Defining your pages upfront clarifies messaging, customer journey, and navigation. This guide covers what most business websites need and how to decide what to add or skip.

Essential pages

Homepage

Introduce your business and guide visitors. Include:

  • Who you help
  • What you do
  • What problems you solve
  • Why you’re a trustworthy choice
  • What to do next

See How to write homepage content.

About page

Build trust and humanise your brand. Explain who you are, your mission or values, and your approach. Not a CV—a connection point. See How to write about page content.

Services or product pages

Each core service needs its own page. Include:

  • What the service is
  • Who it’s for
  • Benefits
  • Process
  • Pricing (optional)
  • FAQs
  • CTA

See How to write service page content. For ecommerce, this shifts to category and product pages.

Contact page

Make reaching you straightforward. Include:

  • Contact form
  • Email
  • Phone (optional)
  • Social links
  • Response time note

Privacy policy, terms and conditions, cookie policy. Required for compliance. Most sites generate these via trusted tools.

FAQs

Reduces uncertainty, saves time, and supports conversion. Concise answers work better than long explanations.

Testimonials or case studies

Social proof builds trust. Include results, before/after, quotes, and outcomes that matter to clients.

Blog or resources

Supports SEO, AEO, trust, and expertise. See How to write blog posts for SEO.

Optional pages

Depending on your business:

  • Service subpages (for complex offers)
  • Landing pages (for campaigns or ads)
  • Portfolio (designers, agencies, photographers)
  • Ecommerce: category pages, product schema, shipping, returns, size guides

How to decide

Ask:

  • Does this page help a visitor make a decision?
  • Does it support your goals?
  • Does it improve clarity?
  • Does it reduce friction?
  • Does it answer a common question?
  • Does it support SEO or AEO?

If the answer is no, the page likely isn’t needed.

Don’t add pages for the sake of it

A bloated site is harder to navigate. A focused structure performs better.

SEO, AEO, and structure

Clear structure helps search engines and AI systems. Internal links between related topics matter. Link to relevant hubs (domains, hosting, content, services) to build a coherent site.

Start with a website audit →

Need help with content structure or strategy? Get in touch →