The Question That Stumps Most Business Owners
"What should I put on my website?"
I hear this question constantly, and I understand why it's so hard to answer. You know your business inside and out—you could talk about it for hours. But translating that knowledge into website content that actually converts visitors into customers? That's a different skill entirely.
Most small business websites fall into one of two traps. Either they say too little (a logo, a phone number, maybe a paragraph about "quality service"), or they say too much (walls of text that nobody reads, buried somewhere under stock photos of handshakes).
The sweet spot is knowing exactly what your visitors need to see—and giving it to them in the right order.
Understanding What Your Visitors Actually Want
Before we talk about what to put on your website, let's talk about who's coming to it and why.
Your website visitors fall into three categories:
The Ready Buyer: They know they need what you offer. They've probably already decided to hire someone—they're just deciding who. They want to quickly confirm you're legitimate, see your prices or get a quote, and contact you.
The Researcher: They're earlier in the process. They know they have a problem but aren't sure about the solution. They need education, reassurance, and reasons to trust you over alternatives.
The Referral: Someone told them about you. They're already predisposed to like you—they just need confirmation that the referral was right. They want to see that you're professional and easy to work with.
Great website content serves all three. It gives ready buyers a fast path to contact you while giving researchers the information they need to become ready buyers.
The Homepage: Your 8-Second Audition
You have about eight seconds to convince someone to stay on your website. That's not a metaphor—it's what the research shows. Eight seconds to answer the visitor's three subconscious questions:
- Am I in the right place? (Do you offer what I need?)
- Can I trust these people? (Are you legitimate and competent?)
- What should I do next? (How do I take the next step?)
Your homepage needs to answer all three immediately—above the fold, before any scrolling.
Here's what that looks like in practice:
Start with a clear headline that states what you do and who you do it for. Not clever, not cute—clear. "Professional House Painting for Springfield Homeowners" beats "Bringing Color to Your Life" every time.
Follow with a subheadline that adds your key differentiator or benefit. What makes you different? Why should they choose you? "Licensed, insured, and done right the first time—or we fix it free."
Include a prominent call-to-action. A button that says exactly what happens when they click it. "Get a Free Quote" or "Schedule Your Consultation" or "Call Now: 555-1234."
Add trust signals: years in business, number of customers served, key certifications, or recognizable client logos. Anything that quickly establishes credibility.
The rest of your homepage can expand on these themes, but those first eight seconds are everything.
Your Services: Be Specific, Be Clear
The services page (or pages) is where many small business websites fall apart. Either they're too vague ("We offer a wide range of services to meet your needs") or they're overwhelming walls of text.
Here's what works:
List your services clearly and specifically. Not "home improvement" but "kitchen remodeling, bathroom renovation, basement finishing, and deck construction." Specific services rank better in Google and help visitors quickly confirm you do what they need.
For each service, answer these questions:
- What exactly is included?
- Who is it for?
- What's the process like?
- What results can they expect?
- How much does it cost (or how is pricing determined)?
If you have multiple distinct services, consider giving each its own page. This helps with SEO (each page can rank for different searches) and lets you go deeper on each offering.
Pricing deserves special attention. I know many businesses hesitate to show prices, worried about scaring people off or being undercut by competitors. But here's the thing: hiding your prices doesn't make them go away. It just forces customers to call or email to find out—and many won't bother.
At minimum, give ranges or starting prices. "Kitchen remodels typically range from $15,000-$50,000 depending on scope" is infinitely more helpful than "contact us for pricing." It pre-qualifies leads (people who can't afford you won't waste your time) and builds trust through transparency.
About Page: Make It About Them
Here's a secret about your About page: it's not really about you. It's about why visitors should trust you with their problem.
Yes, you should share your story. People connect with people, not faceless businesses. But frame your story in terms of what it means for the customer.
Instead of: "I started Smith Plumbing in 2005 after 10 years working for large plumbing companies."
Try: "After 10 years working for big plumbing companies, I started Smith Plumbing in 2005 because I was tired of seeing customers treated like numbers. I wanted to build something different—a company where every customer gets the attention and quality they deserve."
Same facts. Completely different message. The first is a resume. The second is a promise.
Include on your About page:
- Your story and why you do what you do
- Your qualifications, certifications, and experience
- Your values and what makes you different
- Photos of you and your team (real photos, not stock images)
- Anything that humanizes your business and builds connection
People hire people they like and trust. Your About page is where that trust begins.
Testimonials and Social Proof: Let Others Sell for You
Nothing you say about your business is as persuasive as what your customers say. Testimonials and reviews are the most powerful content on your website—and most businesses don't use them effectively.
Where to use testimonials:
Everywhere. Seriously. Don't just create a "Testimonials" page that nobody visits. Sprinkle relevant testimonials throughout your site:
- On your homepage (general praise)
- On service pages (specific to that service)
- Near calls-to-action (reducing hesitation)
- On your contact page (final reassurance before they reach out)
What makes a testimonial effective:
Specificity beats vagueness. "They did a great job!" tells me nothing. "The Smith team completely transformed our dated 1990s kitchen in just two weeks, staying on budget and cleaning up every day before they left" tells me everything.
Results matter. Can the customer point to a specific outcome? Time saved, money earned, problem solved?
Names and faces add credibility. "John D." is less convincing than "John Davidson, Owner of Davidson Automotive." Photos make testimonials even more believable.
Video testimonials are gold. If you can get happy customers to record short video testimonials, these convert better than anything else on your site.
The Contact Page: Remove Every Barrier
Your contact page has one job: make it ridiculously easy to get in touch. Every obstacle you put in the way costs you leads.
What to include:
Multiple contact options. Some people prefer forms. Some prefer phone calls. Some prefer email. Give them choices.
A simple form. Name, email, phone (optional), and message. That's it. Every additional field reduces conversions. Don't ask for their life story before you've earned the right.
Your phone number—prominent and clickable on mobile. Make it tap-to-call.
Your email address (some people want to write their own message rather than use a form).
Your physical address and/or service area.
Hours of availability (when can they expect a response?).
What NOT to include:
CAPTCHA unless you have a serious spam problem. Every CAPTCHA costs you legitimate leads.
Excessive required fields. Do you really need their address before they've even become a customer?
Complicated form logic. Keep it simple.
Blog Content: Playing the Long Game
A blog isn't mandatory for every small business, but it's one of the most powerful tools for attracting new customers through search engines.
Every blog post is a new opportunity to rank in Google for something your customers are searching for. "How to know if you need a new roof" or "Best time of year to paint your house" or "Signs your AC needs repair."
The key is answering real questions your customers have—before they're ready to buy.
Think about the problems your customers face and the questions they ask you. What do they Google before they know they need your service? Those searches are where you want to show up.
Good blog content also establishes expertise. When someone reads three helpful articles on your site and then sees your service offering, they're already convinced you know what you're talking about.
You don't need to blog weekly. Even one solid, helpful article per month adds up. After a year, you have 12 opportunities to be found in Google.
Putting It All Together
Here's the minimum viable website for most small businesses:
- Homepage - Clear value proposition, trust signals, call-to-action
- Services - What you offer, specifically, with pricing guidance
- About - Your story, framed around customer benefit
- Contact - Multiple easy ways to reach you
Add to that:
- Testimonials - Either dedicated page or integrated throughout
- Portfolio/Gallery - If your work is visual (before/after photos, completed projects)
- Blog - Optional but valuable for SEO and credibility
That's it. You don't need 50 pages. You need the right pages, done well.
The Real Secret
Here's what I've learned after building websites for years: the businesses that succeed online aren't the ones with the fanciest sites or the most pages. They're the ones who truly understand their customers and speak directly to their needs.
Every word on your website should answer the visitor's unspoken question: "What's in it for me?"
Keep that focus, and everything else falls into place.
Need help figuring out what your website should say? [Let's talk about your business →](/contact)