What to Include on a Small Business Website: A Lead Generation Content Checklist

Planning a new website for your small business? Between running your company, serving customers, and managing day-to-day operations, deciding what belongs on each page of your website probably isn’t at the top of your list. 

Fortunately, you don’t need dozens of pages filled with marketing jargon to create an effective website. You need clear, helpful information that answers your customers’ questions, builds trust, and encourages them to take the next step. 

Below are some of our recommendations for what to include on the core pages of your website. 

Your home page is often the first impression a potential customer has of your business. Within a few seconds, visitors should understand what your company does, who you help, and why they should keep exploring your website.

Think of your home page as a trailhead. It should point visitors toward the information they need instead of trying to tell your entire story in one place.

Your home page should include:

• A clear headline that explains what your business does and the problems you solve
• A prominent call-to-action near the top of the page, such as “Request a Quote,” “Schedule a Consultation,” or “Contact Us”
• A brief introduction to your primary products or services with links to dedicated pages
• Trust builders such as customer testimonials, certifications, awards, years in business, or recognizable client logos
• Simple navigation that makes it easy for visitors to find the information they’re looking for

Once someone reaches a product or service page, they’re looking for more detail. This is your opportunity to explain what you offer, who it’s for, and why your business is the right choice.

Rather than listing features, explain how your products or services solve your customers’ problems and what results they should expect.

Each product or service page should include:

• A clear description of the product or service
• The types of customers who benefit most from it
• The problems it helps solve
• What makes your business different from competitors
• High-quality photos that reflect your work

For example, a home remodeling company might include photos of completed kitchens and bathrooms, along with pictures of homeowners meeting with the design team. Professional service firms might feature photos of their team working with clients instead of generic stock photography.

These pages should also reinforce your credibility with customer testimonials, project examples, certifications, years of experience, or other trust signals.

Finally, make it obvious what visitors should do next. Whether that’s requesting a quote, scheduling a consultation, calling your office, or completing an online form, every service page should include a clear call-to-action.

People often choose a business because they trust the people behind it. Your About page helps build that trust.

Instead of repeating information from your home page, tell the story behind your business – like why you started the company, what motivates your team, and the values that guide your work. Keep the focus on how those values benefit your customers.

You should also include:

• A brief company history
• Information about your leadership team or key employees
• Awards, certifications, or industry recognition
• Community involvement or charitable partnerships
• Photos of your team and workplace to give your business a more personal feel

Your Contact page should make it as easy as possible for potential customers to get in touch with you.

One of the biggest mistakes businesses make is asking for too much information in their contact forms. While your sales team might appreciate every detail upfront, a long form often discourages people from reaching out.

Request only the information you need to begin the conversation, such as:

• Name
• Email address
• Phone number
• Company name (for B2B inquiries)
• A short message for buyers to describe their project or question

It’s also helpful to set expectations. Let visitors know how quickly they’ll receive a response and what happens after they submit the form. For example, you might explain that someone from your team will contact them within one business day to discuss their project or schedule a consultation. 

Reducing uncertainty helps visitors feel more comfortable taking the next step.

Your FAQ page is an opportunity to answer common questions before prospective customers have to ask them. By addressing concerns early, you help visitors make informed decisions and reduce the number of questions your team has to answer repeatedly.

Think about the questions customers ask during phone calls, consultations, or sales meetings. Those are often the best candidates for your FAQ page.

Common topics include:

• Pricing or how estimates are prepared
• Your service area or locations you serve
• Typical project timelines
• Products or services you offer
• Warranties or guarantees
• Payment options
• What customers should expect during the process

Keep each answer short, direct, and easy to understand. If a question deserves a more detailed explanation, link to a related service page or blog article where visitors learn more.

People trust the experiences of other customers. A strong testimonials or case studies page gives prospective clients confidence that your business delivers on its promises.

Whenever possible, include more than a short quote. Explain the customer’s challenge, the solution your business provided, and the results they achieved. Real examples help visitors picture what it’s like to work with your company.

Your testimonials or case studies should include:

• Customer testimonials with the client’s name and company, when appropriate
• Before-and-after photos for businesses like home remodelers, landscapers, or contractors
• Project summaries that explain the customer’s problem, your solution, and the outcome
• Measurable results whenever possible, such as increased leads, reduced costs, shorter project timelines, or improved efficiency
• Photos of completed projects or your team working with customers

If your business has earned awards, certifications, or positive online reviews, consider highlighting them alongside your customer success stories to reinforce your credibility.

A successful small business website answers your buyers’ questions, builds confidence in your business, and makes it easy for potential customers to take the next step.

As you plan your website, think about each page from your customer’s perspective. What problems are they trying to solve? What information do they need before they feel ready to reach out to you? What would give them confidence that your business is the right choice? When every page works together to guide visitors through those questions, your website becomes a stronger tool for generating qualified leads.

If you’re planning a new website or redesigning an existing one, take a look at our web design services to learn how Conversion Fox Marketing helps small businesses create websites that combine thoughtful design, clear messaging, and conversion-focused strategy.