A business website is the page where an owner shows what the company does, for whom, what it costs or how you start, and how to get in touch. More is often less.
This article is about that content. Not about colours, and not about copy “that sells” in general. If you want to know how to write the sentences, that is in writing website copy that wins customers.
The six blocks that actually have to be on it
- Who you are, in one sentence. Company name, place, what you deliver. “Timber merchant in the Meppel area”, not “a passion for wood since time immemorial”.
- For whom. A plumber in Hoogeveen serves different people than a boat hire near Giethoorn. Say it.
- What it costs, or how the price is set. Guide price, “quote after a site visit”, monthly package. Leaving it blank is a reason to click away.
- Proof. Photos of your own work, a live project, a review with a name. No stock photo of a handshake.
- One next step. Call, email, book, request a quote. Not five buttons.
- How to reach you. Address or service area, phone, email, opening hours. NAP matching the Google Business Profile.
That is a business website. The rest is support.
What does not have to be on it
A timeline of the company since 1987, unless someone searches for that. A slider with six services. A popup. “Welcome to our website”. A blog that stops after two posts. A portfolio of work that is not yours.
On Nijenhuis Botenverhuur you find what a guest needs to choose: boat type, price, availability, destination. Not the history of the marina as the first block.
Page by page
Homepage. Promise, proof, action. No second homepage in the menu.
Services or range. One page per main offering if the search query is different. “Installing revetment” is not the same as “timber cut to size”.
About / how we work. Short. Who picks up the phone, how a job runs, where you sit. Houthandel Jan Sok shows the order process, not a mission statement.
Contact. A form that works on a phone, plus a call button. For tradespeople, calling is often the real conversion.
Legal. Privacy and terms. Dull, required, not a place for marketing.
Business website versus calling card
A calling-card site has a logo, three paragraphs and an email address. That is enough until someone types “business website” or “tradesperson + town” and sees ten competitors with prices and photos.
A business website answers that search. That is why ultimAItech has separate pages for getting a website built in Drenthe and Overijssel: the same service, a different place, different examples.
Checklist before you go live
- Title and H1 name what you do and where.
- First paragraph: price or process, for whom, how long it takes.
- Phone number as a
tel:link. - Address matching the Google Business Profile.
- One primary button above the fold.
- Photos you recognise yourself.
- The page loads on a phone without waiting.
If that list holds, the site is good enough to get leads. Making it prettier can come after.
Rather have it done?
I build business websites for SMEs in Drenthe and Overijssel, from €197 per month, live in 2–4 weeks. Book a call or read what a website costs in 2026.