Most expert sites try to do ten jobs. The good ones do four, well. Here is what each page is for, and how to tell when it is pulling its weight.
Start with the home page
The home page has one job: make the right visitor feel understood in five seconds. Name who you help and what changes for them. Skip the mission statement.
If a stranger cannot tell what you do from the first screen, nothing below it matters.
The services page does the selling
This is where the selling happens. One page per thing you sell, or one clear page that lists them. Each should answer three questions: who it is for, what they get, and what it costs to start the conversation.
A services page earns its keep when:
- A prospect can self-select without a call.
- Pricing, or at least a range, is hinted at.
- The next step is obvious and low-commitment.
Proof lives on the work page
Expertise is a claim until someone else says it for you. The work page is where proof lives: case studies, outcomes, names you can share.
Two strong cases beat ten thin ones. Show the before, the after, and what you changed.
Make the contact page effortless
The contact page should remove friction, not add a form with twelve fields. Ask for the few things you need to reply well, and offer a second path for the people who hate forms.