Five pages every service business should have
Most small business sites have a homepage, an About page and a contact form. Here are the five pages that actually bring in work.
When we redesign a site for a plumber, a dentist or an accountant, we almost always add the same handful of pages. None of them are fancy. They answer the questions customers ask before they pick up the phone.
1. A page for each service
One page that lists everything you do is easy to write and hard to find. A page for “water heater replacement” shows up when someone searches for exactly that. Each one should say what the service is, roughly what it costs, and how to book it.
2. Service area pages
If you work in Bentonville, Rogers, Bella Vista and Centerton, say so, with a short page for each town. Mention the neighborhoods and the kind of jobs you do there. It helps people trust that you actually come out to them.
3. Pricing guidance
You don’t have to publish a price list. But a range, or “most jobs like this cost between $X and $Y”, saves you calls from people who were never a fit and gives the right customers confidence.
4. Frequently asked questions
Write down the ten questions you answer most on the phone. Put the answers on one page. Customers get answers at 10 PM, and so do Google and AI assistants looking for a straight answer.
5. Reviews and real work
A page with your best reviews and photos of finished jobs. Not stock photos. Your van, your team, a kitchen you remodeled last month.
If your site is missing some of these, that’s normal. Most sites we see are missing three or four.