5 Page Website Masterplan for Small Business Success13 min read

Jef van de Graaf
Jef van de Graaf™
July 2, 2024

Having a website is crucial for small business success, especially for B2B companies and local service-based sectors.

Whether you’re a seasoned entrepreneur or just starting out, here’s my masterplan for creating a 5 page website which can set the foundation for your online presence and help you attract and convert new buyers.

In this article, you will learn:

  • The essential components of a compelling homepage
  • How to build trust and credibility with a well-crafted About page
  • The importance of a robust Services page and how to enhance it for SEO
  • Making an accessible and engaging Contact page
  • Ensuring legal protection with a thorough Privacy Policy

Let’s dive into the key elements that will make your website stand out and drive business growth.

5 Web Pages Every Small Business Website Needs (+ How To Create Them)

Before I share my 5 page website blueprint, let’s have cover the basics of writing and designing website pages. Here’s a breakdown of my process which helps me plan a website and launch them as fast as possible.

How To Easily Create Your Website Content

As a B2B copywriter, I typically provide clients with website copy and wireframes in a Google Doc. (A wireframe is a basic mockup of how a web page might look like — making a web designers life easier.)

But now that I provide website design, it’s so much more efficient to dive straight into the back end of WordPress.

Instead of dealing with multiple revisions and the boring 🥱 process of converting a document into a web page, all you need is a good starter template.

Lucky for you, I’ve battle-tested a number of WordPress themes, but there’s only one that’s helped me save hundreds of hours and build small business websites for my clients.

#1 Website Theme for Small Business Owners

I always recommend Betheme for small business owners. They have over 700+ prebuilt templates to choose from, giving you the perfect starting point for your 5 page website.

In fact, most of Betheme’s demo sites have most of the pages you need ready to replace with your own content.

5 Page Website by Betheme

Of course, there’s always a learning curve when it comes to DIYing your business tech. But if you’re looking to save money, you can get your website running for:

  • Website Theme: $60 USD for Betheme (one time fee)
  • Domain Name: $17 USD for a .CA/.COM domain (from NameCheap)
  • Web Hosting: C$3.89 / mo to US$35 USD / mo (cheap vs Kisnta)

That’s about $150 Canadian for the first year. Not bad, eh?

Now that you know what to build your website with, let’s get to the 5 page website blueprint. Let’s go!

1. Your Homepage

The homepage is the face of your business on the internet. It’s the first impression visitors get, so it needs to be compelling and informative. An effective homepage sets the tone for your entire site, encouraging visitors to explore further and engage with your business.

Key Homepage Elements:

  1. Who You Are and What You Do (Above the Fold):
    • Make this the first thing visitors see. It should be clear and concise, positioned above the fold to capture immediate attention.
  2. A Compelling Headline:
    • Use a punchy headline that draws visitors in. Statements like “I help…” work well to quickly convey your value proposition.
  3. Links to Your Services:
    • Even though these are in the menu, include brief descriptions and links to your main services directly on the homepage. This improves accessibility and navigation, especially for mobile users.
  4. Contact Information:
    • Include a link to your contact page or basic contact details to ensure visitors can easily reach you. This could be a phone number, email address, or a direct link to your contact form.
  5. Tips for Keeping the Homepage Engaging and SEO-Friendly:
    • Keep Text Light: Use concise, engaging text to avoid overwhelming visitors.
    • Use High-Quality Images: Visuals should be relevant and high resolution to create a professional appearance.
    • SEO Best Practices: Include your main keywords naturally in headlines and body text. Ensure your meta titles and descriptions are optimized for search engines.
    • Fast Loading Times: Optimize images and minimize scripts to ensure your homepage loads quickly, improving user experience and SEO.

As you work on your homepage, ask yourself this:

Does your homepage immediately communicate your business’s value? Are the key elements easy to find and navigate?

2. Your About Page

The About page is your opportunity to build trust and credibility with your visitors. It’s where you share your story, introduce your team, and highlight what sets your business apart.

Your about page helps to humanize your brand and connect with your audience on a personal level.

Key About Page Elements:

  1. Company History and Mission:
    • Share the story behind your business. Why did you start it? What drives you? This narrative helps visitors understand your passion and commitment.
  2. Introduction to the Team:
    • Introduce key team members with brief bios and photos. Highlight their expertise and roles within the company. This personal touch helps build trust and relatability.
  3. Unique Selling Points:
    • What makes your business different from the competition? Highlight your unique selling points and the value you bring to your clients.
  4. Contact Information:
    • Ensure visitors can easily find ways to contact you. Include an email address, phone number, or a link to your contact page.
  5. Tips for Crafting an Engaging About Page:
    • Be Authentic: Share genuine stories and experiences that reflect your brand’s personality.
    • Use a Conversational Tone: Write as if you’re speaking directly to your audience. This makes your content more relatable and engaging.
    • Include Visuals: Use images and videos to break up the text and make the page visually appealing.
    • Call to Action: Encourage visitors to take the next step, whether it’s contacting you, following you on social media, or learning more about your services.

3. Your Services Page

Your Services page is where you showcase what you offer. It’s crucial for converting visitors into clients by clearly communicating the benefits and features of your services. This page should provide enough detail to answer potential clients’ questions and persuade them to choose your business.

Key Elements to Include:

  1. Detailed Descriptions of Services:
    • Clearly explain each service you offer. Include what the service entails, the benefits, and any unique features. This helps potential clients understand exactly what they’re getting.
  2. Benefits and Features:
    • Highlight the key benefits and features of each service. Use bullet points or short paragraphs to make this information easy to digest.
  3. Pricing Information:
    • Include pricing details or starting rates. Transparency with pricing helps build trust and can reduce the number of inquiries about cost.
  4. Testimonials or Case Studies:
    • Showcase testimonials from satisfied clients or detailed case studies that demonstrate the success of your services. This social proof can significantly enhance credibility.
  5. Visual Elements:
    • Use high-quality images, videos, or infographics to illustrate your services. Visuals can help break up text and make the page more engaging.

Importance of Dedicated Landing Pages

In addition to your main Services page, consider creating dedicated landing pages for each service. These pages can be optimized for specific keywords and target different aspects of your target audience, improving your SEO and marketing efforts.

  1. SEO Benefits:
    • Dedicated landing pages allow you to target specific keywords relevant to each service. This can improve your search engine rankings and drive more organic traffic to your site.
  2. Targeted Marketing:
    • By focusing each landing page on a specific service, you can tailor the content to address the needs and concerns of that particular audience segment. This targeted approach can increase conversion rates.
  3. Enhanced User Experience:
    • Providing detailed, service-specific pages makes it easier for visitors to find the information they need. This can reduce bounce rates and keep potential clients engaged with your site.
  4. Flexibility in Advertising:
    • Dedicated landing pages are perfect for use in digital marketing campaigns. You can direct traffic from ads, social media, and email marketing to these specific pages, ensuring a cohesive and relevant user experience.

By investing in dedicated landing pages, you can significantly enhance your website’s effectiveness in attracting and converting clients. This approach not only boosts your SEO but also allows for more precise targeting in your marketing efforts.

Key Service Page Elements:

  1. Detailed Descriptions of Services:
    • Clearly explain each service you offer. Include what the service entails, the benefits, and any unique features. This helps potential clients understand exactly what they’re getting.
  2. Benefits and Features:
    • Highlight the key benefits and features of each service. Use bullet points or short paragraphs to make this information easy to digest.
  3. Pricing Information:
    • Include pricing details or starting rates. Transparency with pricing helps build trust and can reduce the number of inquiries about cost.
  4. Testimonials or Case Studies:
    • Showcase testimonials from satisfied clients or detailed case studies that demonstrate the success of your services. This social proof can significantly enhance credibility.
  5. Visual Elements:
    • Use high-quality images, videos, or infographics to illustrate your services. Visuals can help break up text and make the page more engaging.

Why Create of Dedicated Landing Pages for Your Services & Target Locations

Having a catch-all services page is a nice starting point, but eventually you’ll want to create dedicated landing pages for each service. These pages can be optimized for specific keywords and target different aspects of your target audience and service locations, improving your SEO and marketing efforts.

  1. SEO Benefits:
    • Dedicated landing pages allow you to target specific keywords relevant to each service. This can improve your search engine rankings and drive more organic traffic to your site.
  2. Targeted Marketing:
    • By focusing each landing page on a specific service, you can tailor the content to address the needs and concerns of that particular audience segment. This targeted approach can increase conversion rates.
  3. Enhanced User Experience:
    • Providing detailed, service-specific pages makes it easier for visitors to find the information they need. This can reduce bounce rates and keep potential clients engaged with your site.
  4. Flexibility in Advertising:
    • Dedicated landing pages are perfect for use in digital marketing campaigns. You can direct traffic from ads, social media, and email marketing to these specific pages, ensuring a cohesive and relevant user experience.

You should seriously consider investing in dedicated landing pages for your services. They provide insane value from an SEO perspective, and improves your website’s effectiveness in attracting and converting clients.

And if that’s something you need help with, feel free to contact me. Speaking of which…

4. Your Contact Page

The Contact page is one of the most crucial pages on your website. It’s the bridge between you and potential clients, providing them with the means to get in touch with you. When designed right, you can enjoy a continuous stream of leads and inquiries for your business.

Key Contact Page Elements:

  1. Contact Form:
    • A simple and straightforward contact form is essential. Ask for only the necessary information to reduce friction and encourage more submissions. Typically, name, email, and a message field are sufficient.
  2. Email Address and Phone Number:
    • Display your email address and phone number prominently. Some visitors prefer direct contact over filling out a form, so providing these options can increase your reach.
  3. Physical Address:
    • If applicable, include your business’s physical address. This is particularly important for local SEO and for businesses that operate from a physical location. Including a Google Maps embed can also be helpful.
  4. Social Media Links:
    • Provide links to your active social media profiles. This not only gives visitors more ways to connect with you but also helps build your social media presence.
  5. Brief, Welcoming Message:
    • Add a short, friendly message thanking visitors for their interest and encouraging them to get in touch. This personal touch can make visitors feel more welcome and appreciated.
  6. Tips for Encouraging Engagement:
    • Prompt Response: Mention how quickly you will respond to inquiries. This sets expectations and can encourage more people to reach out.
    • Call to Action: Use a clear call to action, such as “Get in Touch” or “Contact Us Today.” This directs visitors to take the next step.
    • Multiple Contact Options: Offer various ways to contact you to cater to different preferences.

You may even want to create a squeeze page contact form, without any header or footer. I’ve used this approach for a local psychology website in Toronto. There was literally nothing on the page except to fill out their onboarding form.

They’ve enjoyed 15+ leads per month after their first year since 2018. That’s a lot of potential leads!

5. Privacy Policy Page

With privacy concerns on the rise, having a transparent and comprehensive privacy policy is not just a legal necessity but also a critical factor in building trust with your audience.

But the question I often face is, “do I really need a privacy policy?” The easy answer is: go talk to a lawyer.

However, if you’re collecting personal information from your website and using cookies to track visitor behavior or target ads — then yes, you 100% should have a privacy policy.

Want an easier way to manage your legal pages?

Try Termageddon!

Creating and maintaining a comprehensive privacy policy can be daunting, but services like Termageddon make it significantly easier. Termageddon provides automatically updating policies that stay current with the latest privacy laws, ensuring your website remains compliant no matter where your visitors are from.

Feel free to use my link to get 10% off your first year payment.

Otherwise, here’s more information on privacy laws and regulations:

5 Page Website Blueprint

Need a 5 Page Website for Your Business?

Now that you understand the key elements of a 5-page website, you’re ready to create a professional and effective online presence for your small business. Each page—the Homepage, About Page, Services Page, Contact Page, and Privacy Policy Page—plays a crucial role in engaging visitors, building trust, and driving conversions.

Looking for a done-for-you website design?

If you want to launch your website but worried about the high costs and time-consuming process, get my starter website.

My starter website package includes both 5-page website design and professional copywriting, ensuring your site is not only beautifully designed but also compelling and optimized for conversions. I’ll take care of everything, from crafting engaging content to designing a user-friendly layout, so you can focus on what you do best—running your business.

Don’t let high fees and DIY headaches hold you back. With our comprehensive package, you can launch a stunning and effective website without breaking the bank. Contact me today 👇 to get started and take your online presence to the next level.

Jef van de Graaf

Jef van de Graaf™

Creative Director at Build An Online Business

Jef van de Graaf™ is your go-to expert for turning small business websites into lead-generating machines. Starting his journey as a freelance B2B copywriter in 2017, Jef has mastered the art of crafting compelling website content that drives clicks and conversions.

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