The average startup website launches with a homepage, a vague "About" blurb, and a contact form — and then its founders wonder why visitors aren't converting. The problem isn't the product or the design. It's that the site is missing the pages that do the actual selling work. Here are the eight pages every startup website needs, and why each one earns its place.
1. Homepage — Your 7-Second Pitch
The homepage has one job: answer "what is this, who is it for, and why should I care" within the first scroll. Most startup homepages fail this because they lead with company story or feature lists instead of the customer problem and outcome.
Your homepage hero needs: a headline that names the outcome the customer gets (not what the product does), a subheadline that specifies who it's for, a single primary CTA, and a visual that shows the product or result in use. Everything above the fold should fit on one phone screen without scrolling.
Below the fold: three to five key benefits (not features), one strong social proof element, and a secondary CTA. Keep it under 600 words of body copy. The homepage is a routing page — it gets visitors to the right place, it doesn't try to close them alone.
2. Services or Product Page — The Actual Close
This is the most underbuilt page on most startup websites. The services page (or product detail page for SaaS) is where buying decisions happen, and yet it typically gets less attention than the homepage design.
A service page that converts covers: what exactly is included, what the process looks like, who it's right for, what results previous clients have seen, how much it costs (or a clear reason why pricing isn't listed), and a specific CTA tied to the next step.
Don't list everything you can do. Focus each service page on one specific offer. If you offer three distinct services, build three separate pages — one per service. This is both better for conversion and better for SEO, since each page can target a specific keyword without diluting the others.
3. Pricing Page — Reduce Friction Before It Starts
Hiding pricing information is a conversion killer. Most buyers want to know if they can afford something before they invest time in a sales call. If your product has fixed pricing, show it. If it's custom, show a starting price, a price range, or the factors that affect cost.
A good pricing page includes: the tiers or packages clearly labelled, what's included in each, a recommended option highlighted, social proof adjacent to the pricing table, and a FAQ section that handles the objections that stop people from clicking. Our SaaS pricing page design guide goes deeper on the design principles if you need them.
4. About Page — Make It About the Problem You Solve
Most About pages read like CVs. They tell the company's founding story chronologically and list team members' titles. This misses the point entirely.
Your About page is read by buyers who are evaluating trust, not by recruiters evaluating credentials. It should answer: why does this company exist (what problem were you personally frustrated by?), who are the people solving it (with faces and real backgrounds), and what makes your approach different from the alternative.
Include one or two client outcomes on the About page. Social proof on an About page is unexpectedly persuasive because it arrives during the trust-evaluation moment, not the features-evaluation moment.
5. Case Studies or Results Page — Proof Over Promises
Every claim your startup makes on its homepage and services page needs backup. Case studies are that backup. A single credible case study with specific numbers — "increased organic traffic by 140% in four months" or "reduced churn by 22% after implementing the onboarding flow" — does more for conversion than any amount of feature listing.
A case study structure that works: client context (industry, size, problem they came with), what was done (approach, timeline), results with specific metrics, and a quote from the client. Two to four well-written case studies are worth more than twelve brief testimonial logos.
If you're pre-revenue or pre-client, substitute a pilot project or beta user outcome. Specificity matters more than volume.
6. Blog — The SEO Engine
A blog isn't optional if organic search matters to your growth. It's the mechanism through which your site ranks for the keywords your buyers are searching before they know they need your product.
Each blog post should target one specific keyword, answer one specific question thoroughly, and include a CTA that connects the topic to your service. Our article on why most websites don't rank on Google explains the structural reasons that most startup blogs fail to generate traffic — the short version is that they publish without a keyword strategy and write for no specific reader.
For SEO to compound over time, you need a minimum of one post per week with genuine search intent behind each topic. Quality over quantity only works if the quality is genuinely high and the intent is precisely matched.
7. Contact Page — Make Getting in Touch Frictionless
Your contact page should have: a short form (name, email, message — nothing more unless your qualification process requires it), your direct email address shown as text (not just in the form), and a response time expectation. "We reply within one business day" removes uncertainty and sets a professional standard.
If you're a London or UK-based business, include your company registration number and registered address. This builds trust with UK buyers who check before purchasing from an unfamiliar business.
Don't use a contact page as a sales blocker. Every field you add to the form reduces submissions. If you need qualification information, ask for it in the first email reply — not before you've even heard from the person.
8. FAQ Page — Handle Objections at Scale
A standalone FAQ page serves two purposes: it addresses the objections that are costing you conversions, and it captures long-tail search traffic from people asking specific questions about your service category.
Build your FAQ from real objections. Talk to everyone who has asked a question during a sales conversation or demo. Every question that came up more than twice belongs on your FAQ page. Answer each in two to four sentences — enough to satisfy but not enough to overwhelm.
The FAQ page also gives you a natural home for schema markup that can appear in search results as rich snippets. Done right, it's one of the highest-ROI pages you can build.
If you want an honest assessment of where your current site's pages are falling short, request a free audit — we'll review what you have and identify what's missing. And if you're building from scratch, take a look at how we build startup sites at Dricomm.
Ready to grow your business online? Get your free audit →