No matter which service or product you are offering through your website, visitors to your site must have a clear idea of who you are, what you are selling, how your product or service can help them, and how they can contact you, either before or after the sale.
At a minimum, your site will need a page to cover each of these subjects. In addition, each of these pages must be optimized for search engines.
Let’s discuss each of the pages.
1. Home Page
This is your site’s “welcome mat.” You’ve done your work with proper search engine optimization in that you are getting some visitors to your site. Now you have to get them in the door.
Your page must be designed such that, in the space of just a few seconds, you capture the visitor’s attention, maintain that attention, answer a few of their basic questions, convince them that you have the solution they are looking for, and then direct them to take a particular action. Don’t distract visitors to your site with unnecessary clutter in the form of words or imagery. Lead them straight to the point of your site.
2. About (Us) Page
This is an excellent place to convey to customers your company’s reason for being, its vision, its values, and its mission. Studies have proven that sites with an About Us page have higher conversion rates than those that don’t have one.
I really like to refer to this page as an “About You” page, meaning the customer. It should really be about how your company’s products, services, and mission, and values align with what the customer is looking for. Ensure that you make a connection between your company and your customer’s wants and needs on this page.
3. Products and/or Services Page(s)
Needless to say, these pages are the central features of most sites. The goal of these pages should be to convert any visitor into a buyer. These pages must be informative while emphasizing the benefit(s) to the customer. They must also be easy to navigate to/from and to make a transaction on. Anything on the page that leads to customer frustration, a difficult check-out procedure, for instance, can quickly discourage a customer from completing a sale.
4. Contact Page
Sometimes, your customers want to get information from you. They want to be able to easily communicate with you and they do expect you to provide a way for them to do that.
You have to think of your contact page as a customer support tool. Your contact page is another opportunity for you to deliver superb service, before or after a sale.
5. Blog Page
The blog page is an excellent way for you to connect with your customers by keeping them in the loop about new products or services or bringing them up-to-date on company or industry trends.
It’s also a good place for you to demonstrate your expertise and to be seen as an authority in your field.
Also, and perhaps best of all, is that search engines like Google will index pages of your blog just as they will all your other website copy. Each post could be a potential magnet attracting visitors to your site. More traffic translates to more potential customers, and you can’t beat that, especially when that traffic is free!
6. FAQ Page
This is a page that customers seem to appreciate and that saves both you and your customer time and effort.
It should be looked at as another form of customer service and is a great place to compare some features of your company to the competition.
Make sure that the page is broken down into categories and sections and also be sure to keep it up to date.
It’s also not a bad idea to have an area where customers can ask questions not answered elsewhere on the page.
7. Testimonial Page
Potential customers like these pages because they provide real opinions from real customers, making them very powerful.
I almost always start looking for a product based upon its customer rating
Testimonials give a sense of comfort, confidence, and peace of mind when choosing a product, service, or business.
If you can, collect customer photos, or better yet, ask if they’ll make a video for you.
The foregoing is not an exhaustive list but it is a good place to start. Don’t forget to optimize for search engines for each page that you build.