Which Pages Does a Small Business Website Need?
By CodexierPublished 5 min read
Planning a website often starts with a sitemap that has grown to twenty pages before anyone has written a word. For most small businesses that is backwards. A handful of pages that answer the questions buyers actually have will outperform a large site that is half empty. This guide gives the minimum set, what each page has to answer, and the pages you can leave for later.
The minimum set of pages
This set is enough to rank for your core services locally, to convince a visitor you are real and competent, and to make contacting you easy. It is also the scope of a typical business website launch with us.
What each page must answer
| Page | The visitor's question | Must include |
|---|---|---|
| Home | Am I in the right place, and can they help me? | What you do, for whom, where, and one clear next step |
| Services | Do they do exactly what I need, and how? | Scope, process, typical timeline, price or price guidance |
| About | Can I trust these people? | Who runs the company, since when, qualifications, real photos |
| Contact | How do I reach them, and how fast will they reply? | Phone, email, form, address, opening hours, response time |
| Privacy policy | What do they do with my data? | What is collected, why, for how long, and your rights under GDPR |
The homepage structure guide goes deeper into the most important page.
Swedish law also requires certain information to be easy to find: company name, organisation number, postal address, email and VAT number where relevant. Our guide to what company websites must show lists the requirements in full.
Service pages: one or many
The biggest structural choice is whether services share one page or get one each. The rule is simple: if people search for the services separately, give them separate pages. A plumber offering bathroom renovation, drain cleaning and heat pump installation serves three different searches and three different buyers. A consultant with one core offer and a few variations is better served by one strong page.
- Separate pages when services have different buyers, prices or search terms.
- One page when services are steps in the same process, or you have little to say about each.
- Location pages only if you genuinely serve each town and can write something specific about it; copy-paste town pages hurt more than they help.
Pages you can safely skip
A blog you will not update
An empty or two-year-old news section signals a dormant company. Start one when you have a publishing plan, not before.
A separate FAQ page
Answer questions on the service pages where they arise. A standalone FAQ is useful only once you have many cross-cutting questions.
Careers
Unless you are hiring regularly, a line on the about page is enough.
Testimonials page
Put real, named reviews next to the service they concern. A separate page is rarely visited.
If your offer is narrow, you may not need multiple pages at all. Our guide on when a one-page website is enough covers that case honestly.
Adding pages as you grow
A website can grow one page at a time, and it should. Add a page when you see a reason in your data or your inbox: customers repeatedly asking the same question, a new service, a case you can describe with the client's permission, or a search term you want to rank for. Each new page should answer one question well and link to the relevant service page.
- Launch with the minimum set and real content on every page.
- After a month, check Search Console for queries you appear for but have no page about.
- Write down the questions customers ask on the phone and by email.
- Add one page per clear gap, then measure whether it brings enquiries.
When not to buy a new site from us: if your existing site already has these pages with accurate content and loads quickly, rewriting the weakest page yourself is a better use of money than a rebuild. If you are unsure, book a free call and we will look at it with you.
Frequently asked questions
How many pages should a small business website have?
Usually five to ten at launch: home, one or several service pages, about, contact and a privacy policy. More pages only help if each has a distinct purpose and real content.
Do I need a separate prices page?
If you can publish prices or price ranges, yes, or at least clear price guidance on each service page. Buyers look for it, and it filters out enquiries that would never fit your budget.
Is a privacy policy mandatory?
If you collect personal data, for example through a contact form or analytics, GDPR requires you to inform people how it is handled. A privacy policy page is the standard way to do it.
Should the site be in both Swedish and English?
Only if you actually serve English-speaking customers. A half-translated second language looks worse than none. Plan it as a deliberate choice, not a toggle.
Want a page plan for your business?
Tell us what you sell and to whom. In fifteen minutes we will sketch the page list and what each page needs to say.
Book a free 15-minute call