What have you published, and in what order should I read it? Articles, sections and an archive that stays readable after three hundred posts. Chosen when the writing is the product.
What do you sell, what does it cost, and how do I pay? A catalog, a product page, a cart and a checkout run by Shopify in your own name. Chosen when you ship orders.
What have you already made? Finished work shown large, with the detail a serious enquiry asks for. Chosen when you are judged on the last thing you delivered.
One offer, one page, one decision. Everything a buyer needs on a single page, ending in one button. Chosen for a product, a course or a launch.
Who are you, what do you do, and where do I find you? Four or five pages that answer the questions you answer on the phone every week. The commonest site, and the right one more often than people think.
When are you free, and how do I book? Real availability, a choice, and a confirmation that reaches you both. Chosen when your time or your rooms are the thing being sold.
What is there today, and what does it cost? A card or a price list that can be rewritten in two minutes from a phone. The most-read page on any small business site.
When, where, what is on, and which ticket? A date, a schedule, the people and the way in. Chosen when the site has a deadline of its own.
Who is this person, and how do I reach them? A name, what you do, what you are doing now, and one way to write to you. Chosen by anyone who is their own business.
How does it work, and where is the answer to my question? A sidebar, pages that answer one question each, a reference and a changelog. Chosen when support costs more than the site would.