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Pages for Business Websites

A page earns its place when it answers a distinct customer question or supports a necessary business process. Copying a standard agency sitemap often creates thin pages, repeated claims and navigation that reflects…

1 published guides0 subtopicsUpdated 21 July 2026

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About Page Best Practices

An About page should answer the trust questions left after a visitor understands the service: who is responsible, how the organisation works, what evidence supports its claims and whether it is a suit…

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Practical guide3 August 2026

About Page Best Practices

An About page should answer the trust questions left after a visitor understands the service: who is responsible, how the organisa…

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Information checked: 21 July 2026.

In brief: Create the smallest complete page set, then expand only when a separate page has a separate purpose.

The core page set

Core business pages and their jobs
Page	Question answered	Evidence of completion
Home	What does this business do and where should I go next?	A new visitor can choose a relevant path quickly
Service or product	Is this suitable, what is included and what happens next?	Scope, limitations, price context and action are clear
About	Why should I trust this organisation?	Real people, operating model and verifiable credentials
Contact	How can I reach the right person?	Routes, response expectations and fallback work
Privacy and legal	What happens to my data and what are the trading details?	Current notices and required disclosures
Support or FAQ	Can I solve a common question without contacting you?	Answers are maintained and link to deeper guidance

Decide whether a topic deserves its own URL

It serves a recognisably different user intent.
It needs a different primary call to action.
It contains enough original information to stand alone.
It can receive useful internal links from other pages.
Someone is responsible for keeping it accurate.

Avoid common page-plan errors

Do not create one near-identical location page for every town, a separate page for every minor service variation or an FAQ that merely repeats the service page. Combine weak fragments into a stronger page and use sections where the customer journey is the same.

What good looks like

Print the proposed navigation and ask a tester to find a service, evidence, price context, contact route and legal information. Any task that requires guessing indicates a page or labelling problem.

Where businesses get caught out

Page plans often become inflated because every keyword, staff request or competitor heading is turned into a URL. The result is several thin service pages, location pages with only a town name changed and legal information copied into inconsistent places. This weakens both navigation and editorial maintenance.

Keep these records

Approved page inventory with purpose and owner
Primary intent and call to action for each URL
Merge or redirect decision for overlapping pages
Review date for prices, policies and staff information

Your next action

Mark every proposed page with the question it answers. Merge any two pages that have the same audience, evidence and next action unless there is a clear operational reason to keep them separate.

Sources and date checked

This practical guidance was checked against the following primary sources. Date checked: 21 July 2026.