The usual failure is not a site that is too small. It is a site with fourteen pages, nine of which say nothing, and a visitor who cannot find the one thing they came for.
Five pages carry almost every service business. Each one has a job, and a page that cannot say what its job is should not exist.
Home
Answers three questions before anyone scrolls: what you do, where you do it, and how to reach you. That is it. The home page is not a summary of the whole site — it is a signpost, and its success is measured by how quickly people leave it for somewhere more specific.
Services
What you actually do, in the words a customer would use. "Drain jetting" is what you call it; "blocked drain" is what they typed. If you do several distinct things, give the big ones their own page — one long page listing everything ranks for nothing and reads as a menu nobody wants to study.
Each service page should say what the job involves, roughly what governs the price, and what happens next. Naming a price is not always possible. Explaining what the price depends on always is, and it is the part people actually want.
Areas
The towns and neighbourhoods you cover, written out. This is not padding — it is how somebody two towns over finds out whether to bother calling, and it is the single most common thing missing from a site whose owner wonders why the phone is quiet.
Write them honestly. A page listing thirty towns you would not drive to wastes everyone's time, including yours.
Proof
Whatever makes a stranger believe you: finished work, before and after photographs, reviews with real names, licence and insurance numbers, how long you have been doing this. This is the page that converts the cautious, and it is almost always the emptiest one on a small site.
Photographs from your own phone beat stock images every time. They are worse photographs and far better evidence.
Contact
A tappable phone number, a form short enough to fill in one-handed, and an honest note about when you reply. Three fields is plenty — name, number, what is wrong. Every extra field is another reason to give up, and you can ask the rest on the phone.
What to leave out
- A separate "About" page that only says you are family-run and established in 1998. Put that on the home page in one line.
- A blog with two posts from three years ago. Empty is better than stale.
- A gallery of stock photographs of somebody else's work.
- Anything that exists because a template had a slot for it.
Five pages done properly beats fourteen done thinly, and it is far easier to keep true. A site you can still describe out loud in one breath is a site you will actually maintain.
