I don't know what to write on my website: the pages a small business website needs
⏱ In about 8 minutes
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In this article
The short answer
Short answer
Start with five pages: Home, one page per service, About, Contact, and FAQs. Add a privacy policy if you collect any personal information, and real customer reviews if you have them. Write each page to answer the questions customers ask you on the phone, in plain words, with the most important information first.
That's enough to look professional and to give Google something to show for each thing you sell.
Why it matters
- Your website is your shopfront. business.gov.au says a good website "makes it easy for customers to find and contact you" and "promotes your products or services." (business.gov.au)
- Clear pages help Google too. Google recommends content "created primarily for people, and not to manipulate search engine rankings," and says the content should be original: "create the content yourself based on what you know about the topic." (Google, Google SEO Starter Guide)
- Customers decide fast. If they can't see what you do, where, and how to contact you, they go back to the search results.
The pages you need
business.gov.au lists pages a business website "might include": "an 'about us' page to tell your business's story", "contact details or a contact form", "descriptions of your services", "an online shop with a page for each product", "a blog", "customer reviews and testimonials", "frequently asked questions" and "terms and conditions." (business.gov.au)
For most service businesses, here's the order we'd build them:
| Page | What it must answer | Time |
|---|---|---|
| Home | What you do, who for, where, and the one action you want (call, book, quote) | 1 hour |
| One page per service | What it is, who it's for, the area you cover, how it works, rough pricing approach, how to get started | 1–2 hours each |
| About | Who's behind the business, how long you've been doing it, why you can be trusted | 45 minutes |
| Contact | Phone, email, form, hours, service area or address | 20 minutes |
| FAQs | The ten questions you're asked most | 1 hour |
| Privacy policy | What personal information you collect and how you use it | Get advice if unsure |
Fix it: step by step
Step 1: List the questions customers ask you (20 minutes)
Write down every question from the last month of calls, emails and quotes. These become your service pages and FAQs.
Step 2: Write your home page in three lines (30 minutes)
[What you do] for [who] in [where].
[One sentence on why customers choose you; must be true.]
[Button: Call / Book / Get a quote]
Step 3: Build one page per service with this template (1–2 hours each)
H1: [Service] in [Area]
Intro (2 sentences): what it is and who it's for.
What's included: bullet list.
How it works: 3–5 numbered steps.
Pricing approach: e.g. "fixed quote after a free site visit" (only what's true).
Areas we cover: list.
FAQs: 3–5 questions specific to this service.
Call to action: button + phone number.
Page title: [Service] in [Area] | [Business name]
Google says a good page title "is unique to the page, clear and concise, and accurately describes the contents of the page." (Google SEO Starter Guide)
Step 4: Write it the way business.gov.au suggests (ongoing)
"Put the most important information first. Use simple words, short sentences and short paragraphs," and "break up the text with clear subheadings." Also: "check spelling and grammar. Mistakes can reflect badly on your business." (business.gov.au)
Step 5: Add trust signals, honestly (30 minutes)
- Real reviews only, with the customer's permission. Never write, buy or cherry-pick misleadingly. The FTC's Consumer Reviews and Testimonials Rule and the ACCC's online reviews guidance both cover fake and misleading reviews.
- Licences and memberships you actually hold, with numbers where relevant.
- Photos of your real work and team, not stock photos pretending to be you.
- A real address or service area, and a phone number that gets answered.
Step 6: Test before you launch (30 minutes)
business.gov.au advises: "Check for broken links and menu items. Try navigating the website on different web browsers and devices." (business.gov.au)
Quick pick
Quick pick: help writing pages that cover a topic properly (product details from the official vendor page, checked 18 Oct 2026. Not hands-on tested. No ratings. Prices in US$; confirm on the vendor's site.)
- Start free: write from your customers' questions. The template above is enough for most small business sites.
- If you're writing lots of pages or articles: Surfer. A content optimisation tool that suggests what to cover on a page. The entry Discovery plan was listed at US$49/month billed yearly. → See our websites and SEO guide
Need somewhere fast to host it? See why websites get slow, and when to change hosting.
What we'd avoid: honest limits
Free: the Small Business Password & Access Checklist
A 1–2 page checklist that turns this article into a to-do list: which accounts to protect first, how to set up shared access, and what to do when someone joins or leaves.
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Frequently asked questions
How many words should a service page be?
As many as it takes to answer customers' questions clearly. There's no magic number.
Do I need a blog?
Not to start. Get your service pages right first. A blog helps later if you'll keep it up.
Should I put prices on my website?
If you can, even a "from" price or your pricing approach helps customers decide. Only state what's true and current.
Can I use AI to write my pages?
It can help with a first draft, but check every fact and make it sound like you. Google warns that "using generative AI to produce large amounts of text without manual oversight or curation represents little to no effort," and that using AI "for the primary purpose of manipulating search rankings" violates its spam policies. (Google)
Related guides
- Websites, hosting & SEO: our hub
- Nobody finds my business on Google
- I paid for SEO and saw nothing
- My website is slow and keeps going down
Sources
Government and official sources first. All links checked and loading on 18 Oct 2026.
- business.gov.au (Australian Government): Set up a business website
- Regulators: FTC: Consumer Reviews and Testimonials Rule Q&A · ACCC: Online reviews
- Google Search Central: Creating helpful, people-first content · SEO Starter Guide
- Vendor page (checked 18 Oct 2026): Surfer pricing
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