What website pages are actually important to include for your business?

We need to have a serious chat about the pages on your website that don’t get enough love. Most clients who come to me are laser-focused on making sure their homepage looks beautiful or spend hours stressing over their about page. And while those are important (we’ll get to them in a second), they’re not necessarily the pages that will make or break your website. In fact, some of the most crucial website pages for converting visitors into actual paying clients get overlooked completely, or aren't even included. So let’s fix that.

Here are the website pages that I wish more businesses paid attention to, because trust me, they make a huge difference.

1. Having dedicated service pages

If you offer multiple services or serve different types of clients, I cannot stress this enough: you need separate pages for each service.

I recently worked with a client who had one broad service page covering four completely different areas of consultancy. And while that might seem like a clean, minimalist approach, it wasn’t doing them any favours. We split their services into four individual pages, each targeting a different audience and diving deeper into that specific service. The result?

✅Better user experience. Visitors could immediately find what was relevant to them instead of scrolling through unrelated information.

✅ Higher Google rankings. Each page was optimised for specific service-related keywords, and within weeks, they were ranking on page one for their industry (in their local area).

✅ More inquiries. Clients could now land directly on the service page most relevant to them, without getting lost in unnecessary details.

What you should do:

• If you currently have one generic services page, break it down into separate pages for each core offering.

• Use clear, industry-specific keywords so each page ranks well in search results.

• Make sure every service page has a strong CTA (don’t make visitors go searching for how to book you!).

Not sure how to go about designing these? Check out my website design service (also on its' own dedicated page!) for more info on how I can help you.

2. FAQs belong on your core pages, not a separate FAQ page

I know, I know. An FAQ page seems like a logical thing to have. But most visitors aren’t going out of their way to find answers to their questions. They want the info right where they need it. So instead of hiding all your FAQs on one separate page, place them directly on the pages where they’re relevant.

For example:

• Service pages → Include questions about pricing, timelines, and what’s included.

• Product pages → Add answers about shipping, returns, or care instructions.

• Contact pages → Cover response times, office hours, or availability.

What you should do:

• Identify the most common objections potential clients have and answer them within your main pages.

• Use expandable FAQ sections (accordion-style drop-downs) to keep pages clean while still providing key details.

• If you must have a separate FAQ page, only use it for niche questions that don’t fit anywhere else.

3. Your homepage & about page might not be as important as you think

This one might be controversial, but hear me out. Your homepage isn’t always the first page people land on. If your SEO strategy is solid, your service pages, product pages, or blog posts should actually be ranking higher in Google, meaning visitors might skip the homepage entirely.

And your About page? It matters, but if your brand and personality aren’t shining through your entire website, then you have a bigger issue. Your About page shouldn’t be the only place where people understand who you are. It should reinforce what they already know about you from reading other parts of your website.

What you should do:

• Make sure service and product pages are optimised for search, since they should be your primary entry points.

• Weave your brand personality and values throughout your website, not just in one isolated About page.

• If you rely on organic search, check Google Analytics to see which pages people are actually landing on first (it might not be your homepage!).

4. The contact/ checkout page is where you win or lose business

Your Contact page or Checkout page is the most important step in the user journey. If this page isn’t seamless, easy to use, and optimised for conversions, you risk losing potential customers right at the finish line.

What I see too often:

🚨 Contact pages buried in the footer with no clear navigation.

🚨 Forms that are way too long (do you really need 10 fields just for an initial inquiry?).

🚨 No details on what happens next (Do you reply in 24 hours? Do they get an automatic confirmation?).

What you should do:

• Simplify your contact forms. Ask only for essential info (name, email, and a brief message may be all you need!).

• Make it clear what happens next. If they’ll hear from you in 48 hours, say that.

• For eCommerce businesses, streamline your checkout page. Reduce distractions and keep the process fast.

Make sure you're including the right website pages for your business

Your website should guide visitors through a clear journey that leads them to take action. And sometimes, the most important pages for making that happen aren’t the ones you’d expect.

If you’re not sure whether your website is structured in the best way, let’s chat. Get in touch via my contact page and I will look forward to speaking to you soon!