Pages are not the point
"Up to eight pages" appears in most small business website quotes, including ours. It is a useful ceiling for pricing and a poor description of what you are buying. Eight pages of what? A page is a container. What matters is the job each one does, and for a business that runs on appointments, the jobs are remarkably consistent.
Here are the eight, in the order a new customer meets them.
1. Home
The home page answers three questions in the first screen: what do you do, who for, and how do I book. Everything else on it is supporting evidence: a line about the team, a few reviews, the areas or services in brief, one clear route to booking.
The mistake is treating it as a brochure cover. It is a triage desk. A returning client wants the booking button. A new one wants to know they are in the right place. Both should find what they need without scrolling.
2. Services, or one page per service
For a small salon, one services page with a price list is enough. For a clinic with six treatments or a trade with eight service lines, each gets its own page, because each is its own search. "Physio for lower back pain" and "sports massage" are different searches with different intent, and a single page cannot rank for both.
Each service page says what the service is in the client's words, what happens, what it costs or starts from, and how to book it. Nothing else.
3. Prices
Yes, a prices page. Price is the question most people arrive with, and a business that publishes prices gets the enquiries that were going to convert and loses the ones that were not. That is a good trade.
Structure it as a real list you can edit, not a PDF or an image of the price board. Google reads lists. Clients search them. And when a price changes, you change it in one place.
4. About
Who you are, why you do this, who works here. Real photos of real people, not stock. For a booking-led business the about page is doing trust work: a client is deciding whether to let this person cut their hair, treat their back, or come into their home. Show them the person.
Qualifications, registrations and insurance belong here too, stated plainly and linked to the register where one exists.
5. Booking
The page where the booking actually happens. Often it is the embedded booking system, styled to match, with a short line of reassurance about deposits, cancellations and what happens next. If your booking tool provides a page of its own, this page frames it and keeps the client on your domain.
Every other page links here. It is the destination.
6. Reviews
A page of real reviews, pulled from Google where possible so they update themselves, plus any longer testimonials with names and permission. Reviews scattered as quotes across other pages are decoration. A page of them is evidence.
Regulated health businesses in some countries cannot use testimonials; where that applies, this page becomes practitioner credentials and process instead.
7. FAQ, or "what to expect"
The questions people phone to ask: parking, what to bring, how long it takes, whether they need a referral, what happens if they need to cancel. Answered plainly, this page removes a share of your phone calls and reassures the nervous first-timer who would otherwise not book.
It is also where regulatory information that does not fit elsewhere lives.
8. Contact and find us
Address, map, phone as a tap-to-call button, opening hours marked up so Google shows them, and a short form for anything that is not a booking. Parking and public transport notes. For a mobile business, the areas covered instead of an address.
When you need more than eight
You need more pages when you have more searches to answer:
- Several practitioners or staff that clients book by name: a page each.
- Several locations: a page each, with its own hours and map.
- Many services that are searched separately: a page each.
- Areas you cover, for a trade: a short page per town.
- Conditions you treat, for a clinic: a page per condition in the patient's words.
That is what the twenty-page package is for, and it is why a dental practice or a multi-practitioner clinic usually needs it while a single-chair barber does not.
When you need fewer
A mobile hairdresser, a solo personal trainer, a one-van plumber: five pages is often enough. Home, services and prices, about, booking, contact. Do not pay for pages you will not fill.
What we do with this list
When we scope a site, the first conversation is about which of these your business needs and what goes on each. The list above is the starting point; the business decides the rest. What we do not do is build eight pages because the package says eight.