Beyond the Basics

Every business knows they need a homepage, about page, and contact page. But the businesses that win online have specific elements on each page that build trust and drive conversions.

The Essential Pages

1. Homepage

Your homepage has one job: convince visitors to stay and explore.

Must-have elements:

  • Clear headline stating what you do and who you do it for
  • Primary call-to-action above the fold
  • 3-5 key services or offerings
  • Social proof (reviews, ratings, client logos)
  • A brief "why us" section
Common mistake: Trying to say everything on the homepage. Less is more.

2. About Page

The second most-visited page on most business websites. People want to know who they're dealing with.

Must-have elements:

  • Your story (but keep it customer-focused, not ego-focused)
  • Team photos with names and roles
  • Your values or approach
  • Credentials, awards, or certifications

3. Services/Products Pages

One page per service or product category. Not one page listing everything.

Must-have elements:

  • Clear description of the service
  • Who it's for
  • What's included
  • Pricing (or starting prices)
  • A specific CTA for that service

4. Contact Page

Make it stupidly easy to get in touch.

Must-have elements:

  • Phone number (clickable on mobile)
  • Email address
  • Contact form (keep it short - name, email, message is enough)
  • Physical address with Google Maps embed
  • Business hours

5. Testimonials/Reviews Page

Dedicated social proof that Google can index.

Must-have elements:

  • Real reviews with full names
  • Star ratings
  • Google Reviews integration
  • Case studies (if applicable)

The Pages Most Businesses Forget

6. FAQ Page

Answers common questions, reduces support load, and is excellent for SEO (especially AEO).

7. Privacy Policy & Terms

Legally required in Australia if you collect any personal data. Yes, a contact form counts.

8. Blog

Regular content demonstrates expertise, improves SEO, and gives you something to share on social media. Even one post per month makes a difference.

9. Thank You / Confirmation Pages

What happens after someone fills out your form? A dedicated thank you page lets you track conversions in Google Analytics and tell the customer what happens next.

The Elements That Go on Every Page

  • Navigation - Simple, consistent, with your primary CTA visible
  • Phone number - In the header, clickable on mobile
  • Footer - Contact info, key links, social media, ABN/ACN
  • Mobile responsiveness - Not optional in 2026

Need help planning your website? Download our free website planning template or book a strategy call.