What pages in a website do customers visit the most? What information is imperative or influential to customers? It’s no surprise that your Home page is the most critical page of your website. It’s generally the first page a viewer lands on when searching for or referred to your website from an outside source. Getting it right is essential and leveraging it to guide customers further into your website is paramount to generating leads or sales.
But what other pages do customers expect to see on your website? Which pages will give them the information they need to make an educated decision to move forward with your business? What will entice them to gain a quote or take that big leap to buy from a business they’ve never used?
Here is a list of fundamental pages to include on every small business website, to satisfy a potential customer’s information needs…
Content on your home page needs to be compelling and engaging to initially create attention and elicit enough interest to draw them deeper into your website pages. You may only have a few seconds to dazzle them with a summary of what you offer and how you can help them. If your home page doesn’t visually impress or if it fails to meet their search criteria, they’ll bounce right off your site and onto another one that does!
This page is self-explanatory and gives your business the opportunity to cleverly boast about all the factors that make your brand unique. It’s the perfect page to throw in a spiel on your competitive advantage. Of course telling a story about your history is constructive as it will help paint a picture of your experience and influence within your industry. Introduce potential and existing customers to your team. If there’s a few staff members to feature, you can split this section into two separate pages to describe the business and its team in greater detail.
These are probably the most important pages to perfect. This is where you need to effectively promote your range of products or services in a way that’s competitive and reflective of your brand strategy, company size and overall offer.
If you sell a vast number of products/services, it’s best to categorise them into separate pages (i.e. one category per page). This way you can then list or feature individual products/services on each category page. If you wish to promote a greater amount of product detail, link to separate product pages.
What’s crucial here is to not ‘over-simplify’ your products or services section by only having one or two pages with limited information. You may think it’s a good idea to save money and time on creating more website pages, however this will be detrimental to your website. You cannot generate leads or sales with inadequate product/service information. This will also have a terrible effect on page SEO (search optimisation) as it’s optimal to focus on 1 or 2 keywords per page.
Your website needs to advertise your products and services in a compelling and appealing manner. If you limit information on your core products/services, this will only limit your website’s potential for success.
Provide them with all the different ways they can get in touch with you on this page. Your email address, phone number and location map (if you have a physical store location) is expected. Keep in mind that there are some customers that may prefer to send a group email to 2 or 3 potential suppliers. This is why publishing an email address is a good idea as it makes it convenient for customers to select your business for their quote request group email! It’s also recommended that you position your email, phone number and social links on your footer for quick access.
If you haven’t yet realised the potential of well-written blogs, you could be losing potential customers! Blogs are helpful for businesses in 3 ways – elevating your SEO, positioning your business as a thought leader and helping to gather leads. Read our blog (link here) for more information. Be sure to have at least 4-5 blogs on your website to start you off and add to your blog library as regularly as you can. For a small business with limited time and budget, it’s suggested that you introduce a new blog to your repertoire at least once a month. This encourages repeat visitation to your website!
If you’re a new business or have yet to build high brand awareness amongst your target market, testimonials prove particularly useful in establishing credibility. Positive client feedback provides new customers with reassurance that you’re doing a great job, so this can give them the encouragement they need to try your product/service. Be sure your testimonials are authentic and substantiate them by including verification such as name, title, business name and location -whatever is relevant to your type of business or customer.
Client Case Studies/Examples
Provide examples of how you help other customers. This is even more powerful than testimonials, as there is more detailed content on these pages to illuminate what your business can accomplish. Here you can showcase examples of your work and provide a list of the types of products or services you provided to each client to solve their particular needs. This is a smart approach to prompt customers to realise there may be additional ways you can help them that they may not have otherwise thought about.
Offering customers answers to Frequently Asked Questions is especially useful for companies that sell products or services directly from their website. Consider what questions you get asked by potential customers over and over again and include these in this section. For example, providing information on the process, delivery, returns, options, inclusions, guarantee, warranty and exclusions helps to answer common questions or concerns. Given most people choose to shop online to save time, excluding such necessary information on your website can lead to customers looking elsewhere for their answers.
This page lets your visitors know that their privacy is important to you. It details what information you collect, how it is used, limitations on links to other sites, cookies and access to information. This page is fairly standard and provides your visitors with faith that they are using a reputable site that adheres to local privacy laws.
Other pages you may wish to include (depending on your business) are:
A Booking or Sign-up Form
ie to place a booking via your website or to sign up to a newsletter as part of a lead generation strategy.
Relevant for businesses that offer products/services of a visual nature and have lots of quality photographs to feature.
Perfect for bars, pubs, organisations or businesses that run regular events or webinars as part of their marketing program.
Marketing Wing specialises in developing responsive CMS and Ecommerce websites for small business. We work with clients to ensure that all relevant information concerning their business and products/services is optimally presented to maximise return. Marketing Wing provides content marketing and copywriting services to produce websites that are beautifully designed and professionally written. We offer our services at a reasonable price for Perth small business owners and operators. Contact us today or find out more about our website design service.
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