The 5 Essential Pages The Best Small Business Websites Have

Your website is important. There’s no doubt about it, so spending some time to ensure it has the right content is a big deal.

Small business website design isn’t easy, despite what many will tell you. Your website should help establish your brand identity, effectively showcase your products or services, and build meaningful connections with your users even before they interact. However, doing that is hard. What isn’t hard, though, is starting in the right way. Having these five pages well-designed is the start of helping you stand out amidst a sea of competitors and showcasing your unique value proposition.

5 Must-Have Pages Every Small Business Websites Needs

There are five pages that every small business website should have. They are: 

  1. Homepage – a place to tell all!
  2. About Us/Company Page – this is where you add a face to the name
  3. Products/Services Page – sell the benefits of your service 
  4. Contact Page – showcasing ways people can get in touch
  5. Blog Page – an opportunity to showcase your expertise.

 Let’s look at them and explore their importance in more detail.

Homepage – where your story begins

Your website’s homepage is your business’s virtual shopfront; it serves as the critical touchpoint where visitors form their first impressions. Crafting an impactful homepage is essential, as it sets the tone for the entire user experience and can significantly influence whether visitors choose to explore further or move on. 

User-friendliness is paramount when designing a homepage; a clutter-free layout, intuitive navigation menus, and responsive design that adapt seamlessly to different devices enhance the user experience, ensuring visitors can effortlessly explore your website across various platforms.

Here’s what we recommend your homepage to include

An introduction to your business

The first page people see is crucial, and the priority of your homepage is to introduce your business. This should be done with a brief overview of what you do, your target audience, and what distinguishes you from competitors. Consider using eye-catching visuals such as high-quality images or videos to capture visitors’ attention and communicate your message effectively.

Share some headlines about your products and services

Secondly, your homepage should highlight your products or services. To achieve this, it is important to showcase your best offerings, emphasise your unique value proposition, and provide visitors with a clear path to learn more or purchase. Use concise, informative text and visuals to illustrate what you offer and how it can benefit the visitor.

Offer a call to action.

Your homepage must include calls to action that encourage visitors to take action. This could be anything from signing up for a newsletter, directing people to more information, getting in touch or purchasing. 

About Us – showcasing your team and building trust

Your About Us page holds the key to forging a strong emotional connection with your potential customers and goes beyond being a mere section on your website. This page serves as a bridge between your business and potential customers, offering them a glimpse into the heart and soul of your company. The About Us/Company Page plays a pivotal role in building credibility and trust with your audience by effectively conveying your brand story, values, and achievements. 

This Page serves as the heart and soul of your website, connecting with potential customers emotionally and establishing a strong foundation of trust and credibility. By introducing your team, articulating your mission and values, presenting a timeline of your journey, and showcasing customer testimonials, you create a powerful narrative that resonates with your audience, fostering long-lasting relationships and propelling your business towards success.

Here’s what we recommend your About Us page to include

Introduce the team

Introducing the team members on the About Us/Company Page is important in highlighting the key individuals who make up the team and their roles. Adding personal touches such as pictures and biographies can help build rapport and create a connection with visitors. After all, nobody likes a faceless brand.

Explain your mission and values.

As a small business owner, it’s important not to see this as a tick-box exercise. It’s important and shouldn’t be overlooked. The company’s mission and values should be explained, including detailing the purpose of the business, the core values that guide operations, and the company’s vision for the future. This information can help potential customers understand the company’s culture and philosophy.

Showcase customer testimonials

We believe that testimonials should be used throughout your site. Including a testimonials page, however, can help build trust and credibility. Including quotes from satisfied customers or case studies that demonstrate successful partnerships can help to establish the company’s reputation and convince potential customers of its reliability.

Speak with our team by booking a free consultation.

Products/Services Page – a chance to explore your offerings

The Products/Services Page is a crucial component of any website that sells products or services. This page must describe each product or service, highlighting its unique features, benefits, and pricing. It is important to include high-quality images and videos to help visitors understand the product or service and make an informed decision. 

Here’s what we recommend your Product or Services Page to include

Provide a detailed description of each product/service.

A product page or service description must be written clearly and concisely, using easy-to-understand language. This ensures potential customers understand how the product or service works and how it can benefit them. It is essential to highlight each product or service’s key features and benefits to help visitors make an informed decision. You could also include frequently asked questions (FAQs) about your service to answer questions even before they arise. Answering common questions is also a great way to support your SEO efforts.

Include images and videos.

High-quality images and videos are vital in showcasing the product or service, making it more visually appealing to potential customers. Images and videos can help visitors visualise the product or service, understand how it works, and make an informed decision.

Offer a form to request more information.

Offering a form to request more information is an effective way to capture leads and potential customers. The form should be easy to fill out and ask for basic contact information, such as name, email, and phone number. This enables businesses to follow up with potential customers and provide them with additional information about the product or service, ultimately leading to increased sales.

Contact Page – the time to get in touch

The Contact page is a critical element of any website, serving as a communication channel between the business and potential customers. 

Here’s what we recommend your Contact Page must include (it’s pretty obvious)

Provide contact information

This page should provide up-to-date and accurate contact information, such as the phone number, email address, and mailing address, in a clear and easily accessible format.

Include a contact form.

Adding a contact form to the Contact page can also be helpful, as it allows visitors to submit their inquiries directly through the website. The form should be simple and user-friendly, with clear fields for the visitor’s name, email address, and message.

Consider a live chat service.

A live chat service is another effective way to provide visitors with immediate assistance and personalised support. With live chat, trained staff can engage with potential customers in real-time, answer their questions, and guide them toward purchasing.

Overall, the Contact page should be designed to offer multiple communication channels to visitors, providing a convenient and efficient way to contact the business and receive prompt and helpful responses.

A Blog – a way to showcase your expertise

Having a Blog Page is an effective way for businesses to provide valuable information, showcase expertise, and establish trust with their site visitors. It should be used to provide industry insights, such as trends, news, and best practices. 

Feature customer stories

Featuring customer stories can help build customer relationships and provide social proof of the business’s success. The blog page can also post announcements and updates about the business, such as new products or services, upcoming events, and company news. 

Post announcements and updates

Consistently updating the blog page can help drive website traffic and improve search engine rankings.

Crafting a Compelling Small Business Website with Five Essential Pages

Whilst the success of your small business website doesn’t hinge on the presence of these five essential pages, each page plays a distinct role in presenting your business to the world, establishing a strong online presence and fostering meaningful connections with your audience. You should also have a privacy policy somewhere for your terms and conditions page, but they should be way more formal.

When thoughtfully designed and maintained, these five pages are the building blocks of a successful small business website, helping you stand out in a competitive digital landscape and connect with your audience on a meaningful level.

Is it time to get some perspective?

Gain clarity and insight into your situation by booking a free consultation today.

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Contact the author
Jodie Darnell
Account Executive

I have a passion for small businesses. I believe every business has the potential to succeed online, and I’m dedicated to helping owners and startups leverage digital marketing to grow their businesses.

Specialises in: Social Media, PPC and Content

Jodie Darnell
Account Executive

I have a passion for small businesses. I believe every business has the potential to succeed online, and I’m dedicated to helping owners and startups leverage digital marketing to grow their businesses.

Specialises in: Social Media, PPC and Content

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