When you're building a website, one of the first questions you need to answer is: what pages does my website need?
There is no set number of pages that every website should have. The right structure depends on what your website is for, who will use it and what you want visitors to do. A small business website might only need five or six core pages, while an online store, professional service or larger organisation may need dozens. The important thing is to create the pages that provide useful information and help visitors find their way around your website.
The Essential Website Pages
Most websites will need some combination of the following pages.
1. Home Page
Your homepage is usually the first page people visit.
It should give visitors a clear understanding of:
- Who you are
- What you do
- What you offer
- Who you are for
- Why they should choose you
- What they should do next
Your homepage doesn't need to contain everything about your business. Its job is to introduce your website and direct visitors to the information they need.
2. About Page
An About page gives visitors more information about you, your business or your organisation.
Depending on the website, it might include:
- Your story
- Your team
- Experience and qualifications
- Your values
- Your approach
- Why customers choose you
This page can be particularly useful for building trust.
3. Services or Products Pages
If your website promotes products or services, visitors need somewhere to learn more about them.
Don't necessarily put every service or product on one page.
For a service business, individual pages can explain what each service involves, who it is for, the benefits and how customers can get started.
For an online store, product and category pages allow customers to browse and compare what you sell.
4. Contact Page
Your contact page should make it easy for visitors to get in touch.
Depending on your business, this could include:
- Phone number
- Email address
- Contact form
- Physical address
- Opening hours
- Map
- Social media links
Make sure your contact details are also easy to find elsewhere on the website.
5. FAQ Page
An FAQ page can answer common questions before customers contact you.
Questions might cover:
- Pricing
- Delivery
- Availability
- Your process
- Locations
- Returns
- Payment options
- How your service works
FAQs can also help visitors who are still deciding whether to buy or make an enquiry.
Other Pages Your Website May Need
The pages above provide a starting point, but many websites need additional pages.
- Location Pages
If your business serves specific towns, cities or regions, location pages can provide useful information for customers in those areas.
For example, a business operating throughout New Zealand might have pages covering the main regions or locations it serves.
These pages should contain genuinely useful local information rather than simply repeating the same content with a different location name.
- Testimonials and Reviews
A dedicated testimonials page can showcase feedback from your customers.
You can also include relevant reviews throughout your website, particularly on pages where visitors are making a purchasing decision.
- Portfolio or Projects
A portfolio can be particularly valuable for businesses where customers want to see examples of previous work.
This could include:
- Builders
- Designers
- Photographers
- Trades
- Landscapers
- Architects
- Creative businesses
Use project pages to explain what you did, not just display photographs.
- Blog or Resources
A blog or Resources section gives you somewhere to publish useful information related to your business.
This can include:
- Guides
- How-to articles
- Answers to common questions
- Industry information
- Case studies
- News and updates
Useful content can also help your website attract people searching for information through Google.
- Pricing Page
Some businesses benefit from publishing pricing information.
Whether you need a dedicated pricing page depends on your business model.
If your pricing is straightforward, showing prices can help customers make decisions. If every project is different, you may instead explain what affects the cost and encourage visitors to request a quote.
- Booking Page
If customers need to make appointments, a dedicated booking page can make the process easier.
This might be used by:
- Consultants
- Tradespeople
- Health and wellness businesses
- Accommodation providers
- Professional services
- Hospitality businesses
- Online Store
If you're selling products online, your website will need ecommerce pages and functionality.
This can include:
- Shop
- Product categories
- Product pages
- Shopping cart
- Checkout
- Customer account
- Delivery information
- Returns information
An online store requires more than simply adding products to your homepage.
- Legal and Information Pages
Some websites also need pages covering important legal or business information.
These may include:
- Privacy Policy
- Terms and Conditions
- Shipping and Delivery
- Returns and Refunds
- Cookie information
The exact requirements will depend on your website, business and how you collect or use customer information.
How Many Pages Does a Website Need?
There is no ideal number of website pages. A small local business might have:
Home → About → Services → Testimonials → Contact
An online store might have many more pages because every product and category can require its own page.
The goal isn't to create as many pages as possible. Instead, ask whether each page has a clear purpose and provides something useful to the person visiting it.
How to Decide Which Pages Your Website Needs
Start by thinking about your customers.
What information will they want before contacting you or buying from you?
Then consider:
- What does your business do?
- What products or services do you offer?
- What questions do customers regularly ask?
- What information builds trust?
- What actions do you want visitors to take?
- What information do customers need before making a decision?
- What topics might people search for on Google?
The answers will help you create a website structure that makes sense.
Don't Create Pages Just for the Sake of SEO
Adding pages simply because you want more content isn't a good SEO strategy. Every page should have a purpose.
A useful page should answer a question, explain something, target a genuine customer need or provide information that helps visitors make a decision. Quality and relevance matter more than simply having a large number of pages.
Plan Your Website Before You Build It
Working out what pages your website needs before you start building can make the entire process easier. Create a simple list of your planned pages and organise them into a logical structure. Then think about what content each page needs and where visitors should go next. You can then build your navigation, write your content and choose your design around that structure.
For more detailed advice, see our guide to what pages a business website should have or learn how to plan a website.
Build the Pages Your Website Actually Needs
The best website isn't necessarily the one with the most pages.
It is the one that gives visitors the information they need, makes it easy to navigate and guides them towards the right next step.
Start with the essential pages, add additional pages where they provide real value and review your website structure as your business grows.
Posted: Friday 4 September 2026
