You're ordering a website or building one yourself — and suddenly you're facing the question: what should actually be on it? What text? What pages? What needs to be on the homepage? This guide is a practical checklist. No fluff — just the essentials.
A customer lands on your page and needs to understand what you do within 3 seconds. Not "innovative solutions for demanding clients" — but "Custom furniture carpenter in Kraków. Kitchens, wardrobes, closets made to measure." Simple, specific, no corporate jargon.
Phone number and email should be in the header, footer, and on a separate "Contact" page. The customer shouldn't have to search for them. If you have a physical location — add a map and opening hours. If you prefer contact via a form — keep it simple: name, phone, message. Nothing more.
Don't write "we provide a wide range of services". List them one by one. If you're a mechanic: tire replacement, computer diagnostics, body and paint repair. Each service should have a short description — what you do, what the process looks like, roughly how long it takes.
Nothing builds trust like real photos of your work. A kitchen you installed. A hair salon after renovation. A happy patient in the office (with permission!). Stock photos of smiling people in suits won't convince anyone — and your customers will instantly recognize they're not your work.
Reviews are your best salesperson. Ask satisfied customers for a few sentences and put them on your site — ideally with their first name and city. You can also embed Google reviews, which adds extra credibility. Customers trust other customers more than any marketing copy.
Every page should have a clear button telling the customer what to do next: "Call now", "Send an inquiry", "Book an appointment". Without it, the customer reads, nods — and leaves. The button is your invitation to make contact.
Wondering how much a website like this costs? We've prepared a detailed guide to website pricing in 2026.
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