What pages should every website have?
When writing a resume, you are expected to include certain pieces of information to be successful in a job search, these would be your name, contact information, and detailed sections with your core experiences and skills. Having necessary elements for a successful business website are no different.
Business websites should always have a core set of web pages.
While every website will have a different variety of these pages depending on their business goals and the type of audience they are serving, there are 4 pages that every website should absolutely have to portray professionalism, industry knowledge, and grow their online presence. In this blog we will discuss the most important pages every website should have with their key features and discuss other important pages to consider increasing visibility of your business and your website.
The all important “Home” page.
It’s sounds obvious, but we just want to highlight how truly putting time into this page really is. The home page is the MOST important part of your website. It is a one-page representation of your entire business (much like a resume). While designers can help with creating the visual presentation of your company it’s important to spend some time narrowing down your brand mission and the type of audience it’s relevant to, after all this page sets the tone for the rest of the website. Besides the standard navigational header and footer panels, it should have the logo, a standout headline, call to action, and it should have a summary for each information should answer these questions:
- Who are you?
- What do you offer and who is it for?
- What makes you stand out?
There are many ways to incorporate this information using design, pictures, fonts, and colors, but in all your goal is to convince the website visitor to stay on the website and engage with what you are offering. Everything about this page forms the first impression about your company and website, make it memorable.
Here is a general breakdown of how we like to setup a home page design.
- Hero Slider with Business Name and image/video background to grab attention.
- Basic introduction row. Tell everyone a brief overview of your business.
- Call to Action. Give users a chance to get in touch or visit your business.
- Service breakdown. Explain each individual service in a highlighted manner and allow the user a way to learn more.
- Small Gallery row. Include some stunning content to help grab their attention and show off your business.
- Testimonials / Who We Work With row. Show off some reviews or even some logos of companies your business may partner and work with. This is an easy way to build trust.
- Call to Action AGAIN. Hit them one more time with the opportunity to reach out after seeing who you are, what you do, and solidified the work/service/location you have to offer.
If you include these simple parts into your home page layout, you will find it to be large enough to offer a great insight into your business. This helps the customer walk through the more interior pages of the site if they want to learn more or give them a better opportunity to quickly get in touch.
Explain yourself with an “About” page.
This is the opportunity to tell your visitors more about who you are. Much like design there are many creative and even strategic ways to tell your narrative. Think about what is important for your audience to know to want to work with you or purchase from you. Is it your history or story? Your work ethic? Company accomplishments? The materials you use for products? Your mission? Focus on what part of your business sets you apart from your competitors, no matter the size or the pricing of your company people are willing to support businesses that align with their personal values.
Give detail with a breakdown of a “Services” or “Products” page.
The services and products page presents your visitors with what you offer. What’s important to note is that some people who visit this page either see this page first or visit it after seeing other pages of your website, so it best to assume that the visitor knows nothing about you or your company. Therefore, you’ll want to start with a headline that summarizes who you are and what you do, like the home page. After this is established, the rest of the page should be laid out in an easy-to-follow format. Each service and products should have the necessary details written out concisely; again, keep in mind the audience that you are marketing to and the type of language they expect. Lastly, have your Call-to-Action button readily available to create a natural flow of what you want you page visitor to do next: make a purchase, schedule an appointment, or sign on up for a blog.
Let people get in touch with a clear “Contact” page.
The objective of this page is very clear, but it is important to do this correctly. Having visited many websites, one of the most irritating things for visitors is searching through pages and pages of a website. If this information is hidden, they may give up and try to look through google and social media, just to find some reference point to contact the business. Leave the guesswork out! Unless the visitor is extremely determined to find the contact information, they will likely leave the page and not visit again. Be sure to have a clear, visible “Contact Button” on your website leading to a page with all the necessary business information (this information should be at the footer of every single page of your website as well).
Include various ways the visitor can contact you use by phone, email, address, and hours of operation. If your business location is important, add a location map. Have a short contact form available for visitors, it will allow them easily to reach you and help identify quickly who is contacting you. Don’t forget to write a short and memorable piece of copy to showcase your brand’s openness to engagement with visitors.
The home, about, services, and contact pages are the very minimum we recommend every business owner to have. Not only do they meet the current website standards and help you look professional they also provide a direct streamline to your Call to Action, with enough supportive information about your company for your visitor to decide to work with you or simply be much more informed on what you offer.
Extending a site is easy with these bonus pages.
If you have already established your core pages and are looking to take a step even further in your marketing strategy to grow your online presence and help build more SEO (search engine optimization), we strongly advocate our clients to expand their websites with some of the following pages. Not all of these will be suitable for every business but this information can easily be incorporated into the 4 core pages; always keep in mind what is on brand with your company and what would be useful for your ideal client.
Share news, updates, educational content, and more with a “Blog“
The reasons for having a blog on your website could be a whole series of blogs. But, to keep it short, blogs are incredibly useful for businesses to drive more traffic to their website and create engagement with page visitors. They offer your potential customer more information and trust in your company as well as letting the big search engines like Google and Bing more opportunity to crawl your website and appear organically a few additional times.
Just like posting new content on social media is important for growth, new consistent content on websites is rewarded with ranking in the search results, not to mention that it helps greatly expand the search by the use of relevant keywords and topics in your field. Blogs are just as relevant to customers and clients. By posting detailed information about your company, important information, and perhaps your work process, you are establishing yourself as a knowledgeable authority of your field that people are more likely to trust or at the bare minimum keeping people updated that you are an active business.
Answer common questions with a “FAQ” page.
A good Frequently Asked Questions page has two main benefits for websites, it enhances the customer experience by getting their common questions answered immediately and it also helps increase traffic to your website by occasionally appearing in search engines as a trusted answer for search terms. For some people, detailed information about services and products will help contribute to making a final decision to purchase or click the call to action. Not only are you engaging with customers, but you are again expanding on your company as the authority of the field. When you dedicate more written information about your offers you are adding more relevant content to your website about the topic which will result in higher ranks and broader scope on search results.
Think of 10 common questions you have heard from a customer, write them down, then put in an answer. Simply provide that to your web team and the page is essentially complete!
Share the positive reviews with a “Testimonials” page.
Our team frequently recommends incorporating testimonials and reviews on the home page as well as spreading them out throughout your website on a dedicated page where potential customers can visit to learn more about others experience working or visiting a business. A dedicated page may be helpful to some businesses where their services or products are life-changing or high ticket items. Testimonials establish legitimacy of the products or services, and new visitors are much more likely to make a purchase if they see that other people like them have used or bought your services and had a good experience. If you work with True Mtn, we can integrate your Google My Business reviews directly into the site simply by asking!
Have an open position, make sure you have a “Careers” page.
Are you always looking to hire new talent? This is one of the most convenient ways of hiring new employees. The applications are streamlined directly to your hiring manager while saving on your hiring budget. Along with this, you have the freedom to represent your brand in any way you choose without third party restrictions. Active careers pages also boost your image to visitors and SEO. To visitors you are sending the message that you are fast growing company by needing more employees and showing them that there are real people behind the brand. For SEO, you are expanding the searchability of you company through another angle by pairing job key words with your field.
Keep expanding your site, but start with your core pages first.
To conclude, every one of these pages provide a lot of value in developing your brand image to page visitors while doubling as strong strategies to increase traffic. These are not just pages, but proven marketing strategies that will benefit your business long term.
Ready for a new site? Come work with the professionals!
Reach out to True Mtn Marketing today to get the process started. We help develop all of the core pages, recommend bonus content, and work with you and your team to expand the site and grow as you provide information. Visit our contact us page to get started.
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