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The 5 Most Important Small Business Website Pages

by | Oct 15, 2021 | Digital Marketing

When you’re creating a website for your business, it’s important to know what information to include. It’s also important to arrange that information logically. This will help customers learn about your business, products or services in the easiest possible way.

No two businesses are the same, but we’ve identified the 5 most important small business website pages. These pages appear so often on websites that customers might feel confused if they don’t find them.

It’s worth mentioning that you may need more pages as you grow your services or product range. You may even need more pages right from the outset. If so, that’s fine. You know your business best, and you should stay flexible in your approach.

So, what should a small business website include? The list below provides a strong starting point…

Our Top 5 Essential Pages for a Website

1. The Homepage

The homepage is often the single most important page on a website. Visitors who type your address into their browser will land here. And even visitors who arrive elsewhere via the search results will probably check-out your homepage sooner or later.

Let’s dive into the key ingredients of a killer homepage:

  • A prominent logo and/or headline containing your business name. (Note: This might already be included in your top navigation menu.)
  • A succinct description of what you do, sell or offer.
  • USPs (Unique Selling Points) or value propositions that place you above competitors. (These are often linked to price, quality, customer service, location or experience.)
  • Genuine and positive customer reviews or testimonials to build trust.
  • Appealing images or graphics representing you/your team, or your products/services.
  • Easy-to-follow links to the main pages on your website. (Sometimes, prominent links within your top navigation bar are enough to cover this point.)
  • A clear and encouraging CTA (Call To Action) to direct your readers.

For more inspiration, why not explore our own homepage?

2. The About Us Page

Your About Us page offers you a chance to reassure customers they’re dealing with a business worthy of their trust. As well as including basic details about your company, you should try to express the values you stand for. Some small businesses also use this page to add the human touch, with images of their team or management.

Here’s a breakdown of the key elements of a great About Us page:

  • Include a brief summary of your main offering.
  • Express the ‘why’ behind your business – explain what motivates you to do what you do.
  • Describe your business in a positive way. Don’t be shy! This is the time to emphasize the key strengths of yourself or your team, especially in terms of what you can do for your customers.
  • If your business has a strong personal element, you might want to add a human touch, with pictures of yourself or your team. (This point is optional for larger businesses – or those that don’t rely on face-to-face contact.)
  • Finally, provide a clear call to action that encourages readers to work with the best in the business!

Our own About page includes most of the elements listed above

3. A Products/Services Page

You might have a single Products/Services page, or many. This will depend on how wide your offering is. Here’s what you should include:

  • If you offer one product/service, then provide all the details on one page.
  • If you offer a few closely related products/services, then you could create a main page with short descriptions. These could be followed by links pointing to dedicated sub-pages for each offering.
  • If you offer many wide-ranging products/services, then consider grouping these into category pages. These could include short descriptions and links pointing to dedicated sub-pages. This approach can improve navigation within larger sites.
  • An alternative is to include drop-down links under the main categories in your top navigation menu. (This is the approach we take at
  • Whether your site is large or small, you’ll want to include clear and positive descriptions of what you offer.
  • It’s said that a picture is worth a thousand words, and high-quality product images are a great way to sell. Pictures can also help demonstrate services and make them feel more relatable.
  • If you’re building an ecommerce website, you’ll obviously need to include prices. Even if customers can’t order online, providing prices can reduce confusion, time-wasting and friction later on.
  • Product/Services pages are all about conversions, so a short, well-crafted call to action is a must!

Why not explore one of our main Services pages, where we introduce our easy-to-use website builder?

4. An FAQs Page

An FAQs page offers a great chance to add detailed answers to specific points. These might not fit in elsewhere on your website. They can also help free-up your time, by answering questions you receive repeatedly from different customers.

Here’s what to include on an FAQs page:

  • Simple and clear answers to the questions you’re asked most often.
  • Points to reassure your customers about any doubts/concerns they might have.
  • Keyword-based questions often typed into search engines. (It’s sometimes easy to guess these, but Google also lists common questions/answers in the ‘People also ask’ section sometimes shown on results pages.) Including a few keyword-based questions could help you start SEO the right way!

Note: If your products/services are very wide-ranging, it might be best to include an FAQs section at the end of your Product/Services pages. This can make it easier for customers to find a specific answer, without reading through irrelevant information. (This is the approach we use right here at You can see how we do it on our shared website hosting page.)

5. A Contact/Location Page

If your small business provides local services, or sells products through a bricks-and-mortar store, then a Contact/Location page is a vital step in the customer journey. Even if you’re in the ecommerce niche, a Contact page is still a must-have feature. Detailed and up-to-date contact details reassure customers that help will be available if anything goes wrong.

Here’s what to include on a Contact/Location page:

  • A few forms of contact. Try to give your customers a choice here. Popular options include an online contact form, your email address, telephone number and postal address.
  • Your trading hours and/or available contact times.
  • If you’ve created social media pages for your business, you could include links here. (Note: If social media is really important to your business, you might prefer to place these links in the footer that’s visible on every page.)
  • Want to attract visitors to your store? Why not include a ‘How to Find Us’ section? You could also integrate Google Maps, or a similar mapping feature.

At, our own Contact Us page includes all the details our customers need to get in touch.

Additional Website Pages List

We’ve now covered the most important small business website pages – and what you should include on each. But remember that this is just a starting point. There are a number of other pages that might help you build your online brand or boost your SEO. These include:

  • A Blog page. Blogs are one of the best ways to include a wide range of valuable keywords.
  • A Terms and Conditions page. This can include important legal content.
  • A Privacy page. This helps inform visitors how you use their data.
  • A Knowledge Base. This can be a great resource for existing customers, especially if your products/services are complex.
  • A secure Log-In page. This is important if you’re building a membership option into your website.

This website pages list should help you provide the most important details your customers need to know. But, before you publish anything, try to come up with a clear content strategy to define your SEO and branding goals. This will help you achieve consistent messaging right across your website – even as it grows with your business!