Owners often ask me how many pages their website should have. The honest answer is that there is no magic number. A site with five strong pages will outperform one with thirty thin ones. What matters is whether each page has a clear job and does it well.
Here is how I think about it, starting with the pages almost every local business needs and moving to the ones that depend on your situation.
The core pages
Home. This page introduces who you are, what you do, where you work and how to reach you. It should point visitors toward your main services and your contact options. It does not need to say everything. It needs to get people to the right next page.
Services. If you offer a few closely related services, one page may be enough. If you offer several distinct ones, give each its own page. Someone searching for “water heater replacement” should land on a page about water heater replacement, not scroll through a long list to find it. A dedicated page also gives you room to explain who the service is for, what is included and what a customer should expect.
About. People hire people. Tell visitors who owns the business, who does the work, how long you have been serving the area and what your standards are. Include real names and photos where you can. This is often one of the most visited pages on a small business site, which surprises many owners.
Contact. Your phone number, email, address if customers visit you, service area, hours and a simple form. Keep the form short. Every extra field reduces the number of people who finish it.
Pages that depend on your business
Service area pages. If you serve several towns, a page for each major one can help you show up when people search locally. The catch is that each page must be genuinely useful, with real details about the work you do there. Copying the same text and swapping the town name does not help anyone, and search engines tend to see through it.
Reviews or testimonials. A page of real customer words builds trust, especially if you link to the full reviews on Google. Use only reviews you have permission to share, and never write them yourself.
Gallery or past work. For trades, restaurants, salons and anyone selling something visual, photos of finished work are some of the best sales material you have.
FAQ. Answer the questions customers ask most: pricing approach, timelines, payment options, whether you are licensed and insured. Honest answers save everyone time and help the site appear in answer-style searches, which I wrote about in my piece on AI search and local businesses.
Blog or news. Only if you will keep it going. A blog with one post from three years ago looks abandoned. Three useful articles you wrote this year beat thirty you never will.
Online booking or ordering. If customers can schedule or order from you, give it a visible spot and a clear path from the homepage.
A rule for deciding
Before adding a page, ask two questions. What question from a real customer does this page answer? And will I be willing to keep it accurate? If you cannot name the question, the page probably does not need to exist. If you will not keep it up, it can quietly hurt you with outdated prices, old staff names or services you no longer offer.
For many local businesses, a good starting site is six to ten pages: home, a page per main service, about, reviews, contact and an FAQ. You can always add more once those are working. Starting small and building on what the data tells you is better than launching a large site that no one has time to maintain.
If you are weighing a quick template against something built around your business, I covered that in template or custom: how to choose. And if you would like help planning the right page structure, DirecTech Connect can walk through it with you.
Danielle Lemons is Vice President of Operations at DirecTech Connect, a Nashville provider of business phone systems, managed IT services, websites and digital marketing. More about Danielle.
Read more of Danielle’s writing, or see her profile at DirecTech Connect.
