Pages a design agency's website should have

You probably typed "creative agency marketing" or "design agency website" into a search box, and now you're wondering what your own studio's site should actually contain. Short answer: fewer pages than you think. The people who do the client work are usually the people who run the site too, when there's time, so every page has to earn its place. What follows is a plain list of the pages a small design studio needs, and what each one is for, plus a few things best left off.

Purpose: Tell a buyer what you do, for whom, in one screen.

A visitor decides quickly whether they're in the right place. So the first screen should say what you do and who you do it for, in words a non-designer would use. "Brand identity and packaging for food and drink producers" beats a line about passion or craft. You can be a bit warm. You don't have to be vague.

Under that, point to two or three things: your services, a piece of work you're proud of, and a way to get in touch. That's enough. A home page isn't a portfolio and it isn't an autobiography. It's a signpost.

And to be fair, you'll be tempted to add more. Resist it. Every extra block dilutes the one message you needed to land.

Avoid slogans that could sit on any studio's site, sliders that rotate before anyone has read them, and a wall of text about your "approach" on the first screen.

Purpose: Let a buyer find the exact thing they're shopping for and see that you do it properly.

If you sell branding, packaging and websites, that's three pages. Each one says what the service is, who it suits, what you deliver and how it tends to go. Write it as you'd explain it to a new client across a table.

This also helps with search. Google advises descriptive page titles and URLs with useful words in them, so a page called "Packaging design" at an address that says so does more work than "Services page 2". Nothing clever; just label things honestly.

Only list what you genuinely sell. If a service is something you did once, or something you'd like to sell next year, leave it off. A buyer who arrives for it and finds thin work will assume the rest is thin too.

Avoid making dozens of near-identical pages that swap one town or keyword for another. Google's spam policy treats many near-duplicate pages made mainly to manipulate rankings as spam. That's a bad trade for a small site that has real work to show.

Purpose: Show a buyer that you've solved a problem like theirs, and what changed afterwards.

Get the client's permission first. Always. It's their work, their name and often their numbers. A short email asking is enough, and most clients are happy to say yes if you ask early rather than after launch.

Then keep the structure simple. What was the brief? What did you do? What changed? Three short parts, with a few images. Say what the client wanted, describe your role honestly (especially if others were involved), and report outcomes only where you can prove them.

That last point matters. If you can't back up a result, don't state it. "The client reported fewer returns after the redesign" is fine if they told you so. A confident-sounding figure you can't source is a liability.

Five good case studies beat fifteen thin ones. So pick the ones that show the work you want more of.

Avoid a logo wall of clients who haven't agreed to appear, vague claims of "increased engagement", and pretty images with no explanation of the problem behind them.

Purpose: Help a buyer in a particular field see that you already understand their world.

These pages are optional. Build one only where you have genuine work to point to. If you've done several projects for charities, a page for charities makes sense: what you've learned, what you've made, who to talk to. Same for hospitality, publishing, or whatever your real pattern is.

Keep each page specific. What do clients in this sector usually need? What tends to go wrong? What does a sensible first project look like? That's the content a buyer can't get from a generic services page.

Don't claim a specialism you haven't earned. One project isn't a sector. Buyers can tell, and an empty-feeling page does more harm than no page.

Avoid copying the same text across several sector pages with the industry swapped out, and avoid listing sectors you'd like to win but haven't worked in.

Purpose: Remove the two things that stop buyers getting in touch: not knowing the process, and not knowing the price.

Most small studios skip this page, and it's usually the one that matters most. A buyer who can't tell whether you cost a few thousand or a great deal more will often just move on. They won't ask. They'll leave.

You don't need a full price list. Give ranges, or starting points, if you can. "Brand identity projects usually start from" followed by a figure, or a short description of what different budgets tend to buy. If every job is quoted individually, say so, and say what drives the quote.

Then describe how you work in plain steps: a first conversation, a proposal, the stages of the project, how feedback is handled. Say what that first conversation looks like. Is it thirty minutes on the phone? Do they need to prepare anything? Is it free? Answering these takes the fear out of making contact.

At the end of the day, a buyer who knows the process and the rough cost arrives better prepared and is far more likely to be a good fit.

Avoid hiding behind "contact us for a quote" with no context, process diagrams full of jargon, and promising timelines you can't keep.

Purpose: Show a buyer that real people, with real roles, will do the work.

Name the people. Give each a role and a sentence or two about what they actually do on projects. Use proper photos if you can, taken by someone competent, in the studio or at work. They don't need to be glossy. They need to be honest.

For a small studio this page is quietly powerful. Clients are hiring people, not a logo. If the director does the thinking and a designer does the making, say so. If you use freelancers regularly, you can mention that too, as long as it's clear who's who.

Keep bios short and human. Where someone trained or what they've made for clients is useful. A list of favourite biscuits is less so, though a dry aside is fine.

Avoid stock photos of people who don't work for you, job titles invented to sound grander than the reality, and long bios that read like award acceptance speeches.

Purpose: Give a buyer a few useful pieces that show how you think, drawn from real projects.

You don't need a blog schedule. You need a handful of good pieces. What did you learn on a project that another business could use? What question do clients keep asking? Write that down, clearly, and publish it.

A useful piece might explain how to prepare a brief, what to check before a rebrand, or how a particular project was approached and why. It should help someone who's thinking about hiring a studio like yours. And it should sound like you, not like a content calendar.

Three or four strong pieces, kept current, are better than a long archive that stopped two years ago. An abandoned blog makes a studio look as if it has stopped too.

Avoid publishing weekly for the sake of it, rewriting the same generic advice every agency gives, and padding posts to hit a word count.

Purpose: Make it easy to reach you and obvious where you are.

Put a clear way to get in touch on every page, and a dedicated contact page with a short form, an email address and a phone number if you'll answer it. Say when you tend to reply. If you're based in a particular town or city, say so plainly.

DataForSEO estimates (18 October 2026) put "design agency near me" at around 720 monthly searches in the UK and 1,300 in the US. They're estimates, nothing more, but they show that people do look for design agencies by place.

If you have a studio people can visit, set up a Google Business Profile. The name on it should reflect your real-world name, the one on your door and your paperwork, not a string of keywords. Keep the address and hours accurate.

Avoid a contact form that's the only option, an address you don't actually work from, and a Business Profile name stuffed with services.

Purpose: Give a buyer a quick, checkable reason to trust you.

This page, or a short section, is for things that are true and verifiable. The Design Business Association (DBA) describes itself as the trade body for design businesses, with a community of over 350 design agencies and design-centric businesses (dba.org.uk). If you're a member, say so, and link to the organisation.

If you're not a member, leave it out. Implying membership you don't hold is the sort of small untruth that can sink trust the moment someone checks.

The same goes for awards, accreditations and client lists. Include what you can stand behind, with the year and the context. A short, accurate list reads better than a long, vague one.

Avoid badges you haven't earned, logos of bodies you merely admire, and awards without saying what they were for.

Purpose: Meet the basic expectation that a UK limited company is identifiable on its own website.

If you trade as a UK limited company, GOV.UK says your website should show your registered number, your registered office address, where the company is registered, and that it is a limited company. Put them in the footer, where people expect to find them.

It's a small, dull job that takes a few minutes. Do it once and check it when anything changes, such as a new registered office. Check them against the official record.

Avoid leaving the footer blank, using a trading name with no sign of the legal entity behind it, and letting old details sit there after a change.

Purpose: Give you an order of work, so the site gets built rather than endlessly planned.

Start small and make each page good. Here's the order I'd use:

1. Home page. One screen that says what you do and for whom, with a clear route to contact.
2. Your main service pages. One for each thing you really sell, starting with the one that pays the bills.
3. Two or three case studies. With client permission, covering brief, work and what changed.
4. How we work and what it costs to start. The page that removes doubt, with ranges or starting points.
5. Contact, with company details in the footer. Easy to find, accurate, and legally tidy.

Everything else (team, writing, sector pages, credentials) can follow when you've the time and the material. A short, honest site that's finished beats a grand one that's still a draft.

Avoid waiting until every page is perfect before publishing anything, and avoid adding pages just because a competitor has them.

Not sure which pages you're short of? Seracu offers a free snapshot: a free look at which topics your site lacks compared with its competitors. For more background, see our guides on SEO for small business, content gap analysis and getting found on Google, or browse the creative services pages and the wider pages you should have directory. Or start with the five pages above.