Edip Kilinc is the founder of Webwavers. Together with his team, he develops websites, brands, and digital presences for ambitious companies – with over 250 completed projects, and honored with awards including the German Design Award 2026.
The number of pages is not a matter of taste. It results from what you sell:
6 basic pages – Home, About Us, References, Contact, Legal Notice, Privacy Policy.
+ 1 page per service that can be sold. Three services, three pages.
+ 1 page per target group that needs to be addressed differently. Only if the language, examples, and arguments are truly different.
+ 1 page per location with its own team or its own catchment area.
+ Content pages – Blog, Glossary, FAQ, depending on capacity.
Three services, two target groups, one location results in: 6 + 3 + 2 + 1 = 12 pages. This is the foundation, before any content expansion.
The formula seems simple, but it prevents both typical mistakes: the website with five pages that ranks for nothing, and the one with eighty, sixty of which nobody visits.
The number of pages is not a matter of taste. It results from what you sell:
6 basic pages – Home, About Us, References, Contact, Legal Notice, Privacy Policy.
+ 1 page per service that can be sold. Three services, three pages.
+ 1 page per target group that needs to be addressed differently. Only if the language, examples, and arguments are truly different.
+ 1 page per location with its own team or its own catchment area.
+ Content pages – Blog, Glossary, FAQ, depending on capacity.
Three services, two target groups, one location results in: 6 + 3 + 2 + 1 = 12 pages. This is the foundation, before any content expansion.
The formula seems simple, but it prevents both typical mistakes: the website with five pages that ranks for nothing, and the one with eighty, sixty of which nobody visits.
The litmus test is the search intent. A dedicated page is worthwhile if someone is looking for exactly this topic and expects a complete answer.
Dedicated page: Web design, SEO support, corporate design. Each has its own search volume, its own questions, and its own buying signals.
No dedicated page: Our values, our philosophy, quality. Nobody searches for that. These are paragraphs on the "About Us" page, not separate pages.
A second litmus test: Could you send this page in a conversation as an answer to a question? If yes, it is justified. If not, it is self-promotion.
The third: Does the page have its own title under 60 characters that contains a real search term? If that cannot be formulated, the topic is missing.
The website consisting of five pages is common and often looks good. It has three structural disadvantages.
It can only rank for a few terms. A page ranks well for one topic. A service page with five services does not rank properly for any of them because no single term appears consistently in the title, the heading, and the text.
It cannot go into depth. Anyone who puts everything on one page has to keep each topic brief. But in B2B, it is precisely the details that determine whether an inquiry is made.
It has nothing to link to. Internal linking needs targets. With five pages, there is nothing to connect.
In addition, there is the point that has become more important since AI answers: systems cite the page that answers a question completely. A collective page answers five questions halfway.
The other extreme usually develops over years: a page for every campaign, a subpage for every topic, old landing pages that were never deleted.
Maintenance effort. Every page must remain up to date. Eighty pages means eighty places where an outdated phone number or an old price example could be.
Diluted topics. If three pages cover the same topic, they compete against each other in search. Google chooses one, and rarely the one you want.
Lost click paths. What is four clicks away from the homepage is neither found nor crawled.
A simple test: sort your pages by views over the last twelve months. Anything under twenty views a year needs to be reviewed – merge, revise, or redirect.
Cleaning up is usually more valuable than building anew. A process that works:
Step 1: List all URLs, with views and search queries from the Search Console.
Step 2: Create three piles – performing (brings visitors or inquiries), could perform (good topic, poor text), not performing.
Step 3: The third pile is merged or redirected, not deleted. A 301 redirect to the closest thematic page retains the built-up visibility.
Step 4: The second pile is revised, not replaced. An existing URL with history is worth more than a new one.
Important: deleting without replacement and without a redirect is the only step that can truly cause harm. Everything else can be corrected.
Anyone who has twelve pages today and wants thirty in three years should establish the structure now.
Three levels are sufficient for almost any company: homepage, category, detail page. So /services/web-design instead of /services/digital/web/web-design.
The URL should name the content and should not change anymore. Changing a URL costs visibility, even with a redirect. Therefore, no years, no campaign names, no internal abbreviations.
An often overlooked point: plan from the very beginning where content that does not yet exist will reside. If the blog is coming later, /blog should already be reserved today – and not end up as a subpage of /current/news/blog.
This takes half an hour in the planning stage and saves a relocation later on.
