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The five pages almost every business needs
These five pages answer the questions nearly every customer has before they call, book or visit.
- Home: what you do, for whom, where, and the next step (call, book, get a quote) in the first two lines. Then a short list of services, a few photos, and your phone number again.
- Services: one page per main service once you have more than two or three. A page for "water heater repair" can answer that question fully; a single list of twenty services can't.
- About: who runs the business, how long you've done this work, and what you care about. Google's guidance on helpful content asks whether it's clear who created a page [1]; real names and faces do that.
- Contact: phone, email, a short form, hours, and the address if customers come to you. Put the phone number on every page as well.
- Questions: the five to ten things customers ask on the phone, answered in a sentence or two each.
Pages that depend on your kind of business
Beyond the core five, the right extra pages depend on how your customers choose, which is why a bakery and an electrician end up with different sites.
- Service area pages for trades that travel to customers, when each area has something real to say. Our service area guide explains how to avoid thin copies.
- Pricing or "what it costs" when customers compare on price: a price list, "from" prices, or what the price depends on.
- Gallery or projects for visual work: remodeling, landscaping, hair, photography.
- Menu, hours and ordering for restaurants and cafés, kept as text rather than a photo of the paper menu.
- Booking for appointment businesses, linked to the tool you already use.
- License and insurance details for trades that need them. In Florida, for example, a contractor's license number must appear in advertising; see our Florida license number guide.
Our industry pages list the pages that matter for 20 trades.
When one long page is enough
A single page works well when a customer can understand everything you offer in one scroll, and it is faster to build and easier to keep current.
- You offer one to three closely related services.
- You serve one town or a small area.
- You're starting out and want something live this week.
Our Starter Site at $249 is one long page with sections for each of the core five. When you outgrow it, the Business Site ($599, up to 8 pages) and Growth Site ($1,500, up to 20 pages) give each service its own page.
Pages you can skip
Some pages appear on many small-business sites out of habit and do little for customers or search engines.
- A blog you won't update. Three good guides that answer real questions beat thirty thin posts.
- A "testimonials" page with no real reviews. Leave it out until you have real ones; never write them yourself.
- Separate pages for every town in the state with the same words and a new name. Google's spam policies call that doorway abuse [2].
- A "news" page with one post from three years ago.
Do keep a privacy page if you collect form submissions or use analytics.
Check the pages you have now
If you already have a site, test it the way a customer would before you add anything new.
- On your phone, can you find the phone number, the service list and the area you cover within five seconds?
- Does each main service have enough words to answer the obvious questions?
- Are any pages out of date or empty?
- Run the free Website Check for titles, mobile layout and contact details.
Questions about website pages
The follow-up questions that come up when owners plan their site.
How many pages should a small business website have?
Usually five to ten. Add a page when it answers a question customers really ask, not to reach a number.
Do more pages help in Google?
Only when each page is useful on its own. Many near-identical pages can do harm, because Google's spam policies treat them as doorway pages.
Do I need a separate page for each service?
Once you offer more than two or three distinct services, yes: each page can then explain that service, its price and its questions properly.
Keep reading
Related pages for the same kind of business, plus the guides and free tools that go with this one.
Sources
Every outside fact on this page comes from the sources below, read on the date shown. Prices and plans change; check the source before you decide.
- Google Search Central, "Creating helpful, reliable, people-first content" (read October 26, 2026). Asks whether it is self-evident to visitors who created the content.
- Google Search Central, "Spam policies for Google web search" (read October 26, 2026). Doorway abuse includes pages targeted at specific regions or cities that funnel users to one page.