For anyone owning a local business or any business for that matter, a website is essential to showcase your brand and services on offer.

Whether you’re just starting out, or you already have an established website, how do you know what information you should include?

In this article, we’ll look at the kinds of content you should include on your local business website.

Why Content?

Firstly, why content? Content is absolutely crucial if you want potential customers to find you and the services you offer.

Content comes in many forms, most people just think of text, but there are many other forms such as:

  • Video
  • Audio
  • Images
  • Infographics

Therefore, the most valuable thing you can do for your local business is create a good amount of high quality, appealing content on your website so your potential customers can find you.

Content is also essential for the Search Engines and getting your site ranked amongst your competitors.

Home Page

The home page is the first thing your visitors will see, so it really needs to be visually appealing.

A video would be ideal here, something attractive and engaging to your potential clients.

A call to action of what you want your potential client to do once they’re on your site is also a good idea. You may offer something like a free ebook for example in exchange for an email address so you can follow up with them.

Here is our list of what you should ideally include on your home page:

  • A video explaining your services
  • Call to action
  • Social media links
  • Contact information or a link to a ‘Contact Us’ page
  • Links to your policies (you can include this in the footer section of your site)

About Us Page

Your potential clients will want to know who is behind the website, and who they may potentially be doing business with.

Explain your background, how you got started, and how long you’ve been in business for example.

You may even consider having some photo’s of your team, so your clients can build a rapport with who they will be dealing with and who does what amongst your team.

Services Page

Obviously this is a very important page, as this is where you need to showcase the services your local business offers.

If you have a video on your home page explaining your services, link it to your services page.

As we’ve mentioned earlier, content takes many forms, not just text, so be sure to have some visually appealing content on your services page in order to relate to your potential clients.

Contact Us Page

Your clients need to know how and where to contact you.

Make it obvious, don’t hide your details where no-one can find them, you won’t win any clients that way!

Here is what you should include where possible:

  • Email address and/or contact form
  • Telephone number
  • Address
  • A map (if you’re a brick and mortar business)
  • Opening hours
  • Social media links

Testimonials / Reviews

If you’ve been in business a while, include some reviews and/or testimonials, these are a great way to showcase your reputation and the services you offer.

Where possible, try to include testimonials across the range of services you offer.

Similarly, reviews are also another great way to showcase your reputation and prove trust.

Often clients will read reviews before making an informed decision on whether to do business with you.

Remember, having good testimonials and reviews on your site may just tip the difference between a potential client choosing you instead of your competitor.

Policy Pages

Policy pages are really important to include on your website, even more so with the GDPR regulations that came into force in May 2018.

Let’s have a look at some policy pages that you should include on your website.

Privacy Policies

Privacy policies are in 99% of cases legally required, you need to tell people what information you are going to collect, how you will use their data, and any third parties you may be sharing it with.

One thing you should never do is to copy another websites privacy policy, as their business may be different to yours.

Terms of Use

Although not legally required, it’s always a good idea to have a Terms of Use page, sometimes known as Terms of Service or Disclaimer.

This is where you set out the rules you want your user to abide to.

Having the appropriate policies in places is not only a requirement, but also builds trust and credibility, so don’t neglect them!


Your images throughout your website are forms of content too, so don’t neglect them!

Stay away from stock images where you can, you may think they look professional when in fact your client wants to see something real.

No longer is expensive equipment required, a simple smartphone is enough to get you started.

Our Thoughts…

By following the advice in this article, you can be sure your website covers the content required.

Remember, don’t limit yourself to just text, it makes sense to make good use of video, infographics and images where possible.

Further Reading…

Netblaze customers, local business owners across America, wanted us to ask these questions to Jacqui, a professional content creator, check them out in the following article and interview; ‘Content Creation Tips For Local Business: Interview With Jacqui Harris’.