A brand website needs at least six pages: home, service, case, about, insights, and contact. These pages are not a list; they form a path from building trust to prompting action. Remove one and the conversion chain breaks. Add one without a clear job and you give visitors another reason to leave.
Home and service pages: answer “who are you” and “what do you do” at first glance
The home page has one job: help a visitor decide within five seconds whether this company is relevant, then send them to a service page. The first screen must contain three things: a positioning line that names the audience (15–25 words), a plain description of capabilities, and a clear call to action. Below the first screen, use 3–4 modules to build trust, each linking to a service or case page.
Service pages are split by service line, one topic per page. For website design, the structure should be: the problem this service solves, a deliverables list, a typical process and timeline, related cases, and an inquiry entry. A common mistake is cramming all services onto one page, which makes it hard for users to find what they care about and pushes up bounce rates.
- Home positioning line: 15–25 words, including service category and target customer. Avoid unverifiable phrases like “empowering brand growth.”
- Home trust modules: 3–4 modules, 80–120 words each, each with an internal link.
- Service page count: split by actual service lines. One service per page, with the page title stating the service name.
- Service page deliverables list: present as a list of 5–8 items so users can compare with a quote.
Case and about pages: provide evidence, not adjectives
The case page’s job is to provide verifiable evidence. Write each case with a consistent structure: client background, the problem, what was done, and the result. Do not invent numbers for results; instead, state deliverables, launch timeline, and scenarios covered. The number of cases matters less than consistent structure that lets visitors compare.
Take the boutique retail brand 佰利精品 BARLI: the project’s highlight was its logo and visual identity system—using minimal identification to establish a boutique tone rather than piling on complex graphics. The value of such a case on the website is not showing a logo image but explaining how we use an identity system to control a brand’s tonal boundaries. See the full process in the BARLI case. The about page answers three questions: who is the team, what have they done, and why should you trust them. For the team, state years of experience and professional backgrounds, not fictitious titles. Group the client list by industry and keep it under 20; more dilutes credibility.
- Case page structure: background, problem, action, result—four fixed sections, 400–600 words per case.
- Case images: 3–5 per case, ordered as identity system, application, and terminal.
- About page client list: group by industry, 3–5 per group, no more than 20 total.
- About page team description: state years and project types, not fictitious names or awards.
Insights and contact pages: capture search traffic, lower the barrier to action
The insights page captures long-tail search traffic and shows existing clients the team is still active. Organize articles as problem, criteria, action. Each article should be 1,200–1,800 words, with a title that matches what users search for. There is no need to publish daily; 1–2 articles per week with a consistent structure works better than volume. End each article with a link to a related service page to create a path from content to business.
The contact page’s job is to lower the barrier to action. Besides phone and WeChat, offer three contact paths: call directly, add WeChat, or fill out a form. Keep form fields to four or fewer (name, contact, need type, brief description); more fields reduce submission rates. Display contact details directly: project inquiries 400-6619-020, mobile/WeChat 159-8908-1846.
- Insights update frequency: 1–2 articles per week, 1,200–1,800 words each.
- Insights internal links: 1–2 per article, pointing to service or case pages.
- Contact form fields: no more than 4, with no more than 2 required.
- Contact page response note: state a 24-hour reply on business days to set expectations.
Year-end sales and Spring Festival: align page content with stocking schedules
If your clients are in food, retail, or gifts, the insights and case pages need updates that follow year-end stocking schedules. Based on actual production cycles in Guangzhou and the Pearl River Delta, year-end packaging stocking usually starts 60–75 days before the holiday: 75 days out, set direction and structure; 60 days out, finalize design; 45 days out, go to print; 30 days out, deliver to warehouse. Lock the Spring Festival marketing materials list 45 days out: one key visual, 1–2 gift box packaging designs, 3–5 display items, and 6–8 online images. At this time, move relevant cases to the top of the case page and publish stocking-schedule articles on the insights page to capture seasonal searches like “year-end packaging design.”
- 75 days out: set packaging direction, structure, and cost range.
- 60 days out: finalize design and output print files.
- 45 days out: go to print; lock Spring Festival materials list.
- 30 days out: receive at warehouse; update website cases and insights.
Frequently asked questions
What is the minimum number of pages for a brand website?
At least six: home, service, case, about, insights, and contact. If you have more than three service lines, split service pages by line. If you have fewer than three cases, you can initially merge them into the about page, but a separate case page is better for search.
How many cases should a website’s case page include?
We recommend 6–12, grouped by industry or service type, with a consistent structure for each case. The goal is not volume but enabling visitors to compare. Fewer than three lacks persuasiveness; more than 20 with inconsistent structure reduces credibility.
How often should the insights page be updated?
1–2 articles per week is sufficient, each 1,200–1,800 words, organized as problem, criteria, action. Consistency in structure matters more than frequency. End each article with a link to a related service page to create a path from content to business.
How far in advance should year-end packaging design start?
Based on printing and production cycles in the Pearl River Delta, start 60–75 days before the holiday. Set direction and structure 75 days out, finalize design 60 days out, go to print 45 days out, and deliver to warehouse 30 days out. Lock the Spring Festival materials list 45 days out as well.
Frequently asked questions
What is the minimum number of pages for a brand website?
At least six: home, service, case, about, insights, and contact. If you have more than three service lines, split service pages by line. If you have fewer than three cases, you can initially merge them into the about page, but a separate case page is better for search.
How many cases should a website’s case page include?
We recommend 6–12, grouped by industry or service type, with a consistent structure for each case. The goal is not volume but enabling visitors to compare. Fewer than three lacks persuasiveness; more than 20 with inconsistent structure reduces credibility.
How often should the insights page be updated?
1–2 articles per week is sufficient, each 1,200–1,800 words, organized as problem, criteria, action. Consistency in structure matters more than frequency. End each article with a link to a related service page to create a path from content to business.
How far in advance should year-end packaging design start?
Based on printing and production cycles in the Pearl River Delta, start 60–75 days before the holiday. Set direction and structure 75 days out, finalize design 60 days out, go to print 45 days out, and deliver to warehouse 30 days out. Lock the Spring Festival materials list 45 days out as well.
The number of pages is not the point. What matters is whether each page has a clear conversion task. Six pages each do their job, from the home page building trust to the contact page prompting action, and every page in between should reduce hesitation and offer a next step.
If your current website has overlapping page roles, inconsistent case structures, or needs updated cases and insights for the year-end stocking period, start with a page-task audit. Xingkong Dahai’s website design service covers structure planning, page configuration, and content organization.
For project inquiries, call 400-6619-020 or mobile/WeChat +86-159-8908-1846.
