There's a lot of snake oil in the website industry. Plenty of people will sell you a flash-looking site that doesn't actually do anything for your business.
This is the meat and potatoes - how I structure websites for Kiwi service businesses so they actually win work and get found in Google. After building 100+ of these, the structure that works is honestly pretty simple.
The core structure
Every service business website should have these pages, in roughly this order:
Homepage A brief overview of the entire business. Who you are, what you do, where you service, what sets you apart, and a rundown of your services.
About Us Goes deeper into the business. Background, team, history. If you've been around 20 or 30 years, document that. People want to see the journey before they hire you.
Individual service pages This is where most websites fall over. Don't bundle your services on one page. Have a dedicated page for each core service.
For example, Waikato Door Specialists has individual pages for:
Garage door installs
Residential garage doors
Commercial garage doors
Garage door repairs, servicing and maintenance
Garage remotes and accessories
Custom doors
Each one is its own page with its own content. Why? Because Google needs separate pages to rank you for each service. And someone searching for one specific thing lands directly on the right page.
If you're a builder, that means separate pages for residential builds, commercial builds, renovations - not one "Services" page with bullet points.
FAQs People aren't typing single keywords into Google anymore. They're typing full questions. And they're asking ChatGPT and other AI tools the same way.
If your website answers those questions, you've got a higher chance of showing up.
Projects or case studies Document the work you're doing. Individual pages for each project or case study. This is gold for credibility, and we'll go deeper on this in another article.
Testimonials page A standalone page for testimonials works well. You can also lay them throughout other pages - homepage, service pages, contact page.
Contact page Two pages get visited the most: home and contact. Make your contact page easy to find. Top right corner of the navigation, and visible after the first chunk of content on every page.
Going further: regional pages
If you service multiple regions, you can build out pages for each area you cover.
Service Hamilton? Have a page for "Garage Door Installs Hamilton." Service Tauranga too? "Garage Door Installs Tauranga."
Specific page, specific content, specific search terms. This makes it really clear to Google where you operate.
Why this structure works
Two things are happening when you set up a site this way:
Your customer has an easier time. They can navigate to exactly what they need. No hunting through a long Services page trying to figure out if you do what they need.
Google understands what you do. When pages are clearly named and structured, Google can match your business to the right searches. Same goes for AI tools that are increasingly answering people's questions before they even click through to a website.
The simple formula
Home + About + Service Pages + Resources/FAQs + Projects + Testimonials + Contact.
That's it. The basics done well will outperform a flash-looking site with vague structure every single day of the week.
If you want a free check on how your own site stacks up against this, the link below will give you a 90-second audit with personalised feedback on what's working and what's not.
