You're a small business owner.
Which means you're wearing all the hats.
How about we share that sales rep hat with your website?
'Cuz that's exactly what your website can and should be doing for you.
Wha? You don't have a website?
Let's remedy that a-sap, like, toot-sweet.
Now, before you go getting ahead of yourself, you don't need a million, or a thousand, or a hundred, or even a dozen web pages.
Just four.
As you grow your biz, you can build out your site (which I recommend for a heap of reasons).
But, for now, let's work with four.
The four most important webpages you'll need for your service-based small business are:

Home Page: What To Include
Your home page is THE most visited page on your website.
Let's make it dope.
Follow this framework to write each section of your home page:
Headline
Answer:
What do you offer?
How will it make your web visitor's life easier/better?
How do they buy? (This is usually your primary call to action button, e.g., Schedule a Call, Let's Talk, etc.)
Section 2
Talk about the web visitor's problem or pain. Agitate it if you can.
They need to feel that you understand them.
Section 3
In this section, your value prop section, you want to answer this question—
What positive outcomes does your product get your customer?
Section 4
Remember that line in The Incredibles where Helen Parr shouts to her husband, Mr. Incredible, "It's not. About. YOU!"
She's right. It's not about you.
Even when you're writing about you in this section, it's still not about you.
Remember, you're the Professor Dumbledore or Gandalf the Grey to your customers.
Avoid shining a ginormous 50,000 watt lightbulb on little ol' you. Apply the principles you'll find in Get More Leads with the Perfect About Page to write this guide section.
Next.
Section 5
Introduce your products or services in this section. But don't showcase more than 4. In fact, stick to only 3, no more, no less, if you can.
Section 6
Demonstrate it's easy to start working with you. Do this by outlining a 3-step plan.
Call them to action with your primary CTA.
That's it for the Home page.
But if you want more details, check out this post that shows you how to create a more compelling website that helps to convert visitors into leads.
And if you want an example, check out my home page, which follows the framework I outlined above.
About Page: What To Include
The About page is the second most visited page on a website. So let's make this fab, darlin'!
I'm gonna give you the basics here, but if you want more details, check out Get More Leads with the Perfect About Page.
In a nutshell, you can write your About page anyway you want.
On my About page, I summarized my education and work experience in the field of copywriting, shared some personal details about myself, and then circled back to my web visitor and how I help them.
You could include logos, credentials, and testimonials here, too.
But there is one important take-away:
Shine the light on your web visitor, even on your About page.
On my About page, I chose to do that in my header and in the last 2 sections of the page.
Moving on...
Services Page: What To Include
For your services page, as a beginner, I recommend having one service page that has a description of each of your services. It's easier, faster, and will do for now.
Try to narrow down your services to three or four because if web visitors have too many options, they're likely to choose nothing.
I recommend following a similar format as outlined above for the Home page, but you don't need to include section 4 (guide section); instead, add a link to your About page.
My main services page gives you an idea of how you can format this section.
Okay, dearest reader, we're nearly there!
Contact Page: What To Include
This will be, by far, the easiest page to write.
In a nutshell, you want to give your web visitor options about how they can to contact you, i.e., email, text, snail mail, social media, fillable form, etc.
A word of caution—If you choose to add a form to this page, frequently test that the form is properly working. It would be dang straight awful if you were to discover months or years later that your form broke at some point and you hadn't been receiving any notices that someone filled out the form.
Oochie.
On my contact page, I also like to remind my web visitors of possible website elements they're missing (highlight their pain points), as well as repeat my secondary call to action.
Your Turn
Before I go, this blog on A Beginner's Guide on How to Write a Website will give you further pointers, especially on preparing to write.
Ok, Website Warrior, ready, set, GO!
Psst... If you need help getting your website to convert web visitors into leads, let's find out how I can help you by booking time on my calendar.
ABOUT THE AUTHOR

As a published children's author, StoryBrand Certified Guide, copywriter and marketing strategist, Sandra Beatty helps service-based business owners convert web visitors into leads by implementing a website and marketing strategy, and getting clear on their messaging.
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