How many pages does a business website need?How many pages does a business website need?

How many pages does a business website need? The short answer: for a tradesperson, a shop or a small business, a showcase site usually has between 5 and 12 pages. The useful answer: as many pages as it takes to answer your clients' questions, and not one more. A plumber who also does heating doesn't need the same site as a practice with ten specialities or a shop with two hundred products. In this article you'll find the mandatory pages, the number of pages by type of business, the rule that decides the rest, a full sample site map, and the mistakes I see most often when I take over a site.How manymany pages does a businessbusiness website need? The shortshort answer: for a tradesperson,tradesperson, a shop or aa small business, a showcaseshowcase site usually has betweenbetween 5 and 12 pages.pages. The useful answer: asas many pages as itit takes to answer youryour clients' questions, and notnot one more. A plumberplumber who also does heatingheating doesn't need the samesame site as a practicepractice with ten specialities oror a shop with twotwo hundred products. In thisthis article you'll find thethe mandatory pages, the numbernumber of pages by typetype of business, the rulerule that decides the rest,rest, a full sample sitesite map, and the mistakesmistakes I see most oftenoften when I take overover a site.

Google doesn't reward a number of pages. For each search, it looks for the page that answers it best. A site with 6 precise pages can therefore outrank a site with 40 vague ones. What matters is that a page exists for every major question your client has: "does he do what I need?", "does he work in my area?", "are other people happy with him?", "how much does it cost?", "how do I contact him?".Google doesn'tdoesn't reward a number ofof pages. For each search,search, it looks for thethe page that answers itit best. A site withwith 6 precise pages cancan therefore outrank a sitesite with 40 vague ones.ones. What matters is thatthat a page exists forfor every major question youryour client has: "does hehe do what I need?",need?", "does he work inin my area?", "are otherother people happy with him?",him?", "how much does itit cost?", "how do II contact him?".

The number of pages is a consequence: of how many services you offer, the areas you work in and the proof you can show. That's why two businesses in the same trade can have very different site sizes, and both can be right.The numbernumber of pages is aa consequence: of how manymany services you offer, thethe areas you work inin and the proof youyou can show. That's whywhy two businesses in thethe same trade can havehave very different site sizes,sizes, and both can bebe right.

Here's the base I set up on almost every showcase site. Each page has a clear job: if a page doesn't have one, it doesn't belong there.Here's thethe base I set upup on almost every showcaseshowcase site. Each page hashas a clear job: ifif a page doesn't havehave one, it doesn't belongbelong there.

It's the first page of a website. In a few seconds it must say what you do, for whom and where, then show how to contact you. It then summarises your services (with a link to each service page), some proof (reviews, client logos, work) and a clear call to action. It's not the place to explain everything: its job is to point visitors to the right page.It's thethe first page of aa website. In a fewfew seconds it must saysay what you do, forfor whom and where, thenthen show how to contactcontact you. It then summarisessummarises your services (with aa link to each serviceservice page), some proof (reviews,(reviews, client logos, work) andand a clear call toto action. It's not thethe place to explain everything:everything: its job is toto point visitors to thethe right page.

This is the heart of the site and the part that brings in the most visitors from Google. Each major service gets its own page: what you do, how it works, for whom, photos, an indicative price if you can, frequent questions and a contact button. More on this just below.This isis the heart of thethe site and the partpart that brings in thethe most visitors from Google.Google. Each major service getsgets its own page: whatwhat you do, how itit works, for whom, photos,photos, an indicative price ifif you can, frequent questionsquestions and a contact button.button. More on this justjust below.

People buy from people. This page says who you are, how long you've been doing this, how you work and why to trust you: qualifications, certifications, insurance, values, a real photo. For a tradesperson or freelancer, it's often one of the most-read pages before a first call.People buybuy from people. This pagepage says who you are,are, how long you've beenbeen doing this, how youyou work and why toto trust you: qualifications, certifications,certifications, insurance, values, a realreal photo. For a tradespersontradesperson or freelancer, it's oftenoften one of the most-readmost-read pages before a firstfirst call.

This is the proof that others trusted you. A work page shows real projects with context (the need, what you did, the result), and a reviews page gathers client feedback. You can combine them on one page at first, then split them when you have enough material. On my site you can see how I present my projects and my client reviews.This isis the proof that othersothers trusted you. A workwork page shows real projectsprojects with context (the need,need, what you did, thethe result), and a reviewsreviews page gathers client feedback.feedback. You can combine themthem on one page atat first, then split themthem when you have enoughenough material. On my sitesite you can see howhow I present my projects and my client reviews..

A short form, your phone number (tappable on mobile), your email, your hours and your service area. Also say what happens after sending ("I'll call you back within 24 hours"): it reassures people and increases the number of enquiries.A shortshort form, your phone numbernumber (tappable on mobile), youryour email, your hours andand your service area. AlsoAlso say what happens afterafter sending ("I'll call youyou back within 24 hours"):hours"): it reassures people andand increases the number ofof enquiries.

Whatever the size of your site, some pages are mandatory for a business website in France:Whatever thethe size of your site,site, some pages are mandatorymandatory for a business websitewebsite in France:

• Legal notice: who publishes the site (name or company name, address, registration number, contact) and who hosts it.Legal notice:notice: who publishes the sitesite (name or company name,name, address, registration number, contact)contact) and who hosts it.it.
• Privacy policy: what data you collect (forms, analytics), why, for how long, and how people can exercise their rights (GDPR).Privacy policy:policy: what data you collectcollect (forms, analytics), why, forfor how long, and howhow people can exercise theirtheir rights (GDPR).
• Cookie management: if you use analytics or advertising tools that set cookies, visitors must be able to accept or refuse.Cookie management:management: if you use analyticsanalytics or advertising tools thatthat set cookies, visitors mustmust be able to acceptaccept or refuse.
• Terms of sale: as soon as you sell online or display firm prices.Terms ofof sale: as soon asas you sell online oror display firm prices.

They don't really count in the "number of pages" you're thinking about, but they must exist and be reachable from the footer.They don'tdon't really count in thethe "number of pages" you'reyou're thinking about, but theythey must exist and bebe reachable from the footer.footer.

To give you an order of magnitude, here's what I see by type of business. These are guidelines, not rules: your list of services always decides.To givegive you an order ofof magnitude, here's what II see by type ofof business. These are guidelines,guidelines, not rules: your listlist of services always decides.decides.

• Freelancer or tradesperson with a single trade (electrician, osteopath, photographer): often 5 to 7 pages. Home, 1 to 3 service pages, about, work or reviews, contact.Freelancer oror tradesperson with a singlesingle trade (electrician, osteopath, photographer):photographer): often 5 to 77 pages. Home, 1 toto 3 service pages, about,about, work or reviews, contact.contact.
• Tradesperson or small business with several trades (plumber and heating engineer, landscaper who also does maintenance, building company): often 8 to 15 pages, since each trade deserves its page.Tradesperson oror small business with severalseveral trades (plumber and heatingheating engineer, landscaper who alsoalso does maintenance, building company):company): often 8 to 1515 pages, since each tradetrade deserves its page.
• Local shop, restaurant, salon: 4 to 8 pages. What matters is elsewhere: hours, address, menu or prices, photos, booking, an up-to-date Google profile.Local shop,shop, restaurant, salon: 4 toto 8 pages. What mattersmatters is elsewhere: hours, address,address, menu or prices, photos,photos, booking, an up-to-date GoogleGoogle profile.
• Practice or liberal profession with several specialities (lawyer, architect, accountant): one page per speciality, so often 8 to 20 pages.Practice oror liberal profession with severalseveral specialities (lawyer, architect, accountant):accountant): one page per speciality,speciality, so often 8 toto 20 pages.
• Industrial or B2B SME: one page per product range or skill, plus sector and reference pages. The site grows fast, 15 to 40 pages isn't unusual.Industrial oror B2B SME: one pagepage per product range oror skill, plus sector andand reference pages. The sitesite grows fast, 15 toto 40 pages isn't unusual.unusual.
• Online store: a few structural pages (home, categories, about, shipping and returns, contact, terms) then one page per product. The total depends mostly on the catalogue.Online store:store: a few structural pagespages (home, categories, about, shippingshipping and returns, contact, terms)terms) then one page perper product. The total dependsdepends mostly on the catalogue.catalogue.

And a one-page site? It works for an event, a launch, testing an idea or a truly simple business. For a company with several services that wants to be found on Google, it's very limiting: a single page can't answer several different searches precisely.And aa one-page site? It worksworks for an event, aa launch, testing an ideaidea or a truly simplesimple business. For a companycompany with several services thatthat wants to be foundfound on Google, it's veryvery limiting: a single pagepage can't answer several differentdifferent searches precisely.

Someone typing "roof renovation" doesn't want to land on a page that also covers plumbing and painting. If your five services are summed up on a single "Our services" page, Google struggles to know which of your activities to show, and visitors have to hunt for the information. With one page per service, each search finds its answer. It also helps Google understand what you do, as I explain in how organic search works.Someone typingtyping "roof renovation" doesn't wantwant to land on aa page that also coverscovers plumbing and painting. IfIf your five services areare summed up on aa single "Our services" page,page, Google struggles to knowknow which of your activitiesactivities to show, and visitorsvisitors have to hunt forfor the information. With oneone page per service, eacheach search finds its answer.answer. It also helps GoogleGoogle understand what you do,do, as I explain inin how organic search works.

1. A title that names the service, and the town if you work locally ("Roof renovation in Bourg-en-Bresse").A titletitle that names the service,service, and the town ifif you work locally ("Roof("Roof renovation in Bourg-en-Bresse").
2. A direct answer in the first lines: what you do, for whom, and what the client gains.A directdirect answer in the firstfirst lines: what you do,do, for whom, and whatwhat the client gains.
3. The process: how a job or project goes, step by step.The process:process: how a job oror project goes, step byby step.
4. Photos of real jobs or projects, with a line of context.Photos ofof real jobs or projects,projects, with a line ofof context.
5. An indicative price or a range, even a wide one: it's the first question people ask.An indicativeindicative price or a range,range, even a wide one:one: it's the first questionquestion people ask.
6. Frequent questions about this service, with short, honest answers.Frequent questionsquestions about this service, withwith short, honest answers.
7. A visible call to action: call, request a quote, book a slot.A visiblevisible call to action: call,call, request a quote, bookbook a slot.

How many words per page? There's no magic minimum. Look at the pages that rank first on Google for your service: yours must answer at least as completely, without filler. A service page of a few lines, on the other hand, has almost no chance of ranking.How manymany words per page? There'sThere's no magic minimum. LookLook at the pages thatthat rank first on GoogleGoogle for your service: yoursyours must answer at leastleast as completely, without filler.filler. A service page ofof a few lines, onon the other hand, hashas almost no chance ofof ranking.

To make it concrete, here's what the site map of a plumber and heating engineer working in a town and its surroundings could look like. It's an example to illustrate the method, not a client's site.To makemake it concrete, here's whatwhat the site map ofof a plumber and heatingheating engineer working in aa town and its surroundingssurroundings could look like. It'sIt's an example to illustrateillustrate the method, not aa client's site.

• HomeHome
• Emergency plumbing (leaks, unblocking, call-outs)Emergency plumbingplumbing (leaks, unblocking, call-outs)
• Bathroom installation and renovationBathroom installationinstallation and renovation
• Boiler installation and servicingBoiler installationinstallation and servicing
• Heat pumpsHeat pumpspumps
• About (background, certifications, insurance)About (background,(background, certifications, insurance)
• Work and reviewsWork andand reviews
• Contact and service areaContact andand service area
• Legal notice, privacy, cookiesLegal notice,notice, privacy, cookies

That's 8 useful pages plus the legal ones. Each service page can then be found on its own search ("boiler servicing" isn't "water leak"), and each one leads to the same goal: a call or a quote request.That's 88 useful pages plus thethe legal ones. Each serviceservice page can then bebe found on its ownown search ("boiler servicing" isn'tisn't "water leak"), and eacheach one leads to thethe same goal: a callcall or a quote request.request.

A site is never set in stone. Add a page when one of these happens:A sitesite is never set inin stone. Add a pagepage when one of thesethese happens:

• You launch a new service: it deserves its page from day one.You launchlaunch a new service: itit deserves its page fromfrom day one.
• You work a lot in a specific town: a page about your work there, with local jobs or clients. A page per town only makes sense if you have something specific to say about that town.You workwork a lot in aa specific town: a pagepage about your work there,there, with local jobs oror clients. A page perper town only makes sensesense if you have somethingsomething specific to say aboutabout that town.
• Clients keep asking the same question: a blog article or FAQ that answers it in depth.Clients keepkeep asking the same question:question: a blog article oror FAQ that answers itit in depth.
• You have a standout project: a project page with context, photos and results.You havehave a standout project: aa project page with context,context, photos and results.
• You change audience (from individuals to businesses, for example): a dedicated page that speaks their language.You changechange audience (from individuals toto businesses, for example): aa dedicated page that speaksspeaks their language.

Blog articles aren't pages like the others: they answer broader questions ("how much does a showcase site cost?") and point to your service pages. They're not required at launch, but they help you get found on more searches. One complete article a month beats a burst of thin ones.Blog articlesarticles aren't pages like thethe others: they answer broaderbroader questions ("how much doesdoes a showcase site cost?")cost?") and point to youryour service pages. They're notnot required at launch, butbut they help you getget found on more searches.searches. One complete article aa month beats a burstburst of thin ones.

1. Near-identical pages where only the town name changes. Google spots them and judges them worthless, and they can drag the whole site down.Near-identical pagespages where only the towntown name changes. Google spotsspots them and judges themthem worthless, and they cancan drag the whole sitesite down.
2. Empty or "under construction" pages published too early. Better to wait until the content is ready.Empty oror "under construction" pages publishedpublished too early. Better toto wait until the contentcontent is ready.
3. Putting everything on one long "Our services" page: impossible to answer each search precisely.Putting everythingeverything on one long "Our"Our services" page: impossible toto answer each search precisely.precisely.
4. Creating a page per near-identical keyword ("cheap plumber", "affordable plumber"): same intent, one page is enough.Creating aa page per near-identical keywordkeyword ("cheap plumber", "affordable plumber"):plumber"): same intent, one pagepage is enough.
5. Forgetting the legal pages: they're mandatory, and their absence worries careful visitors.Forgetting thethe legal pages: they're mandatory,mandatory, and their absence worriesworries careful visitors.
6. Multiplying menu pages nobody reads ("Our values", "Our vision", "Our commitment") instead of one solid about page.Multiplying menumenu pages nobody reads ("Our("Our values", "Our vision", "Our"Our commitment") instead of oneone solid about page.

One useful page beats ten filler pages.One usefuluseful page beats ten fillerfiller pages.

The number of pages affects the price, because each page needs content, layout and SEO work. But it's not the only factor: features (blog, booking, several languages, store) matter just as much. For concrete reference points, here are my WordPress packages:The numbernumber of pages affects thethe price, because each pagepage needs content, layout andand SEO work. But it'sit's not the only factor:factor: features (blog, booking, severalseveral languages, store) matter justjust as much. For concreteconcrete reference points, here areare my WordPress packages:

• Essential, €1,050: 5 pages, SEO optimisation, secure site, legal notice, works on every screen.Essential, €1,050:€1,050: 5 pages, SEO optimisation,optimisation, secure site, legal notice,notice, works on every screen.screen.
• Standard, €1,450: 10 pages, adding a blog, contact form and analytics.Standard, €1,450:€1,450: 10 pages, adding aa blog, contact form andand analytics.
• Premium, €1,950: 10 pages, adding email marketing and multiple languages.Premium, €1,950:€1,950: 10 pages, adding emailemail marketing and multiple languages.languages.
• Elite, €2,950: 10+ pages, adding AI tool integration.Elite, €2,950:€2,950: 10+ pages, adding AIAI tool integration.

Payment can be spread out, and the details are on the WordPress website page. To understand what drives the price of a site in general, read my article on showcase website prices. And if you're still unsure about the tool, my WordPress or Wix comparison will help you choose.Payment cancan be spread out, andand the details are onon the WordPress website page. ToTo understand what drives thethe price of a sitesite in general, read mymy article on showcase website prices.. And if you're stillstill unsure about the tool,tool, my WordPress or Wix comparison willwill help you choose.

1. List all your services, then group those your clients see as one thing.List allall your services, then groupgroup those your clients seesee as one thing.
2. For each service, note the three questions you're asked most: they'll become the page's FAQ.For eacheach service, note the threethree questions you're asked most:most: they'll become the page'spage's FAQ.
3. Note the towns where you do most of your business, and what you can show in each.Note thethe towns where you dodo most of your business,business, and what you cancan show in each.
4. Gather your proof: job photos, reviews, references, certifications.Gather youryour proof: job photos, reviews,reviews, references, certifications.
5. Draw the tree: home at the top, service pages below, then about, work, contact.Draw thethe tree: home at thethe top, service pages below,below, then about, work, contact.contact.
6. For each page, write in one sentence its goal and the action you expect from the visitor.For eacheach page, write in oneone sentence its goal andand the action you expectexpect from the visitor.

This is exactly the second step of any website project: prepare the content before the design. Once this map is done, the number of pages is no longer a question, it's obvious. Also check the technical basics before launch with my technical SEO checklist.This isis exactly the second stepstep of any website project: prepareprepare the content before thethe design. Once this mapmap is done, the numbernumber of pages is nono longer a question, it'sit's obvious. Also check thethe technical basics before launchlaunch with my technical SEO checklist..

Start from your services and your clients' questions, not from a number. Launch with the pages that really matter, properly filled, then grow the site one page at a time when real demand appears. If you like, we can build this map together during a 15-minute call: you'll leave with the list of pages your business needs, and the price that goes with it.Start fromfrom your services and youryour clients' questions, not fromfrom a number. Launch withwith the pages that reallyreally matter, properly filled, thenthen grow the site oneone page at a timetime when real demand appears.appears. If you like, wewe can build this mapmap together during a 15-minute15-minute call: you'll leave withwith the list of pagespages your business needs, andand the price that goesgoes with it.