Start with the questions you answer on the phone.
Look at your last 10 enquiries: calls, texts, emails and form messages. What did people need to know before asking for a quote? Their questions make a better page plan than a list of pages copied from a competitor.
- Do you do this type of work?
- Do you cover my area?
- Have you done a job like mine?
- Who will I be dealing with?
- What do you need to give me a quote?
Write down the answer to each. Then group the answers that belong together. Your phone number, hours and service area can appear on every page, for example in the footer. You do not need a separate page for every small piece of information.
If your current website gets visits but few calls, first use the enquiry checks to find what is missing. The problem may be an unclear service description rather than a shortage of pages.
A five-page starting point.
Home: confirm they are in the right place.
State what you do, where you work and who you help. Give customers a short introduction to your main services, a sample of your work and an obvious contact option. The homepage should direct visitors to the detail they need.
Services: explain the jobs you take on.
Use names customers recognise. Under each service, explain the work, typical customer and anything they need to know before enquiring. “Property solutions” is harder to understand than “Interior painting, exterior painting and rental repaints”.
Our work: show jobs like the ones you want.
Pick 6 to 10 recent jobs that match the work you want more of. For each, include the type of property, the work completed and your role. Use photos you have permission to publish. A short explanation helps a visitor judge whether the project resembles their own.
About: show who is behind the business.
Introduce the owner or team and the experience relevant to the work you sell. If your trade is licensed (electrical, plumbing, gas or building work, for example), show the licence number and qualifications. Avoid a long company history that never explains who will answer the enquiry.
Contact: help the conversation start.
Show your phone number, working area and a short enquiry form. Ask for the service, suburb and a description of the job. Then say what happens next, such as who calls back and whether you visit to quote. Only promise a response time you can keep.
The same page list does not suit every business.
| Business | Possible five-page plan |
|---|---|
| Plumber focused on hot water | Home, Plumbing repairs, Hot water, About, Contact |
| Builder doing renovations | Home, Renovations, Projects, About, Request a quote |
| Painter with residential and commercial work | Home, Residential painting, Commercial painting, Our work, Contact |
If one service gets its own page, fold another page into the rest: team details can move to the homepage, or three or four job photos can sit on each service page. You are choosing where information lives, not deleting what customers still need.
See the examples for plumbing websites, construction websites and painting company websites to see how those priorities differ.
When does a service need its own page?
Consider a dedicated page when the service has different customers, questions, job examples or enquiry requirements. An electrician’s commercial maintenance work may need different information from a homeowner’s lighting installation.
Before adding the page, check you can write at least 300 words that apply only to that service: what’s included, who it’s for, a job example and the questions customers ask. If you can’t, keep it as a section on the Services page. Use the service-page outline to decide whether you have enough distinct information.
Do not create dozens of near-identical suburb pages by changing the location name. List the suburbs or region you cover on the Services and Contact pages. Add a location page only when you have something specific to that area: jobs you’ve done there, local access or council requirements, or a different service offer.
Give each page a job and a next step.
For each proposed page, write one sentence about what a customer should know after reading it. Then choose where they should go next: another service, a project example or your contact form. This keeps links useful and stops every page trying to explain the whole business.
Put the page list into your website design brief. Ask the designer to confirm the scope, including any policy pages and additional features, before comparing prices.
The SMB Sites starting plan includes five agreed pages from $99/month + GST. We can adjust the page mix for your business; extra pages are quoted separately. Our website cost guide explains the other items to compare. Thinking of building the pages yourself? Compare a DIY website with hiring a web designer.