5 Must-Have Pages Every Small Business Website Needs

Not sure what to include on your website? You’re not alone.

A lot of small business owners pour time and money into web design but miss the basics… the pages that actually help people trust you, understand what you offer, and take action.

Here’s the truth: you don’t need a big, fancy site to make an impact. But you do need the right foundation. And that starts with a few key pages that do the heavy lifting for you.

In this blog, we’ll break down the 5 must-have website pages every small business website needs. Think of it as your website checklist so you’re not stuck guessing what to include or leaving something important out.

TL;DR - Every small business website needs these 5 pages: Homepage, About, Services/Products, Contact, and Testimonials. This checklist will help you build a strong, trustworthy site without overthinking it.

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1. Homepage

Your first impression starts here!

Your homepage is the front door of your website. It’s the first thing most people will see, and it sets the tone for everything else.

A strong homepage doesn’t try to say everything at once. Instead, it gives people a clear idea of who you are, what you do, and how you can help. It should be easy to scan, easy to navigate, and lead visitors to the next step…whether that’s learning more, booking a service, or reaching out.

Here's what to include:

• A clear headline that says what you do and who you serve
• A short intro or value statement
• Highlight of your main services or offers
• A strong call to action (CTA), like “Book a Call” or “See Our Work”
• Easy-to-use navigation that points to your other must-have website pages

Your homepage doesn't have to be flashy. It just needs to make people feel like they're in the right place.

Bonus Tip: Use the top half of your homepage (the “above the fold” area) to clearly show what your business does. If someone can’t tell within 5 seconds, it’s time to simplify.

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2. About Page

Make it personal, not just professional

The About page is your chance to connect. It’s not about listing credentials or sounding impressive, it’s about helping people feel like they can trust you.

For small business website especially, this page plays a big role in building credibility. People want to know they’re working with, what you stand for, and why you do what you do. The goal is to feel human, not corporate.

Here’s what to include:

• A short story or background about how your business started
• Your mission, values, or what makes your business different
• A photo or two of you or your team (real faces go a long way)
• A light mention of your experience or qualifications
• A soft CTA, like “See how we can help” or “Explore our services”

Keep it conversational. You don’t need to over-explain, just be real and let your personality come through.

Bonus Tip: Write your About page like you’re telling your story to a potential client in person. If it sounds too stiff or formal when you read it out loud, loosen it up.

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3. Services (or Products) Page

Show what you do and how it helps

This is the page where you lay it all out … what you offer, how it works, and why it matters. Whether you’re selling services, products, or both, clarity is everything.

The goal here isn’t to list every single detail, it’s to help people quickly understand what you offer and why it’s the right fit for them.

Here’s what to include:

• A clear overview of your main services or product categories
• Short, easy-to-read descriptions
• Pricing or starting rates if you’re comfortable sharing them
• A CTA for each offer, like “Book Now”, “Learn More”, or “Shop Now”
• Optional: a few results, testimonials, or FAQs to support what you’re selling.

Don’t be afraid to break things into sections or create separate subpages if needed. Just make sure it’s easy to follow.

Bonus Tip: Think like a customer. If someone landed on this page with zero context, would they immediately understand what you offer and how to take action?

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4. Contact Page

Make it easy to reach you

Your Contact page might seem straightforward, but it’s one of the most important pages on your small business website. If someone’s made it here, they’re probably interested. They just need a clear way to take the next step.

This page should be easy to find and even easier to use. Don’t make people dig for your info or jump through hoops to get in touch.

Here’s what to include:

• A short, friendly message inviting people to reach out
• A simple contact form (name, email, message at minimum)
• Your email address and/or phone number (in case they prefer that)
• Business hours and location, if relevant
• Links to your social media or booking calendar if you use one

If you get the same questions often, consider adding a few quick FAQs right on this page.

Bonus Tip: Test your contact form regularly to make sure it’s working. And write a thank-you message that feels warm and personal, not generic.

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5. Testimonial Page

Let your happy clients do the talking

You can tell people how great your business is, but it means way more when someone else says it for you. That’s why testimonials are a must-have website page (or section) for building trust.

This page helps future clients or customers feel confident about working with you. It’s proof that real people have had good experiences and that you can deliver.

Here's what to include:

• A few short, honest quotes from past clients or customers
• Names, photos, or business names (with permission of course) to make them feel real
• Optional: video testimonials or short case studies for extra impact
• A CTA that nudges visitors to take the next step (”See Our Services” or “Start Your Project”)

Try to include a mix of testimonials that speak to different types of work or audiences you serve.

Bonus Tip: Don’t wait for perfect reviews! Start with kind words from a happy client email or text. And if you don’t have any yet, just ask! Most people are happy to share if they have a good experience.

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Wrap-up

Start with the pages that matter most

You don’t need a giant, complicated site to look professional online, you just need the right foundation! These 5 must-have website pages are what give your website structure, clarity, and trust.

Whether you’re DIY-ing your site or working with a designer, this checklist keeps you focused on what matters most: helping people understand what you do and how to connect with you.