The Website Pages Every Service-Based Business Actually Needs

When it comes to building a clear, strategic website, understanding the website pages service-based businesses actually need can make the entire process feel less overwhelming.

If you’ve ever stared at a blank website canvas thinking, “What pages do I actually need?” You’re not alone.

This is one of the most common places people get stuck. They either overcomplicate it with a million pages… or underdo it and wonder why their website isn’t converting.

The good news? A strong service-based website doesn’t need to be massive. It just needs to be clear, intentional, and built to guide people toward the next step, whether that’s booking a service, scheduling a consultation, or reaching out.

Here are the most important website pages service-based businesses need, plus why each one actually matters...

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Homepage

Your first impression. And yes, it matters. A lot.

Your homepage is not the place to tell your life story or list every single thing you offer. Its job is simple:

• Clearly say what you do
  
• Who you help
  
• What makes you different
  
• Where to go next
  

Most people decide within seconds whether they trust a website or not. If your homepage is confusing, cluttered, or vague, they won’t stick around long enough to “figure it out.”

Think of your homepage like a really good guide. It should gently point visitors in the right direction — which is exactly why it’s one of the most important website pages service-based businesses rely on.

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About Page

It’s about you, but it should always point back to them.

Your About page isn’t a résumé, and it’s not a diary. It’s a connection point.

Yes, people want to know who you are. But more importantly, they want to know:

• Do you understand what they’re dealing with?
  
• Do you get their challenges?
  
• Can you help them move forward?
  

The strongest About pages share your story with a purpose. They explain why you do what you do and how that directly benefits the people you work with.

This is where you show:

• Your perspective and experience
  
• What you care about
  
• How you support your clients
  
• What it’s like to work with you
  

If your About page only talks about you, it’s missing the point. Every section should quietly answer the reader’s unspoken question: “Okay, but what does this mean for me?”

When done well, your About page helps visitors feel seen, understood, and confident that you’re the right person to help them (not just someone with a nice website!).

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Services Page

Clarity over cleverness, always.

Your Services page should answer these questions clearly and quickly:

• What do you offer?
  
• Who is it for?
  
• What problem does it solve?
  
• How do they take the next step?
  

This is not the place to be mysterious. You can still be on-brand and creative, but clarity wins every time.

If someone has to work hard to understand what you’re offering, they’ll likely click away and keep searching. Your job is to make saying yes feel easy.

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Contact or Booking Page

If it’s hard to contact you, people won’t.

This one seems obvious, but it’s surprisingly easy to mess up.

Your contact or booking page should:

• Be easy to find
  
• Feel aligned with your brand
  
• Clearly explain what happens after someone reaches out
  

No guessing. No weird hoops. No awkward waiting without knowing what comes next.

Whether it’s a form, a scheduler, or both, this page should make reaching out feel welcoming and straightforward.

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Testimonials or Social Proof (Not a Standalone Page)

People trust people. Use that.

You can say you’re great at what you do. But it hits differently when someone else says it for you.

Testimonials help:

• Reduce hesitation
  
• Build credibility
  
• Show real results and experiences
  

Rather than living on a separate page, testimonials work best when they’re built directly into your homepage and services pages. Placing social proof near your offers and calls to action reinforces trust at the exact moment someone is deciding whether to work with you.

They don’t have to be long or perfectly written. They just need to feel real.

If you don’t have testimonials yet, that’s okay. Even small quotes, feedback, or short wins are a great place to start.

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Blog or Resources Page (Optional, but Powerful)

Not required, but incredibly helpful for growth.

A blog or resources page isn’t mandatory, especially early on. But long-term, it can be a huge asset.

When used strategically, a blog or resources page can:

• Support SEO
  
• Build authority and trust
  
• Answer common questions before someone ever contacts you
  

If you’re using a website platform like Showit, having a blog or resources page is a great way to publish long-form content that supports SEO and builds trust over time.

Think of it as a quiet marketing tool that works in the background, even when you’re offline.

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A Quick Reality Check

You do not need:

• A page for everything
  
• Fancy funnels
  
• Endless content to start
  

You do need:

• Clear structure
  
• Intentional pages and sections
  
• A website that supports your business instead of confusing people
  

A simple, well-organized website will always outperform a complicated one that tries to do too much.

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Your website doesn’t need to be perfect. It needs to be clear, aligned, and easy to navigate.

If you’re building your site yourself, starting with the right pages makes everything feel more doable.

And if you’re feeling stuck, overwhelmed, or unsure what your site actually needs? That’s usually a sign it’s time for some support.

Whether that looks like a template, customization, or a fully custom build, your website should feel like it fits where your business is right now.

And that’s the goal.

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Not sure which pages your website actually needs?

Start with my free Website Prep Checklist and get clear on your content, structure, and next steps — whether you’re DIYing, using a template, or hiring a designer.