A well-designed website is the backbone of any small business’s online presence. It’s where potential customers go to learn about who you are, what you offer, and why they should choose you over the competition. But building a great website isn’t just about flashy graphics or clever copy—it’s about structure. Every small business site needs a few key pages that clearly communicate your message, build trust, and guide visitors toward taking action. Understanding how to build a small business website starts with recognizing these structural elements. When you understand small business website basics, it becomes much easier to create a site that works. These five pages are also considered some of the most essential website pages for businesses in any industry. Read our blog on WHAT ARE THE SECURITY MEASURES FOR A WEBSITE: 9 KEY THINGS to get an in-depth understanding of essential website protection practices.
If you’re designing a new site or refreshing your existing one, here are the five essential pages every small business website should have and what each one should include to make the most impact. These pages form the foundation of small business website basics and are widely recognized as essential website pages for businesses.
1. The Homepage: Your Digital First Impression
Your homepage is the front door to your business online. It’s the first thing most visitors will see, and it sets the tone for everything that follows. A strong homepage quickly communicates who you are, what you do, and how visitors can benefit from your products or services. Anyone learning how to build a small business website should know the homepage plays a crucial role in visitor retention.
Think of your homepage as your elevator pitch—simple, engaging, and to the point. Visitors should immediately understand what kind of business you run and why they should care. This approach aligns with small business website basics, ensuring clarity and relevance from the very start. Read our blog on 5 WAYS TO INCREASE USER ENGAGEMENT ON WORDPRESS WEBSITES to get an in-depth understanding of effective engagement strategies.
Key elements of a great homepage:
- Clear headline: Sum up what your business offers in a single sentence. For example, “Custom Landscaping Solutions for Beautiful Outdoor Spaces.”
- Brief description: A short paragraph expanding on your services or products.
- Strong call-to-action (CTA): Encourage visitors to take the next step—like “Get a Quote,” “Book Now,” or “Shop Our Products.”
- Visuals that tell your story: High-quality images or graphics that reflect your brand. Whether you use original photography or well-chosen stock images, make sure they align with your brand personality and audience.
- Navigation simplicity: Don’t overwhelm visitors with too many menu options. Guide them naturally toward the next step.
The homepage isn’t meant to tell your entire story—it’s meant to capture attention and make people want to explore further. Keep it clean, visually appealing, and focused on value. As one of the essential website pages for businesses, a strong homepage sets the tone for your entire online presence.
2. The About Page: Building Trust and Authenticity
People don’t just buy products or services—they buy from people they trust. Your About page is your opportunity to make that personal connection. It’s where you introduce the people and passion behind your business, share your story, and establish credibility. For anyone learning how to build a small business website, the About page is a core component of establishing trust. A great About page helps humanize your brand. It shows there are real people with genuine motivations driving your company. This is especially important for small businesses, where relationships often matter as much as products. It’s a prime example of small business website basics in action.
What to include on your About page:
- Origin story: How did your business start, and what inspired you?
- Mission and values: What do you stand for, and what makes you different?
- The team behind the brand: Include bios or photos of key team members. Visitors love seeing faces—it makes your business feel approachable.
- Milestones or achievements: Awards, partnerships, or community involvement.
- A personal touch: Write in a conversational tone that reflects your brand’s personality.
Avoid turning this page into a resume or a sales pitch. Instead, think of it as your chance to share your “why.” The About page remains one of the essential website pages for businesses because it builds trust and emotional connection. If you use images, make sure they feel authentic—real team photos work best. But if you’re using stock imagery, choose photos that look natural and relatable, not overly posed or corporate. The goal is to make visitors feel connected, not skeptical. Read our blog on CREATIVE WAYS TO INCORPORATE ANIMATION INTO YOUR WEBSITE DESIGN to get an in-depth understanding of how animation can enhance user engagement.
3. The Products or Services Page: Showcasing What You Offer
This is the page where visitors learn exactly what your business does—and whether it’s the right fit for their needs. It’s also where many people decide whether to buy, call, or move on. Anyone studying how to build a small business website should pay special attention to how offerings are presented. A well-structured Products or Services page does more than just list what you sell; it helps potential customers understand how your offerings solve their problems or make their lives easier. This page is one of the most essential website pages for businesses because it directly influences sales.
Tips for a strong Products or Services page:
- Use clear, benefit-driven language: Focus on how your product or service helps your customer. For example, “Our custom bookkeeping solutions save small business owners hours every week.”
- Break it down logically: If you offer multiple services, divide them into sections with brief descriptions.
- Include visuals: High-quality product photos or illustrative images can make your offerings more tangible.
- Add pricing (if appropriate): Transparency builds trust, especially for service-based businesses. If you don’t list exact prices, consider adding “starting at” ranges or encourage users to request a quote.
- Highlight what makes you different: Whether it’s your experience, process, or unique approach, make sure it stands out.
If you’re selling products online, this page should be tightly integrated with your e-commerce functionality—easy to navigate, visually appealing, and optimized for mobile users. Even if you provide services rather than physical products, visuals still matter. Use relevant images, icons, or stock photos to add context and visual interest. For example, a local plumber might show before-and-after project photos, while a marketing consultant might include images representing collaboration or creativity.
4. The Contact Page: Make It Easy to Connect
A beautiful website doesn’t matter if customers can’t reach you easily. Your Contact page is one of the most important parts of your website—it’s where visitors turn into leads or paying clients. As you learn how to build a small business website, simplifying communication becomes a top priority.
Unfortunately, many small businesses overlook this page or make it too complicated. The best Contact pages are simple, direct, and inviting.
What every Contact page should include:
- A simple contact form: Ask only for the essentials—name, email, and message. Too many fields discourage people from filling it out.
- Phone number and email address: Some users prefer to reach out directly.
- Physical address or service area: Especially important for local businesses. Consider embedding a map for easy navigation.
- Business hours: Let customers know when they can expect a response or visit in person.
- Links to social media profiles: Give visitors more ways to connect and follow you.
A friendly message like “We’d love to hear from you!” can make a big difference. Your goal is to make reaching out feel effortless, not like filling out a form for a government agency. If you’re running a service-based business, you might also consider adding an online scheduling tool so visitors can book appointments directly. Convenience builds trust—and saves time for both you and your customers. This aligns with small business website basics by improving user experience.
5. The Blog or Resources Page: Educate, Engage, and Build Authority
While not every business uses a blog, having a section dedicated to valuable content is one of the smartest moves you can make for long-term growth. A blog or resources page establishes your expertise, boosts SEO, and keeps your website fresh. In fact, many guides on how to build a small business website emphasize the importance of producing ongoing content. When you regularly publish helpful, relevant articles, you position your business as a trusted authority in your field. This builds credibility and encourages repeat visits.
Why every small business should consider a blog:
- It improves your search rankings: Search engines love fresh content.
- It answers customer questions: When you address common pain points, you attract qualified leads.
- It demonstrates expertise: Thoughtful posts showcase your knowledge and professionalism.
- It keeps visitors on your site longer: Engaging articles encourage exploration.
Tips for creating an effective blog or resources page:
- Focus on topics your audience cares about.
- Use clear, conversational language—avoid jargon.
- Include visuals or infographics to break up text and enhance understanding.
- End each post with a call to action, like “Contact us to learn more” or “Browse our latest services.”
Even if you’re not ready to blog regularly, consider including helpful resources like FAQs, downloadable guides, or tutorials. These elements show visitors that your business goes the extra mile to help. This page is widely considered one of the essential website pages for businesses because it strengthens long-term customer trust.
6. Supporting Pages
While these five are the core essentials, your small business website can benefit from a few additional pages, such as:
- Testimonials or Reviews: Real customer feedback adds social proof and builds credibility.
- Portfolio or Case Studies: Great for service providers who want to show off past projects.
- Privacy Policy: Especially important if you collect customer information or run ads.
Each page should reinforce your brand identity through consistent design, tone, and imagery. These supporting pages also contribute to small business website basics and complement the essential website pages for businesses listed above.
A successful small business website isn’t about having dozens of pages it’s about having the right pages, designed with purpose.
- Your homepage captures attention.
- Your About page builds connection.
- Your Services or Products page demonstrates value.
- Your Contact page turns interest into action.
- Your Blog or Resources page nurtures trust over time.
When all these elements work together, you create an online presence that not only looks professional but also drives real results. Anyone learning how to build a small business website should focus on mastering these core sections. These are the heart of small business website basics and remain the most essential website pages for businesses across industries.
And remember design and content go hand in hand. Use high-quality images—whether original or carefully selected stock photos—to complement your text and create a polished look. Make sure your site is mobile-friendly, loads quickly, and speaks directly to your target audience. Your website is often the first—and sometimes only—interaction a potential customer will have with your brand. With these five essential pages done right, you’ll make a lasting impression that turns casual visitors into loyal customers.
