Essential Website Pages Every Business Needs to Convert

Jul 02, 2025

You finally sit down to build your website, or maybe you're staring at the one you DIYed last year asking yourself, “What am I supposed to have on my website so I can sell more?” You’re not alone.

The truth is, most small business owners, especially coaches, service providers, and creatives, know they need a website. But few understand which pages truly matter, what each one should say, or how to guide visitors toward becoming clients.

the core 4 website pages you need to convert

That’s why we’re breaking down the Core 4. These are the four essential website pages that not only make your site look professional, but also do the heavy lifting to build trust, guide the visitor to the buy button and say YES!

These are:

Home Page
About Page
Services or Sales Page
Contact Page (our bonus page)

Whether you’re just starting out or auditing what you’ve already built, these pages are the foundation of a website that converts. Let’s walk through why each one matters and how to make yours work smarter so it does the educating and selling for you.

Why Every Business Website Needs These Pages

If you’ve ever wondered what pages a website should have, you’re not alone. Google is filled with questions like:

*"What are the most important pages on a website?"
*"What pages should a website have?"
"Essential pages for your website"

The answer? These four.

According to Nielsen Norman Group, users spend an average of just 54 seconds on a webpage. That means every page must be focused and intentional. Another study found that 50% of visitors go directly to the About page after the Home page. This is why it’s critical you have strategy built into your about page leading visitors to your offers! If your site is poorly structured or overwhelming, visitors will leave fast.

That’s why the Core 4 isn’t just about having four pages, it’s about having the right four pages with a clear strategy behind each one.

1. Home Page: The First Impression

Your home page is your virtual front door. It should clearly explain:

Who you are
Who you serve
What problem you solve
Where visitors should go next

Home Page Best Practices:

Clear, benefit-driven headline
Simple layout with strong visuals
Obvious CTAs ("Explore Services," "Meet Us," "Get Started")
Short, skimmable sections that lead deeper into the site

Common Mistake: Trying to say everything all at once. Don’t have long paragraphs that make the reader feel like they are back in school, learning from a text book. Use design to break up text, giving the brain rest between thoughts and lead the reader to want more. A cluttered homepage overwhelms and confuses which leads to low sales. Keep it clear and inviting.

2. About Page: Build Trust Through Story

Surprise: your About page isn’t just about you. A strategic About page makes your visitors feel seen, understood, and gets them excited to work with you while simultaneously sharing more about you and what makes you the expert and the BEST choice.

Why This Page Matters:

50% of users head to the About page after landing on your site
It builds connection and credibility
It helps differentiate between you and others selling the same or similar products or offers. This is incredibly important when you are in the direct sales or affiliate marketing space.
It's the ideal place to introduce your mission and why you're uniquely positioned to help

In a world exploding with AI-generated everything, from business advice to meal plans, human connection is becoming the ultimate differentiator. Your potential clients might use ChatGPT to plan their meals, create a fitness plan, or even coach themselves with AI prompts. But when they’re ready to invest in real support, they’re looking for something AI can’t provide: lived experience, emotional resonance, and authentic connection.

AI is like a first-year associate, smart and helpful, but without the depth and nuance of real-world experience. You, on the other hand, bring life to your work. Even if you're new to taking on clients, chances are you've been immersed in your craft for years through your own personal journey or working with “clients” for free, (your mom, sister, auntie. Just because they didn’t pay you doesn't mean you can use the experience to make you stand out even more!

Your About page gives you the space to highlight that journey and share why you care, how you got here, and what it’s like to work with you. It humanizes your brand and gives your audience the reassurance that you are the person to guide them forward.

And trust me, while AI is all the rage now, there will be a time in the future that people get tired of the robot and desperately want to turn to human support. Let’s make sure you are set up for them to find you!

What to Include:

A story that connects your experience to their struggle
Proof of results or experience (testimonials, media, partnerships)
Personal elements that show your personality or what it is like to work with you
A CTA to the next step you want them to take like a Services page or Contact

Common Mistake: Writing a resume-style bio with no connection to the reader. Giving your life story from the day you were born with details that just add text to the page but don’t move them forward in your journey. This is not a place to share your entire life story! Just the parts that get them to connect with you, let them know YOU are the person to work with and gets them excited to move one step closer to working with you.

guide them to say yes with your services page

3. Services or Sales Page: Guide Them to Say Yes

This is where the magic happens. Whether you sell coaching, a course, or services, this is your chance to:

Present your offers clearly
Explain the transformation or outcome
Show how it works
Remove doubt
Answer questions
Invite them to take the next step

While your Home page gives a snapshot or quick mention of what you offer, the Services or Sales page is where you get to expand. This page allows you to provide the details someone needs to feel confident in taking action. Think of it as your opportunity to answer the questions they're already asking in their heads: “Is this right for me?” “What do I get?” “How does it work?”

If you have multiple services or offers, we recommend eventually building out individual sales pages for each one. But to start, having a single page that outlines your offers clearly, with detailed descriptions, benefits, and call-to-actions, can make a huge difference in guiding someone to say yes.

How to Structure It:

Sectioned breakdown of each offer
Clear pricing or a "starting at" structure
Visuals: icons, mockups, product shots
Obvious CTA: “Book a Call,” “Buy Now,” or “Apply Today”

Real Example: For a hair and makeup artist we recently designed for, we listed her services with pricing, followed by a CTA to contact her to check availability for their big day.

Common Mistake: Hiding pricing or overloading with text. Talking more about what’s in it vs what they will be able to accomplish after purchasing and using. Highlighting things in a way that deters someone from buying. Example: 50 videos. (that feels super overwhelming) vs short on-demand videos. Ridiculous value stacks! “Valued at $1,000,000 today only $97.” Be transparent and scannable.

4. Contact Page: Don’t Overlook It

We consider this our bonus page but it’s absolutely essential.

Why It Matters:

Builds trust (people want to know they can reach a human)
Acts as a backup CTA from every page
Keeps the conversation going
Decreases friction and barriers to get unaddressed questions answered.

What It Should Have:

Brief copy welcoming outreach
Easy-to-use contact form
Email address and/or phone (if appropriate)
Optional: social links or a map if you have a location

Common Mistake: Burying the Contact form, or having no CTA that leads there. Only having a contact form with no email listed. Some people don’t like to use those forms, we recommend showing your email address some place on the page.

What If I’m Just Getting Started?

If your budget is tight or you’re just getting started, our One-Page Website is a strategic, lean version of these core elements all in one. You’ll still have a professional presence and a place to grow from. Over time you can build out the additional pages, About, Services or Sales Page, and Contact and replace the links in the menu with the new pages vs taking them to a section on your One-Page website.

Or, you can browse our Website Templates for DIY options designed with all of this in mind.

Ready to Build Your Core 4 Website Pages?

If you don’t have these four essential website pages or they aren’t working the way they should, it’s time to make them a priority.

Visit our Services Page to book a Discovery Call.

Let’s build you a site that:

Reflects your brand
Converts your visitors
Makes you proud to share it

Whether you're ready for custom design or just want help finding the right starting point, we’re here.

Final Thoughts

Every business needs a website that works with them, not against them. By starting with a Home, About, Services, and Contact page (The Core 4), you're setting your brand up for clarity, connection, and conversions.

Need help? Let’s build it together.

Visit our Services Page and book your call today.