Essential pages for a website

One of the first steps when designing a new website is to think about what pages you should include.
Map of essential pages for a website

The best starting point is to decide what information your potential customers will want to know. When you approach things from their point of view, you’ll create a website with the exact pages and information that they need to buy from you! And while no two businesses are the same, to help you get started here are my essential pages for a website…

Or if you’re short on time, just scroll down to the list of all possible website pages, so you can pick the ones that best fit your website!


This one goes without saying! As the first page visitors will typically land on, it’s also your first chance to make a strong first impression. Potential customers will only spend a few seconds on it before deciding whether your services or products are relevant or not, so you need to answer a few things quickly. A good home page will tell visitors who you are, what you do and who you help within 3 seconds. It should also be well-designed, fast-loading and easy to scroll.

Here’s what I typically include on a Homepage:

  • Hero section with headline 
    (what you do, who you help and point of difference)
  • Services/ Products
  • About Us
  • Testimonials


The About page is normally the second most visited page of a website right behind the home page. It’s where you tell your story and what makes you different. And it’s one of my favourite pages because it helps to humanise your brand, gain trust and connect emotionally with visitors. After all, people do business with people! My biggest tip for writing your about page is to keep it simple (don’t waffle) and give it personality. Always include a call-to-action button as well toward the end of the page to help visitors through to another area of your website.

Here’s what I typically include on an About page:

  • About us
  • Our values
  • Awards and achievements
  • Working with us


Now your services or products page is where you do most of the selling so it’s also an essential page for a website! The trick is to organise your services in a way that’s clear, compact and easy to digest for your ideal clients. Talk about the value of what you offer because while this may seem intuitive to you, it may not be for them. Another good rule of thumb is to include a breakdown of your process so customers get an idea of what will happen after they buy from you.

TIP: Structure your services page for SEO! If your business has multiple services, it’s beneficial to create a page for each. Make sure you are sharing new information though. Google can tell if you’re creating pages without useful content or with duplicative content!

Here’s what I typically include on a Services page:

  • Details about the service (describe the features and then the benefits)
  • Why choose us
  • Our Process
  • Testimonials
  • FAQ


The contact page is sometimes the first and only page that customers will go to if they already know they want to buy from you. So make sure it’s easy and clear how to get in touch. If you make it hard for people, they simply won’t do it.

TIP: If you’re a service business, most people heading to your contact page are going to want to call you. Make sure that your phone number is an active link that can be tapped on their smartphones (so they don’t have to type in the number).

Here’s what I typically include on a Contact page:

  • Contact form
  • Email address
  • Phone number
  • Address
  • Social media links
  • Map location
  • Business hours
  • Testimonial (to do any last-minute convincing!)

Privacy Policy

It’s mind-numbingly dull, but if you collect visitor’s email addresses, by law you need to have a privacy policy. This page lets visitors know in simple language how you handle their personal information. It includes information on cookies, emails, advertising and more. The footer is the most popular place for websites to put their privacy policy.

TIP: Have no idea how to write the copy of your Privacy Policy page? You can generate a free Privacy Policy using Termly.


While I don’t actually think FAQ (frequently asked questions) needs to be a separate page on your website, I definitely didn’t want to leave it out. If your business gets asked a lot of the same questions, a FAQ page will save you time on the phone by answering them on your website. A FAQ page (or section) also helps to overcome any doubts potential customers might have and convince visitors to take action. It builds trust and shows that you get it – you know what customers are thinking and you’ve already got an answer.

TIP: Make sure you write your FAQ using your customer’s language. The reason that FAQs work well is because they match what visitors are already thinking or asking.

Wrapping Up

Few people will take the time to actually browse every page on your website, so it’s important that your site includes pages that have the information visitors are searching for, are easy to scan and search-engine friendly.

Now here’s a list of pages you could include on your website:

  • Home
  • About
  • Our Team
  • Our Partners
  • Our Clients/ Who We Help
  • Contact
  • Portfolio
  • Our Work
  • Why Choose Us
  • Our Process
  • FAQ
  • Testimonials
  • Careers
  • Resources
  • Case Studies
  • Free Stuff
  • News
  • Events
  • Blog
  • Support
  • Gallery
  • Pricing
  • Shop
  • Podcast
  • Sitemap
  • Privacy Policy
  • Terms & Conditions
  • “Page not found” page (404-page)
  • Returns/ Refunds/ Shipping


Have I missed any?

Based in rural Queensland on a sheep and cattle property, I combine website design and copywriting, with SEO best practice to help small businesses across regional and rural Australia grow.

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