8 Important Website Pages for Small Businesses

A website is a valuable tool for your business. Customers can find you through search and use it to learn about your services.

It can also serve as a point of contact for them to connect with you so that you can follow up.

If you don’t already have a website, you should consider getting one.

In fact, according to a recent survey, 27 percent of small businesses don’t believe they need one. But 51 percent of consumers say they won’t use a business if they don’t have one. So if you’re trying to attract new customers online, a website is more important than ever.

Your home improvement service might not be in the same category as many other businesses out there, but that doesn’t mean there aren’t some pages every website should have regardless of industry or niche. Certain pages are must-haves on any site, and here are eight of them:

Quick Overview of Important Website Pages

PagesCrucial Elements of PagesImportance
HomepageMust have a strong headline that immediately grabs attention.
Must clearly state what the business does.
Must have a call to action.
Should have testimonials or customer reviews.
To make a good first impression
Establish your brand
Inform the visitors about what you do
Encourage the visitors to take action
Service PagesWhat services do you offer?
How do your services benefit the customer?
Credibility indicators
A call to action
To list and describe the services you offer
To highlight the features and benefits of each service
To show that you have the solution to the visitor’s problem
About us pageMust tell the story of the business and its founding members
Must highlight what makes the business unique
Should include customer reviews and testimonials
Should have a call-to-action (CTA)
To build trust with your audience
To show off your brand personality
To explain what you do and how you can help
To establish credibility and expertise
Contact Us PageThe page should be easily accessible from every other page.
Should include a form that is easy to fill out.
Should have all the necessary contact information such as phone number, email, etc.
Should have a map if the business has a physical location.
Showcase your products and services
Provide necessary information that potential customers might need to get in touch with your business.
Give visitors a reason to contact you
Encourage visitors actually to reach out.
Promotional and Pricing pageA clear and concise description of the product or service
An attractive and eye-catching image
A compelling call-to-action
A sense of urgency
Showcase your products and services
Provide essential information about your service and price
Give visitors a reason to contact you
Encourage the visitor to take action to get your service
PortfolioShowcase your work in a way that is easy to navigate
Use images and videos to give people a sense of what you do
Include key information such as your name, contact information, and website URL
Use call-to-actions to encourage people to get in touch with you or learn more about your work
Showcase your work
Build trust with potential clients
Demonstrate your expertise
Stand out from the competition
Blog PagesBanner
List of blog posts
Social media links
Search bar
Allows you to share your company’s story
Drives traffic to your website
Can help improve your SEO ranking
Allows you to connect with your audience on a personal level
Other PagesFAQs
Terms & Conditions
Privacy policy
Custom 404
Thank you page
Provide a way for visitors to find answers to common questions.
Explain the rules that visitors must agree to follow when using the website.
Explain how the website collects, uses, and shares information about its visitors.
Provide a way for visitors to find what they’re looking for, even if the page they’re looking for doesn’t exist.
Show appreciation to visitors and upsell visitors on other products or services

Since you have now known the important website page ideas the website must-have for your home improvement service business, let us learn about the website pages list in detail.

8 Must-Have Website Pages For Home Improvement Service Businesses


When people visit your website, they should be able to get a good overview of what your business is all about.

A home page is one of the main pages of a website, and hence it should have a clear and concise description of your business and a visible call to action. Home improvement service businesses need an easy-to-use contact form for customers to submit their information, or you could even include the phone number or email address where potential customers can reach you directly.

Your home page should also contain photos of the work your company has done in the past and testimonials from satisfied customers, which are important for building trust online.

Some key components of a good home page include:

  • A clear statement of who and what you are (looks different for every business)
  • A value proposition that conveys why someone should hire you (think about how much time or money the visitor will save by trusting you with their job)
  • Credentials that motivate visitors to trust you (for example, if you have affiliations with relevant organizations or awards from past clients)
  • Clear calls to action for your visitors to take the next step toward hiring you

Service Pages

A good services page will showcase the work your company can do for clients by providing a full list of all your service offerings. This allows clients to skim quickly and Determine whether your company might be able to help them, then dive deeper into those sections that interest them the most.

There are three critical reasons why it should be one of the first pages you design on your website:

  • It provides context for the rest of your website. Visitors will have no idea what they’re looking at if you don’t tell them who you are and what you do!
  • It helps clarify who you serve and how they can benefit from working with your business.
  • It allows visitors to self-select if they don’t feel like they need the types of services you provide, freeing up time for both the user and you (or whoever will answer their call or email inquiry).

A services page is one of the basic pages for a website used to inform potential customers about the specifics of the work. If you are a full-service home improvement business, your services page should be an outline of all the different types of work you do.

If you are a home improvement contractor who does only one or two things, your services page should be used to talk about specific projects. You can include photos and details about some past projects other customers hired you. This can help new customers understand how your company works and what results they can expect when they hire you.

Home improvement pages have a lot of images and very little text, especially compared to other website pages. But it still needs content to accomplish its goal of educating visitors about the work that they can hire you to do for them.

About Us Page

Your About page is one of the most visited pages among the important list of pages of a website. Your visitors want to know what you do, what makes you different, and why they should choose you over the competition.

When writing your About page, don’t make it about yourself. Instead, it should be about your customers and how your business can help them.

Your About page should also not be too wordy. Use bullets for easy reading and keep paragraphs short so that users can scan the information and read only what interests them most.
It’s where people go when they want to learn more about your company, and it’s also one of the first places on your site that search engines like Google look at.

The best about pages focus on what makes a business great without being too self-serving. A strong about page will include the following:

  • A brief description of what you do and why it matters.
  • An overview of your team’s qualifications and experience.
  • An explanation of how customers benefit from working with you.
  • Any pertinent awards or recognition you’ve received in recent years.

Contact Us page

Your contact page should list all the ways you can be contacted, including email addresses and phone numbers.

Your address is necessary because it allows potential customers to see where they can find your business. Your opening hours are equally important as they tell customers when they can try out your service.

Include a contact form on this page so visitors can reach out right away. If you offer several benefits, you want to make sure that people know how to get in touch with you for each type of work that you do. You should include a contact form for each service, so visitors understand precisely who to contact about what kind of project or repair.

Be sure that the email address listed on this page reaches someone at your company who can help with any questions or comments from prospective leads quickly and efficiently!

Promotional Deals and Pricing

A deal/pricing page is where you can showcase the coupon codes or discounts you offer. You may also have special offers available from time to time, like during festivals, events, and bulk service order promotions.

Decide whether you want to offer a flat rate for services or if your price list will be customized for each customer, depending on the project.

If you have different packages for customers to choose from, make sure that information is clear and easy to access so potential customers can compare your products/services.

Keep in mind that most online shoppers are cost-conscious and looking for a good deal.

If you aren’t offering any special deals, make sure that your prices are competitive compared to those of other home improvement service businesses in your area.


A portfolio page is where you showcase your best work. In addition to recent projects, it can also include testimonials from past clients about your work.

To help keep the portfolio page manageable and easy to skim through, you can divide your work into multiple categories. For example, if you’re a carpet cleaner with a diverse skillset covering your projects such as weddings and corporate events, creating separate galleries for each type would help make the portfolios section easier to navigate.

It is also worthwhile to showcase your work in different formats — having both photos and videos on the same page helps give your visitors an idea of what they can expect when working with you. Don’t forget to credit any images or videos that aren’t yours fully — this will help build up trust among potential clients.

A portfolio page can be a great place to showcase your best work, but don’t make the mistake of cramming it all into one long list. Visitors won’t want to scroll through dozens of examples without any visual breaks.

Instead, you could:

  • Break out your work by categories (e.g., carpentry, plastering, construction)
  • Showcase each client/project in its box with an image and a short description of what you did for them
  • Include links to relevant blog posts about how you completed specific projects so visitors can learn more about your process and expertise


Great content is an excellent way to build trust with consumers. That’s why some of the best home improvement service websites include blogs.

Blogging is a perfect option for home improvement companies because there are so many topics you can cover. For example, you could create blog posts that feature recent projects your company has completed or blog posts that answer common questions homeowners ask when starting a project.

There are many ways to approach blogging, but these tips will help you get started:

Choose an enticing title

Use an eye-catching title to draw people in and make them want to click on your blog post. You can also use tags that have keywords in them to help your site appear in search results. Additionally, don’t forget to add a task-oriented call-to-action at the end of each post!

Be consistent

It’s essential to update your blog regularly (at least once per month). The more often you post new content on your website, the higher Google will rank it in search results—which means potential customers are more likely to find it when looking for local services online. Plus, posting consistently means giving readers something new every time they visit your page (which gives them another reason to come back again soon). If possible, try adding photos and videos too!

Give How To and List contents

These blog posts are incredibly popular with readers. People love lists because they’re easy to digest and usually offer valuable information in a concise format. Both how-tos and lists provide an opportunity to show off your expertise. If you can write helpful, informative content that educates your readers, you’ll quickly establish yourself as an authority in your field.

Other Pages

Some more pages can help you rank and drive traffic. Here are a few to include:

FAQ page – this is where you answer all the questions people have about your business.

Terms of use – this should be required to collect sensitive information. This page explains how your clients and affiliates may use images, text, video clips, etc., belonging to them without prior permission. They may not resell such assets without compensating you for them first!

If you’re collecting any personal information, Privacy Policy page– again, you need a privacy policy.

Partners (if relevant) – if your business has partners or affiliates, list them here.

Case Studies and Testimonials – case studies show potential customers how well your services work, while testimonials are proof of that success from former clients.

Location(s) – when it comes to local home improvement businesses with just one area, include contact details on every page of your website and an individual page for each location/office/storefront.

For multi-location businesses, add a locations page with all addresses listed individually by city and state with directions to each listed below each address.

Final Thought

You’ll also want to make sure you have a strong brand. With the right website pages, you can build trust and credibility with your audience, leading them to do business with you rather than your competitors.

Having the right website pages will work wonders for building a reputation as an industry expert that people can trust.

If you already have a website and are wondering how to generate leads from your website, here is our dedicated blog post on What does Every Home Service Business Website Contain For Lead Generation?

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