A good small business website does not need dozens of pages. It needs the right pages, each with a clear job. Use this guide to plan what goes where, whether you are building a new site or improving an old one.

Home page: explain and direct

• A clear headline saying what you do and who for.
• A short summary of your main services with links to each.
• One strong proof element, such as a testimonial or your review rating.
• A clear call to action: call, request a quote or book.

Services page: help people choose

• One section per service, with a plain description of what is included and who it suits.
• Prices or “from” prices where possible.
• A short description of how the work happens, step by step.
• A button that leads to your enquiry form.

About page: build trust

• Who you are, where you are based and why you started.
• Photos of you and your team. People buy from people.
• Your experience, qualifications, accreditations and memberships.
• How you work and what customers can expect.

Contact page: remove friction

• Phone number, WhatsApp link, email and physical address.
• A short form with only the fields you need.
• Opening hours and the areas you serve.
• A map if customers visit you.

FAQ page: answer objections

List real questions customers ask: costs, timelines, payment methods, guarantees and what you need from them. Writing the answers also helps your pages show up when people search for those questions.

Testimonials or case studies

Tell short stories: the customer’s problem, what you did and the result. Include names and photos if they agree. Even three honest examples are powerful.

Blog or articles

A blog is not mandatory, but it helps. Each article that answers a question your customers search for can bring new visitors. Aim for useful guides, not filler.

Legal and trust pages

• Privacy policy: explain what personal information you collect through forms and how you use it, in line with POPIA.
• Terms or refund policy: especially if you sell products or services online.

Write for one reader

Imagine the person you most want to help, and write directly to them in plain language. Use short sentences, real examples and headings that make sense when someone skims.

Give each page its own search title

Every page should have a unique title and a short description that includes what the page offers and your location. This makes it clearer to search engines and more appealing in search results.

Not sure where to start? Our website packages include the pages most small businesses need, or contact us to plan your site together.