If you’re building your own site, the risk isn’t “missing a fancy page.” It’s losing leads because your site feels incomplete, confusing, or hard to book from.
This guide covers the pages every cleaning business website must have, what each page needs to do, and the fastest build order to get lead generation working without overbuilding.
Before you write anything else, run this quick DIY test: make sure your phone number is tap-to-call in the header on mobile, submit your quote form from your phone and confirm the notification arrives, and ensure your Home page shows service + service area + “Request a Quote” above the fold (visible without scrolling). If any of those fail, fix them before adding pages.
The 5-page starter website
If you only publish five pages, publish these:
- Home (clarity + trust + routing)
- Services (what you do and who it’s for)
- Service Areas (where you work)
- About (legitimacy + reassurance)
- Contact / Request a Quote (conversion)
From the technical side, the most common “lead leak” on new service-business sites is simple: the quote path is buried, the form is broken, or the site doesn’t quickly confirm location + service fit.
1) Home page
Your Home page is a routing page. Its job is to confirm fit quickly and push the visitor into a quote request.
Include: a one-sentence headline in plain English (service + city/area + outcome), a short services summary (tight and scannable), a primary CTA (“Request a Quote”) plus click-to-call, a simple “How it works” section (request → confirm → service), proof (photos/reviews), and consistent business info in the footer (name/phone/service area). If you’re DIY, place the primary CTA in the header so it stays visible on mobile.
2) Services page
This page removes confusion and pre-qualifies leads. It also reduces “mismatched” inquiries.
Include: your core services with brief “who it’s for” and high-level “what’s included,” a clear “what’s not included” section to prevent bad leads, a small FAQ that answers the top objections (timing, supplies, pets, cancellations, access), and a CTA placed after visitors finish reading a service section. Keep naming consistent across the site (don’t call it “Deep Cleaning” on one page and “Spring Cleaning” elsewhere unless you mean different things).
3) Service Areas page
People search by location. This page answers “Do you serve my area?” and supports local relevance without forcing you to create dozens of thin city pages.
Include: your primary city/metro, a grouped list of nearby areas (kept readable), a simple service radius statement, an optional map embed if it helps clarity, and a CTA that prompts for zip code or address. Avoid dumping a massive unstructured city list.
4) About page
Especially when you’re new, visitors look for legitimacy signals. This page should make you feel real and reliable.
Include: who you serve and what you focus on, your standards (specific and believable), real photos (you/team/work beats stock), and a CTA. Don’t manufacture a backstory. If you’re newer, lean into “what you can expect” (process, communication, consistency) rather than inflated claims.
5) Contact / Request a Quote page
Your quote form is a system, not a decoration. If the form fails, your website fails.
Include: a short form that captures enough to triage the job (name, phone/email, address or zip, service type, optional preferred window, optional notes), a clear confirmation message after submit, spam protection, and tap-to-call. Then test the full pipeline: submit from mobile, verify the message arrives, and verify you can reply quickly. If notifications aren’t reliable, you may need proper sending configuration (common fixes include SMTP and SPF/DKIM alignment, depending on your email provider).
The growth version (after the starter converts)
Once the five core pages convert, expand based on real customer intent. The highest-ROI additions are typically a dedicated Reviews page (proof in one place), a dedicated FAQ page (reduces friction and repetitive calls), individual service pages for your highest-demand services (better relevance per intent), and a post-submit thank-you page (next steps + trust reinforcement). Add these only when you can keep them accurate and distinct.
Do you need a page for every city?
If you serve one primary city plus nearby neighborhoods and you’d be copy/pasting the same text everywhere, you usually don’t need city pages yet. A strong Home page plus a clear Service Areas page often covers the basics.
City pages can make sense when you serve a large metro with distinct suburbs, you have the capacity to take more work in specific areas, and you can write real differences per area (boundaries, scheduling notes, neighborhoods you actually target). A simple rule: if you can’t add several genuinely specific lines per area, don’t build the page.
Page-by-page checklist (skimmable)
| Page | Purpose | Must-have elements |
|---|---|---|
| Home | Route + trust | Clear headline, services summary, CTA, proof, consistent footer info |
| Services | Pre-qualify | Service list, inclusions/exclusions, small FAQ, CTAs |
| Service Areas | Local relevance | Area coverage, radius statement, readable structure, CTA |
| About | Legitimacy | Who you serve, standards, real photos, CTA |
| Contact/Quote | Conversion | Reliable form, confirmation, spam control, tap-to-call |
Build order (fastest path to “lead-ready”)
- Contact/Quote (so you can test conversion immediately)
- Home (so visitors know what to do)
- Services (so you reduce mismatched inquiries)
- Service Areas (so location searches have a destination)
- About (so you feel real and trustworthy)
- Reviews (next-highest trust ROI)
- Everything else
This prevents the classic DIY mistake: polishing design before the quote system works.
Common DIY mistakes that kill leads (and fixes)
A broken or unreliable form is the #1 silent failure; test it from mobile and confirm deliverability. A non-clickable phone number costs easy calls; use tap-to-call links in the header and on Contact. Hidden booking paths reduce conversions; keep navigation short and make “Request a Quote” obvious. Slow mobile load kills patience; compress images, avoid heavy sliders/video backgrounds, and keep the build lightweight.
Optional next step (if you don’t want to DIY)
Launch Mop is a one-time, done-for-you WordPress website launch built for new cleaning businesses: core pages, lead capture basics, and a clean technical foundation you fully own-no contracts and no ongoing retainer.