We’re here this question all the time and asked in a number of different ways, “How many pages should my site have?”, “Is there a specific number of webpages I should have on my site?”, and many other variations. The truth is we DO have a specific answer for you on that, but we also have to admit that the answer will ultimately be different for everyone. The reason the answer differs from customer to customer is because it’s arrived at by asking the same questions and looking at the specific type of business, industry and use case.
But because we know people want quick and easy answers we’ll give you one for the question “How Many Pages Should a Website Have?”. A website should have between 12 to 30 pages on average.
With a quick answer out of the way let’s dig into the details on why a website may have 12 pages, 30 pages or 100+.
What is the Average Number of Pages on a Website?
This may sound a little redundant but we’re going to explain all the differences between the different types of websites and their industries. So to start we’ll restate that the average number of pages a website has is 12 to 30 pages. But this can vary widely depending on the purpose of the website, the industry and the type of business.
Let’s first look at some of the most common, most popular or standard web pages you’ll have on your site.
These are the Top Pages Every Website Should Have
Every industry and company is unique in its own right and this alone can dictate a difference in the number of pages that your website has, but the fact is that most websites have a standard set of pages that are typically included on the site. And remember that regardless of the number of pages on your website, all of them need to be optimized for search and user experience. Let’s take a look at those standard website pages.
We’re listing out the top page every website has or should have
- Homepage
- About Us / History Page
- Contact Us Page
- Service Page (in most cases you’ll have multiple services)
- Product Page (in most cases you’ll have multiple products)
- Terms & Conditions / Terms of Service
- Privacy Policy
- Blog Page / News Page
While you likely are familiar with the majority of the website pages we’ve listed out as standard, we’ll still share just a brief description of each to make sure you know exactly why you should have them.
Standard Website Page #1 – The Homepage
What is the Purpose and What Should be on a Homepage?
Think of a homepage as “home base”, the place where you can go to reorient yourself and effectively navigate to the place you are actually trying to go. This is what happens on a website’s homepage. Additionally the homepage serves as a first impression for new prospects or customers. It tells them what your company does, a little about your differentiating value and directs them on what to do next.
A homepage should have…
- A description of who your company is
- A listing of your products and services or product categories and/or service categories
- Clear navigation and user flow
- A strong call to action
By including these elements it will make it easier for every visitor to know what they need to know and get where they need to get on the rest of your website.
Standard Website Page #2 – The About Us Page
What Should be on an About Us Page or Company History Page?
Something that we always find interesting is the perspective different marketers, executives and owners have when it comes to the about us page. In many cases they are very concerned about what is on that page. But when it comes to websites this is one of the least important pages on the entire site. Some people check it out, but few customers really use this or make a decision about the company after looking at the page. In reality it’s more useful for prospective hiring and recruiting.
But regardless of how important or unimportant this page may be, something else that comes up often is the thinking that there must be not only an about us page but there should also be a History Page, Vision Page or Vision / Mission Page and sometimes even more pages related to the company itself. Having these pages are totally unnecessary and can be consolidated into a single About Us page.
So what should be on an About Us page?
A quick write up on your history, what you’re focused on doing now and what your plans are for the future as a business. That’s it. That’s all you need.
Standard Website Page #3 – The Contact Us Page
What Should be included on a Contact Us Web Page?
We don’t need to go into much detail here. Everyone knows what a contact us page is for.
You should include on the contact page a handful of things
- Company Name
- Company Street Address
- Company Phone Number
- Company Email Address
- A Form that visitors can use to submit their contact request
Standard Website Page #4 – Service Pages
Here is What You Can Expect to Include on a Service Page
A service page is similar to a product page in that you describe the specific service you offer and share the unique competitive advantage that your company provides when delivering that service. Every service page should also contain a call to action that visitors can follow or submit to get more information on working with you.
In many cases you’ll have multiple service pages and depending on how many, they may fall under categories of services, which in that case you can create service level category pages in addition to the service pages which group them all for easy navigation.
Standard Website Page #5 – Product Pages
This is What You Will Typically Find on a Product Page
We’re all aware of what a product page is, but we need to give a quick description just to cover all the basics. The product page should have on it a …
- Description of the product
- Image to showcase the product
- Product specifications
- Video of the product or that product in use (if you have it)
- Product Pricing
- Call to Action or Purchase Action
In many cases you’ll have multiple product pages and it you have a bunch of products that fall into different categories you can group them and create product category pages which ensure and easy navigation flow.
Standard Website Page #6 – Terms & Conditions Page
What is the Purpose of a Terms & Conditions Page?
The purpose of a terms and conditions page is to set the rules for your website and what the visitors of the site are agreeing to while using your website.
A terms and conditions page should include the things you want a web visitor to agree to and share with them important information that they’ll want to know about doing business with you such as delivery terms, return policies, warranty information, plus any applicable legal terms you need the visitors to know.
Standard Website Page #7 – Privacy Policy Page
What Should be on a Privacy Policy Page? And do you need it?
A privacy policy page contains a disclosure of the information you collect, the information others collect, what the visitor can or cannot do about it and let them know what they are agreeing to by using your site.
Typically this includes things like…
- How you collect user information on your site
- what personal information you collect
- If you share information with 3rd parties
- If you use 3rd party tracking
- how you use the data collected
- What rights the user has
- If in the US you’ll want to include the California privacy info
Do you need a privacy policy page on your website? The answer is yes.
Even if you’re a small company it makes sense to have one and you’ll need it for some advertising platforms if you plan to use them. Plus it’s easy to create one by using a template online or just copying one from another website and updating it with you company information.
Standard Website Page #8 – Blog Page
This is What You Should Have on a Blog Page or News Page
We listed both blogs and news together because understandably not every business has the resources and time to dedicate to writing a consistent blog which means a news page is a better fit. It can be updated less frequently but still have relevant information, events, activities, etc. on the page.
What should you include on a News Page?
A news or articles page on a website should include things like press releases, corporate announcements, new product or service highlights, news of expansion or consolidation, employee announcements, hiring announcements and anything else you think would be important to share about the business.
What should you include on a blog page?
We get excited when talking about blogs because they serve such a big purpose on a website. Technically a blog can have all of the same information on it that a news page would have, but with blogs you are typically writing solutions. Your customers, prospects, investors, and members are wanting to know something, learn something, find something and you need to share content that gives them those things and answers their questions.
Now we could ask this a different way… “What should you include in a blog post?”
The answer is you need to have a Title / Headline, Opening paragraph, Body copy that answers a question or speaks to an outcome and solving a problem then finish it off with a conclusion section.
But while you will have blog posts you’ll likely have a “Blog Feed Page” which will be a place where all of your blogs are listed in order of newest to oldest.
The same goes for a news page, which is typically organized the same way.
So you can see why the average website falls in between that 12 to 30 page range.
Most companies will have multiple service pages and multiple product pages. While some will have a lot more. We’ll get into that a little later in the article.
Is There A Limit to the Number of Pages On A Website?
The answer to the question of if there is a limit to the number of pages you can have on a website is NO. Could you have pages that are unnecessary? Yes. But there is no limit to the number of pages you can have. Plus the only type of companies that would have a crazy high number of pages are either ecommerce companies with tens of thousands to millions of products or service companies who create pages for every geography down to the zip code level.
What is the Ideal Number of Website Pages for SEO?
This is kind of a redundant question when considering the rest of this article because all of the information shared so far applies. And individuals who ask this question typically don’t know much about SEO, which is okay, but we’ll make the answer to this question pretty simple.
“What is the Number of Pages you should have on your website for SEO?”, the answer is, there is no specific number of web pages to get the best SEO results.
One could argue the number would be 12 – 30 on average.
Why? Because you apply SEO to all of the pages on your website.
To get the best SEO results you need to do keyword research for every page on your website and make the best strategic decisions on what should be in your Title Tag, Meta Description, H1 headline, body copy, H2 subheadlines, where you link and what your topics or angles are.
How Many Pages Should Your Website Have By Industry Type?
While we’ve talked about the average number of website pages in general, you’ll find that a number of industries tend to have more website pages and others have less. So we also wanted to share some average page counts for websites broken out by industry and website inclusions they may choose to have on their site which drastically affect page count.
How Many Website Pages Should A B2B Site Have?
In general a B2B company will have around 14 to 20 pages.
Factors such as how many services, how many products and how many locations can make a huge difference in the number.
How Many Web Pages Should A Print Company Have On Its Site?
On average we see that most commercial print companies have 14 to 25 pages on their website. They usually have both products and services listed which make up the majority of pages. But if the print service provider has ecommerce then the number of pages on their site will sky rocket. We’ll talk more about ecommerce sites in a minute.
How Many Web Pages Should A Private Equity Firm Have?
In most cases we’ve found that Private Equity Firms have between 8 to 15 pages on their website. Now this can also vary widely depending on a number of factors.
For example, if you choose to have a team page and list out all of your partners, managers and associates you can easily rack up a high number of pages.
Or let’s say you are a real estate investment firm that lists out all of the properties you manage or are syndicating. This can generate a very high page count.
The same goes for having a page for each portfolio company your firm has equity in.
How Many Website Pages Should an Ecommerce Website Have?
The average number of pages an ecommerce site has is between 227 and 423 pages.
This stat factors in all of the ecommerce websites across the web based in the United States.
But many of the big box retailers blow these numbers out of the water. For example, Walmart.com has over 22 Million website pages. But to contrast that the majority of Etsy shops only have between 20 and 30 pages and there are Millions of Etsy stores online.
So it all comes down to what you’re selling and how many products and variations of those products you list. Each one becomes a page!
There are also a number of other website page questions that could be asked here as well such as “How many landing pages should a website have?” or “Can my website have multiple FAQ pages?”, but we’re not going to get into the details of those because they are too niche and we’ll save those blog posts for another day.
In conclusion, with all of this information about websites that we’ve shared, the one thing that you need to walk away with remember here today is that the average number of pages on a website is between 12 to 30 pages, so if we had to give advice we’d say that’s how many pages your website should have. But if you fall into any of the categories we gave more detail on in this article then it’s likely your page count is going to follow more closely to those specific rules.
Before reading this article How many pages did you think should be on a website?
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