Most solo service providers have too much going on with their website. There’s a homepage, an about page, a services page, a portfolio, a contact page, a blog, maybe a speaking page from that one time someone asked if you did speaking.
None of it is working together. It’s just… stuff.
You don’t need a full website to get clients. You need three pages that do specific jobs. That’s it.
Your homepage has one job: make it immediately clear who you help, what you do for them, and what to do next.
Not your story. Not your values. Not a welcome message.
Within five seconds of landing on your page, someone should be able to answer: “Is this for me?” If they have to read four paragraphs to figure that out, you’ve already lost them.
The homepage doesn’t need to be long. It needs to be clear. A strong headline, a sentence or two of context, and one button pointing somewhere useful. That’s the foundation.
This is the page people land on when they’re actually considering hiring you. It needs to do more than list your services. It needs to answer the questions people have before they ask them.
What do you do? Who is it for? What does the process look like? What does it cost, or at least what range are we talking? What happens next?
One offer is easier to sell than three. If you have multiple services, pick the one you most want to sell and lead with that. You can list others below it, but give people a clear primary path.
A confused buyer doesn’t buy. They just leave.
This one gets neglected more than it should. People find you, they’re interested, they click the contact link — and they hit a broken form, a generic email address, or nothing at all.
Your contact or application page should match the energy of the rest of your site. If you work with people closely, a short application form makes sense. If your service is straightforward, a simple contact form or a booking link does the job.
The goal is to remove friction. Make the next step obvious and easy to take.
An about page is useful once people are already interested — it’s not where you start. A blog helps with SEO and trust over time. A portfolio can support a sales conversation.
But none of those pages close clients. The three above do.
If your site is a mess right now, don’t redesign the whole thing. Just make sure those three pages are doing their jobs. Fix the headline on your homepage. Simplify your Work With Me page. Test your contact form. That’s a better use of an afternoon than picking new fonts.
You don’t need more pages. You need the right ones working correctly. Start there.
Ready to stop overthinking and actually build it?
Launch Squad is a community for solo service providers who are done planning and ready to do the work. We build simple systems, clean up our offers, and help each other move forward without the overwhelm.
