The five pages every service business needs

Most service businesses do not need a big website. They need five pages that work, and the discipline not to add a sixth until those five are doing their job.

Home

One promise, one proof, one next step. The home page's job is to confirm that the visitor is in the right place, in about four seconds.

Services

One page per thing you sell, or one page with clear sections if you sell three. The test is whether someone can tell what they would be buying and roughly what it involves.

Proof

Case studies, with the thing that actually changed. A project with no number in it is a portfolio piece, not proof.

About

Not a history. Who does the work, why they can be trusted with it, and what it is like to work with them.

Contact

One form, the fewest fields you can get away with, and an answer about when you will reply.

The sixth page

There is always a sixth page someone wants. Add it when one of these five is finished, not before.