Insider Exclusive: 5 Pages Every Business Should Include on Its Website

Insider Exclusive: 5 Pages Every Business Should Include on Its Website

By Peter Boyd

When creating a website for your business, you want to ensure it’s an accurate representation of your company. In today’s digital world, the initial impression you give to future clients is likely coming from your site. So, it’s important to make sure that you’re putting your best virtual foot forward.

After years of working in web design and successfully managing more than 1,000 projects, I’ve discovered one truth: Your website requires certain pages to be successful. These are the five key pages that are the most visited and most important for a typical service-based business.


Content is the driving factor behind search results. If you have no content, it’s hard for search engines to find and index your pages, which means you show up less often in search results—not ideal.

One of the most effective ways to increase your footprint on the web is by creating detailed “Services” pages. Be sure not to list your services on just one page; break down your services into specific pages and categories. Go even deeper and write subpages on those specific categories. The more detailed content you can provide, the better.

Moreover, you should tie your services pages to your blog and resources. Whenever you write a new article and it’s categorized as a specific service, it should automatically appear on your services page as related content.

Why Choose Us

Your “Why Choose Us” page should be a clear explanation of your unique selling proposition and value to your client. Why should they choose you? Do you have three key reasons? Five? Seven? More? Make a list and create a detailed page out of it. You can even incorporate that content into various parts of your services page.

About Us

It’s no secret that people are coming to your website because they want to know more about you and what you do. Therefore, an “About Us” page is a must. The name of the page can change based on your industry and business. You could call it “Our Team,” “Company,” “About Us,” or something of the like.

When writing copy for this page, be concise but thorough: Why did you start your business? What are you offering clients? What makes your services special and different? Including a mission statement that people can rally behind is always a plus, too.

Think of this page as your personal introduction to every client who may walk through your door. What do you want to leave them with? Decide, and then write it down.

Testimonials/Case Studies

Nothing speaks to your skills and abilities quite like the words of satisfied customers. Showcasing a few five-star reviews is an effective way to let new visitors know that you’ve got what it takes to deliver great results. Testimonials go a long way in earning trust. Give potential clients peace of mind and showcase just how happy your former clients are on a separate page or as a design element throughout your website.

Sometimes, websites include testimonials on every page. If that is the case, it may be redundant to have a testimonials page listing them all. Instead, focus on a few key clients and write specific case studies on how you helped them. Include their logo, bio, what their core issues were, and how you helped resolve them. If you want to get even more detailed, include charts, graphics, and illustrations of your process.

Contact Us

A website would pretty much be useless without a contact page. After all, how else would potential clients let you know they’re interested in learning more or becoming a client? It’s important that this page is clear and accessible. Your contact page isn’t the place to experiment with fancy fonts and strange colors. Whether you choose to have a full contact form or just list the important things (phone, email, mailing address, etc.), make sure the information is simple and clear.

You might even consider listing your hours of operation and social media accounts on your contact page, too. The more ways to connect, the merrier. Don’t leave people in the dark about how they can find you.

Your Website Is a Living Document

Whether you’re in the middle of a redesign, creating a completely new website, or thinking about a new internet marketing approach, understand that your website is never complete. It grows and changes as your business does. There’s nothing wrong with starting small, but remember, these five pages are the backbone of your website.

Peter Boyd is a Florida attorney who founded PaperStreet. He has helped over 1,000 law firms with their websites, content and marketing.

BusinessCollective is a virtual mentorship program powered by North America’s most ambitious young thought leaders, entrepreneurs, executives and small business owners.

About the American Bus Association

The American Bus Association (ABA) is the trade organization of the intercity bus industry, with more than 1,000 motorcoach and tour company members in the United States and Canada. Its members operate charter, tour, regular route, airport express, special operations and contract services. Another 2,800 members are travel and tourism organizations and suppliers of bus products and services who work in partnership with the North American motorcoach industry.


Melanie Hinton, Vice President, Communications & Marketing, ABA
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