One of the most common questions we hear from business owners in Oman is: “What pages should my website have?”
The answer depends on your business, but after building websites for companies across Muscat and beyond restaurants, clinics, trading companies, law firms, ecommerce stores we have found that seven pages consistently make the difference between a website that generates business and one that just exists.
Here is what each page should accomplish, what to include, and the mistakes we see Omani businesses make most often.
Homepage
Your homepage is not a welcome mat. It is your strongest sales tool. A visitor will decide within three to five seconds whether to stay or leave, and that decision is based almost entirely on what they see without scrolling.
What to include above the fold (the visible area before scrolling):
A headline that clearly communicates what you do and who you serve. Not “Welcome to our website” something like “Trusted Dental Care in Muscat Since 2008” or “Custom Websites for Omani Businesses That Actually Generate Leads.” One or two sentences explaining your core offer.
A prominent call-to-action button: “Book an Appointment,” “Get a Free Quote,” or “Call Now” with your phone number clickable on mobile. Trust indicators: years in business, number of clients served, certifications, or notable client logos.
Below the fold: A brief overview of your main services (linking to individual service pages), two or three client testimonials, and a secondary call to action.
Common mistake in Oman: Many Omani business websites open with a long paragraph about the company’s history, vision, and mission. Visitors do not read this. They want to know three things: what do you do, can you help me, and how do I contact you. Save the company story for the About page.
About Page
Your About page is not a corporate biography. It is a trust-building tool.
In Oman, where personal relationships and reputation carry enormous weight in business decisions, this page matters more than most businesses realize. When a potential client is deciding between your company and a competitor, the About page is often where they make their final judgment.
What to include:
Your story, but told through the lens of why you started this business and what problem you solve for customers. Real photos of your team. Not stock images of people who clearly do not work at your company. In the Omani market, authenticity is everything. A corporate professional evaluating your firm can tell the difference between a staged stock photo and a genuine team picture taken at your office in Al Khuwair. Qualifications, certifications, and memberships (ISO certifications, industry affiliations, Chamber of Commerce membership). Your physical location with a photo of your office or storefront. This is particularly important in Oman, where having a visible physical presence builds credibility.
Common mistake: Using the same generic “About” text that could describe any company in any country. Your About page should feel distinctly Omani mention your roots, your market, and your understanding of local business culture.
Service Pages (One Dedicated Page Per Service)
This is the single most important SEO decision you will make on your website, and it is where most businesses in Oman fail.
If you offer multiple services say web design, SEO, and social media management you need three separate, detailed service pages. Not one page that lists everything. Here is why:
Google ranks pages, not websites. When someone searches “web design Muscat,” Google looks for the single most relevant page to show. A dedicated page titled “Web Design in Muscat” with 800 words of detailed content about your web design service will outrank a generic “Our Services” page that mentions web design in one paragraph alongside ten other services.
What each service page should include:
A clear description of the service and what the client receives. Who the service is for (be specific “ideal for restaurants, clinics, and SMEs in Oman” is better than “for all businesses”). Your process: what happens after they hire you, step by step. Expected outcomes and, where possible, real results from past clients. Pricing or price ranges. This is controversial, but in our experience, Omani businesses that display even approximate pricing (“starting from 300 OMR”) generate more qualified leads. Visitors who see your price and still contact you are pre-qualified. A specific call to action for that service not a generic “Contact Us” button, but “Get a Free SEO Audit” or “Request a Web Design Quote.”
Common mistake: Listing all services on a single page with one-paragraph descriptions. This is terrible for SEO and unconvincing for customers who want to understand what they are buying before they reach out.
Portfolio or Case Studies
Would you hire a contractor without seeing examples of their previous work? Neither will your potential customers.
A portfolio page is your proof. It transforms your claims from “we are great at what we do” to “here is the evidence.”
What to include:
For service businesses: before-and-after examples, project descriptions, client testimonials alongside the relevant project, and measurable results where possible (“increased organic traffic by 215% in five months” is more convincing than “helped improve their online visibility”). For product businesses: high-quality product photography, customer reviews, and use-case examples. For agencies and creative firms: live links to work you have produced, with context about the brief, the challenge, and the outcome.
Organize your portfolio by industry if you serve multiple sectors. A restaurant owner looking at your portfolio wants to see restaurant projects first not construction company websites.
Common mistake: Having a portfolio page with just images and no context. Nobody knows what they are looking at without a description of the project scope, the challenge, and the result.
Blog
A blog is your long-term SEO engine. Every blog post is a new page that can rank on Google for specific keywords your customers are searching.
But here is the truth most agencies will not tell you: an abandoned blog is worse than no blog at all.
If the last post on your blog is from 2023, it signals to visitors (and to Google) that your business is inactive. If you cannot commit to publishing at least two quality articles per month, it is better to not have a blog section until you can.
What to write about:
Answer the questions your customers actually ask you. Every question a client sends you on WhatsApp “How much does a website cost in Oman?” or “Which social media platform is best for my restaurant?” is a blog post waiting to be written. Focus on topics specific to the Omani market. A post titled “How to Get More Google Reviews for Your Business in Oman” will outrank and outperform a generic post titled “Why Reviews Are Important.”
What to avoid:
Motivational quotes disguised as blog posts. Rewritten news articles about global tech companies. Generic listicles with no original insight or local relevance.
Every blog post should link to at least one of your service pages naturally within the text. This drives both traffic and business.
Contact page
Make it effortless for potential customers to reach you through their preferred method. In Oman, the preferred method is often WhatsApp, so make sure it is prominently featured.
What to include:
Phone number (clickable on mobile test this yourself). WhatsApp link (also clickable, opening directly to a WhatsApp conversation with your business). Email address. Physical address with an embedded Google Map. Business hours, including Friday and Saturday hours (and Ramadan hours during the holy month). A simple contact form: name, phone number, email, and message. Do not ask for 15 fields every additional field reduces the number of people who complete the form.
Critical point: Your phone number and WhatsApp link should not only be on the Contact page. They should be visible on every page of your website in the header, in the footer, and ideally as a floating WhatsApp button. A visitor should never have to hunt for how to reach you.
Common mistake: Having a Contact page with only a form and no phone number or WhatsApp link. Many Omani customers particularly older business owners and decision-makers prefer to call or message directly rather than fill out a web form.
Testimonials and Reviews Page
Your satisfied customers are your best salespeople. Give them a platform.
What to include:
Screenshots of Google reviews (these carry extra credibility because visitors can verify them independently). Written testimonials with real names and company names (with permission). Video testimonials if available even a 30-second phone-recorded video from a client is more powerful than a written quote. Logos of notable clients you have served (with permission).
How to get testimonials: Ask at the moment of satisfaction. When a client thanks you, expresses happiness with a result, or sends you a positive WhatsApp message that is the moment to say: “Would you mind sharing that as a Google review? Here is the link.” Most people are happy to help; they just need the prompt and the direct link.
Common mistake: Not collecting testimonials at all, or displaying obviously fabricated ones. In the Omani business community, where networks are tight, fake testimonials are easy to spot and devastating to credibility.
Bonus: Pages That Separate Good Websites from Great Ones
FAQ Page. Answer the twenty most common questions your sales team receives. This reduces basic inquiry volume, pre-qualifies leads, and is excellent for SEO FAQ pages frequently appear in Google’s featured snippets and AI overviews.
Pricing Page. Not every business can do this, but those that display even approximate pricing consistently report higher-quality leads.
Resources or Tools. Free checklists, templates, calculators, or guides related to your industry. These establish expertise and can capture email addresses for future marketing.
Frequently Asked Questions
How many pages should my website have total?
There is no magic number. A small service business might need 8–15 pages. A larger company might need 30 or more. The important thing is having the right pages with quality content, not hitting a specific count.
Should I include pricing on my website?
If your pricing is standardized, yes. If it is custom, include ranges or starting prices. Transparency builds trust and filters out inquiries that do not match your budget range.
How often should I update my website?
Review all content quarterly to ensure accuracy (hours, team, services, pricing). Publish blog content at least twice per month. Update your portfolio whenever you complete a notable project.