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In 1854, London physician John Snow faced a mystery that would change science forever. Hundreds of people were dying from cholera in Soho, and nobody knew why. Instead of accepting the popular theories of the day, Snow did something radical: he mapped every death and looked for patterns.

Most small business websites struggle not because they’re missing dozens of pages—but because they’re missing the basics, or they’ve buried the most important information. If you get three pages right, you’ll cover 80% of what your visitors need to feel confident and take action.

This guide walks you through the three must-have pages (Home, Services/Offer, and Contact/Book/Quote), exactly what to put on each, and how to design them for clarity and conversions. It’s written for local services, trades, professional services, boutiques, and solo founders who want measurable results without a full-scale rebuild.

In 1747, Scottish naval surgeon James Lind faced a crisis. Sailors on HMS Salisbury were dying from scurvy at an alarming rate. Medical theories about the cause ranged from bad air to divine punishment to "putrid humours." Everyone had an opinion. Nobody had proof.

Lind did something revolutionary for the time. Instead of theorizing or debating, he conducted what's considered the first clinical trial in history.