What pages does a business website need? Each one is a question customers no longer have to ask
Half past nine, twelve unread chats, almost all asking the same things. Every question a customer has to message to ask is a page your website is still missing.
Key points
- A reliable way to plan website pages is to group the questions customers asked in past chats. Each group becomes a page or a section.
- The home page should say on the first screen what you do, who for and where, with one clear button to get in touch.
- If prices depend on the job, show a starting price or range and explain what affects it.
- One past job with location, timing and price range is more convincing than many beautiful photos with no explanation.
- A good contact page shows the channel you actually answer, when you answer, and what customers should send.
Half past nine on a Tuesday night, a home renovation contractor gets back from a job site, sits down and opens LINE. Twelve unread chats, from twelve different people, none of whom know each other.
The questions are almost identical. Do you do kitchen extensions? Roughly how much? Do you come out to Nonthaburi to look? Do you have photos of past work? He answers them one by one, sending the same set of photos for who knows which time. By the time he's done, it's nearly midnight.
He does have a website. One page, a logo, one nice photo of a house and the words "All kinds of construction work".
What pages a business website needs can be answered from those twelve chats. Every question a customer has to message to ask is a page the site is still missing.
Every page on a business website should answer a question customers would otherwise message
The usual way to plan pages is to look at other businesses' websites and copy them: Home, About, Services, Contact. Four pages like everyone else, with none of the answers customers actually want.
The other way is to start from your chats. Scroll back a month in LINE or your page inbox, write down every question customers asked, then group them. You'll usually end up with six or seven groups at most. Each group is a page, or a section on the home page.
A small business doesn't need many pages. Some do very well with everything on one long page. The number of pages matters less than whether every question has an answer somewhere, and whether it can be found on a phone.
The home page answers "do you do this?" on the first screen
The first question for almost any business is: do they do what I need? For the contractor, that's "do you do kitchen extensions?" So the home page has to say plainly, on the first screen, what you do, who for and where. "Home extensions, kitchens, roofs and bathrooms in Nonthaburi and north Bangkok" is far clearer than "All kinds of construction work".
Under that line goes one button that stands out more than anything else: the way to keep talking. For work that needs a site visit, that might be "Send photos of your space on LINE". For a clinic, "Book an appointment". For a restaurant, "See the menu and call to order". The rest of the home page is shortcuts to other pages. It doesn't need to explain everything itself.
The services and prices page answers what customers are shyest to ask
Price is what customers most want to know, and it's the question many won't message to ask. They worry that asking means they have to buy, or that they'll look like they're haggling. If the site says nothing, these people quietly disappear.
If the price depends on the job, you don't need a fixed figure. Give a starting price or range and explain what changes it: a kitchen extension starts from a certain amount per square metre, depending on the roof, the flooring and the plumbing and wiring. That's enough for customers to know whether their budget is in the right range, and the people who message after reading it are ready to talk.
For each service, also say what's included, how many days it takes and whether there's a guarantee, because those are the next questions they'll message.
The past work and reviews page answers "can I trust them?"
The contractor sends every customer the same set of photos. That's a sign those photos belong on the website. Organise them by job: before, after, where it was, how many days it took, what price range. One job told in full like this is more convincing than twenty pretty photos with no explanation.
Put real customer reviews near the work, or link to your reviews on Google Maps. Add a first name or neighbourhood if the customer is happy with that. A specific review like "turned up on time, left the place clean" carries more weight than general praise.
For a restaurant or shop, this page might be real photos of dishes or products. For a clinic, it might be the doctors' photos and backgrounds and the feel of the clinic. The job is the same: to let a stranger trust you before you meet.
The about and service area pages answer "who are you, and do you come to me?"
An about page doesn't need the shop's history back to your father's day. Customers want to know who will be working in their home, how long you've been doing it and how big the team is. One real photo of the owner or team does more than a long paragraph.
"Do you come out to Nonthaburi?" is a question about service area. Say clearly which districts you cover and whether there's a travel charge. If customers come to you instead, add a map, your Google Maps pin, how to get there and where to park. It looks like a small thing, but it's a reason people pick somewhere else more often than you'd think.
The contact and FAQ pages catch the remaining questions and open the way to talk
A good contact page says more than a phone number. A LINE button that opens the chat straight away, a number you can tap to call, the hours you reply, and what to send. For example: "Send two or three photos of the space and rough measurements, and we'll give you a price estimate by the next day." The customer knows what to do and what they'll get back.
The FAQ page is where the rest of the chat questions go. Do I need a permit from the district? Can we stay in the house during the work? Can I pay in instalments? Use the questions the way customers actually typed them, no need to make them formal. People searching on Google type them that way too.
Put it all together as a checklist and you get this:
- Home: what you do, who for, where, and a button to get in touch
- Services and prices: starting prices, what affects them, what's included
- Past work and reviews: real jobs with details, and real customer voices
- About: who does the work and for how long
- Service area or map: do you come to them, how they reach you, where to park
- Contact: the channel you really answer, your reply hours and what to send
- FAQ: the questions left over from your chats
If you have all of these and visitors still stay quiet, read website visitors but no enquiries next. And if you haven't started a website yet, begin with our business website guide for owners.
If you don't have time to write every page, woowey builds websites for businesses on a monthly plan. Send us the questions customers ask most and photos of your work, our team turns them into pages, adds an enquiry form that sends new leads to you on LINE, and once it's live you can update prices or add new jobs yourself. Just tell us that much, and we'll handle the rest.
Next Tuesday at half past nine, the contractor's LINE may still have messages waiting. But they probably won't say "Do you do kitchen extensions?" any more. More likely three photos of a space and a note: "Saw your work on the website. We'd like something like the Pak Kret job. Could you come and look on Saturday?"
Frequently asked questions
What pages should a business website have?
At minimum: home, services and prices, past work or reviews, about, service area or map, contact and FAQ. A small business can put all of it on one long page, as long as every question has an answer.
Should I put prices on my website if they depend on the job?
Yes. Show a starting price or range and explain what affects it. Customers can see whether it fits their budget, and the people who get in touch are ready to talk.
How should I write an FAQ page?
Use real questions from your own chats, worded the way customers typed them, and answer each one directly in one to three sentences.
Does a small business website need many pages?
No. One page that says what you do, roughly what it costs, where you are and how to get in touch works well. Add pages as you have more to say.
The woowey team
We build websites and systems for businesses
We build websites, booking systems, online stores and back offices for Thai businesses, then look after them every month. What we write here comes from what we see working with real shops.
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Type what you need. The woowey team builds your website and systems, then looks after them every month.
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