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9 pages every website should have

Stuck on what pages to create for your website?

I believe there are 9 pages every website should have.

Whether you make jewellery or teach yoga, these core pages give website visitors the information they need to learn about your brand, understand your offering, and make an informed purchasing decision.

Start with these essential website pages for a strong foundation that gets your message across to potential customers and sparks ethically conscious sales.

Once you’ve nailed those, you can always add more.

Home page​

Your Home page is your first impression with a potential customer.

It gives them a clear overview of who you are, what you do, who you do it for, and your USP.

Just like when you meet someone for the first time, it gives visitors a sense of your brand vibe and ethos instantly so that they can click with your style (or not).

Your homepage also signposts visitors to your most important website pages.

It’s a really important page!

Need ideas on what to include?

See my post What to put on a website homepage.

About page

An About page is your opportunity to tell your story and connect with your potential customer on a deeper, more personal level. 

It’s all about building credibility and connection.

Dig into why you started your business, what you were doing before, your core values, and what motivates you to keep going.

Add relevant awards you’ve won, courses you’ve studied or certifications you’ve achieved (you could also have the badges for these in your footer).

Lastly, share a sprinkling of personal details to let people connect with you as a person. Do you have any hobbies? Pets? Favourite foods? It doesn’t have to be a lot – just a few ‘you’ nuggets to help people get a sense of who you are.

Remember, you are the magic in your brand. People visiting your About page want to get to know you.

Services/products page

This is the heart of your website.

Your services and/or product pages let your customers know what you’re offering and how they can buy from you.

Ideally, you’ll create a separate page for each of your main services and product categories, but at the very least you need a services/products overview page that details your main offering.

FAQs page

A Frequently Answered Questions (FAQs) page is hugely useful as it lets you answer common customer queries in one place.

An FAQs page has lots of benefits:

• Empower your visitors

It empowers your website visitors to purchase from you as it addresses all their uncertainties so they feel comfortable taking the next step.

• Improve your SEO

It helps with SEO as you can create optimised answers to commonly searched questions.

• Save your customers time

It saves customers time as they don’t have to root around in your copy for answers (which boosts their positive feelings towards your brand)

• Save your time

It saves you time as you can direct people to your FAQs page rather than answering the same questions again and again

• Build trust

It builds trust as it lets you show customers that you understand their hesitations and have thoughtful solutions in place to address them

Reviews/testimonials page

Customer reviews and testimonials are a powerful marketing tool for ethically conscious brands.

They are a form of social proof that uses genuine customer feedback to show others that your business is credible and trustworthy.

Depending on the nature of your business, testimonials can tap into emotions that visitors may be feeling, which can deepen their connection with your brand.

I recommend sprinkling reviews and testimonials throughout your website but also having a dedicated page that potential customers can visit to see them in one place.

Blog page

A blog is your chance to show your expertise, share stories and talk to your audience in a more personal way.

As an ethically conscious business, it’s an opportunity to dig into your values and causes you care about and build meaningful connections with your readers.

It’s also great for SEO and visibility, as long as you optimise each post properly and write genuinely helpful, high-quality content.

Need help writing blogs to spark the interest of your ethically conscious audience?

I offer blog packages for eco and wellness brands. Get in touch to find out more.

Contact page

Your website should make it super easy for potential customers to contact you.

This means having a Contact page.

Don’t make users go searching for it – make your Contact page clear in your website navigation (best practice is to make it the last item in your primary navigation.)

Your Contact page should tell visitors:

• How to contact you (phone, email, contact form, etc.)

• How quickly they can expect a reply (be specific and only state a timeframe if you can keep to it)

• Your opening/working hours, if relevant

I like using contact forms as they make it easy for the user and mean you can keep enquiries organised in your inbox. They also mean you don’t have to put your email address on your website, which helps stop spam.

Privacy policy

A dull but important one…

As per GDPR, your website needs a privacy policy to show how you’re processing personal data. There are templates you can buy but be sure to think through your systems and processes so that you can adapt the policy to suit your business.

The privacy policy doesn’t need to be in your primary navigation – just pop a link to it in your footer, next to your copyright notice.

Sustainability page

The final website page ethically conscious brands should have is an environmental policy or sustainability page.

For product-based businesses, this could include information about materials, ingredients, packaging, supply chain, manufacturing, etc.

For service-based businesses, it could include information about reducing your digital carbon footprint, saving energy in your office, etc.

You could also show any causes you support through volunteering or donations.

What you include really depends on your business. This is your space to highlight actions your business is taking to implement more sustainable business practices.


I hope this gives you a starting point for writing a clear, engaging and informative website for your brand.

Remember to keep the purpose of each page in mind as you write, and infuse the copy with your unique brand vibes, values and story.

If you need help with your copy at any point, feel free to reach out.

Keep making waves!