Most Small Business Websites Have Too Many or Too Few Pages
Some businesses try to cram everything onto a single page. Others build 30 pages with thin content that dilutes their SEO authority. The sweet spot for most small businesses is 5–10 focused pages, and these seven form the essential foundation.
1. Homepage
Your homepage has 3 seconds to communicate what you do, who you serve, and why someone should choose you. Lead with a clear headline (not “Welcome to Our Website”), follow with your core services, add social proof (testimonials, certifications, portfolio samples), and include prominent calls to action.
2. Services / What We Do
Dedicate a page (or section) to each major service. Be specific: “Residential Roof Replacement” is better than “Services.” Include pricing if possible — transparency builds trust and filters out leads who can’t afford you, saving everyone time.
3. About
Your about page isn’t a resume — it’s a trust builder. Lead with how your experience benefits the customer, not with your founding date. Include photos of real people (not stock photos), credentials, and your story in 2–3 paragraphs.
4. Contact
Phone number, email, physical address (if applicable), business hours, and a contact form. Make the form short — name, email, message. Every additional field reduces submissions by roughly 10%. Include a map if you have a physical location.
5. Portfolio / Our Work
Show, don’t tell. Photos of completed projects, before/after comparisons, case studies with measurable results. If you’re a service business without visual work, use testimonials and case studies instead.
6. Blog / Resources
A blog drives organic search traffic and builds topical authority. Write about what your customers search for — answer their questions, solve their problems, and demonstrate expertise. Even 2–4 posts gets you started.
7. FAQ
Answer the questions your customers actually ask. This serves double duty: it reduces repetitive inquiries AND creates content that AI Overviews and voice search can cite directly. Implement FAQPage schema markup for rich results in Google.
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