Stop Losing Leads: The 7 Pages Every Small Business Website Needs

If your site “looks fine” but calls are quiet, it’s almost always the structure—not the style. Most small business sites bury or skip core pages that build trust and make it easy to take action. Fix the structure and you’ll feel it in calls, form fills, and bookings.

TL;DR

  1. Give each page one job.
  2. Break services into individual pages.
  3. Add proof and a frictionless Book/Contact path.

Why structure beats “pretty”

Design helps attention; structure drives decisions. A visitor should glide from “Do they help people like me?” → “Can I trust them?” → “How do I start?” Every page below exists to move someone one click closer to working with you.

1) Home (the fast trust test)

  • Job: Say who you are, what you do, where you serve, and why you’re credible—fast.
  • Must-haves: One-line value prop, top services, proof (ratings, logos, stats), primary CTA (Book/Call), secondary CTA (See Services).
  • Pitfall: Carousels and vague headlines. Clarity beats clever.
  • Owner’s Corner: Rewrite your hero today:
    “[Service] for [ideal customer] in [city]. Get [benefit] without [pain].”

2) Services hub → service detail pages

  • Job: Translate features into outcomes and let each offer rank on its own.
  • Must-haves: A hub with 3–6 cards leading to individual pages. On detail pages: pain → solution → process → pricing signal → FAQ → CTA.
  • Pitfall: One giant Services page mushes everything together.
  • Tip: Start with your top-earning service; make that page exceptional.

7 Pages Every Small Business Needs

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Javy Martinez
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3) About (real people > corporate wallpaper)

  • Job: Remove risk by showing the humans behind the logo.
  • Must-haves: Founder photo(s), short story, mission, values in plain English, certifications, community ties, soft CTA.
  • Pitfall: Buzzwords and stock photos.
  • Pro move: Add a “Meet your team” strip with 2–4 friendly headshots.

4) Reviews & Testimonials (proof on tap)

  • Job: Let customers sell for you.
  • Must-haves: 6–12 scannable quotes with names and context; link to Google reviews; one mini case study with before/after.
  • Placement: Keep a proof strip on Home and Services; host a full Reviews page for depth.

5) Pricing / Packages (clarity builds trust)

  • Job: Set expectations and filter tire-kickers without scaring off good fits.
  • Options: “Starting at,” tiered packages, or a range plus “what affects price.”
  • Pitfall: Hiding pricing entirely. Transparency signals confidence.

6) Contact / Book a Call (zero friction)

  • Job: Make it easier to contact you than your competitors.
  • Must-haves: Click-to-call, short form (name, email/phone, service, message), hours, map, service area,
  • Pitfall: Mortgage-application forms.
  • Embedded calendar for 15-min intros if possible.

7) FAQ (objection remover + SEO helper)

  • Job: Answer pre-sale questions and reduce back-and-forth.
  • Must-haves: 8–12 Q&As grouped by theme: process, timing, pricing, guarantees, service area, “what if…”
  • Tip: Convert objections into questions (“What if I don’t have content yet?”).

Build order (one week sprint)

  1. Tighten your Home hero; add proof + one clear CTA.
  2. Publish one service detail page (your top earner).
  3. Add real photos + founder story to About.
  4. Create a Reviews hub; place proof strips site-wide.
  5. Publish Pricing with ranges or “starting at.”
  6. Simplify Contact and add an intro calendar.
  7. Publish an FAQ with your top 10 pre-sale questions.

FAQ