You have got a new WordPress site. It looks great. But if a visitor cannot find your hours, your price list, or a way to actually contact you, they will leave before they ever reach out. Here are the essential pages every small business website needs to have up and running, whether you are a plumber in Coeur d’Alene or an online store shipping nationwide.
1. A Clear Home Page
Your home page is your digital front door. Within about five seconds, a visitor should know what you do, who you serve, and what action to take next.
We see a lot of small business sites that either try to cram everything onto the home page or make it so sparse that nobody actually knows what the business does. The sweet spot is simple: a short headline that states your value, a sentence or two about your services, a clear call to action, and proof that you are a real and trustworthy business.
Must haves on your home page:
- A headline that tells visitors what you do and who you help
- Two or three sentences about your core service or product
- A visible call to action like “Call Now”, “Get a Free Quote”, or “Shop Now”
- Trust signals such as reviews, years in service, or affiliations
2. An About Page
People want to know who they are buying from. Your About page is one of the most visited pages on any small business site, right after the home page. It is where you build trust before someone picks up the phone.
You do not need a long company history. Just cover who you are, why you started, and what makes you different. A real photo of you or your team also goes a long way. Stock photos work in some places, but on your About page, authenticity wins.
3. A Services or Products Page
This is where you explain what you actually offer. If you provide multiple services, give each one its own section with a short description. Keep it straightforward. Your visitors are scanning, not reading every word.
For service area businesses like contractors, cleaners, or consultants, include your general pricing structure or at least a range. We know it can feel uncomfortable, but vague pricing is one of the top reasons potential customers bounce. Even saying “Most projects start around $500” gives people the confidence to reach out.
Tips for a strong services page:
- One service per section with a clear heading
- Two to three sentences describing each service
- Pricing, starting at prices, or a “Contact us for a custom quote” prompt
- A call to action at the bottom of the page
4. A Contact Page
This should be the easiest page to get right, and yet it is the one we see missing or half done the most often. Your Contact page needs three things: a way to reach you, a way to find you, and fast load times.
At minimum, include a simple contact form, your phone number, and your email address. If you have a physical location, embed a Google Map. If you are service area only and do not have a storefront, just list the areas you serve.
Install a free WordPress contact form plugin like WPForms Lite or Contact Form 7. Both take about ten minutes to set up. We recommend something with basic spam protection, such as a honeypot field or Google reCAPTCHA, because contact form bots are very real.
5. A Privacy Policy Page
This is the least exciting page on the list, but it is also the one you could get in legal trouble for skipping. If you collect any kind of data, and in most cases you are through contact forms, analytics, or even just cookies, you need a Privacy Policy.
WordPress actually includes a default privacy policy template under Settings then Privacy in your dashboard. You can customize it from there. If you use Google Analytics, mention that. If you have a contact form, mention what you do with submissions. If you run ads through Meta or Google, check their current requirements for privacy policy content.
The good news is that this page takes about thirty minutes to set up correctly, and once it is done, you rarely need to touch it again unless your data collection changes.
Wrapping Up
Five pages. That is really all most small business websites need to start converting traffic into actual customers. Keep each page focused, load your content with clear headings, and always tell the visitor what to do next.
Need help getting your WordPress site set up with the right pages? We build and maintain websites for small businesses in North Idaho and beyond. Reach out anytime.
Related reading: If you are planning the next step, compare landing pages and home pages and review how creating a landing page can support a specific offer.