Guide · Updated October 2026

What to Put on a Small Business Website: The Complete Checklist

A practical checklist of the pages and elements every small business website needs, from homepage and services to reviews, contact details and trust signals.

You know you need a website. But what should actually go on it? Many small business sites either say too little (a logo and a phone number) or too much (pages of text nobody reads). The sweet spot is a clear, fast site that answers customers' questions and makes it easy to get in touch.

This checklist works for almost any small business, from a cleaner in Glasgow or a dentist in Calgary to a caterer in Lagos, a gym in Cebu or an electrician in Perth. Use it to plan a new site or to check the one you have.

The pages you need

1. Homepage

Your homepage has one job: tell visitors in a few seconds what you do, where you do it and how to get in touch. Include:

A clear headline, such as "Emergency Plumber in North London" rather than "Welcome to our website".
A short line explaining who you help and why choose you.
A prominent call to action button: Call, WhatsApp, Get a Quote or Book Now.
A quick summary of your main services with links to each.
Two or three reviews or trust signals.
A strong photo of your work, team or premises.

2. Services or products

Explain what you offer in plain language. If you have several main services, give each its own page. This helps customers find exactly what they need and helps Google understand what you do, which matters for local search.

For each service, cover what it is, who it is for, what is included, roughly what it costs, and how to book.

3. About

People buy from people. A short About page builds trust. Mention how long you have been in business, who is behind it, your qualifications or memberships, and what makes you different. A real photo of you or your team is worth more than any stock image.

4. Contact

Make it effortless to get in touch:

Phone number, clickable on mobile.
WhatsApp button, especially in countries where customers prefer messaging.
Email address and a short contact form.
Address and an embedded map, or a list of areas you serve.
Opening hours.

5. Reviews or testimonials

Real reviews from real customers, with names (with permission) and ideally a photo or details of the job. You can also link to your Google reviews.

6. Gallery or portfolio

For any visual business, such as builders, salons, caterers, photographers or designers, a gallery of real work is one of your most persuasive pages. Use your own photos, not stock ones.

7. FAQ

List the questions customers ask most. This saves you time on the phone and on WhatsApp, and it can help your pages appear for question searches on Google.

8. Legal pages

Most sites need a privacy policy, especially if you collect personal details through a contact form. Depending on your country and what you do, you may also need terms and conditions, a cookie notice, or returns and refund information if you sell online. Check what applies in your country.

Optional pages worth considering

Pricing: even starting prices filter out the wrong enquiries and build trust.
Areas served: useful for service businesses covering several towns.
Blog or guides: helpful articles can bring in search traffic over time.
Online shop: if you sell products.
Booking page: if customers book appointments.
Careers: if you are hiring.

Elements every page should have

A clear header

Your logo, simple navigation and a visible call or WhatsApp button at the top.

A useful footer

Your business name, address or service area, phone, email, hours, social links and links to your legal pages.

Calls to action

Every page should end with a clear next step. Do not make visitors hunt for how to contact you.

Click to call and click to message on mobile

Most visitors to small business sites are on phones. A sticky call or WhatsApp button makes contact one tap away. Our guide WhatsApp or website explains why combining them works so well.

Trust signals

Customers are cautious about businesses they have not heard of. Help them feel safe:

Reviews and star ratings.
Professional memberships, licences, accreditations or insurance where relevant.
Your registered business details if applicable in your country.
Real photos of you, your team and your work.
Clear prices or price ranges.
Guarantees, if you offer them.
A secure site with the padlock (SSL) in the address bar.

Technical essentials

You do not need to be technical, but whoever builds your site should handle these:

Mobile friendly design that looks good on any phone.
Fast loading, with compressed images and good hosting.
SSL certificate so the site loads securely.
Your own domain name registered in your name.
Page titles and descriptions written for each page.
A sitemap submitted to Google Search Console.
Basic analytics so you can see how many people visit.
Backups and updates so the site stays safe.

If your site is live but Google does not seem to find it, see why is my website not showing on Google.

Connect it to Google Business Profile

For local businesses, your website and Google Business Profile should work as a pair, with the same name, address and phone number on both. Our step by step guide how to get your business on Google Maps explains how.

What to leave out

Long blocks of text about your company history on the homepage.
Auto playing music or video with sound.
Pop ups that appear before anyone has read anything.
Generic stock photos that look nothing like your business.
Out of date information, such as old prices, old offers or last year's events.
Jargon your customers would not use.

Writing tips

Write the way your customers talk.
Lead with benefits: what the customer gets, not just what you do.
Keep paragraphs short and use headings so people can skim.
Mention your town or service areas naturally.
Be specific: "same day boiler repairs in Croydon" beats "quality heating solutions".

Want it done for you?

SiteDrum builds every item on this checklist into your site, including the WhatsApp button, mobile design, SSL and Google Business Profile setup. The Starter plan is $99 setup then $15 per month, Business is $249 setup then $29 per month, and Premium is $499 setup then $59 per month with an online shop. Your site is live in 7 days, there are no long contracts, and if you do not love the first draft, you do not pay. See pricing.

The bottom line

A great small business website is not about having lots of pages. It is about answering the questions customers already have, showing proof you are good at what you do, and making it easy to get in touch. Work through this checklist and you will be ahead of most of your competitors.

Frequently asked questions

How many pages does a small business website need?

Most need five to eight: homepage, services, about, contact, reviews, gallery, FAQ and a privacy policy. Add individual service pages if you offer several distinct services.

What is the most important thing on a business website?

A clear statement of what you do and where, plus an easy way to contact you, such as a call or WhatsApp button.

Should I put prices on my website?

Where possible, yes. Even starting prices help customers decide and filter out enquiries that are not a good fit.

Do I need a privacy policy?

If you collect personal details, such as through a contact form, you usually do. Requirements vary by country, so check what applies to you.

Want a website that brings you customers?

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