ThemeSmith
ThemeSmith
Structure Guide
One page or five? Menu or portfolio? This guide gives you industry-specific site maps, page-by-page breakdowns, and a simple framework to plan the right structure.
More pages isn't always better. The right number depends on your business type, how much you have to say, and what you want visitors to do.
Everything on one scrollable page. Fast to build, focused, and effective when you have a single clear message.
Coming soon pages, events, simple portfolios, personal brands
Perfect for launches or businesses with one core offering.
Homepage + Services + Contact. Covers the basics without overwhelming visitors. The sweet spot for most small businesses starting out.
Most local businesses, trades, cafes, salons, fitness studios
The most popular choice. Start here and add pages as you grow.
Homepage + About + Services + Portfolio/Menu + Contact. Tells your full story and gives visitors everything they need to make a decision.
Professional services, photographers, restaurants, established businesses
The professional standard. Enough room to tell your story properly.
Core pages plus Blog, FAQ, Case Studies, individual service pages. For businesses where depth and content volume drive growth.
Tech companies, agencies, complex service businesses, businesses investing in SEO
Build the core 5 first, then expand strategically.
Here's every type of page you might need, what it should contain, and when it makes sense to include one.
Your front door. Communicates who you are, what you do, and what to do next — all in one scroll.
When: Every single website needs one.
Your story, your team, your values. The most-visited page after the homepage for most small businesses.
When: Every business. People want to know who they're buying from.
Detailed breakdown of what you offer. Each service with its own description, benefits, and pricing.
When: Any service-based business. Can be on the homepage if you only offer 2-3 services.
Make it dead easy to reach you. Phone, email, address, hours, and a simple form.
When: Every business. Consider adding it to the footer too.
Show your best work with high-quality images, project descriptions, and results.
When: Visual businesses: photographers, designers, builders, architects, hair stylists.
Your food and drink offerings with descriptions, dietary info, and prices.
When: Restaurants, cafes, bars, food trucks, catering companies.
Regular content that demonstrates expertise and drives organic search traffic over time.
When: Businesses that want to rank on Google. Particularly valuable for professional services, health, and tech.
A dedicated page for social proof when you have more than 5-6 strong testimonials.
When: Businesses with 10+ testimonials, or where trust is a major purchase factor.
Answer common questions before they become support emails or lost sales.
When: Complex services, high-value purchases, or when you keep answering the same questions.
Let customers book directly without calling. Reduces friction and captures leads 24/7.
When: Salons, clinics, consultants, personal trainers, photographers.
Find your industry below for a recommended site structure. Solid boxes are essential pages. Dashed boxes are optional additions for when you're ready to expand.
Hero, about snippet, featured dishes, testimonials, hours & location
Full menu with prices, dietary labels, seasonal specials
Reservations, address, map, hours, phone number
Your story, the chef, the philosophy behind the food
Private dining, live music, seasonal events, cooking classes
Hero with service area, trust signals, services overview, reviews
Each service detailed with pricing, response times, certifications
Phone (prominent!), emergency callout info, service area map
Years in business, qualifications, team, van photo
Before/after project photos — worth more than any words
Hero with signature image, brief intro, latest work preview
Your best work, organised by category (weddings, portraits, etc.)
Your approach, style, equipment, publications, awards
Packages, what's included, starting prices, booking process
Booking form, availability calendar, response time
Real sessions with stories — huge for SEO and showcasing range
Hero, treatment highlights, team preview, booking CTA, reviews
Every treatment with descriptions, duration, and prices
Online booking, phone, address, hours, parking info
Your story, individual stylist/therapist profiles with specialities
Before/after transformations, salon interior, team at work
Clear value proposition, practice areas, client logos, CTA
Each practice area with depth — who it's for, what's included
Firm history, team bios with credentials, professional approach
Anonymised client wins, process descriptions, results
Book a consultation, offices, direct lines, response commitment
Thought leadership — establishes expertise and drives search traffic
Bold hero, transformation stats, class schedule, testimonials, CTA
PT packages, classes, nutrition plans — clear pricing
Free trial booking, location, social links
Your story, qualifications, philosophy, transformation photos
Weekly class schedule, availability, booking instructions
Product hero, key features (3-4), social proof, sign-up CTA
Detailed feature breakdown with visuals and use cases
Clear plans, feature comparison, FAQ about billing
Team, mission, investors/backers if relevant
Demo booking, support channels, office info
Product updates, industry insights, tutorials, SEO content
Hero with flagship product, collections preview, brand story, trust signals
Brand story, craftsmanship, sourcing, values — what makes you different
Customer service, returns info, wholesale enquiries
Product categories with curated imagery and descriptions
Behind the scenes, styling guides, materials education
Not sure which pages you need? Answer these six questions to build your site plan.
Are you a service-based business?
You need a dedicated Services page. If you offer 5+ services, consider individual pages for each.
A strong Homepage with product/offering overview may be enough.
Is your work visual?
A Portfolio or Gallery page is essential. This is your strongest selling tool.
Use testimonials and case studies instead of visual portfolio.
Do customers need to book or schedule?
Add a Booking page or integrate booking into your Contact page.
A standard Contact form with phone/email is sufficient.
Do you want to rank on Google over time?
Plan for a Blog from day one. Even 2 posts per month compounds dramatically.
Focus on the core pages and make them exceptional.
Do you serve food or drinks?
A Menu page is non-negotiable. Customers will leave if they can't see what you serve.
Skip the menu page, obviously.
Is your service high-value or high-trust?
Add Case Studies or a dedicated Testimonials page. Trust needs more than a few homepage quotes.
Homepage testimonials section is usually sufficient.
You know the structure. You know the content. Now describe your business and let our AI build it for you.