speak positively about your business, it builds trust faster than any marketing message can. This is especially important for service providers or businesses offering higher priced products or packages, where trust plays a key role in helping visitors take the next step.
What to include on your testimonials page
A clear headline and short introduction that highlights the value of your customer feedback
A collection of written testimonials from happy clients
Client names, photos, and locations if available (with permission)
Star ratings or visual elements to add credibility
Short success stories or case studies (optional)
Key statistics that demonstrate positive outcomes (optional)
A call to action button or link to encourage visitors to take the next step (such as Book Now or Work With Us)
Pro tip ✨Keep your testimonials short and easy to skim. Shorter quotes work especially well on mobile, where attention spans are even shorter. Star ratings also help because they catch the eye and quickly build trust at a glance. ➤ ★★★★★ “Incredible service and beautiful design. I get compliments on my website all the time!” – Sam T. |
Next Steps: Focus on the Must-Have Website Pages Every Small Business Should Include
Building a strong website doesn’t have to be complicated or overwhelming. By focusing on the must-have website pages every small business should include, you’ll create a site that connects with your audience and drives real results.
If you want an easy reference, be sure to download my free checklist to keep these pages top of mind as you build or update your website.
And when you’re ready to take the next step, check out my web design services. I’m here to help you create a website that works as hard as you do.
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