What Pages are Essential to Your Business?

Your website is often the first impression your business makes online. For local service providers, having the right pages in place can be the difference between gaining a customer or losing one. A clear, well-organized site builds trust, helps you show up in search results, and makes it easier for people to take the next step.

You don’t need dozens of pages to have an effective website. In fact, for most small businesses, having 5 to 7 focused, well-written pages is usually the right approach. These core pages help with SEO, build trust with your audience, and guide visitors toward taking action.

Here’s a breakdown of the pages every local business should have, along with what each one should include.

1. Homepage

Your homepage is your digital storefront. It’s often the first page people land on after searching for your services, especially on mobile. In 2025, Google continues to prioritize fast, relevant, and clearly structured homepages in local search results. That means your homepage should make a strong first impression within the first few seconds.

A good homepage answers three questions: Who are you? What do you offer? And how can someone take the next step? These answers should be front and center in your headline, subheading, and opening paragraph. Beneath that, include a short overview of your services, a few trust signals like reviews or years in business, and a clear call to action that invites people to explore more or get in touch.

Don’t overload this page with text. Keep it skimmable. Visual hierarchy matters. Use headings, bullet points, icons, and spacing to make content easy to scan. And make sure it’s optimized for both speed and mobile. A homepage that loads in under a second and gets to the point will outperform even the best-looking site that loads slowly.

2. Services Page

This is where you clearly explain what your business does. Whether you offer landscaping, accounting, HVAC repair, or something else entirely, your Services page is often where customers decide if you’re the right fit. In 2025, people expect detailed and easy-to-digest information, not vague buzzwords. Clarity is more important than ever.

Your Services page should be organized in a way that’s easy to understand. Group related services together and use headings for each one. Include short descriptions that focus on customer benefits. Instead of saying “We offer monthly packages,” say something like “We keep your lawn looking great with hassle-free monthly mowing, trimming, and edging.” Speak in the same kind of language your customers use.

SEO tip: each service can have its own subpage. This helps search engines match your site with local searches like “residential snow removal in Kingston MA.” Even if you keep everything on one page, be specific, include your location, and consider using FAQs to answer common questions people might ask before booking.

3. About Page

Your About page is where you build a personal connection. With so much AI-generated content in 2025, people are looking for real stories and real people. This is your chance to show the human side of your business—what drives you, how you got started, and why you care about your work.

You don’t need to share your full life story. Just highlight the parts that reflect your values and make you relatable. Did you grow up nearby? Are you continuing a family tradition in the business? Did you launch after seeing a need in your community? Share that. If you have a team, add photos and short introductions.

Including a photo of yourself or your workspace helps people feel like they already know you. That familiarity can make all the difference when someone is choosing between two businesses. It also helps to include any community involvement, certifications, or awards. The goal is to build trust, not just list accomplishments.

4. Contact Page

This page might seem simple, but it plays a big part in turning visitors into leads. People want to reach out quickly and easily, especially when using their phone. In 2025, over 60% of small business website traffic comes from mobile, so your contact info should be clickable and easy to find.

Start with the basics: phone number, email, and either a physical address or your service area. If you don’t have a physical storefront, list the towns or neighborhoods you serve. Add your business hours and the best ways to get in touch. Include a map if it makes sense for your business, and add social media links so people can reach out on the platform they prefer.

It also helps to include a quick message above your contact form. Something like “Have a question? Reach out and we’ll get back to you quickly” adds a welcoming tone. If you offer online booking or estimates, make sure those links are easy to find here. The easier you make it, the more likely someone will reach out.

5. Testimonials or Reviews

Online reviews carry a lot of weight in 2025. Almost 90% of people say they read reviews before deciding on a local business, and they trust those more than anything you write yourself. A Testimonials page gives you the chance to showcase your best feedback in a clean and readable way.

You can pull reviews from Google, Facebook, or sites like Yelp. Just make sure you have permission and present them in a way that looks professional. Include names, business names (if applicable), and locations when it makes sense. The more specific the review, the more impact it will have. For example, “Brad’s team redesigned our site and we saw a 40% increase in form submissions in two months” says a lot more than just “Great work!”

Don’t keep your reviews on one page only. Add short quotes across your site—on your homepage, services, and even your contact page. If someone mentions a specific service in their review, include that quote right on the corresponding service section. It adds trust right where it matters most.

6. Blog or Resources (Optional, But Recommended)

Blogs are a great way to boost SEO and provide value to your visitors. Google’s algorithm in 2025 places even more importance on expert, helpful content—especially for local businesses. Having a blog helps you rank for more keywords and builds credibility with potential customers.

You don’t need to write every week. Even a few solid articles can go a long way. Start with questions you often get from customers: “How often should I clean my gutters?”, “What to look for in a wedding photographer?”, or “Do I need an LLC to start my business?” Keep your tone friendly and informative, and aim for 800 to 1200 words per post.

Your blog can also include updates about your business, seasonal offers, or helpful tips. Over time, this becomes a resource people return to. And if writing isn’t your thing, we include blog content creation in our web design packages. Just let us know.

Bonus Pages for Certain Businesses

Depending on what kind of business you run, you may benefit from a few extra pages. Restaurants should have a full menu page, ideally with the ability to order or reserve. Contractors and photographers should include a gallery or portfolio to showcase their work. If you offer services, consider adding a booking or estimate request page to make things easier for your customers.

Try not to go overboard with extra pages unless they really add value. Pages that exist just to take up space won’t help your SEO—and they can actually hurt it if they’re thin on content. Focus on quality and purpose over quantity.

Final Thought

Your website doesn’t need to be complicated. It just needs to be clear, helpful, and easy to use. With these core pages in place, you’ll have a strong foundation that supports your business goals and creates a better experience for every visitor.