Starting a business is exciting, but launching a website can feel overwhelming. You might wonder: What pages do I actually need? What should I include? Will visitors trust my site?
The truth is simple. A strong first website doesn’t need to be complicated. It just needs to answer the right questions and make it easy for customers to take action. Here are the five essential elements every first business website must include, along with why each one matters and how to get them right.
1. A Clear Homepage That Explains What You Do
Your homepage is your digital storefront. When someone lands on your site, they spend just seconds deciding whether to stay or leave. In those first few seconds, your homepage must answer three critical questions: Who are you? What do you offer? Why should I care?
A strong homepage starts with a clear, compelling headline. Avoid vague statements like “Welcome to our site.” Instead, be specific. Something like “Professional web design for small businesses that want to grow online” tells visitors exactly what you do and who you help.
Below your headline, add a brief subheading that highlights your unique value proposition. What makes you different from competitors? Then include a short overview of your main products or services, supported by high-quality images or graphics.
Don’t forget a strong call-to-action (CTA). This might be “Get a Quote,” “Learn More,” or “Schedule a Consultation.” Make it action-oriented and easy to find. Place it where visitors can see it without scrolling too far.
A well-designed homepage also includes links to your main pages (About, Services, Contact) and social media links. Keep the layout clean and simple so visitors aren’t overwhelmed by information.
2. An About Page That Builds Trust
The About page is often one of the most visited pages on a business website, yet many small business owners overlook it. People do business with people, not faceless companies. Your About page should tell your story and help visitors understand who’s behind the business.
Share why you started your business, what your mission is, and what problems you solve for your customers. Include information about your team, your values, and what makes your approach unique.
The key to a good About page is remembering that it’s not really about you—it’s about your customers. Explain how your business serves them, what benefits they get, and why they should choose you over competitors. If you have testimonials or case studies from happy customers, this is a great place to feature them.
Keep the tone warm and conversational. Use a professional photo of yourself or your team. People want to feel a connection, so make your About page relatable and genuine.
3. A Services or Products Page That Shows Exactly What You Offer
This page is crucial for conversions. Visitors need to understand exactly what you offer and how it helps them.
Whether you sell physical products or offer services, be clear and specific. List your main offerings with detailed descriptions. Explain what each service includes, how it benefits the customer, and any pricing or package information (if applicable).
For service-based businesses, break down your process. What happens when someone hires you? What should they expect? For product-based businesses, include high-quality images, descriptions, pricing, and customer reviews.
Use simple language. Avoid jargon and industry-speak. Remember that many of your visitors might not be familiar with your field. Make it easy for them to understand what they’re getting and how it solves their problem.
End this page with a clear CTA. It might be “Buy Now,” “Book a Service,” “Request a Quote,” or “Add to Cart.” Make it simple for interested customers to take the next step.
4. A Contact Page That Makes It Easy for Customers to Reach You
If people can’t contact you, your website isn’t serving its purpose. A strong Contact page removes all barriers and gives visitors multiple ways to get in touch.
Include your phone number, email address, and physical address (if applicable). Add a contact form for convenience, especially for mobile users who may find it easier to type a message than call.
Pro tip: Let visitors know how quickly you typically respond. If you get back to people within 24 hours, say so. This small detail manages expectations and shows that you value communication.
If you have a physical location, embed a Google Map to help customers find you. You can also include business hours, links to your social media pages, and an FAQ section addressing common questions.
Make sure your phone number and email are clickable on mobile devices so visitors can contact you with a single tap.
5. Trust Signals That Reassure Customers
Trust is everything in business. Visitors won’t buy from you or hire you if they don’t believe you’re credible and reliable. Your website must include trust signals—social proof that other people have had good experiences with you.
Add customer testimonials and reviews throughout your website, especially on your homepage and services page. Real quotes from real customers are powerful. Include the customer’s name, business type, and a photo if possible.
Other trust signals include:
- Case studies or portfolio samples showing your past work and results
- Security badges (like SSL certificates) and payment security icons if you accept online payments
- Professional credentials, certifications, or industry memberships (if applicable)
- Media mentions or partnerships with well-known brands
- High-quality visuals throughout your website showing professionalism
Trust signals tell visitors: “Other people like you have used this business and been happy with the results. You can trust us too.”
Putting It All Together
A strong first business website doesn’t need every bell and whistle. It just needs these five core elements working together: a clear homepage, an authentic About page, detailed Services/Products information, an accessible Contact page, and trust signals that reassure visitors.
Start with these essentials. Once your site is live and working well, you can add more features like a blog, customer reviews section, or live chat. But these five elements are the foundation every small business needs to establish an online presence, build trust, and attract customers.
Remember: your website is not finished work. Test it, gather feedback, and keep improving. The businesses that succeed online are the ones that listen to their customers and make changes based on what works.