How Many Pages Should a Small Business Website Have? (The Real Answer)
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You're staring at your competitor's 47-page website wondering if your modest 5-page site looks... well, a little small in comparison.
And yeah, the "more is better" mentality creeps into website planning faster than you can say "About Us page."
But here's what I know, after designing lots of small business websites (and trust me, I've seen some doozies): the number of pages isn't what converts visitors into customers.
The right pages do.
And most small businesses need fewer pages than they think… but they need those pages to work way harder.
The sweet spot for most small businesses
5-8 strategically planned pages that guide visitors toward one clear action.
Not 20+ pages that dilute your message and leave your audience more confused than a tourist in Times Square.
Let's break down exactly what your website needs (and what it definitely doesn't).
So, The Core Pages Every Small Business Website Actually Needs
These are the non-negotiables. Think of these as the foundation of your house. You wouldn't skip the foundation, right? (Please tell me you wouldn't.)
01. Homepage: Your Digital Front Door (And First Impression)
Your homepage carries more weight than an entire pack mule.
It needs to immediately communicate who you are, what you do, and why visitors should care... all while looking professional enough that people don't immediately hit the back button.
Most homepage visitors spend less than 15 seconds deciding whether to stay or leave. Fifteen seconds. That's not even enough time to microwave leftover pizza.
So your homepage must include a clear value proposition, a compelling headline that doesn't make people squint in confusion, and an obvious next step. Think of it as your elevator pitch & your guidepost, all rolled into one.
I always tell my clients: if someone lands on your homepage and can't figure out what you do ASAP, you've lost them. Your homepage should make it extremely clear who you serve and how you help them.
Pro tip: Skip the generic "Welcome to our website!" Nobody cares about being welcomed. (Harsh, but true.) They care about whether you can solve their problem.
02. About Page: Where Trust Gets Built
People buy from people they know, like, and trust.
Your About page is where that trust gets established… and here's a fun fact: it's often the SECOND most visited page on small business websites (after home page).
But here's where most people mess this up. They think their About page should read like a resume that had a love child with a corporate mission statement.
Nope.
This page should tell your story in a way that makes your ideal customers think, "Finally, someone who gets it!"
Skip the boring corporate history nobody asked for and focus on why you started your business, what drives you (besides caffeine), and how your experience & ‘onliness factor’ benefits your clients.
Include a professional photo of yourself, your credentials or experience that matter to customers, and maybe a personal touch that makes you seem like a real live human being.
Remember: your About page isn't really about you; it's primarily about how your story connects to your customers' problems and dreams.
03. Services/Products: The Money-Making Pages (AKA Pay Attention Here)
These pages are the bread and butter of your website. They need to clearly explain what you offer, how it benefits your customers, and what happens next if someone wants to throw money at you.
For service-based businesses, I recommend individual pages for each main service, rather than cramming everything onto one overwhelming page that reads like a long grocery list.
Why? Because this helps with SEO (Google loves organized content) AND lets you speak directly to different customer needs, all without making everyone wade through irrelevant information.
Each service page should include:
The specific problem you solve (be precise here)
Your process or approach (people want to know what they're signing up for)
What all is included (including features & benefits, plus price)
A clear call-to-action (so they can easily take action)
04. Contact: Making It Ridiculously Easy to Say Yes
Your contact page might seem like the website equivalent of vanilla ice cream: basic and well, plain ol’ vanilla. But this is where many small businesses drop the ball.
Include multiple ways to reach you – phone, email, contact form – because some people are phone people and others would rather eat glass than make a phone call. Set clear expectations about response times too. "I'll get back to you within 24 hours" is infinitely better than radio silence.
Consider adding your location (even if you work remotely, people like knowing you're not operating from a submarine), business hours, and answers to frequently asked questions about your process.
The golden rule: The easier you make it for people to contact you, the more likely they actually will.
05. Blog: Your Content Marketing Powerhouse (If You Use It Right)
A blog transforms your website from a fancy digital brochure into a lead-generating machine that works while you sleep. Regular blog posts help you rank for search terms your customers are typing into Google.
Here's the thing: consistency matters more than frequency. Publishing one genuinely helpful blog post per month beats publishing daily for a couple weeks then disappearing like your motivation on a Monday morning.
I've seen small businesses increase their website traffic considerably with consistent, valuable blog content.
The key word here being valuable. Your blog should address your customers' real questions, challenges, and late-night Google searches, not just promote your services like a broken record.
Every post should provide genuine value and be authentic. If someone reads your blog post and thinks "Well, that was 5 minutes I'll never get back," you're doing it wrong.
Free prompt: Plan a website that works for your business.
Not sure what your website needs, or where to start? The Website Workflow Starter Prompt will help you get clarity and direction.
This step-by-step guide includes AI prompts to map out your pages, layout suggestions to keep everything organized, and content tips to connect with your audience.
Pages Most Small Businesses Think They Need (But Really Don't)
Let's talk about the pages that SOUND important, but might just be cluttering your website.
The "Our Team" Trap
Unless you have a substantial team that customers regularly interact with, a separate team page might be overkill.
For solopreneurs and small teams, integrating team information into your About page works better, and doesn't make your 3-person company look like you're trying too hard.
And if you absolutely need a team page, make sure each team member's bio connects to customer value.
Mission/Vision/Values Pages That Sound Like Corporate Word Salad
These pages often read like they were written by a committee of consultants who charge $500 an hour to use words like "synergy" unironically. They don't connect with real customer needs.
Instead of separate pages that nobody will ever click on, weave your core values and mission into your About page and/or service descriptions where they feel natural and actually relevant.
Your values should show up in how you describe your work, not in a separate page that sounds like it escaped from a business school textbook.
Excessive Service Sub-Pages That Make People's Heads Spin
Some small businesses create separate pages for every tiny service variation, resulting in thin, repetitive content that confuses visitors more than IKEA furniture assembly instructions.
Group related services together and use your main service pages to highlight different options or packages.
The goal is clarity, not comprehensiveness that requires a flowchart to navigate.
How to Decide What Pages Your Website Needs
Every business is different, so here's my framework for determining your ideal page count and structure without losing your mind in the process.
01. Start with Your Customer Journey
Map out how your ideal customers find you, what questions keep them up at night, and what finally convinces them to hire you instead of your competition. Each major step in this journey might need its own page or section.
Think about the last few customers who hired you. What information did they need? What objections did you have to overcome? What made them say "yes" instead of "I need to think about it"?
Your website should address these points clearly and strategically, not just list EVERYTHING you're capable of doing.
02. Consider Your Business Model (ie Context is Key)
A restaurant needs different pages than a consulting firm. A product-based business has different requirements than a service provider.
Service-based businesses typically need more detailed service pages and case studies that show results. Product-based businesses might need detailed product pages, shipping information, and return policies that don't make customers feel like they're signing a mortgage.
Let your business model guide your page decisions instead of copying what worked for someone in a completely different industry.
03, Think About Your Marketing Strategy
If content marketing is central to your strategy, a blog becomes essential.
If you rely heavily on referrals, testimonials and case studies matter more than a daily blog you'll never maintain.
Your website should support your marketing strategy. Every page should have a purpose that connects to your bigger business goals.
Quality Over Quantity Wins Every Single Time
I'd rather see a 5-page website where every page is strategically crafted and useful, than a 20-page site filled with super thin content that’s not helpful or interesting.
Search engines reward helpful, comprehensive content, not page count, and Google doesn't give out participation trophies for having the most pages.
So focus on making each page as valuable as possible for your visitors.
And The Bottom Line?
Most small business websites need 5-8 well-crafted pages maximum that work together like a good team to guide visitors toward one clear action.
More pages aren't automatically better; better pages are better.
Focus on creating pages that answer your customers' real questions, address their actual concerns, and make it ridiculously easy for them to take the next step with you. That's how you turn your website into a business-building tool instead of just an expensive online business card.
One final thought…
Your website's job isn't to impress other business owners or your friends with how many pages you have or how many cool design features it has.
Its job is to convert your ideal customers into paying clients who are excited to work with you.
