Home
Your home page is your main page, so it has to embody the essence of your entire business. It should provide a persuasive summary of everything you offer, and how you offer it.
The purpose of your home page is to grab attention, while encouraging people to explore other pages of your site.
Services
If you offer services, then you should include at least one page providing a persuasive summary of the services you offer. It might be headed up Services, or may list the individual names of your services.
Products
If you offer products, then clearly define a Products page, or list your individual products by name. If you only offer products, then ensure that your menu includes clear categories so visitors can find their desired product/s quickly and easily.
Why Choose?
A Why Choose? page lists the reasons that people should choose your business. I believe a Why Choose? page is vital. Written well, they’re persuasive, punchy and prone to converting browsers into buyers.
About
Your About page should provide an insight into who you are, rather than talking about the values of your business or company. When reading your About page, people want to make a connection with the person behind the pixels.
Frequently asked questions (FAQs)
Your FAQs page should include all the questions people commonly ask about your business, products and services – along with the answers. If people want a quick answer, they’ll sometimes head straight to your FAQs page, so having one saves them precious time.
A well-constructed FAQs page also reassures people that you run a trustworthy and transparent business.
Testimonials
The testimonials page should include a selection of some of your favourite testimonials. If people want quick reassurance about your business, they can find it on this page.
A selection of testimonials should also be sprinkled throughout your small business website, with at least one testimonial on your Home page.
Tips, articles and blogs
Articles, tips or a blog allow you to share useful information with your website visitors, which encourages them to stay on your website for longer. And the longer they stay on your website, the more likely they are to take some sort of positive action before they leave.
Wherever possible, encourage your web visitors to sign up to a newsletter so that your website also becomes a tool for generating and collecting leads, rather than just a place to share information.
Contact
As the name suggests, your contact page should include all your contact details. Many people also include their social media details on this page. Demonstrating your willingness to be contacted via other means than just your website is one of the most important ways of communicating your trustworthiness on the web.
The vital ingredients each page should contain
Now that you know which website pages to offer, it’s important to know the vital ingredients that each page should contain. These ingredients are:
- Attention-grabbing headlines that really motivate visitors to read on
- Persuasive copy that can be easily scanned
- A powerful call to action
Although small business websites can have hundreds of pages, the above pages are a handful of the most important.
What is the most important page on your website? How do you know?
“ When reading your About page, people want to make a connection with the person behind the pixels. ”
Lucinda Lions writes persuasive and compelling website copy. Her web copywriting ebooks assist solo and micro business owners to write their own sales-boosting copy.
