5 Pages Every Business Website Must Have

In today’s digital world, your website is often the very first impression potential clients get of your business. Before they book a call, buy a product, or even follow you on social media, they’ll usually click over to your site to check you out.

And here’s the truth: if your website doesn’t answer their questions, build trust, and guide them toward action, they’ll leave—and likely head straight to a competitor who does.

The good news is that creating an effective business website doesn’t mean you need dozens of complicated pages. In fact, the most powerful websites often come down to just a handful of essential pages.

Whether you’re a coach, consultant, or creative entrepreneur, these five pages are non-negotiable. They work together to establish credibility, communicate your value, and—most importantly—convert visitors into clients.

Let’s break them down one by one.

1. The Home Page – Your Digital Handshake

Think of your home page as your storefront. It’s the first thing visitors see, and within a few seconds, they’re making judgments about whether to stay or leave.

A great home page answers three key questions immediately:

• Who are you?

• What do you do?

• Who do you help?

If visitors can’t answer these questions right away, they’ll bounce.

Elements of a High-Converting Home Page

• Clear headline. This should state exactly what you do and who you serve. Example: “Helping ambitious women launch online businesses with confidence.”

• Subheadline with benefit. Reinforce the transformation you offer.

• Call-to-action above the fold. Whether it’s “Book a Call,” “Shop Now,” or “Download the Free Guide,” make sure it’s front and center.

• Trust builders. Logos, testimonials, or quick stats that show credibility.

• Navigation. Simple menus that direct people to your other essential pages.

Your home page doesn’t need to be flashy—it needs to be clear. Remember, clarity converts.

2. The About Page – Building Connection

The About page is one of the most visited pages on any website. Why? Because people want to know who they’re buying from. Especially in coaching, consulting, and small business, clients invest in you as much as they invest in your service.

But here’s a common mistake: many About pages read like stiff resumes. Instead of being a laundry list of qualifications, your About page should feel like a story—a way for your audience to connect with you.

How to Write a Compelling About Page

• Lead with them. Start by talking about the problems your audience faces and why you’re passionate about solving them.

• Share your story. What’s your journey? Why do you do this work? Personal details (without oversharing) make you relatable.

• Highlight expertise. Share credentials, achievements, or unique approaches that set you apart.

• Add visuals. Include professional photos of yourself or your team to humanize your brand.

• Call-to-action. Don’t forget to invite readers to take the next step—whether that’s exploring services or joining your list.

The About page isn’t really about you—it’s about showing visitors why you’re the right fit for them.

3. The Services (or Products) Page – Where the Magic Happens

This is where curiosity turns into conversion. Your Services or Products page is the bridge between “I’m interested” and “I’m ready to buy.”

Too many business owners undersell themselves here. They either list vague descriptions that leave visitors confused, or they overwhelm people with endless options.

The goal of this page is simple: clearly explain how you can help and make it easy to take the next step.

What to Include on Your Services Page

• Overview of your offers. Whether it’s coaching packages, consulting services, or products, lay them out clearly.

• Benefits over features. Don’t just say “6 coaching calls.” Say, “6 coaching calls designed to give you clarity, confidence, and an actionable plan.”

• Social proof. Add testimonials or client success stories.

• Pricing (optional). Transparency builds trust, but if you prefer not to list exact pricing, at least offer starting points or ranges.

• Simple calls-to-action. Buttons like “Book a Free Consultation” or “Add to Cart” should be visible and easy to use.

Remember, confused people don’t buy. Clarity and simplicity on this page are your best sales tools.

4. The Blog (or Resources) Page – Establishing Authority

Your blog (or resources section) is where you showcase your expertise, provide free value, and attract organic traffic through search engines.

Why is this page essential? Because it:

• Builds trust. Visitors see that you know what you’re talking about.

• Supports SEO. Blogs rank on Google and Pinterest, bringing you long-term traffic.

• Nurtures leads. Valuable content warms people up before they’re ready to buy.

What Makes a Strong Blog or Resources Page

• Educational articles. Focus on topics your ideal clients are searching for.

• Free downloads. Lead magnets that grow your email list.

• Practical tools. Guides, checklists, or templates they can use right away.

• Calls-to-action. Every blog post should end with a next step: join your list, book a call, or explore your services.

Your blog is where strangers become followers, and followers become leads. Don’t skip it.

5. The Contact Page – Closing the Loop

Last but definitely not least: the Contact page. This is where interested visitors go when they’re ready to reach out. And yet, too many sites bury it or make it frustrating to use.

Your Contact page should make it easy for people to connect with you.

Best Practices for Contact Pages

• Simple contact form. Keep fields minimal—name, email, and message are often enough.

• Direct email address. Some people prefer emailing directly instead of filling out forms.

• Other details. If relevant, include phone numbers, office locations, or booking links.

• Clear expectations. Let people know how quickly you respond (e.g., “I usually reply within 48 hours”).

A smooth, professional contact process can be the difference between landing a client and losing them.

How These 5 Pages Work Together

Each of these pages has a specific role, but they’re most powerful when they work together:

• Home Page introduces who you are and what you do.

• About Page builds trust and connection.

• Services Page explains exactly how you can help.

• Blog Page educates and nurtures.

• Contact Page makes it easy to take action.

When designed with clarity and intention, these pages form a client journey—from curiosity to conversion.

Common Mistakes to Avoid

As you build or refine your website, watch out for these pitfalls that can kill conversions:

• Overcomplicating. Too many pages or too much jargon confuses visitors.

• No clear CTA. Every page should have a next step.

• Generic design. Templates are fine, but your site should reflect your brand personality.

• Neglecting mobile. Over 60% of traffic comes from mobile—make sure your site is responsive.

• Forgetting SEO. Without keywords, meta descriptions, and optimized blogs, people may never find you.

Avoid these mistakes, and your website will feel professional, approachable, and effective.

Final Thoughts

At the end of the day, your website isn’t about you—it’s about your clients. When you design with their needs in mind, you’ll naturally create a site that works.

To recap, every business website must have these five pages:

1. Home Page – Your first impression.

2. About Page – Building connection and trust.

3. Services/Products Page – Explaining how you can help.

4. Blog/Resources Page – Establishing authority and driving traffic.

5. Contact Page – Making it easy to reach you.

With these five essentials in place, you don’t just have a website—you have a system that welcomes visitors, builds trust, and converts them into paying clients.

Because in today’s online world, a great website isn’t optional—it’s the foundation of a business that thrives.