We often say, your website is more than just a space for showcasing your work — it’s the place where first impressions are made and prospective clients decide whether to take the next step with you and your business. In today’s episode, we’re diving into the must-have pages every service-based business needs to showcase their expertise, communicate their quality, build trust with their visitors, and turn their visitors into confidently-paying clients. This episode is packed with actionable tips to help you create a website that works hard on behalf of your business.

Essential Website Pages

Welcome back to the Brand It, Build It Podcast. I’m your host, Kelly Zugay. Thank you for joining me for Episode 229: 10 Essential Website Pages. Today we’re diving into one of the most important topics for any service-based business: the essential pages for your website. When you’re running a service-based business, your website isn’t just a digital portfolio, it’s a tool that should work on behalf of your business, even when you’re not working. But to make that happen, you need to ensure you have the right foundational, conversion-driven pages in place.

So, what are these must-have pages? Let’s walk through each one, and I’ll share some tips on what to include to make the most impact.

1. Home Page: Your Home page is often the first impression visitors will have of your business. It’s your chance to communicate who you are and what you do quickly and clearly. Include a strong headline, a brief introduction, and a summary of your services. This page should guide visitors to other key areas of your site — the revenue-generating areas of your business — so make sure your navigation is clear and intuitive. And of course, don’t forget a compelling call-to-action — something to convert your visitors to newsletter subscribers or something to compel your visitors to connect with you.

2. About Page: Your About page is where trust is built. Though you can share the story of your business, your mission, and the values that drive you, your About page should actually be more about the people you serve. It should greet your prospective clients, identify their pain points, share how your offerings and expertise can alleviate their pain points, include testimonials that reinforce your expertise, and share the positive impact you’ve had on your clients. Your About page should answer the question of how you can effectively solve your prospective clients’ problems.

3. Services Page: Your Services page is where you’ll share the details of your offerings. List each of your services, and share who they are best for. Share enough detail to provide clarity, but not so much detail your prospective clients are confused or deterred. Share the emotional outcomes of working with you, in addition to the bulleted deliverables they will receive. If applicable, include pricing or ‘starting at’ pricing, and be sure to share a clear call-to-action, like a ‘Book Now’ or ‘Get in Touch’ button.

4. Portfolio: Nothing builds credibility and showcases expertise like showcasing your past work. On your Portfolio or Case Studies page, share examples of your previous projects, and where possible, include client testimonials or the results they achieved thanks to your services. This page is all about showing potential clients what you can do for them, so make sure it’s visually appealing, easy to navigate, and up-to-date.

5. Testimonials or Reviews Page: Word of mouth is powerful, and your Testimonials or Reviews page is where you can let your satisfied clients speak for you. Include quotes, ratings, and even links to full case studies if you have them. This page is all about building trust and showing that you consistently deliver great results.

6. Contact Page: You want to make it as easy as possible for potential clients to reach out to you. On your Contact page, include a contact form, your direct email address, and any means of contacting you you feel comfortable with. If you have a physical location, be sure to add your address and maybe even a map. The key here is simplicity and ease — so remove any barriers that might prevent someone from getting in touch.

7. Blog or Resources Page: A Blog or Resources page is a great way to provide ongoing value to your audience and establish yourself as an authority in your field. Regularly update your blog with posts that offer insights and tips. Not only does this keep your website fresh, but it also helps with SEO, making it easier for new clients to find you online.

8. FAQ Page: A Frequently Asked Questions page can save both you and your clients time by addressing common questions upfront. Organize your FAQs by category if necessary, and provide clear, concise answers. This page helps to alleviate any concerns potential clients might have and can move them closer to making a decision.

9. Privacy Policy and Terms and Conditions Page: While not the most glamorous, these pages are essential for protecting both you and your clients. Your Privacy Policy should explain how you collect, use, and protect user data, while the Terms and Conditions outline the legal aspects of using your website. These pages help build trust and show that you take privacy and security seriously.

10. Booking or Scheduling Page: Finally, if your business involves appointments or bookings, a dedicated Booking or Scheduling Page is a must. This page should make it easy for clients to see your availability, select a service, and book directly online. Integrating this page with your calendar and payment processing can streamline your workflow and provide a seamless experience for your clients. A section such as this can also be combined or included on your Contact page for ease.

And there you have it—the essential pages every service-based business website needs to be successful. By ensuring these pages are well-designed, informative, and user-friendly, you’re setting your business up to attract and convert more visitors to confidently-paying clients.

Thank you so much for tuning in to the Brand It, Build It Podcast! If you found today’s episode helpful, be sure to subscribe, rate, and leave a review. I’m Kelly Zugay, and I’m so glad you tuned in!