Only about
three-quarters of small businesses in the U.S. have a website. Even among those who do have websites, many businesses don’t include all the information that customers want to see.
Having the right pages on your website will boost your visibility and help you win over more customers. Discover the seven types of website pages you should include on your site, from the homepage to contact pages.
Your Homepage: The Digital Front Door to Your Brand
First impressions matter. Your website homepage may be the first thing that potential customers see when they’re considering your business, so you need to make it count. Think of the homepage as your digital storefront. Just like you make an in-person storefront as inviting and functional as possible, you should do the same thing with your homepage.
Focus on highlighting your clear value proposition. What does your business do? Who do you serve? Why are you a better choice than your competitors? Customers should be able to answer those questions within a minute of browsing your homepage.
Let your homepage guide visitors to deeper content, too. Include clear navigation to other pages like your Contact page, About Us page, and service or product pages. You want to make it as easy for visitors to find what they’re looking for and stay on your site.
The About Us Page: Building Trust and Human Connection
You also need an About Us page. Behind the homepage, the About Us page is often the second-most visited on a website because customers want to know who you are. Customers are trying to figure out if they can trust your business before making a purchase, and learning more about you is one of the best ways.
Your About Us page puts a face to your business. Share your brand story—not just what you do, but why you do what you do. Highlight your team members, too. Many businesses stick to just cut-and-dried bios of their staff and little else on their About Us pages. That’s a missed opportunity, though.
Use the team bios to emphasize each person’s expertise and convey their passion for the work. Add a humanizing detail like a hobby or fun fact about each person, too. You never know what might connect with a potential customer.
Don’t let the About Us be a dead end, either. If someone reads through the whole page and is interested in hiring you, make it as easy as possible for them. Include a strong call to action on the page that tells interested customers what to do next.
Service and Product Pages That Turn Browsers Into Buyers
Then, you have your service or product pages. Instead of just listing out all your offerings on the homepage alone, create individual pages for each product or service.
Customers can visit the service page for the service they’re considering to see all the key details. Beyond helping the customer find the information they need, these service and product pages are also incredibly useful for SEO.
You can incorporate keywords into each page, from the title and headers to the description, to help boost your site’s ranking. These pages make it easier to rank for multiple keywords, increasing the odds that interested customers will find your site through search engines.
Make sure your service and product pages include these key elements:
- Headline:
Clearly state the product or service and who it’s for.
- Description: Expand on what the product or service offers. Go beyond simple features and describe benefits.
- Call to Action:
Tell customers what to do next if they’re interested, such as “Book an appointment.”
- Social Proof (optional): When possible, include relevant reviews, ratings, and testimonials that highlight the value of the product or service.
The service and product pages should answer any common questions a customer might have before making a purchase. Use a
responsive web design so the pages are perfectly functional on both mobile and desktop devices.
Contact Pages That Make Lead Generation a Breeze
Someone arrives on your website. They’re intrigued by the homepage, so they head to the About Us page. Your brand story resonates with them, so they head to the service page for a service they’re interested in purchasing. But what’s next?
You need contact pages that make it easy for interested customers to get in touch.
The CTAs on other pages that instruct website visitors to “Book an appointment,” “Send us a message,” or simply “Contact Us” can link directly to the Contact page. List your main address, phone number, and email on this page so customers have plenty of options.
Make sure your business name, address, and phone number (NAP) are consistent across all of your website pages. They should also match your Google Business Profile and any listings you have in other online directories.
NAP consistency and local SEO help you appear in local search results, improving visibility with customers in your area. According to Yelp data, sharing detailed business information significantly boosts lead generation.
Many businesses also integrate a contact form into their About Us pages as part of the site architecture. Interested customers can simply fill in the fields in the form to reach out to you so they don’t have to navigate to another application.
How To Target Local Customers With Specific Location Pages
Location pages are another absolute must for your website. Within a week of making an initial search for local businesses, 90% of customers make a purchase. Publishing location pages is one of the best ways to appear in those local searches and encourage customers to choose your business.
Create multiple location pages to maximize the positive SEO impact. If you have multiple business locations, make a page for each one. If you only have one physical location within a service area, highlight different key towns/regions in the service area with their own location pages.
The title of one of your location pages might be Highly-Rated Auto Body Shop serving the Plano, TX area, for example. Sharing these location pages targets 'near me' searches for mechanics and shops. The next time someone in your area searches for a business like yours, your location page may pop up. Or, your Google Business Profile.
Policy Pages and the Helpful 404 Page
Website pages aren’t always glamorous. Sometimes, they’re just there to serve a specific, boring yet necessary purpose. Policy pages and 404 pages fall in this category.
Take the Privacy Policy page, for example. Businesses use the Privacy Policy page to disclose how their websites collect, store, and protect user data. Most people won’t read all the content on this page, but legally, you need to share this information if you collect any personal details from website visitors.
The Terms of Service page is similar. Use this page to protect your intellectual property, explain what customers can and cannot do, and share your refund policy. Include any other rules you want to establish between your business and customers.
Finally, make sure you have a well-designed 404 page that helps direct website visitors to other pages. The 404 page appears when someone tries to visit a URL that doesn’t exist. It could be that the link is broken or you removed the content.
These pages may not directly drive conversions, but they help protect your website health and support your
reputation management strategy.
Staying on top of all the necessary web pages for your business can quickly become another full-time job. Luckily, you can count on the experts at Optimize Digital Marketing for help with your web design and SEO efforts.
Contact us today to get started on a customized marketing plan to make your business more visible online.
