If you are planning your first website or thinking about improving your current one, it can be difficult to know where to start. Many small business owners assume they need a large, complex website with lots of pages. In reality, most businesses only need a small number of clear and well-organised pages to create a strong online presence.
Research shows that the sweet spot for most small business websites is between five and eight well-structured pages. A simple, well-structured website is usually far more effective than one that tries to include everything. The key is making sure visitors can quickly understand what you do, where you work and how to contact you.
The homepage
Your homepage is often the first page visitors see, so it should clearly introduce your business. Within a few seconds, someone landing on your homepage should understand what you offer and whether you are the right fit for them.
A strong homepage should include:
- A clear description of your services
- The areas you cover
- An introduction to your business
- Contact information
- A clear next step, such as calling or enquiring
The aim is not to include every detail, but to guide visitors towards the information they need.
An about page
An about page helps build trust by telling visitors more about your business. People like to know who they are dealing with, especially when choosing a local service or provider.
Your about page might include:
- How long you have you been in business
- Your experience or background
- Your values or approach
- What makes your business different
This page reassures potential customers that your business is genuine and professional. It also helps create a more personal connection.
Services or products page
A clear services or products page is essential. This is where you explain what you offer in more detail and help visitors understand how you can help them.
Each service should be described in simple language. Avoid overcomplicating things. Focus on what customers need to know, such as what the service includes, who it is for and how they can book or enquire.
If you offer several services, it can be helpful to give each one its own section or page so information is easy to find.
Contact page
Your contact page should make it as easy as possible for people to get in touch. Some businesses lose enquiries simply because contact details are difficult to find.
A good contact page should include:
- Phone number
- Email address or contact form
- Location or service area
- Opening hours if relevant
Many websites also include contact details in the header or footer so they are visible on every page. The easier it is to contact you, the more likely visitors are to do so.
Location or areas covered
If your business works within specific towns or regions, it helps to make this clear. Customers often want to know whether you cover their area before contacting you.
You can include this information:
- On your homepage
- Within your services page
- On a dedicated areas covered page
Being clear about your location helps attract the right enquiries and avoids confusion.
Reviews or testimonials
Adding customer reviews or testimonials helps build trust. In fact, 88% of consumers trust online reviews as much as personal recommendations from friends or family. When visitors see positive feedback from previous clients, they feel more confident about contacting you.
Research also shows that adding testimonials to your website can increase conversions by 34%. You do not need dozens of reviews. Even a small selection of genuine feedback can make a difference. Including first names or locations can help reviews feel more authentic.
Optional pages you may add later
Once your website is established, you may choose to add extra pages. These are not always essential at the beginning, but can be useful as your business grows.
Optional pages include:
- Gallery or portfolio
- Blog or advice section
- Frequently asked questions
- Detailed service pages
These can be introduced gradually as you develop your online presence.
Keeping your website simple and effective
Most small business websites work best when they remain simple and focused. Visitors usually want quick access to clear information and an easy way to get in touch. Too many pages or unnecessary features can make a website feel confusing.
By starting with the core pages and keeping everything well-organised, you create a website that feels professional and easy to use. As your business grows, you can always expand and refine your site over time.
About Dead On Digital
Dead On Digital supports UK small businesses with practical websites, digital marketing and smart automation that help improve and strengthen their online presence. Everything we do is focused on keeping things clear, simple and aligned with how real businesses actually operate day to day.
We believe your website and online presence should keep working for you as your business grows, not be built once and forgotten. If you are reviewing where you are now or thinking about ways to improve things online, we are always happy to offer friendly, honest advice.