Your company’s website is often the first thing a potential customer will see, so creating a solid website is crucial. Your website establishes your business’s credibility, speaks directly to your target customers, and showcases your products and services in the best possible light. Here are the main things you should always include on your business’s website, plus tips for search engine optimization (SEO), compliance, and picking the right platform.
Key components of small business websites
Small business websites should be easy to navigate and provide value for target customers. Accomplish this by combining high-quality content with best practices for trust, accessibility, and SEO. Start by registering a domain name that clearly defines your site, then follow through by meeting the expectations your digital address sets.
Include these elements on business web pages:
- General and local SEO: Incorporate the main types of SEO to help people and search engines discover your business.
- Trust signals: Add elements that show customers you understand their problem and have the expertise to solve it.
- Visuals: Capture attention and tell your story with background videos, hero images (photo with text), and infographics.
- Design and navigation: Use a consistent layout and follow guidelines for complying with the Americans with Disabilities Act (ADA).
Must-have conversion elements like CTAs, FAQs, live chat, and trust badges
Website conversion elements encourage visitors to take actions, such as signing up for updates or scheduling a consultation. They include site-wide and on-page features, such as call to action (CTA) buttons and live chat. The best business web pages also answer frequently asked questions (FAQs) and build trust with visitors. Convert your audience by adding the following elements to web pages:
Clear calls to action
Think about your website goals, then guide visitors toward action with page-specific CTAs. Keep CTAs to the point and make them stand out. For example, instead of “click here,” use verbs that explain what happens after clicking, like subscribe, buy, or learn.
Direct site visitors to:
- Join your email list: Email marketing is one of the most effective ways to communicate with potential customers and grow your revenue.
- Schedule a consultation or demo: Tell visitors how to learn more or whether your business is a good fit.
- Buy products or services: Link “buy now” buttons to your order form, scheduling tool, or web checkout.
FAQs
Websites often display FAQs at the bottom of pages and organize them on a standalone page. When done well, people can find instant answers about the page’s content, whether it’s an informational contact page or a commercial pricing page. The right mix of FAQs also helps traditional web crawlers and artificial intelligence (AI) search engines understand your brand and offerings.
Answer questions people ask about your company by:
- Using free SEO tools, like the Google Search Console, to align FAQs to search intent.
- Compiling a list of frequently asked questions into a user-friendly online document.
- Updating your FAQs based on customer support and survey responses.
Live chat
A website chat widget or chatbot connects visitors to a real person when available. After business hours, an AI chat tool may answer FAQs, help users navigate the site, or set up a call or demo. For example, an e-commerce bot may ask visitors if they need sizing or shipping information. In comparison, a widget on a business-to-business (B2B) site may ask a couple of questions to qualify leads.
Credibility and trust signals
Just explaining how your products or services work isn’t enough—you need to show how your products or services helped solve a problem and why your company is the best one to use.
Build your authority and gain trust with the following elements and pages:
- Trust badges: Add icons related to security, policies, and expertise on your home and checkout pages. Examples include “free returns” and industry-specific certifications.
- Reviews and testimonials: Display a snippet of a review or testimonial that’s relevant to the page it's on and link it to the original social or review site where it was posted.
- Case studies: For companies with longer sales cycles, case studies help visitors see how others like them solved similar problems using your product or services.
- Blog: Consistently post customer-centric content using content management systems or e-commerce platforms with blog features.
- Press section: Showcase media mentions, upcoming speaking events, or local awards on a press page. This page is a good addition when investing in public relations.
More than a dozen U.S. states and the European Union require commercial websites to disclose how they use and store data, as well as how visitors can access or delete it.
Web pages every business website needs
Home, about, and product or service pages are essential small business web pages. They show how your company, products, and services help visitors. Structure content around keywords, add conversion elements, and display trust signals on each page. Here are three must-have business pages.
Homepage
The homepage is your first opportunity to tell website visitors what your company is about and why they should care. Your homepage should start with a compelling headline that speaks to your ideal customer.
From there, you can include a more general description of your company's offerings. You should also have high-quality graphics that visually explain the main points you’re trying to make.
Creating a video for your homepage is another way to make a lasting impression on website visitors. A video is more engaging for your audience and will keep them on your website longer. Videos are also a great way to help someone new to your business begin to know, like, and trust you.
About page
You might be surprised to learn that the About page is often the most visited page on any business website. People do business with other people, so they want to get a sense of your business story and the individuals behind the company.
Your About page should outline how your business started and your company's mission. You can also include short bios of each member of your team.
The About page should also explain the types of customers you serve and the benefits your business offers them. The key to writing a good About page is to remember that it’s not really about your business—it’s about the customers your business serves.
Service or products page
You also need a page that outlines any products or services your business offers. This page should include descriptions of each product or service you offer, and who they’re best for. If you offer multiple solutions or operate in several regions, the main service or product page serves as a hub for everything, linking to localized content.
You’ll want to include pricing information and clearly explain how customers can make a purchase. This information will help potential customers take the next step with your business.
If you sell physical products, include high-resolution photos of each product. Customers want to get a sense of what they’re purchasing, and images can help convert website visitors into customers. Use free graphic design tools to create photos to match your site.
Essential website pages for local SEO
Target local SEO terms to boost page ranking and increase your site’s visibility. Focus on long-tail search terms to capture “near me” queries, and build out service-area pages with regional content. Even e-commerce sites without a brick-and-mortar location benefit from local SEO, especially if you offer local delivery or pickup.
Contact page
Your website should have a separate contact page with your company’s address, phone number, and email address. A dedicated page makes it easier for current and prospective customers to contact your business. In addition, your contact details should match those in your Google My Business listing.
Use the exact spelling and format for NAP (name, address, and phone number) details across all platforms. NAP consistency helps search engines verify your company’s legitimacy and may help it rank higher.
If you’re active on social media, your contact page can include links to your social media profiles. It’s also a good idea to include your business hours so people know when to expect a response from you.
Service area pages vs. location landing pages
Location pages help customers find and learn about physical storefronts, branches, or offices. Service area pages, also called city landing pages, highlight regions where you deliver to or provide services.
Localize pages by:
- Embedding a map.
- Showing service or location-specific testimonials or reviews.
- Answering FAQs that are relevant to the region.
- Displaying local projects.
Required pages for accessibility, privacy, and legal
More than a dozen U.S. states and the European Union require commercial websites to disclose how they use and store data, as well as how visitors can access or delete it. Other types of legal pages limit small business liability and help them build trust with site visitors.
Here are important pages to include on your website:
- Website privacy policy: Sites that collect personal data of any kind, from emails to analytics, must protect and secure customer data. Develop a compliant statement using a privacy policy template or a privacy notice generator.
- Cookie policy: A cookie notice explains how and why the site uses cookies, and how visitors can manage them. It’s often paired with the privacy policy. Many businesses install cookie consent banners that automate the opt-in/out process.
- Terms and conditions: Think of this legal page as an agreement between you and site visitors. It covers intellectual property rights, payment collection, dispute resolution, and warranty limitations.
- Disclaimers: This web page helps protect your business from lawsuits. It basically says that your site (and any external links) contains general information and isn’t professional advice or guaranteed accurate.
- Refund policy: Be transparent whether you offer refunds or don’t. Discuss why, when, and how customers can request a refund, including restrictions on the condition of items or shipping-related damage. Also, outline your refund processing timeline.
- Website accessibility statement: This page explains your commitment to accessibility, the standards your site meets, and how visitors can request accommodations or report a problem. The Web Accessibility Initiative (WAI) offers an online accessibility statement generator.
Certain business websites have additional requirements based on location, industry, or target audience. For example, if the Health Insurance Portability and Accountability Act (HIPAA) applies to your healthcare practice or wellness clinic, you may need a HIPAA notice of privacy practices (NPP), Part 2 patient notice, and client consent or authorization pages. The U.S. Department of Health and Human Services provides privacy policy templates.
The Children’s Online Privacy Protection Act (COPPA rule) applies to websites directed to kids and, in some cases, to those with general or mixed audiences. If applicable, a business site may need to provide direct notice to parents and use child-specific language in its online privacy policy. Confirm your responsibilities on the Federal Trade Commission’s children’s privacy page for businesses.
How to tailor content for your business website’s purpose
In addition to core pages, small businesses can add educational and commercial content to support goals, such as converting visitors to customers. Determine your website's purpose first, then consider how different types of content help you achieve your objectives.
For instance, blog posts support your SEO cross-linking strategy, which increases site visibility and educates readers. Accessible shipping and return policies reduce calls and messages about these topics, alleviating administrative and operational burdens.
Consider adding the following pages and content to your business site:
- Shipping: Explain timelines, fees, tracking information, and relevant details so shoppers feel comfortable purchasing from your brand.
- Careers: Tell visitors how to join your team with a career page. You can include an online application or update the page with opportunities.
- Informational assets: Follow Google’s tips for creating helpful content when writing articles, whitepapers, or e-books that give in-depth information about a topic your audience is interested in.
Website launch checklist for speed, mobile usability, and analytics
Follow a pre-launch checklist to get your site ready for visitors. Aim to achieve optimal load times and mobile responsiveness across devices. Also, configure tracking and analytics tools to measure metrics and track website traffic from day one.
Include these steps on your website launch checklist:
- Use a speed insight tool to assess performance.
- Compress images for faster load times.
- Manually test how each page functions on different devices, like phones, tablets, and desktops.
- Open your site in all major web browsers to ensure it works correctly.
- Make sure buttons and links are easy to tap with a thumb.
- Confirm that users can navigate the website when pop-ups or overlays are open.
- Install Google Analytics 4 (GA4) to monitor site usage and visitor behavior.
- Configure conversion goals in your analytics dashboard.
- Verify that cookie banners and analytics comply with data privacy laws.
Choosing a website platform
Customization levels and ease of use vary by platform. Although you can add many page types when using most website builders, some are more challenging to navigate for beginners or offer fewer personalization options. The best e-commerce systems or CMS platforms should align with your skill level and business goals.
Consider the following solutions when building a business website:
- Wix: With scalable solutions for retail and service industries, Wix is a top pick for small businesses. It supplies lead forms, marketing tools, and built-in web chat.
- WordPress.com: As a longtime blogger favorite, WordPress.com stands out for its free plan and site monetization options.
- Square Online: With free and paid site design features and an integrated POS system, Square Online is a good option for brick-and-mortar startups.
- Shopify: Launch and scale your online store. Shopify offers built-in SEO features and integrates with social media channels.
This article was originally written by Jamie Johnson.
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