“What pages should my business website include?” That’s a question all business owners ask at some point. From startup firms building their first website to established companies who are rebranding, getting your website content right is key.
Research from the Welsh government suggests that over 90% of all purchases now begin with an online search. That’s a lot of potential sales leads.
To capture some of those leads you need a website that tells potential customers what you do, who you help, and why they should choose YOU over the competition.
This may sound daunting, but don’t worry, we’ve compiled a list of the 6 must-have pages that every business website needs.
Your business website is your shop, and your homepage is the window display that draws customers inside. It’s the most important page, and usually the one that most people see first. Crucially, the homepage is also the page that everyone links to, meaning it usually receives more traffic than any other part of your website – so you’d better make it good!
Internet users have a short attention span – some studies suggest that firms have less than 3 seconds to convince customers to stay. The content on your homepage should be intriguing enough to capture the attention of your visitors and encourage them to stay a little longer.
It’s tempting to start telling your business story in the homepage, but control yourself. New visitors don’t want to trawl through 6 paragraphs of your firm’s backstory, no matter how compelling it is. That information goes on the “About” page (see below).
So, what SHOULD the homepage include? All you really need is a short, clear description of who you are and what your company does. Keep it customer-focussed by adding some quick details about how you can help your potential customers, and possibly add a brief summary of your services and products. Clear, concise, and catchy content wins every time.
2 About page
The about page is the second most-visited page on most business websites. It’s also the most awkward one to write, and as a result it’s the page that most business owners shy away from. That’s because it’s hard to strike the right balance between talking about yourself and maintaining focus on the customer.
Yet sell yourself you must. Modern consumers are savvy, and they usually want to know a bit more about who they are buying from before deciding to make a purchase. So, your about page needs to give a brief summary of who you are, your company history, your values, and what sets you apart from your competitors. You could also include a profile of your staff team (with photos and biographies of key employees), and highlight any notable awards or accolades you’ve received
Whatever you write, keep it jargon-free, natural sounding and make sure that the tone matches your overall branding. Consistency helps develop a positive business persona and the consumer trust that goes with it.
3 Products and Services pages
If the homepage is your shop window, the products and services pages are the shelves where customers view your stock. These pages tell visitors a little more about what you provide, so they can decide whether what you’re offering is right for them. And for those visitors who are already committed to buying from you, it’s where they get to choose which of your items they actually want.
If you’re an e-commerce or product-based business, begin your products page with a short summary of your products before listing them. Then give a brief description that explains what the customer can expect from each product
“our Bodyboost shampoo adds volume to fine hair”.
If you have multiple products, divide the information into categories and put each category on a separate (linked) page, exactly as you’d see in a traditional catalogue.
Service-based firms should also begin with a summary before outlining their individual services in more detail. You don’t need to list every single task that you’ll complete, but clients do need sufficient information to decide whether your service can solve their problem. Try using bullet points and short explanations, as we’ve done in the example below.
“Our editing service:
- Corrects spelling, grammar, and punctuation errors
- Rewrites problematic sentences and re-orders paragraphs
- Improves the readability and flow of your content.”
If your service portfolio is extensive, consider dividing it into sections and assign a separate, clearly-linked sub-page for each section. This gives interested customers the chance to learn more without overwhelming those who are still at the browsing stage.
4 Contact page
The easier it is for customers to contact you, the more likely they are to buy from you. That’s especially true if your business model involves fact-finding discussions and quoting for services.
Your contact page should show potential customers all the ways they can get in touch with you. Include your mailing address, phone and fax number, and even your business hours. Spam emails are a problem for many companies so consider using a contact form instead of listing your email address. Don’t forget to include links to all of your social media accounts too – if customers follow your social profiles, they are more likely develop trust in your brand and buy from you.
As we mentioned above, internet users have a short attention span – not everyone has the patience to click through to the contact page. So, include your contact details on all of your business website pages, on a footer, side bar, or in the top right corner.
Essentially, you should aim to give your customers every opportunity to communicate with you on their terms. Don’t lose a customer just because it was hard for them to get in touch with you.
5 Customer testimonials
Strictly speaking, customer testimonials don’t need a page to themselves. They can appear anywhere on your business website – in a footer or a sidebar, or as a highlighted feature on your services page. But they DO need to appear somewhere. That’s because feedback from other customers encourages potential customers to build trust in your firm.
Think about your own purchasing behaviour: you check the reviews of a product before buying it, you ask for recommendations when choosing a service provider. Your new clients will do the same, so highlight the positive feedback your company has received. If possible, add authenticity to this feedback by including a photo, screenshot, or link to the customer’s social profile. Authenticity is fundamental to your credibility, and feedback that can be traced to an actual source helps establish trust.
Some firms include case studies on their website. These studies provide detailed account of how a firm works with their customers, and offer businesses the chance to showcase the results that they deliver. Case studies aren’t essential though, and customer feedback doesn’t need to be long to be effective. A short paragraph of praise, or even a sentence or two is enough.
Anyone who says that blogging is dead is lying. In fact, a well-written business blog is one of the most lucrative marketing tools out there. HubSpot suggests that 57% of businesses who blog have generated a lead from it. A blog gives your company a voice, it creates a place where you can tell your company’s story, share your expertise, and engage with your customers. It can also drive traffic to other pages on your website and improve your ranking with search engines such as Google.
Content matters though. Low-quality, irrelevant articles won’t attract new customers. Think about why you’re writing the blog, and who you’re writing it for, and be careful to strike the right tone – not too stuffy or informal. Readability and relevance are the bedrocks of successful business blogging. Check out our handy guide for more tips on what to include (and what NOT to include) in your business blog.
Why not let the professionals write the pages for your business website? Wordsmiths provides paraphrasing services to rebrand your website content and boost its SEO. We also offer SEO copywriting for solopreneurs and startup firms. To get a free, no-commitment quote, DM us at Facebook or Instagram, WhatsApp us on 07743 518681, or get in touch via our website.