6 must-have pages on a website: What to include in yours

Why is website structure important for user experience and SEO?

A website with a well-organized structure holds two distinct advantages over its disorganized counterparts. Firstly, organization enhances the user experience (UX), allowing visitors to navigate the site effortlessly between pages to find the information they need quickly.

Secondly, user experience and search engine optimization (SEO) go hand in hand. When a site offers a great user experience (by making navigation seamless, for example), search engines crawl and index it more efficiently, leading to higher placement in search engine rankings and more search visibility, which increases organic traffic.

Since search engines prioritize metrics such as relevance, quality, and usability, a stellar site UX directly enhances SEO.

In the design phase, it’s important to use content mapping to ensure all vital information is both present and intuitively placed. Equally important is structuring page URLs into a logical hierarchy to effectively communicate the site’s architecture to human users and search engines. And when it’s time to launch, create (or autogenerate) a sitemap that captures your website architecture and submit it to Google to expedite the indexing of your site.

What are the essential pages every website should include?

This list of website pages outlines the foundational structure for common smaller websites, like those for freelancers and small businesses. Larger entities — such as major corporations and ecommerce businesses offering a broader range of products, services, or information — require more pages and complex layouts. Regardless of the scale of the project, this list is an excellent starting point for building and organizing a website.

1. Homepage

The homepage must engage visitors immediately. While homepage design varies, the most common components include a hero image, a unique header, and a call to action (CTA) “above the fold” — meaning visitors can see it before scrolling further down. These elements offer a quick insight into what the business or site offers, enticing visitors to explore further.

As visitors scroll below the fold, homepages typically present essential information about the product, service, and company organized under distinct headings. This placement strategy capitalizes on users’ initial interest captured above the fold with appealing images and compelling headers.

Source: LEGIT Coffee Co

2. Products or services page

The products or services page showcases the business’s offerings by detailing each option and its advantages. If prices are standardized, include them for transparency — that’s a detail visitors often appreciate. When standard pricing isn’t applicable, provide a clear path for users to request a quote.

For ecommerce sites, this page might transform into an online store, complete with search functionality so visitors can quickly find what they’re interested in. If you’re marketing a service, consider laying out a step-by-step description of the process on this page. It'll demystify what you offer, instill confidence in potential customers, and help them understand what to expect. Ultimately, this approach builds trust and makes it easier for visitors to make a decision.

Source: The High Rise Guys

3. About page

The about us page is one of the most frequently visited website pages. It’s important for differentiating the business from competitors, as users often consult this page to understand what sets a business apart. Highlighting aspects that make the business unique — including the team’s background, values, and principles — showcases what qualifies the business in its field or industry.

Always ensure the copy is customer-centric. Instead of adopting a boastful tone, emphasize how the background and expertise of the team or individual ideally position them to address and fulfill the customer’s needs. By doing so, you not only build trust but also demonstrate dedication to solutions-oriented service rather than just self-promotion.

Source: Yoga by Nina

4. Contact page

If site visitors are intrigued by the business’s services but find it challenging to reach out, they may opt for a competitor’s site instead. Keeping the contact page accurate and current is paramount to avert this. Offering a variety of contact channels is ideal to cater to different customer preferences.

For effective communication, consider including:

Source: Punctuate Design

5. Privacy policy page

If you gather names, addresses, or any personal details from your visitors, you're legally required to include a privacy policy on your website. It should clearly explain how you're collecting, storing, and using that data, and it should be written in plain, easy-to-understand language.

Source: Raglan Community House

6. Terms and conditions page

While terms and conditions pages aren’t legally required like privacy policies, they’re crucial for business websites. Including one can help businesses prevent disputes and legal trouble. Irrespective of user traffic, it’s a good idea to maintain a terms and conditions page to serve as an insurance policy against potential problems.

Source: New York Jazz Bands

What additional pages can enhance functionality and engagement?

The six pages outlined above are essential for most small and medium-sized businesses. However, expanding your site with additional pages, like a blog page, can be beneficial. A blog informs your clients about product innovations, events, and offers and bolsters your SEO efforts.

Two additional pages can increase conversions. An FAQ page addresses common questions, easing potential customers’ concerns, while a testimonials page offers social proof, reinforcing purchase decisions.

Presenting case studies from successful collaborations with previous clients also builds credibility. Showcasing a portfolio page further highlights your work and helps you stand out. For businesses running digital marketing campaigns, special landing pages can enhance digital marketing efforts by providing targeted information.

A dedicated 404 page is also worth highlighting. It can help keep visitors on your site by guiding them back to relevant content if they land on a missing or inactive page, turning a potential dead end into a chance to engage further.

Create an organized website with Webflow

Designing in Webflow helps you create beautifully structured and visually stunning websites. By dividing content into page folders, you can ensure even the most complex sites stay neatly arranged and follow a clear hierarchy. Webflow's visual canvas makes this organization intuitive and seamless.

If you’re looking for more examples of core website pages, browse our selection of industry-specific templates. Each template includes the essential components every business site needs to succeed, enabling you to create a tailored and cohesive design.

Webflow University’s tutorials are always available to help you learn more about optimal website structure and bring your web design ideas to life on the screen. These guides assist you in creating comprehensive, user-friendly sites, providing you with practical knowledge to turn your website vision into reality with Webflow.

Last Updated
October 24, 2025

Category
Design