All entrepreneurs should have a business website, no matter what type of business they have. Your website is the home of all information related to your company, whether you’re a B2B (business to business) company, B2C (business to consumer) company, or even a personal brand.
Having a business website helps strengthen your online presence, and having a strong online presence helps you to better market your business and make more money in the process. All websites have a homepage, which should capture the attention of your visitors and make them want to stay on your website and find out more about your company. However, there are a few other pages that you’ll need to have to increase the chances of turning visitors into customers.
#1: About Page
Usually linked as “About Us”, this page is one of the most visited pages on any website, and it should tell your visitors what your company is about and what they can expect to find on your website. Other than your homepage and your products/services page, this page can really influence whether or not your visitors choose your company over another. When creating your about page, you should include:
- A brief description of your company
- Explain why you’re providing the products/services you have to offer
- Explain to your visitors what they can expect from your company
#2: Blog Page
Personal blogs are a great way to make extra money, but business blogs are a great marketing tool for a company— specifically for SEO marketing. Content for business blogs should be related to the product or service that the business provides. For example, if you’re a company that sells protein powders, then your blog posts can consist of recipes that use your powders that your customers can try for themselves. You should also include content backed by research.
You should also try to incorporate SEO (search engine optimization) techniques in your blog posts and your website as a whole. This means that you should use keywords that will make your website rank higher on search engines.
#3: Contact Page
Even if your business operates 100% online or you’re a blogger, you should still have a contact page on your website. It can be something as simple as how your customers can get in touch with customer service for any issues they may have encountered and your social media links— which also helps with marketing.
An effective contact page should include:
- Business hours (if applicable)
- Email address
- Phone number
- Physical address (if applicable)
You can also opt to use a contact form for visitors to fill out with their information instead.
#4: FAQ Page
All businesses receive questions, so it’s necessary to include a “Frequently Asked Questions” page for all of the questions you get asked the most. This saves a lot of time from answering everyone’s questions individually or ignoring questions altogether— which is something you definitely don’t want to do. A FAQ page lets customers know that you care about their concerns. This builds trust, and ultimately, customer loyalty.
#5: Products/Services Page
This is a given for websites that allow their customers/clients to directly make a purchase or appointment, but it’s also necessary for businesses that operate in-person only. Again, your website is the information hub for your business, so it’s effective even if your customers/clients can’t spend money directly on your site. Businesses like restaurants and salons can list their menu/services so that their customers/clients know what to expect before entering the building.
As for businesses that do allow their customers to purchase directly from the website, make sure that your products are arranged in an easy-to-read/accessible format. Keep descriptions brief; only use detailed descriptions for the individual product’s page. Also, running promotions periodically is a great way to encourage more business. Examples include:
- BOGO (Buy One, Get One free/50% off/etc.) deals
- Free GWP (Gift With Purchase), such as items with your company’s logo
- Percentage off (20%/25%/50%/etc.)
#6: Reviews/Testimonials Page
Finally, you need a page that allows your customers/clients to praise your products/work so that visitors to your website will know that your business is worthy of their money. Allow your customers/clients to leave reviews (both good and bad), and address their concerns in the not so good reviews. This lets your current and future customers know that you’re willing to work with them.
These six pages are very basic pages that all websites must have, but they’re also very helpful in converting your visitors into customers or clients.