What Do I Put on My Small Business Website?
Your small business website needs five things: a clear headline, a short description of your offer, one form of social proof, a way to get in touch, and a call to action. That's it. Everything else is optional until you have a reason to add it.
Most solopreneurs stall on this because they think they need a lot of content before a site feels ready. You don't. A single page with five well-written elements will outperform a bloated multi-page site with vague copy.
What Every Small Business Website Needs
These five elements belong on every business website, regardless of size or stage:
1. A headline that says what you do and who for
Not your brand name. Not a tagline. A plain sentence: "I build websites for solo coaches and consultants." One sentence, front and centre, above the fold.
2. A short description of your offer
Two to three sentences that explain what you do, how it works, and who it's for. Avoid "I help businesses grow online." Write something like: "I design and build custom websites for solopreneurs. One-time build, no ongoing retainer required. Most projects go live in two weeks."
3. Social proof
One quote from a real client, a result you delivered, or a credential that matters to your audience. If you have zero clients yet, skip this — a missing testimonial is better than a hollow one.
4. A call to action
One button or link that tells the visitor exactly what to do next. "Book a free call." "Get an instant quote." "Download the brief template." Pick one and make it obvious.
5. A contact method
A form, an email address, or a booking link. All three is overkill at the start. One clear way to reach you is enough.
What Pages Does a Small Business Website Need?
For most solopreneurs at launch, one page is enough. A single well-structured homepage — headline, offer, proof, CTA — does everything a visitor needs to decide whether to reach out.
Add pages only when a visitor needs more information to make a decision:
- A Services page if you offer more than one thing and each needs its own explanation
- An About page if your background is a key part of why clients hire you
- A Pricing page if transparent prices reduce friction in your sales process
- A Portfolio or Work page if visual proof of past projects is central to how you sell
Don't add pages to make the site look bigger. Every extra page is a new place a visitor can get lost.
What to Put on Your Homepage
The homepage is where most visitors land first and most decisions are made. Structure it in this order:
A headline and sub-headline
Your headline is one sentence. It answers: what do you do, and who for? Your sub-headline adds one line of context — the outcome, the how, or the timeline.
Weak: "Welcome to [Business Name]"
Strong: "Custom websites for solopreneurs — built in two weeks, not two months."
Your offer
Two to three sentences on what you deliver, what the client gets, and how it works. Use plain numbers if you have them — price, timeline, typical result.
Social proof
One or two pieces. A short client quote, a specific result ("Went from 200 to 1,200 monthly visitors in 90 days"), or a recognisable logo. Keep it brief and concrete.
Your call to action
One prominent button. Make the action clear: "Get a quote," "Book a call," "Download the template." Repeat it at the bottom of the page so visitors don't have to scroll back up.
What to Put on an About Page
An About page works when clients are deciding between you and someone else. It answers two questions: who are you, and why does that make you the right person for this?
Keep it to two or three paragraphs, written in first person. Include one concrete credential that matters to your audience — not your entire CV.
If your background is not a meaningful factor in why someone hires you, skip the About page entirely.
What to Write on a Services or Offer Page
A services page removes ambiguity. For each offer, include:
- What the service is (one sentence)
- What the client gets (a list of 3–5 deliverables)
- What it costs or a starting price
- How long it takes
Vague descriptions lose sales. "Web design tailored to your brand" tells the visitor nothing. "Custom website, responsive on all devices, live in 10 business days, from €3,000" tells them everything they need to decide.
What to Put on a Contact Page
A contact page needs one form with the minimum required fields. For most solopreneurs:
- Name
- A short message or project description
Skip the phone number if you don't take calls. Leave out a physical address if you don't have one. One form, one purpose.
What to Put on Your Website When You Have No Clients Yet
Starting without testimonials or case studies is normal. Here's what you use instead:
Your own work. If you built something for yourself that demonstrates the skill, describe it with real numbers. "I built my own booking system from scratch and cut admin time by 4 hours a week" is better than no proof at all.
A clear point of view. What do you believe about how this should be done? A short paragraph on your approach signals credibility even before client work exists.
Specificity. "I specialise in e-commerce websites for independent fashion brands" is more convincing than "I build websites for all types of businesses." A clear niche suggests experience even when it's still being built.
What You Don't Need on Your Website Right Now
These are commonly added too early and slow down launch without improving results:
- A blog (takes months to have any SEO impact)
- A portfolio with more than 2–3 examples
- A FAQ section longer than 5 questions
- Multiple contact methods
- A team page when there's no team
- A newsletter signup before you have a reason to send one
Every unnecessary element is something a visitor might click instead of your call to action. Strip back until the path from "arrived" to "contacted you" is obvious.
Plan What Goes on Your Website Before You Build It
The fastest way to get clear, complete website content is to decide what goes on it before the first pixel is placed.
The website brief covers every section — headline, offer, proof, CTA, about, services — in plain questions you answer once. It removes the blank-page problem and means a developer never has to chase you for content.
Download the free website brief template and fill it in before your site goes to anyone. It takes under an hour and saves weeks of back-and-forth.
If you'd rather skip the template and get a quote now, tell me what you're building and I'll send you a breakdown within 24 hours.
Frequently Asked Questions
What are the most important things to put on a small business website?
A small business website needs five core elements — a headline that states your offer, a short description of what you do and who for, one piece of social proof, a call to action, and a contact method. Everything else is optional at launch.
What pages does a small business website need?
Most solopreneurs only need one page at launch — a well-structured homepage. Add a services page, about page, or pricing page only when visitors need more detail to make a decision.
What should I put on my homepage?
Your homepage needs a clear headline, a short offer description, social proof (one quote or concrete result), a call to action, and a way to contact you. A visitor should understand what you do and how to hire you in under 30 seconds.
What do I write on my About page?
Your About page should answer who you are and why that makes you the right person for the job. Two to three paragraphs in first person, with one concrete credential that matters to your target clients.
What should a services or offer page include?
For each service, include what it is in one sentence, a list of 3–5 deliverables, the price or a starting price, and the timeline. Specific details reduce hesitation and increase enquiries.
What do I put on a contact page?
A contact page only needs one form with three fields — name, email, and a short message. Don't add a phone number if you don't take calls, and don't add multiple contact methods for different enquiry types.
What do I put on my website when I have no clients yet?
Use your own work, a clear point of view, and a specific niche statement. A narrow, confident positioning statement is more convincing than a generic offer, even without testimonials.
What should I leave off my website when I'm just starting out?
Skip the blog, multiple contact methods, a portfolio with more than 2–3 examples, a newsletter signup, and a FAQ longer than 5 questions. These add complexity without improving conversion at launch.
How long does website content need to be?
As long as it takes to answer the visitor's question. Most solopreneur homepages work well at 300–500 words. A services page might need 200–300 words per service. Specificity matters more than length.
Do I need a blog on my small business website?
Not at launch. A blog takes months to generate meaningful SEO traffic. Get your homepage, services, and contact page right first. Add a blog once your core pages are working.
