Industry guide

What your business actually needs from a website

A barber doesn't need the same website as a lawyer. A restaurant doesn't need the same structure as a photographer. This guide covers six different industries and explains which pages, features and calls to action each one needs to make their website deliver real results.

Tomi February 5, 2026 12 min read
6
industries covered
+67%
more inquiries with a custom site
5-8
industry-specific features
100%
custom design

Why one size doesn't fit all

Imagine walking into a restaurant and being greeted by a website that looks like it belongs to an auto repair shop. Or searching for a carpenter online and landing on a page that feels like a luxury hotel. That mismatch doesn't just confuse visitors -- it drives them away. Research shows that visitors form an opinion about a website in the first 50 milliseconds. If your site doesn't communicate the right message immediately, you've lost a potential client.

The problem with generic templates is exactly this. Same layout, same sections, same navigation logic for everyone. A carpenter and a lawyer don't share the same clients, don't sell the same way, and don't need the same features. A custom website takes your industry's specifics into account and gives visitors exactly what they're looking for.

Fun fact: Websites with industry-specific designs have an average conversion rate 2-3 times higher than generic sites. The reason is simple: visitors immediately see they're in the right place and find the information they need faster.

In this guide, we walk through six of the most popular business categories and for each one explain: which pages you need, which features are essential, what kind of CTA (call to action) works best, and which mistakes we see most often.

1. Tradespeople and service businesses

Electricians, plumbers, carpenters, barbers, beauticians, auto mechanics. If you work with your hands and serve a local area, your website has one primary job: turn a visitor into a phone call or a message.

Pages you need

  • Home page - with a clear description of services, service area and contact info visible immediately
  • Work gallery - photos of your projects speak louder than any text
  • About page - a short story, qualifications, experience, a photo of you at work
  • Contact - phone, WhatsApp, contact form, business hours

Essential features

  • Click-to-call button - one tap to call on mobile
  • WhatsApp integration - because most users prefer messaging
  • Google Maps integration - so clients can see where you are and how far away
  • Review display - ratings from satisfied clients build trust
  • Local SEO - so people find you when they search "carpenter near me"

CTAs that work

  • "Call for a free estimate" (with the phone number right next to it)
  • "Send us a message on WhatsApp" (with a direct link)
  • "Request a free quote in 2 minutes"
Common mistake for tradespeople: A website with no photos of your work. Clients want to see what you've done, not just read about it. A carpenter who shows furniture in real living spaces gets significantly more inquiries than one who only has text. The same goes for barbers (photos of haircuts), beauticians (before/after shots) and electricians (completed installations).

For tradespeople, the Starter package at €150 is usually enough if you need a single page with contact info and a gallery, or the Standard package at €300 if you want multiple subpages and local SEO.

2. Retailers and retail businesses

Brick-and-mortar stores, small manufacturers selling direct, local brands. Your website needs to be a storefront that works even when the shop is closed.

Pages you need

  • Home page - featured products, promotions, new arrivals
  • Product catalog - organized by category with filters
  • Brand story page - your story, values, quality
  • Contact and locations - all physical locations with business hours
  • FAQ - shipping, returns, payment methods

Essential features

  • High-quality product photos - professional images from multiple angles
  • Clear pricing and availability - visitors need to know the price right away
  • Simple ordering process - fewer steps, better results
  • Payment integration - credit card, PayPal or cash on delivery
  • Product reviews - social proof that builds trust

CTAs that work

  • "Add to cart" (on the product page)
  • "Shop the new collection" (on the home page)
  • "Order today, delivered tomorrow"
Fun fact: 70% of shoppers abandon their cart during checkout. The most common reasons are a complicated ordering process, hidden shipping costs and a mandatory registration requirement. A simple, transparent website eliminates all three barriers.
Common mistake for retailers: No shipping and return information in a visible spot. Shoppers want to know shipping costs and return policies before they click "buy." Hiding that information means losing the sale.

Not sure which package fits your industry?

Get in touch for a free consultation. Together we'll define exactly what your website needs.

Free consultation View packages

3. Hospitality and tourism

Restaurants, cafes, hotels, vacation rentals, catering. Your website needs to whet appetites and inspire visits. For hospitality businesses, the visual impression is everything, and the site has to work flawlessly on mobile since most guests search on the go.

Pages you need

  • Home page - atmosphere at first glance, photos of the ambiance and food
  • Menu or price list - up to date, easy to browse, with prices
  • Reservations - online system for tables, rooms or time slots
  • Location - Google Maps, directions, parking info
  • Gallery - professional photos of the space, food and events

Essential features

  • Online reservations - tables or accommodation, no phone call needed
  • Menu in both PDF and HTML format - available for viewing and downloading
  • Google Maps integration - with driving directions
  • Social media integration - Instagram feed with food photos
  • Business hours prominently displayed - with special notes for holidays
  • Multilingual support - at minimum English for tourists

CTAs that work

  • "Reserve a table" (with date and party size)
  • "View the menu" (direct link)
  • "Check availability"
Common mistake for hospitality: Menu only in PDF format that's impossible to read on a phone. Google can't index the content of a PDF, and visitors have to zoom and scroll. The menu needs to be in HTML format on the page as well -- clean, browsable and instantly accessible.

4. Creatives: photographers, designers, artists

For creative professionals, your website is a portfolio that has to impress. Your work is visual, so your site needs to reflect that. Every photo, every project has to be presented in the best possible quality.

Pages you need

  • Portfolio - organized by category (weddings, portraits, commercial...)
  • About me - your story, working style, inspiration
  • My process - how you work with clients, from inquiry to delivery
  • Pricing or packages - at least ballpark figures or "starting from" prices
  • Contact - a form with a field for project description

Essential features

  • Gallery with lazy loading - fast loading despite large images
  • Lightbox for images - full-size preview without leaving the page
  • Category filters - visitors choose the type of work they want to see
  • Responsive grid - images perfectly arranged on every screen size
  • Fast site despite images - WebP format, optimized dimensions

CTAs that work

  • "Inquire about your photoshoot"
  • "Let's talk about your project"
  • "View packages and pricing"
Fun fact: A photography website that takes more than 3 seconds to load loses 53% of mobile visitors. Image optimization (WebP format, proper dimensions, lazy loading) can reduce page size by up to 80% without any loss in display quality.

5. Professional services: lawyers, accountants, doctors

When someone searches for a lawyer or accountant online, they're looking for trust and expertise. Your website needs to communicate professionalism in every detail. Clean design, restrained colors, clearly structured information.

Pages you need

  • Home page - overview of services, experience, consultation CTA
  • Services - detailed description of each service with the process explained
  • About us / team - qualifications, certifications, experience, team photos
  • Blog - expert advice that demonstrates your knowledge
  • Contact - a form for scheduling a consultation
  • FAQ - answers to common client questions

Essential features

  • Structured service display - not just a list, but a description of the process for each
  • Credentials display - licenses, certifications, professional memberships
  • Online scheduling - consultation or initial meeting
  • Blog with expert content - builds authority and helps with SEO
  • Client testimonials - a quote from a satisfied client is worth more than any service description
  • SSL and security indicators - clients share sensitive information

CTAs that work

  • "Schedule a free consultation"
  • "Request a quote"
  • "Call us for legal advice"
Common mistake for professionals: No blog section. A lawyer who writes about changes in legislation or an accountant who explains new tax rules gets organic traffic from Google and builds authority. A potential client who finds a helpful article already trusts you before they even reach out. Professional services typically need the Standard or Premium package.

6. Tech companies and startups

SaaS companies, IT consultants, development teams, tech startups. Your audience is technically literate and will spot an amateur website immediately. Every pixel needs to communicate modernity and competence.

Pages you need

  • Landing page - clear description of the product or service, visual showcase
  • Features - detailed overview of what you offer
  • Pricing - transparent, with a plan comparison
  • About the team - who's behind the product, backgrounds, expertise
  • Blog / resources - technical posts, case studies, documentation
  • Contact or demo - sign up for a demo or free trial

Essential features

  • Load time under 1 second - a tech audience has zero patience for slow sites
  • Dark / light mode - adapts to user preferences
  • Interactive elements - animations, demo previews, comparisons
  • Integrations - display of integrations with other tools
  • Social proof - client logos, case studies, metrics
  • CTA on every page - not just on the home page

CTAs that work

  • "Try free for 14 days"
  • "Schedule a demo"
  • "View pricing"
Common mistake for tech companies: An overloaded home page with too much information. A visitor needs to understand what you do and why they should care within 5 seconds. One clear headline, one sentence of description and one CTA button. Save all the details for subpages.

Comparing needs across industries

Every industry has specific requirements. This table shows key features and how important they are for each type of business.

Feature Trades Retail Hospitality Creatives Professional services Tech
Work gallery ✓ ~ ✓ ✓ ✕ ✕
Online reservations ~ ✕ ✓ ✕ ✓ ✓
Blog / expert content ✕ ~ ✕ ~ ✓ ✓
Click-to-call ✓ ~ ✓ ✕ ✓ ✕
Catalog / price list ✕ ✓ ✓ ✓ ~ ✓
Multilingual support ✕ ~ ✓ ~ ✕ ✓
Local SEO ✓ ✓ ✓ ~ ✓ ✕
Social proof ✓ ✓ ✓ ✓ ✓ ✓

✓ = essential, ~ = useful but not critical, ✕ = not a priority

Common mistakes we see across all industries

Regardless of the type of business, these mistakes keep showing up on websites that fail to deliver results.

  1. No clear call to action - the visitor doesn't know what to do next. Every page needs at least one visible CTA button.
  2. Contact info buried in the footer - your phone number and email should be accessible immediately, not after three clicks.
  3. The site doesn't work on mobile - over 65% of web traffic comes from mobile devices. If your site doesn't work on a phone, you're losing the majority of your visitors.
  4. Slow loading - every second of waiting means fewer conversions. The goal is under 2 seconds, ideally under 1 second.
  5. Generic copy - "we are an industry leader" and "our mission is excellence" mean nothing. Be specific about what you do and who you do it for.

Which package is right for you?

Based on everything above, here's a recommendation by business type:

  • Tradespeople and small local businesses - the Starter package (€150) covers all the essentials. A single page with contact info, gallery and local SEO.
  • Retailers, hospitality and creatives - the Standard package (€300) is ideal. Up to 5 pages, custom design, SEO optimization and visitor analytics.
  • Professional services and tech companies - the Premium package (€899) gives you up to 10 pages, a blog section, advanced SEO and all the features for a serious online presence.

Of course, these are general guidelines. Every project is unique and during a free consultation we define exactly what you need. All prices are one-time and include hosting, domain, SSL certificate and one year of support.

Frequently asked questions

A generic website uses the same template for every industry. A custom website is designed specifically for your business, with the features your clients expect. A barber needs online booking, a lawyer needs a display of specializations, and a restaurant needs a menu and Google Maps. Those differences are what separate a website that just exists from one that actually brings in clients.
It depends on the type of business. Tradespeople and small local businesses can start with a single page (Starter package, €150). Professional services typically need 3-5 pages (Standard package, €300). More complex businesses need up to 10 pages (Premium package, €899).
Yes. Social media is great for promotion, but it's no substitute for a website. On Instagram, you have no control over the algorithm that decides who sees your content. A website is your own space that Google indexes and that visitors can find when they search for services like yours.
That's exactly the point of custom design. Every website I build is made from scratch, with no templates. The design, colors, layout, navigation and features all match your specific industry. A carpenter gets a work gallery, an accountant gets a structured services page, a photographer gets a portfolio that puts the images front and center.
Prices start at €150 for a single-page website (Starter package) and go up to €899 for a site with up to 10 subpages and advanced features (Premium package). All prices are one-time and include hosting, domain, SSL certificate and one year of support. No hidden costs.
That's completely normal and most clients come in with just a general idea. That's exactly why I offer a free consultation. Based on your industry, competition and goals, we define together what your website needs. The process includes design proposals and unlimited revisions until you're fully satisfied. Get in touch.

Ready for a website that fits your business?

Get in touch for a free consultation. Together we'll define what your website needs to deliver real results.

View packages Free consultation