Hey Reader,

We just wrapped up our branding series, after discussing brand image AND brand voice. And it's safe to say you're basically a branding expert now!

This week, we're moving into the second pillar of this series—WEBSITES.

And listen... I know building a website can feel overwhelming.

There are so many options, so many pages you could create, so many things people tell you that you "must have."

But here's the thing: Your website doesn't need to be complicated to be effective.

A Peek into what we're talking about:

• Every business website needs 5 essential pages (or sections if you're doing a one-page site)
• These pages work together to attract, inform, and convert visitors into clients
• You can start simple and add more as you grow
• Quality over quantity – better to have 5 solid pages than 15 mediocre ones

Watch or Listen

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Let's break down exactly what your website needs...

Whether you're building a full multi-page website or keeping it simple with a one-page site, these are the essential elements every business needs.

Think of them as pages on a multi-page site, or sections on a single-page scrolling site – either way works!

Page/Section 1: Home

What it is: Your homepage (or hero section on a single page site) is the front door to your business.

It's often the first impression people get, and it needs to quickly communicate who you are, what you do, and why someone should stick around.

What needs to be on it:

• Clear headline that immediately tells visitors what you do and who you serve
• Brief explanation of how you help (not your whole life story – save that for the About page!)
• Visual elements that represent your brand (photos, graphics that match your brand image)
• Clear navigation to other pages or sections (make it easy for people to find what they need)
• Call-to-action (CTA) – What do you want visitors to do next? Book a call? Sign up for your newsletter? Make it obvious!

Why it matters: You have about 3-5 seconds to grab someone's attention before they leave your site.

Your homepage needs to answer the question "Am I in the right place?" immediately.

If visitors land on your site and can't quickly figure out what you do or how you can help them, they're gone.

Pro Tip: Your homepage isn't about YOU – it's about your VISITOR and how you can solve their problem. Lead with their needs, not your credentials.

Page/Section 2: About

What it is: This is where you get to share your story, your why, and what makes you uniquely qualified to help your audience.

People want to know who they're working with!

What needs to be on it:

• Your story – How did you get here? What drives you? (Keep it relevant to your business)
• Your credentials/experience – What qualifies you to do what you do?
• Your values – What do you stand for? What's important to you in business?
• Personal touches – A photo of you, fun facts, anything that makes you relatable and human
• Another CTA – Yes, even on the About page! Guide them to the next step

Why it matters: The About page/section is typically the second most-visited page on business websites (after the homepage).

Now more than ever, people want to connect with the human behind the business.

This is your chance to build trust and show that you understand their needs, whether you've been there or are passionate about solving their specific problem.

Pro tip: Make it about the CONNECTION, not just your resume. Yes, share your qualifications, but focus on why you do what you do and how it relates to helping your ideal client.

Page/Section 3: Services (or Products/Offerings)

What it is: This is where you clearly outline what you offer and how people can work with you or buy from you. No confusion, no guessing – just clear information about your offerings.

What needs to be on it:

• List of your services/products with clear names (avoid overly clever names that confuse people)
• Brief description of each offering – What's included? What problem does it solve?
• Who it's for – Help people self-identify if this is right for them
• Pricing (if you share it publicly) or "starting at" ranges
• Process overview – What happens when someone works with you or buys from you?
• Strong CTA for each service/product – Make it easy to take the next step

Why it matters: This is where browsers become buyers.

If people can't clearly understand what you offer, how much it costs (or the general investment), and how to get started, you're losing potential clients.

Confusion kills conversions, so make this page crystal clear.

Pro tip: Focus on benefits, not just features. Don't just tell them WHAT you do – tell them what RESULT they'll get or what PROBLEM you'll solve.

Page/Section 4: Contact

What it is: The page that makes it ridiculously easy for people to get in touch with you, ask questions, or book your services.

What needs to be on it:

• Contact form (keep it simple. Don't ask for their life story!)
• Your email address (some people prefer to email directly)
• Your business hours or response time expectations
• Links to your social media (if you're active on them)
• Booking link (if you use scheduling software like Calendly)
• Optional: Your location if you have a physical office or serve a specific area

Why it matters: You'd be shocked at how many websites make it hard to contact the business owner.

If someone is ready to reach out but can't easily find how, they'll move on to a competitor.

Make it EASY for people to say yes to working with you!

Pro tip: Test your contact form regularly!

I've seen so many broken contact forms that business owners don't even know aren't working. Send yourself a test message at least once a month.

Page/Section 5: Blog/Resources (Optional but Highly Recommended)

What it is: A space where you share helpful content, establish your expertise, and improve your SEO (search engine optimization) so people can actually find you on Google.

What needs to be on it:

• Helpful blog posts that answer questions your ideal clients are asking
• Resources like guides, templates, checklists, or tutorials
• Clear categories or tags so people can find related content easily
• Email signup to capture interested visitors and build your list

Why it matters: A blog or resources section serves multiple purposes:

• SEO benefits – Fresh content helps you rank in search engines
• Establishes expertise – Shows you know your stuff
• Builds trust – You're giving value before asking for the sale
• Creates touchpoints – People can get to know you through your content before they're ready to buy

Pro tip: Consistency matters more than frequency. One helpful post per month is better than posting five times one month and then ghosting your blog for six months. Try to pick a realistic schedule and stick to it.

Bonus Pages to Consider (When You're Ready)

Once you have your essential 5 pages/sections covered, here are some additional pages that can elevate your website:

Portfolio/Case Studies – Show examples of your work and the results you've achieved for clients

Testimonials – Dedicated space for client reviews and success stories

FAQ – Answer common questions to reduce back-and-forth and build confidence

Privacy Policy & Terms of Service – Especially important if you're collecting emails, running ads, or taking payments (and often legally required)

Resources/Freebies – A hub for all your downloadable content, templates, or tools

But don't feel pressured to have all of these right away.

Start with the essentials and add them as your business grows and you identify the need.

What About One-Page Websites?

Here's the beautiful thing: everything I just outlined can work on a single-page website!

If you didn't know that a single-page website was an option, check out this article that helps you determine if a single-page site is good for your business.

And here are some single-page websites we have built for inspiration.

Instead of separate pages, you'd have sections that visitors scroll through:

• Hero section (your "homepage")
• About section
• Services section
• Contact section
• Optional: Blog/resources section or links to external blog

One-page websites are perfect for:

• New businesses just getting started
• Service providers with straightforward offerings
• Anyone on a tight budget who needs a professional web presence
• Businesses that want a simple, streamlined user experience

You can always start with a one-page site and expand to multiple pages as your business grows and your needs change.

Pro tip: If you go the one-page route, make sure your navigation smoothly jumps to each section. Nothing is more annoying than clicking a menu item and nothing happens!

Common Mistakes to Avoid

As you're building out your essential pages, watch out for these pitfalls:

Mistake #1: Too much information
You don't need to tell your entire business story on every page. Keep it focused and relevant. Save the deep dives for your blog.

Mistake #2: No clear next steps
Every page should guide visitors to DO something – book a call, sign up for your list, read more, contact you. Don't leave them wondering "okay, now what?"

Mistake #3: Talking about yourself instead of your client
Yes, even on the About page! Frame everything in terms of how it relates to helping your ideal client solve their problem.

Mistake #4: Making people hunt for basic information
Your contact info, services, and pricing (if you share it) should be easy to find. Don't bury important information three clicks deep.

Mistake #5: Forgetting mobile users
Over 60% of web traffic is mobile. Make sure your site looks good and functions well on phones and tablets, not just desktop.

Your Action Steps This Week

Let's make this practical. Here's what I want you to do:

1. If you already have a website:
   • Check if you have all five essential pages/sections
   • Identify which pages are missing or need work
   • Pick ONE page to draft, update, or improve this week
2. If you're building a new website:
   • Decide if you want multi-page or one-page format
   • Start with your homepage/hero section first
   • Write out the key points for each of the five essential areas

Remember: Done is better than perfect. It's better to have a simple, clear website with the essentials than to wait months trying to create the "perfect" site with every possible feature.

Need Help With Your Website?

Whether you're starting from scratch or need to revamp what you already have, Studio117 Creative specializes in creating WordPress websites that actually work for your business.

We can help you:

• Build a strategic website with all the essential pages
• Redesign your existing site to convert better
• Set up a simple one-page site that covers all the bases
• Make sure your site is mobile-friendly and easy to maintain

Ready to get your website working harder for your business? Book a strategy call and let's talk about what you need!

Coming Up

Later this week, into next week, I'll be taking a break to celebrate my birthday.
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But then, when I come back, we're diving into Website Mistakes That Cost You Clients. A checklist-style audit so you can identify what might be driving people away from your site (and how to fix it!).

Got questions about your website pages? Hit reply and let me know what's confusing or what you need help with!