What should a small business website include?

A small business website does not need dozens of pages or fancy features. It needs a clear foundation: five core pages, straightforward contact details, and enough proof to show that the business is real and trustworthy.

Here is what I include on every small business website, and what I leave out.

The five pages every site needs

Home. Say what you do, who it is for, and where you work before a visitor has to scroll. They should know within five seconds whether they are in the right place. Put your main call to action here, such as “Book a consult” or “Call for a quote.”

Services. Give each main service its own page. A single page that briefly lists six services gives visitors little information and gives search engines no clear focus. A dedicated page can explain what is included, who the service is for, and how pricing works.

About. People hire people. Show the owner’s face, introduce the team, and explain how long you have been in business. Most importantly, answer the question every visitor has: why should I trust you with this job?

Reviews. Share real feedback from real customers. With permission, include a first name and town, and link to your Google reviews as well.

Contact. Include your phone number, email address, a short form, your address, your hours, and your service area. Make the phone number tappable on mobile.

If another town brings you steady work, consider adding a page for that location. Give it useful local detail rather than repeating the same page with the town name changed.

The details that earn trust

Your name, address, and phone number on every page. Put them in the footer and keep them consistent with your Google Business Profile. Here is why your address belongs on your site, even if you do not have a storefront.

One clear primary call to action. Decide what you most want visitors to do, then use the same wording for that action throughout the site.

Real photos. Show your team, your space, and your finished work. Relevant stock photography can fill an occasional gap, but it cannot build the same trust as images of the real business.

A starting price, when practical. A number or realistic range helps good-fit buyers know they are in the right place. It also reduces enquiries from people whose budget was never going to fit.

Your hours and service area. Say which towns you serve. Visitors outside that area can move on, and visitors inside it know to call.

A privacy policy. If your contact form or analytics collects personal information, explain what you collect and how you use it.

A secure, fast site. Your site should have a security certificate and load quickly on a phone. Many visitors will find you on a slow connection while they are away from home or the office.

The parts that work behind the scenes

A tested contact form. Send yourself a test message. Check that it arrives, and that it does not land in spam. Forms break without telling anyone.

An accurate Google Business Profile. Make sure the profile links to the correct website. From the site, link to your reviews or directions where it is useful.

Analytics. Track where visitors come from and which pages lead to enquiries.

A title and description for each page. These often appear in search results. Write them for people, using the service and town in plain language.

Backups and updates. A site needs hosting and maintenance after launch. Here is what hosting pays for, and why it bills every year.

What to leave out

A rotating slider on the home page. It can hide your main message behind a timer and make visitors wait for information.

A blog you will not maintain. A handful of old posts can make visitors wonder whether the business is still active.

“Welcome to our website” as a headline. Use that space to say what you do.

Every service crammed onto one page. Give each main service enough room to answer the questions customers actually ask.

A long internal mission statement. Customers usually want practical answers first: can you solve the problem, where do you work, and what happens next?

Where to start

If your site is missing several of these pieces, start with the phone number and primary call to action. Next, improve the service pages. Then add reviews and real photos. The rest can follow.

My Template sites start at $2,025. They include the five core pages, local SEO setup, a contact form, and Google Business Profile link-up. If you want a second set of eyes on your current site, start with the annual DIY website check-up, or book a consult and I will walk through it with you.