What Pages Should a Small Business Website Have?

The 7 essential pages

Every small business website needs these 7 pages: Home, About, Services (or Products), Contact, Privacy Policy, Terms of Service, and a 404 page. That's the minimum for credibility, conversion, and basic legal compliance. Anything less and you'll lose trust and search rankings.

Home — your 5-second pitch

Above the fold (the first screen visitors see), answer three questions: what do you do, who do you serve, and how do they take the next step? A clear headline, a short subhead, one button ("Get a Quote" or "Book a Call"), and a real photo of you or your team. Hero sliders and stock business handshake photos kill conversion — replace them.

About — the trust page

After Home, this is the most-visited page on most small business sites. Include: a real photo (not stock), your story in 2–3 paragraphs, your credentials or experience, and why you started the business. Buyers buy from people, not logos. The About page is where they decide if you're a person they want to work with.

Services or Products — the sales page

List every service or product with: a clear name, a 2–3 sentence description, who it's for, what it costs (or a starting price), and a clear CTA. Hidden pricing kills 50% of inquiries — buyers assume you're expensive. If you can't show exact prices, show ranges ("$500–$2,000 depending on scope").

Contact — make it stupid easy

Phone number (clickable on mobile), email address, contact form (5 fields max — name, email, phone, what you need, send), embedded Google Map if you have a location, and business hours. Skip the captcha if you can — they reduce form submissions by 30%.

Privacy Policy & Terms of Service

Required if you collect any data (including a contact form). Free generators like Termly or Iubenda produce compliant policies in 10 minutes. Skipping these can get you fined under GDPR or CCPA and tanks trust signals for Google.

Custom 404 page

Most builders use a generic 404 that drops visitors at a dead end. A custom 404 with your branding and links back to popular pages saves 20% of would-be-lost visitors. Two-minute fix, real conversion impact.

4 high-ROI optional pages

FAQ (steals long-tail Google traffic — every question is a search), Reviews/Testimonials (social proof on its own page = 30% higher conversion), Case Studies (essential for B2B services), and a Blog (compounds organic traffic over 12+ months). If you add only one, add FAQ — it's the highest ROI per hour of work.