9 Essential Pages Every Service-Based Business Website Must Have
If you’re a service-based business owner, your website is often the first impression potential clients have of you. It’s more than just an online brochure – it’s your most powerful marketing tool. Yet, many business owners overlook the importance of having the right pages on their website. Instead of converting visitors into leads, their websites leave potential clients confused or underwhelmed.
In this post I break down the nine essential pages every service-based business website should include. I’ll explain why each page matters, what it should include, and how it supports your business goals. Whether you’re just getting started or planning a website refresh, understanding these pages will help you attract, engage, and convert your ideal clients.
Let’s look at the 9 essential pages every service-based business website should include.
1. Home Page: Your First Impression Matters
What It Is
Your home page is the front door to your website. It welcomes visitors, sets the tone for your brand, and directs people to the information they need.
Why It Matters
People decide within seconds whether they want to stay on your site. A well-structured home page answers three critical questions: Who are you? What do you do? How can you help me?
What to Include
- Clear headline with a unique value proposition
- Brief overview of your services
- Visuals or branding elements
- Testimonials or trust signals
- Strong call-to-action (CTA)
Pro Tip
Keep it client-focused. Talk about the benefits to them, not just features of your service.
2. About Page: Build Trust and Connection
What It Is
The about page tells your story – who you are, what you do, and why you do it.
Why It Matters
Clients want to work with people they trust. The about page helps humanize your brand and build credibility.
What to Include
- Personal or company background
- Team bios and photos (if applicable)
- Core values or mission statement
- Achievements, certifications, or milestones
Pro Tip
Don’t make this a resume. Frame your story around how your experience benefits your clients.
3. Services Page: Explain What You Offer
What It Is
This is where you detail the services you provide, how they work, and who they’re for.
Why It Matters
It helps potential clients understand whether you’re the right fit for them. Without it, visitors may leave unsure of what you offer.
What to Include
- Overview of all services
- Individual service descriptions (linked to subpages, if needed)
- Pricing, packages, or starting rates
- Outcomes and benefits
- CTA to book a call or get a quote
Pro Tip
Use language your target audience understands. Avoid jargon and highlight how your service solves their problems.
4. Contact Page: Make It Easy to Reach You
What It Is
This page gives people a direct way to get in touch with you.
Why It Matters
Even the best website won’t help if clients don’t know how to contact you.
What to Include
- Contact form
- Phone number and email address
- Business hours
- Physical location (if relevant)
- Map or directions
Pro Tip
Include a short message encouraging visitors to reach out. Reassure them that their inquiry matters.
5. Testimonials or Reviews Page: Showcase Social Proof
What It Is
A dedicated place to share positive feedback from happy clients.
Why It Matters
People trust what other people say more than what you say. Testimonials help reduce perceived risk.
What to Include
- Written quotes or video testimonials
- Client names and photos (with permission)
- Before-and-after stories or case studies
- Star ratings or review scores (if available)
Pro Tip
Use a mix of short blurbs and in-depth stories to appeal to different types of readers.
6. FAQ Page: Address Common Concerns
What It Is
A list of answers to the most frequently asked questions about your business.
Why It Matters
An FAQ page saves time by addressing objections and hesitations before they arise. It also boosts SEO by targeting question-based search terms.
What to Include
- Clear, conversational questions
- Brief, helpful answers
- Links to relevant service pages or blog posts
Pro Tip
Keep updating this page as new questions come up from real clients.
7. Blog or Resources Page: Establish Authority and Improve SEO
What It Is
A section for educational content such as articles, videos, or downloadable resources.
Why It Matters
It positions you as an expert, helps with search engine visibility, and keeps your website fresh.
What to Include
- Blog posts or resource articles
- Videos, checklists, guides, or templates
- Categories and search functionality
Pro Tip
Focus on solving real problems your clients face. Quality content builds trust and keeps people coming back.
8. Portfolio or Case Studies Page: Show Your Work
What It Is
A visual or written showcase of past projects or client results.
Why It Matters
Seeing your work in action helps potential clients envision how you can help them.
What to Include
- Project summaries or case studies
- Before-and-after comparisons
- Metrics or success outcomes
- Client feedback
Pro Tip
Include the client’s problem, your process, and the final result. Use real numbers when possible.
9. Privacy Policy and Terms Pages: Build Legal Trust
What It Is
These are legally required disclosures that explain how you collect and use visitor data.
Why It Matters
Beyond legal compliance, these pages signal professionalism and trustworthiness.
What to Include
- Privacy Policy: Data collection, cookies, third-party services
- Terms of Service: User responsibilities, disclaimers, liabilities
Pro Tip
Use a generator or legal service to create accurate, up-to-date content. Link to these pages in your footer.
Wrapping Up
A good website needs to be aesthetically pleasing, but it also needs to be functional and client-focused. By ensuring you have these 9 essential pages, you create a clear path for visitors to understand who you are, what you do, and why they should work with you.
Each page plays a role in building trust, guiding action, and supporting your business goals. So whether you’re launching your first site or refining an existing one, make sure these foundational elements are in place. They’re not just “nice to have” – they’re critical to your online success.
