When thinking about building a website, one of the most common questions from small business owners is “What pages should I have on my website?”. When deciding on the content for your website, it’s first important to think about the visitors to your site and what they will expect to find on it. Having a clear idea of why your customers are on your site and what their end goal will be is essential. We go into some of the must-have pages and content to include on your website and explain the reason why.
The homepage will likely be the first page your visitors see. It should be compelling enough to catch their attention and entice them in to view the rest of your website. Having an eye-catching ‘hero’ image or a moving slider at the top of the homepage is one way of drawing your visitors in. Alongside this, you should include a brief introduction, a summary of the services or products you offer, a call to action, and a way to get in contact. It’s also common to include your mission statement and any testimonials you have from clients. Whilst having a nice looking homepage is great. It’s also important to bear in mind that having a lot of content, especially images, can slow your website down. Most users won’t stick around longer than 15 seconds if your website fails to load, or likewise if it isn’t intriguing enough and fails to provide the information they’re seeking.
The about page will normally include a longer description about who you are or about the company. This is where you can describe your ethos and the history of the company for example. Explaining what makes you different from the competition will often convince visitors to stay on your website or make a purchase from you, especially if they can connect with your brand culture and principles. It’s a good idea to also showcase any achievements or accreditations the company has received as well as bios for staff or employees, which will create a more personable experience for your customers.
Services / Products Page
It’s safe to assume that as a small business you will either have a product(s) for sale or service you provide. You will want to dedicate a page to showcasing and describing the services or products you offer, beginning with a short summary and then listing each offering. If you have multiple services or products then you may want to filter them down into sub service/product pages and categorise them, in the case of products linking them to their individual product pages. In either case, it’s important to include a clear description of what your customers can expect when choosing to use a service or product you sell and explain what stands you above the competition. Finally, you will want to have a call to action such as a button where your customers can click to get in contact with you or get to the shopping basket to complete the order.
Case Studies / Clients / Portfolio Page
Would you buy from a business without seeing any examples of what they did or sold? Providing examples of the work you’ve previously done for clients or for yourself is a great way of converting visitors to your site into potential customers. This could be in the form of case studies for your clients, describing the brief, challenges and outcomes you had. Or if you work within the creative industry then a portfolio page may be more suited. Usually, this will be very visual, consisting of mostly photos that when navigated through would provide more detail on each individual case. Again it’s good to explain the challenge that was faced and outcomes so that any potential customers can relate to and identify with their own requirements.
Blog / News Page
A blog is a great way to engage with your customers or potential prospects. It gives you a chance to answer common questions you might receive, share information on new products, industry trends, company news, or to provide some expertise on a certain subject. Having a blog is a great way to market your business and can greatly increase SEO rankings and conversions, providing it’s posted to regularly. Failure to keep it updated, however, could cause the opposite and have adverse effects on your brand and search engine presence.
There’s no point having a great website if your potential customers can’t find a way to get in contact with you. This is where your contact page comes in. Typically you want to include your business’s phone number, email address, physical mailing address, any social media channels you use as well as your businesses opening hours. It’s also common to include a contact form that sends an autoresponder message or general information back to the enquirer. Whilst it is vital to have a clear and easily accessible contact page, where possible it’s also important to include your main contact information in places such as the footer and header of every page on your website.