It's often the first question we get, and the answer isn't a number: a business website should have as many pages as your customers have questions to ask before they contact you. No more, no less.
The basics: five pages that cover it
For most tradespeople, shops and independent professionals, five pages are enough to get started.
- Home. It says in one sentence what you do, who for and where. Within three seconds, visitors should know they're in the right place.
- Your services. What you offer, from the customer's point of view: the problem they have and how you solve it.
- About. Who you are, how long you've been doing it, why people should trust you. For tradespeople, it's the most-read page after the home page.
- Your work or reviews. Proof that you know what you're doing: photos of jobs or dishes, before-and-afters, testimonials.
- Contact. A tap-to-call phone number, a short form, your address, opening hours and a map.
When do you need more pages?
Add a page as soon as a topic deserves to be found on Google in its own right. A plumber who also renovates bathrooms has every reason to give bathrooms their own page: it's a different search, with different customers.
The same logic applies to locations. If you work across several towns, a page for each main town can put you on the map where you want customers – as long as it has genuine content, not the same text with the town name swapped.
Pages people forget
- A legal notice and privacy policy, which are compulsory in France.
- A thank-you page after the form is sent, so you can measure enquiries.
- An FAQ on the home or services page, to answer objections before they stop people getting in touch.
Are more pages better for Google?
Not in themselves. Google prefers ten useful pages to fifty empty ones. A page that doesn't answer a real question waters down your website rather than strengthening it.
The right question isn't “How many pages?” but “What does my customer need to know before they pick up the phone?”
During scoping, we map out the structure with you, based on your services, your area and the questions you're asked most often on the phone. That's the starting point for a website that's easy to read and easy to find.
