A page checklist gets you a structure. It doesn't get you enquiries. Two service businesses can have identical page lists and completely different results, because one answers the buyer's real questions and the other describes itself.
This is about what has to be inside the pages: fit, proof, process and a clear conversion path. If you're still deciding which pages to build, start with the essential pages checklist first.
The home page: orientation in seconds
Before scrolling, a visitor should know what you do, who you do it for, where you operate, and what to do next. After scrolling, they should have seen evidence — real work, real people, real specifics.
There's no page-count rule that guarantees results, and no search engine requires five to seven pages. Clarity does more than volume.
Service pages: one page, one job
If people search for your services separately, build them separately. Each page should contain:
- Who it's for and who it isn't for — self-qualification saves everyone time.
- What's included, in concrete deliverables rather than adjectives.
- How it works, step by step, from first contact to completion.
- Typical timing — how soon you can start and how long it takes.
- A pricing signal: a starting price, a range, or what changes the number.
- Proof relevant to this service specifically.
- One clear next step, repeated at the end.
The About page: trust, not autobiography
Who is behind the work, how you got here, how you like to work with clients, and where you're based. Named people and honest photos do more than a mission statement. Keep it short and specific.
Proof, and only real proof
Use whatever genuine evidence you have: project photos, described outcomes, reviews with permission, credentials, licences, insurance, years in trade. Place it beside the claim it supports rather than quarantining it on a testimonials page.
If you're early and don't have reviews yet, show process and work instead. Never invent results, statistics or testimonials.
Policies and expectations
Cancellations, deposits, revisions, what's not included, how you handle changes. Publishing these filters out mismatched enquiries and reassures the good ones. Legal requirements vary by location and business model.
Conversion paths for different readiness levels
- Ready now — a booking link or a phone number, one tap away.
- Nearly ready — a structured quote form that asks the qualifying questions you'd ask anyway.
- Researching — an FAQ, an article, or an example of past work, with contact details still visible.
Contact details belong in the footer of every page. A visitor who has decided should never have to navigate to act.
If it's all there and enquiries still aren't
Then the problem is upstream or downstream of the content — visibility, traffic fit, or follow-up. Our diagnosis of traffic without leads walks through how to tell which one you're dealing with.