For your business4 min read

What pages should a small business website have?

Most small businesses either build too many pages nobody reads or try to fit everything onto one page and confuse visitors. Here's the right structure for a small business website.

Step-by-step

Start with one page — it's often enough

A well-structured single-page website outperforms a badly structured five-page website every time. For a brand-new business, one page covering: what you do, who you serve, where you are, your services, a few testimonials, and contact details — is a complete website. Don't add pages to look bigger. Add them when you have a genuine reason.

The home page: your most important asset

Every visitor starts here. Your home page needs: a clear headline that states what you do and where, a brief description for your ideal customer, your main services or offerings, social proof (reviews or testimonials), and a prominent call to action — call, WhatsApp, or book. If your home page nails these five elements, it will outperform most competitors' websites regardless of how many pages they have.

A services page: add this when you have three or more services

If you offer three or more distinct services, a dedicated Services page helps each get found on Google and keeps your home page from becoming a wall of text. Each service should have: its own heading, a short description, what's included, and optionally pricing or a starting-from price. A massage therapist might have separate entries for deep tissue massage, sports massage, and pregnancy massage — each targeting its own search keyword.

An about page: builds trust for considered purchases

For services where clients are trusting you with something personal — their home, their children, their body, their pet — an About page is worth having. Include: your background and why you do what you do, your qualifications or certifications, a real photo of you (not stock), and your values or approach. Keep it under 300 words. The goal isn't your full biography — it's removing the hesitation that stops someone picking up the phone.

A gallery or portfolio page: essential for visual trades

If your work can be photographed — hair, nails, interiors, gardens, cakes, tattoos, photography — a gallery page is one of the most powerful conversion tools you have. Real before/after photos and finished work photos do more for trust than any copy. Aim for 8–12 strong photos to start. Even a phone-quality photo of great work beats a professional stock image of someone else's.

A contact page: useful but not always necessary

A dedicated contact page is worth having if your home page is already long and adding a contact section would make it unwieldy, or if you have multiple contact methods (phone, WhatsApp, email, contact form, booking link) that need organising. Otherwise, a contact section at the bottom of your home page is perfectly sufficient. Google also looks for a contact page as a trust signal for business legitimacy.

Pages most small businesses don't need (yet)

A blog (unless you have time to publish at least monthly), an FAQ page on a separate URL (add it to your home or services page instead), a team page if it's just you, a press or media page, testimonials as a standalone page (integrate them into relevant pages). These add complexity without adding conversion. Build them when you outgrow what you have.

Tips & best practices

▸Each page on your website is an opportunity to rank for a different keyword. A dedicated 'Deep Tissue Massage Manchester' page will rank better than burying that service in a list on your home page.
▸Every page needs a clear call to action. Don't let a visitor reach the end of your About page with nowhere to go — always link them to contact, book, or view services.
▸Multi-page websites are available on Adviita's Pro plan. Start on a single page and add pages when the traffic and content justify it.

Common questions

Should a new small business start with a one-page or multi-page website?

One page. A focused, well-written one-page site converts better than a half-finished multi-page site. You can always add pages later — and with a tool like Adviita, adding a new page takes minutes.

Do more pages mean better Google rankings?

More relevant pages help — but only if they're genuinely useful. A services page targeting 'dog grooming Manchester' will rank. A page that just says 'contact us' doesn't add much. Quality and relevance matter more than quantity.

Should I have a separate page for each service?

Once you have three or more services, yes — separate pages help each one rank in Google for its own search term. Until then, a services section on your home page is fine.