5 Pages Every Business Should Include on Their Website

5 Pages Every Business Should Have on Their Website. The top 5 pages are About page, Testimonial page, Services Page, Home Page, and Contact Us page.

It’s easy to go down the rabbit hole when it comes to deciding what to put on your website. It’s important to keep in mind that you don’t need absolutely every single little detail - in text - in paragraph form. You may as well kill your website before it even starts at that point!

When creating a website for your service-based business, whether you’re a creative entrepreneur, a solopreneur, or a small business, you want to ensure it’s an accurate representation of your business. In today’s digital world, most likely your website is your future client's first impression of you. And often, that impression has to happen in 10 seconds or less! No pressure, right?

While there are a ton of extras you can add, there are certain pages that are required for your website to be successful. These are the five key pages that are the most visited and most important for a service-based business, in addition to the obvious home page.


This is the page most people will see first, and as such, it should tell everyone who you are and what your company does. The content on your homepage should be intriguing enough to capture the attention of your visitors within seconds. Your homepage needs to be well-designed, load fast and look professional. There are studies that show that you have 0.05 seconds to convince people to stay on your website. (Not much time to catch their attention, is it?)

What to include:

A short description of who you are and what you do, a brief explanation of your services and products, and perhaps some bullet points on how you can help your potential customer or client.


People do business with other people. It’s all about relationships and building trust.  Visitors want to learn a bit more about who the people are behind the company. The about page is often one of the most visited pages on any website. You could call it “Our Team,” “Company,” “About Us” or something of the like. The name of the page can change based on your industry and business.

What to include:

This page should give a brief summary of who you are, your company history, and what makes you stand out compared to the competition. It’s always nice to include the key team members/employees with biographies and pictures of them, or just yourself if you work alone and any special achievements you’ve received.


Kinda makes sense, right? If you’re a service-based business, people need to know what your services are. Here you can list details about the services you provide.

Begin the page with a summary of your services prior to outlining them. If you offer several services and their descriptions are quite extensive, consider dividing them into sections, as well as adding a link to a landing page, where readers can learn more about a particular service.

What to include:

A synopsis of services presented, bullet points of services with short explanations, links to learn more about specialized services (if you desire), the advantages of using your services, and how they differ from the services your competition offers. Including a mission statement that people can rally behind is always a plus, too.


Nothing says trustworthy and speaks to your skills and abilities quite like the words of satisfied customers. Showcasing a few five-star reviews is an effective way to let new visitors know that you’ve got what it takes to deliver great results.

Testimonials go a long way in earning trust. It gives potential clients peace of mind and showcase just how happy your former clients are with your business.

You can showcase the testimonials on a separate page or as a design element throughout your website. Sometimes, websites include testimonials on every page. If that is the case, it may be redundant to have a testimonials page listing them all. Instead, focus on a few key clients and write specific case studies on how you helped them. This is something I do for my portfolio. Include their logo, bio, what their core issues were, and how you helped resolve them.

What to include:

A brief paragraph of praise from customers, perhaps as long as a sentence or two. Include photos and contact info of the reviewer, preferably with a headline above each testimonial, to catch a customer’s eye.


It may seem obvious but a contact page is a must. Believe it or not, I have gone to some local businesses' websites and they didn’t have any way to contact them listed on their website! A website is pretty much useless without a contact page. How else would potential clients let you know they’re interested in learning more or becoming a client?

It’s important that this page is clear and accessible. You contact page isn’t the place to experiment with fancy fonts and strange colors. Make it easy to find and easy to use. Keep the information simple and clear.

The more ways to connect, the merrier. Don’t leave people in the dark about how they can find you...unless you don’t want to be found. Then I would think that entails a different kind of conversation!

What to include:

All of your social media accounts, your mailing address, phone and fax number, email address, and even your business hours. Some companies prefer using a contact form instead of listing their email address for spam prevention purposes.


Whether you’re in the middle of redesign, creating a completely new website, or thinking about a new internet marketing approach, understand that your website is never complete. It grows and changes as your business does.

There’s nothing wrong with starting small and building into something bigger later. It’s a natural course for every business. But remember, these five pages are the backbone of your website.

What do you consider a must-have page for a website? What difficulties have you run into when visiting a website? I’d love to hear from you in the comments below!


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Kat Collins is a Squarespace Website Designer focused on helping you share your brand’s story via your website to take your business to the next level. She specializes in winery website design, as well as small business website design. On the blog, you’ll find a variety of topics that help you succeed in online business, such as website design, branding, social media strategies, blogging, email marketing, Squarespace design tips, and more.