What Should a Website Include? 5 Essential Pages & Features
A well-designed website is essential for any small business looking to establish credibility, attract clients, and convert website visitors into potential customers. But what should every web page include to be effective?
As a Squarespace designer specializing in small business web design, I’ve helped service providers like dietitians, interior designers, and wellness professionals build sites that showcase their expertise, product, or service, and generate leads. Whether you're building a new site or refining an existing one, here’s what should a website include to stand out.
1. A Strong Homepage with a Clear Value Proposition
Your homepage is the first impression visitors get of your successful business. It should immediately communicate who you are, what you do, and how you can help.
Essential elements of a homepage:
A clear, compelling headline that summarizes your offer in one sentence (e.g., “Helping busy professionals achieve optimal wellness through personalized nutrition.”).
Supporting subtext with a brief description of your services and how they solve your audience’s pain points.
A strong call to action (CTA) that guides visitors toward the next step (e.g., “Book a Free Consultation”).
High-quality images and videos or brand visuals that make your site look credible and polished.
Pro Tip: Avoid clutter. A clean, well-structured homepage with a few nice visual elements improves user experience and keeps visitors engaged.
2. Essential Pages Every Great Website Needs
Particularly important, your website’s header at the top of the website page should have a logical structure that makes navigation simple and intuitive. Visitors should be able to quickly find the information they need.
What should a website include: Core Pages
Home
This landing page is the first page and gateway to your business. This page builds trust and credibility in the header by telling visitors what the business offers and to who. It should provide an overview of your products and services, a brief intro of yourself and include testimonials, call to action buttons and give visitors an understanding of your business and help them find what they need.
About
People connect with people, so share your story, credentials, and mission. Including a high-quality photo and personal details makes your brand feel more relatable.
Service Page or Offerings
Clearly outline what you offer. Use concise descriptions and bullet points for easy reading. If relevant, include pricing, packages, product description, or an overview of your process. Provide enough relevant information to help visitors make a purchase.
Testimonials and Case Studies
Builds trust and shows proof of success. Include real client results and before-and-after transformations to show your trustworthy. For service-based businesses, testimonials help convert skeptical leads.
Contact Page
Make it easy for people to get in touch. Use a simple contact form, email address, or scheduling link. Include your location if relevant.
Pro Tip: The easier you make it for people to contact you, the more likely they are to convert.
3. Calls to Action (CTAs) on Every Page
CTAs guide visitors toward a specific action, whether it’s booking a consultation, signing up for a newsletter, or purchasing a service. They should appear across your website and align with your business goals.
Examples of effective CTAs:
“Schedule a Free Consultation” (for service providers)
“Get a Free Website Audit” (for digital services)
“Shop Now” (for product-based businesses)
Pro Tip: Your CTA should stand out visually and repeat throughout your website. Use large sections with buttons with contrasting colors and persuasive text.
4. Mobile-Friendly and Fast-Loading Design
Google prioritizes mobile-first indexing, which means if your site isn’t mobile-friendly, you’ll rank lower in search results.
How to ensure your website content is optimized:
Choose a responsive design. Squarespace automatically optimizes for mobile.
Reduce image file sizes to prevent slow loading times.
Ensure it’s accessible to all users.
Test on multiple devices to ensure your site looks great on desktops, tablets, and smartphones, especially the font.
Pro Tip: Speed matters. A slow website leads to higher bounce rates, meaning visitors leave before engaging.
5. SEO Optimization to Get Found on Google
Even a beautifully designed site won’t help if no one can find it. Basic search engine optimization (SEO) ensures your website ranks on search engines like Google for relevant searches and drives traffic.
Key SEO practices for small business websites:
Use keyword-rich page titles and descriptions, such as “Nutritionist in NYC – Personalized Wellness Plans.”
Optimize images with alt text to improve accessibility and SEO.
Write blog page content to help your site rank for more keywords.
Use internal linking to connect relevant pages within your site.
Pro Tip: Squarespace makes SEO easy with built-in tools for optimizing URLs, meta descriptions, and image alt text.
How Many Tabs Should a Website Navigation Have On Top Of Every Page?
Navigation should be simple and intuitive. Ideally, limit your top-level navigation menu to five to seven items to prevent overwhelm.
Recommended navigation structure:
Home
About
Services
Testimonials Page
Blog (if applicable)
Contact
Pro Tip: If you have additional pages, use drop-down menus instead of cluttering your main navigation bar.
FAQ: What Should an Effective Website Include?
What should a website design include?
A nutritionist’s website should include testimonials, services, and a booking form.
An interior designer’s site should feature a portfolio, client case studies, and contact information.
What are the five most important things for a website?
A professional, well-branded overall design
A strong homepage with a clear value proposition
Essential pages: About, Services, Testimonials, Contact
Well-placed CTAs to drive conversions
Mobile-friendly, fast-loading pages with SEO optimization
List of pages on your website:
Home
About
Services
Testimonials
Contact
Blog (if applicable)
How many tabs should a good website have?
Five to seven menu items is ideal for clean navigation.
Final Thoughts: Is Your Website Set Up for Success?
I hope I’ve made this easy to understand. Your website isn’t just a digital brochure—it’s a powerful marketing tool that should build authority, attract clients, and drive conversions.
If your website lacks the essential elements covered here, it may be time for a refresh. As a Squarespace designer, I specialize in helping small businesses create strategic, beautifully branded websites that convert and can offer fresh ideas.
Ready to level up your website? Work with me to create a website that attracts your ideal clients and builds trust with your audience.
