The Must-Have Pages Every Business Website Needs (and Why They Matter)

Let’s talk about your website.

It’s doing a lot of work behind the scenes, answering questions, showing off your products, and helping people decide if they trust you enough to reach out. The problem is that most small business sites grow in pieces. A new page here, an update there. Over time, it can start to feel like a junk drawer instead of a clear path.

This guide walks you through the core pages every business website needs and how each one connects to your marketing funnel.

When You’re Done Reading This, You’ll Know How To:

1. Map your website to your marketing funnel so every page has a clear job to do.

2. Check if you’re missing any trust-building pages that help visitors feel confident reaching out or buying.

3. Spot quick wins with simple fixes you can make today to make your site feel more professional and aligned with your brand.

Start with the MARKETING Funnel: Every Page Has a Purpose

Before you think about design or content, it helps to understand how each page fits into your customer journey.

WHAT'S THE MARKETING FUNNEL?

How does the marketing funnel apply to my website pages?

Funnel Stage	Goal	Example Pages
Awareness	Help people discover you	Blog, Resources, About, FAQ
Consideration	Build trust and explain your value	Services, Case Studies, Testimonials
Conversion	Make it easy to buy or contact you	Product, Pricing, Contact, Checkout
Retention	Keep customers connected and loyal	Thank You, Member Portal, Email Resources

When you map your pages to your funnel, you’ll start to see the gaps where visitors might drop off or lose interest.

The 7 Must-Have Pages for Every Small Business Website

1. Homepage

Think of this as your front porch. It is the first impression people get when they visit.Your homepage should make it clear who you help, what you offer, and how someone can take the next step.Quick check: If a stranger lands here, can they tell what you do within five seconds?

2. About Page

This is where you build connection.Tell your story in a way that feels human. Why did you start this business? What do you believe in? Skip the corporate tone and talk like you would in person.

3. Services or Products Page

Here’s where you show how you help.Focus on what people get out of working with you, not just what you sell. Use short blurbs that explain results, not just features.

4. FAQ Page

This page quietly does a lot of selling for you.It removes uncertainty by answering common questions up front.Pro tip: Write answers in a way that builds trust. For example, “Do you offer refunds?” becomes “We make returns easy because we want you to love what you buy.”

5. Contact Page

This is your invitation to connect.Make it easy for people to reach you. Include a form, an email, a phone number, and if you have one, a scheduling link. The more options, the better.

6. Privacy Policy and Terms

They are not glamorous, but they build credibility.These pages show that you take data and transparency seriously. Link them in your footer so people can find them without cluttering your main navigation.

7. Testimonials or Case Studies

Proof sells better than any marketing copy.A few genuine quotes, stories, or short case studies help potential customers see themselves in your success. Add a name, photo, or business name whenever you can. It makes a difference.

Closing Thought

You don’t need to rebuild your website from scratch. You just need to know what’s missing and what each page is supposed to do.

Here’s a shortcut: open ChatGPT and give it this prompt. It’ll walk you through your own website review step by step.

Ask ChatGPT To Review Your Website With This Simple Prompt

You don’t need to rebuild your website from scratch. You just need to know what’s missing and what each page is supposed to do.

Here’s a shortcut: open ChatGPT and give it this prompt. It will walk you through your own website review step by step.

"I want you to review my business website based on small business best practices. Evaluate if my site has these key pages: Homepage, About, Services or Products, FAQ, Contact, Privacy Policy, and Testimonials or Case Studies. For each page, tell me:

If it’s clear what the page is supposed to do If the messaging feels trustworthy and easy to understand If there’s a next step or call to action What’s missing that would help a new visitor feel confident to reach out or buy"

Then paste your website URL right under it.

If you want extra credit, ask ChatGPT this follow-up:

“Suggest how I can better connect my pages to each stage of the marketing funnel: awareness, consideration, conversion, and retention.”

That’s it. A free, AI-powered website audit you can do anytime. Want a pro version of this? We have pre-programmed ChatGPT for premium members that automate this work!

Still not sure? Remember, members can join us for office hours to review these types of topics for your small business! Hope to see you soon!