There’s a big difference between having a website and having one that actually works.

At Nine by Six, we’ve reviewed a lot of small business websites over the years. The pattern is usually the same: a homepage, maybe an about page, a contact form… and that’s it.

The problem? That’s not enough.

If you want your website to rank well, build trust, and generate consistent leads, there are a few foundational pages you simply can’t skip.

Here are the ones we recommend to every client.

1. A Clear, Conversion-Focused Homepage

Your homepage has one job: make it obvious what you do and who you help.

Within seconds, visitors should know:

• What you offer
• Who it’s for
• Why they should choose you
• What to do next

Strong headline. Simple navigation. Clear call-to-action.

No fluff. No guessing.

2. Dedicated Service Pages (Not Just a List)

One of the biggest SEO mistakes we see? Businesses listing all services on one page.

Search engines rank pages, not bullet points.

If you offer:

• Pool installation
• Pool maintenance
• Pool openings

Each one should have its own page.

This helps you:

• Rank for specific search terms
• Answer customer questions clearly
• Show depth and expertise

More clarity = better rankings + better conversions.

3. An About Page That Builds Trust

People buy from people.

Your About page shouldn’t be a corporate history lesson. It should answer:

• Why did you start this business?
• What do you believe about serving customers?
• What makes you different?

Add real photos if possible. Share your story in plain language.

Trust turns visitors into customers.

4. A Simple, Friction-Free Contact Page

This sounds obvious, but it’s often overlooked.

Your contact page should:

• Load fast
• Be mobile-friendly
• Have minimal required fields
• Include phone, email, and form
• Clearly state what happens next

Don’t make people work to give you money.

5. Testimonials or Case Studies

Social proof matters.

Even a few short testimonials can dramatically increase conversions. If possible, include:

• Full names
• Photos
• Specific results

Even better? A short case study explaining:

• The problem
• The solution
• The result

This shows you don’t just build websites — you solve problems.

6. A Blog (Yes, Really)

A blog isn’t just for “content marketing.”

It’s one of the strongest long-term SEO tools you have.

Every blog post:

• Targets new search terms
• Builds authority
• Gives you internal linking opportunities
• Shows Google your site is active

It also gives you something valuable to share with customers who ask common questions.

(That’s one reason we’re building this blog right now.)

7. A Privacy Policy and Basic Legal Pages

This one isn’t exciting, but it matters.

Basic legal pages:

• Build credibility
• Help with compliance
• Improve trust

It’s a small detail that signals professionalism.

Bonus: What Most Small Business Sites Still Get Wrong

Even with the right pages, websites fail when:

• Messaging is unclear
• Pages load slowly
• There’s no local SEO structure
• Hosting is unreliable
• There’s no ongoing strategy

A website isn’t a one-time project. It’s a business asset that needs the right structure and support behind it.

The Bottom Line

If your website is missing several of these pages, that’s usually the reason it’s not ranking or generating consistent leads.

A high-performing small business website should:

• Rank locally
• Build trust quickly
• Make it easy to take action
• Stay fast and secure

That’s what we focus on at Nine by Six — building sites that don’t just look good, but actually work.

If you’re not sure whether your site has the right foundation, we’re happy to take a look and give straightforward feedback.

No fluff. Just practical next steps.