What to put on a website when you don't know where to start.
A simple framework for deciding what pages and information your customers actually need.
Starting a website can feel like a blank sheet of paper. The good news is that most local businesses need the same small set of answers: what do you do, who are you, where are you, and how can I contact or buy from you?
Start with four essential questions
- What do you offer? Explain your main services or products in plain English.
- Why should I trust you? Show experience, reviews, work, qualifications or a clear story.
- Where can I find you? Give useful location and opening information.
- What should I do next? Make the primary action obvious.
The homepage is the front door
Your homepage should introduce the business rather than trying to contain everything. A clear headline, short supporting copy and primary call to action can do most of the heavy lifting.
From there, send visitors deeper only when they need more detail. Services can explain your offer. About can tell the story. Contact can handle enquiries. Booking can handle appointments.
Do not forget the practical details
Customers often visit a site with a very specific question. Include the information that prevents them from having to search elsewhere.
- Opening hours
- Location and directions
- Phone and email
- Service or product information
- Prices where useful
- Booking or enquiry options
Build the minimum, then improve it
You do not need to launch with a perfect website. Start with a strong foundation and use real customer questions to decide what to improve next.
The best website structure is usually the one that makes the customer's journey feel obvious.