Your website is more than just an online business card — it’s your 24/7 salesperson. But many local businesses make the mistake of only building a homepage and a contact page… and calling it a day.
If you want your site to rank on Google, convert visitors into enquiries, and look professional, you need a structure that covers the essentials.
In this guide, we’ll walk you through what pages every local business website should have, and why each one matters.
1. Homepage
Your homepage is the first impression — it should:
- Clearly explain who you are and what you do
- Highlight your key services
- Include a strong call to action (CTA)
- Link to other important pages
- Feature trust signals (reviews, accreditations, photos)
2. Services Page(s)
You should have either:
- One clear services overview page, or
- Separate pages for each key service (best for SEO)
Why?
Google can only rank your pages for specific terms. If you lump everything into one paragraph, it won’t perform well in search results.
Example:
/kitchen-installation-bournemouth/boiler-servicing-poole
Read: 10 SEO Tips for Tradesmen to Rank High in Google Search
3. About Page
People buy from people. Your About page helps build trust by showing:
- Who’s behind the business
- Experience and qualifications
- Your story and values
- Photos of the team (if possible)
Don’t underestimate this page — it’s often one of the most visited!
See: Building a Strong Online Presence – Website Tips for Trades
4. Contact Page
Make it easy for customers to get in touch:
- Clear contact form
- Click-to-call phone number
- Business address or service area
- Google Map (if you serve a specific location)
- WhatsApp button, if you use it
Also consider repeating your contact details in the footer of every page.
How to Set Up a Business WhatsApp Account →
5. Testimonials / Reviews Page
If you’ve got great feedback, show it off.
Create a dedicated reviews page with:
- Customer quotes
- Star ratings
- Links to Google, Facebook or Checkatrade reviews
How to Get More Reviews for Your Business
Lost Some Google Reviews? Here’s What to Do
6. Gallery or Projects Page
Photos of real jobs help people visualise your work and feel confident.
You can:
- Create a gallery by category (e.g. Bathrooms, Kitchens)
- Add full case studies or “before & after” examples
- Include location-based captions for local SEO
Essential Website Checklist for Tradesmen and Service-Based Businesses
7. Blog (Optional, but Powerful)
A blog isn’t essential for every business — but if you want to grow your Google visibility, share updates, or build authority with tips and guides, it’s a smart move.
Why You Should Have a Blog on Your Website (And When You Might Not Need One)
8. Privacy Policy / Terms (Legal Pages)
Not the most exciting pages — but essential for trust, especially if you:
- Use Google Ads
- Collect form data
- Use cookies or analytics
Final Thoughts
If you’re wondering what pages your local business website really needs, this structure will give you:
- A professional, trustworthy online presence
- Stronger SEO performance
- A better customer journey
At JNB Marketing, we build websites for trades and service businesses that don’t just look good — they work. Whether you’re starting from scratch or improving what you’ve already got, we can help you create the right pages with the right strategy.
