Sixteen of the thirty websites I've reviewed this year didn't ask for anything on the home page. Some were pretty. Several had a background video. But no button saying “call me” or “get a quote”.
I'm Nico, a freelance digital marketing consultant in Seville. Before touching a website's design, I sort out what it has to do for the business. Goal, structure, hierarchy and calls to action. It's the first phase of web design, and it comes from the diagnosis, not from an aesthetic brief. Here are the pages, the job each one does and the order I build them in.
How many pages does a business website need?
Between seven and fifteen, for a service business. Seven types of page, and as many service pages as services you sell. Any fewer and Google doesn't know what your business is about; any more, and you end up only half maintaining them.
Google says so in its SEO Starter Guide. Organise the site logically, group pages on similar topics and use descriptive addresses. A URL like /mantenimiento-web/ tells Google and the visitor what's inside before they open it. One like /servicios/ tells them nothing.
And there's one figure that explains why the home page rules. Similarweb measured it in May 2026. Since ChatGPT's change on 7 May, around 60% of its visits to a brand land on the home page. Before, it was between 26% and 32%. If your home page doesn't convert, half of the new traffic leaves without doing anything.
The seven pages and the job each one does
| Page | Its job | The essentials | What it asks for |
|---|---|---|---|
| Home page | Say what you do, who for, and send people on | Clear sentence, phone number as text, proof (case studies, reviews), visible button | Contact or Session |
| Service (one for each) | Win the “service + area” search | What's included, who it's for, “from” price, timescales, process, FAQs | Budget |
| About me / about us | Answer who's behind it | Real name, background, photo, city, profiles | Trust; links to contact |
| Case studies or work | The proof | Starting point, what was done, figure, timeframe | “I want something like this” |
| Contact | Close the deal | Phone, email, address, opening hours, a form that reaches you and is tracked | Form or call |
| Blog or resources | Catch the question before the purchase | Articles that answer real questions, with a link to the service | Read about the service |
| Legal pages | Comply and build trust | Legal notice (LSSI Art. 10), privacy, cookies with a “Reject” option | Nothing |
Two caveats. A business with a single service can combine the home page and the service in one page. With price, process and FAQs included. And city pages only make sense if you really work in those areas. And if you have something different to say about each one. I have one per province because I work with businesses all over Spain, and each one carries data about that province.
The order to build it in
The order I follow, with how long each step takes on a service website of about ten pages:
- Diagnosis (one week). What your customer is looking for and in what words. Search Console if you already have a website, your Google Business Profile, what people ask you on WhatsApp. The result: 20 searches and three or four services that answer them. It's what I do in my digital strategy service before drawing anything.
- Page map (one day). One sheet: page, goal, search it answers, call to action, who writes the copy. It's the sheet you can download further down.
- Contact and home page (two or three days). Before everything else. Phone number as text with a link
tel:, a form that reaches your inbox and is tracked, the home page sentence and a button. - Service pages (two or three days each). Copy first, design after. “From” price, process and FAQs. No copy, no page.
- Case studies, about me and legal pages (two days). Case studies, with verified figures. About me, with a name and a face. The legal pages are required by law.
- Blog (once all of the above works). One article that answers a real question is worth more than ten about “trends”.
In total, about three weeks of work spread over four or five calendar weeks. If you're going to outsource it, how to hire a web designer without nasty surprises saves you the awkward questions.
What I see with my clients
Of the 30 websites I've reviewed this year, 8 had a single “Services” page for everything the business sells. Five services on one page. Google doesn't rank it for any of them, and the visitor has to fend for themselves in a long block of text.
And 16 of those 30 had no clear call to action on the home page. No button, no visible phone number. No sentence saying what to do. The website as a shop window with the shutter half down.
My own website follows this map. Twelve service pages, one for each thing I sell. Forty-seven case studies, because proof carries more weight than adjectives. Fifty-three province pages, each with its own data. Sixteen articles, each with a downloadable resource. Home page, about me, contact, resources and three legal pages. More than a hundred and thirty pages, and each one knows what job it does. Of the 47 case studies, 24 are websites. In all of them, we started with this map.
The context helps explain the urgency. According to Spain's INE, in the first quarter of 2025 only 37% of Spanish micro-businesses with an internet connection had a website. Among companies with ten or more employees, it was 84.5%. Having a website already puts you ahead of two in three small businesses. Having it well organised puts you ahead of the rest.
Before designing, get organised
Does your website have one services page for everything? Does your home page ask for nothing? In 30 minutes I'll tell you where to start. In the Diagnostic Session I review your website and your Search Console before the video call. And I suggest a page map. Free, two slots a week. Book yours. And if you work in Seville, I explain what a digital marketing consultant in Seville does.
Sources
- Google Search Central, SEO Starter Guide (organising the site, descriptive URLs; updated 10 December 2025): https://developers.google.com/search/docs/fundamentals/seo-starter-guide?hl=es
- Similarweb, ChatGPT referral traffic near triples overnight (from 26–32% to around 60% of visits landing on the home page; 25 May 2026): https://aisearch.similarweb.com/blog/chatgpt-referral-traffic-triples/
- INE, Survey on ICT usage and e-commerce in companies 2024 – first quarter 2025 (37.0% of micro-businesses with a website; 84.5% in companies with 10 or more employees; 22 October 2025): https://www.ine.es/dyngs/Prensa/ETICCE20241T2025.htm
- Google, Guidelines for representing your business on Google (name and details consistent with the website): https://support.google.com/business/answer/3038177?hl=es
- Google Search Central, Establish your business details with Google (10 December 2025): https://developers.google.com/search/docs/appearance/establish-business-details?hl=es
- BOE, Law 34/2002 (LSSI), Article 10, mandatory general information (consolidated text, 23 January 2025): https://www.boe.es/buscar/act.php?id=BOE-A-2002-13758#a10
- AEPD, Guide on the use of cookies (May 2024): https://www.aepd.es/guias/guia-cookies.pdf
- Google Search Central, Spam policies for Google web search (doorway pages and scaled content): https://developers.google.com/search/docs/essentials/spam-policies?hl=es
- Own data: Auve Nico's 2026 Diagnostic Session log and the code of auvenico.es.
Freelance digital marketing consultant in Seville. I work on the digital presence of professionals and small businesses with one simple principle: your website as your operations hub. Building websites, doing SEO and running social media with my own hands since 2018.
Get to know me
