The five pages every local business website needs

Local business websites fail in two opposite directions. Either they are a single page with a logo and a phone number, or they are twenty-four pages of filler where the important information is buried.

Five pages is the right number for almost every local business. Here is what goes on each.

1. Home

The job of the home page is to answer, in the first screen without scrolling: what you do, where you are, and how to contact you.

That first screen should have:

Your business name and a one-line description that a stranger understands. Not a slogan. "Family dental clinic in Sector 12, Dwarka" beats "Smiles that last a lifetime" every time.
Your locality.
A Call button and a WhatsApp button.
One good photograph of the real place.

Then, below: your main services with prices where possible, a few real photos, your reviews, your timings, and your address with a map.

The single most common mistake is a large decorative banner with a slogan on it, and the actual information three scrolls down. On a phone, three scrolls is where people leave.

2. Services (or Products, or Menu)

The page that converts. One page listing everything you offer, grouped sensibly, with a line of explanation and a price or a range.

Two rules:

Use the words your customers use. If people say "teeth cleaning", do not only write "scaling and polishing". If they say "AC gas refill", do not only write "refrigerant recharge".

Put a price or range on as many as you can. This is the difference between a page that answers the question and a page that generates a phone call you have to answer.

If you have more than about eight main services, give the top three or four a page of their own. This is how you compete for the specific searches — "bridal makeup package price in [area]" needs a bridal makeup page, not a line item.

3. Gallery

Proof. Ten to thirty photographs of your actual work, actual premises, actual team.

Real photos, taken on a phone in daylight, beat stock photography completely — customers can tell the difference instantly, and stock images make people suspect the business is not what it claims.

Group them if there are many: work, premises, team, events.

4. About

Small businesses write this page badly, and it is one of the more important ones for trust — especially for clinics, coaching centres, contractors and anyone taking advance payment.

What actually belongs here:

When you started and who runs it. "Started in 2004 by Rajesh Verma, who trained at…"
What you specialise in and why.
Your team, with photos and names.
Qualifications, registrations and certifications where relevant.
Something specific and true that a competitor could not copy.

What does not: "We strive for excellence and customer satisfaction is our top priority." Everyone writes it, nobody reads it, and it makes you sound identical to every other business.

5. Contact

Everything needed to reach or reach you, in one place.

Phone, tappable.
WhatsApp, tappable.
Full address exactly as it appears on your Google listing.
An embedded map, plus a "Get directions" link.
Opening hours, including the day you are closed.
A short enquiry form — name, phone, message. Three fields, no more.
Landmark directions in words. "Above Punjab National Bank, entrance from the lane behind." In Indian cities this saves more customers than the map does.

What you do not need

A blog you will not maintain. An empty blog with two posts from 2023 looks worse than no blog. Only start one if you will actually write.

A team page for a three-person business. Put them on About.

A testimonials page. Your Google reviews are more credible and already exist. Show them.

A "Why choose us" page full of generic claims. Put the honest reasons on Home and About.

A pop-up asking for an email address. For a local business this is pure friction with no payoff.

The order to build them

Home first, and get the first screen right — that is where most of the value is. Then Services with prices. Then Contact. Then Gallery. About last.

If you only ever finish three, finish those first three.

The test that matters

Open it on your own phone, on mobile data, and count the seconds until you can call. If it is more than two, fix that before you change anything else.

Apna.live builds all five from your Google listing and lets you edit the words on the page itself. See yours.