A web designer outlining a website wireframe on a glass drawing board.

Many entrepreneurs and SMB owners are interested in launching a website for their business but aren’t sure where to start. They don’t know what sites or features need to be included (or are unsure of what is possible), they don’t know what written or visual content they need to provide, and they don’t know how to properly optimize the site for success.

Designing, developing, and launching a website requires a lot of skill, experience, and effort, and should be done by a professional agency. However, we have dedicated the next few posts on our blog to some of the most basic site essentials—the things that every website should have regardless of industry or site purpose.

Today, we’re focusing on site pages! Your website can have as many (or few) pages as necessary. You can have separate pages for each product category or service, or you can have a page dedicated to your blog. Most brands include the necessary pages on their website to inform visitors about their brand, and then create several additional landing pages for their digital marketing campaigns.

But no matter how many pages your site needs, there are three pages that are absolutely vital to give your users the experience they expect and effectively market your brand or business.

Your website needs a homepage.

Your homepage is the face of your website. When a client or customer finds your website organically or visits it directly, they will land on your homepage. If the visual content is appealing and the written content is informative and exciting, they will then navigate to the interior pages of your site to gather more information or possibly convert or transact with your business.

But if the visitor has never heard of your business before and came to your homepage organically, through an ad, or by a referral, this is your first opportunity to make a strong impression and provide brand awareness. The visitor should quickly and easily see who you are and what your mission is within the first few seconds on your homepage.

Depending on your industry and your message, your homepage can be long and detailed or short and sparse, as long as it strongly represents your brand and clearly communicates your message.

Your site should also include at least one about page.

An About page, as its name implies, is where your visitor will learn more about you. This might be about you specifically as the entrepreneur or business owner, or it might be about the business itself. This page might include a detailed history of you or the company, or it may just include current details, accreditations, and accolades that establish your credibility in your field.

When you’re trying to sell a product or offer a service, writing in length about yourself or your company may seem a bit gratuitous, but many consumers rely on this information to make an educated buying decision. Today, many shoppers thoroughly research a desired product or service and its provider before making a purchase—they want a quality product or service, but just as important, they want to know that their money is being spent and invested ethically.

Sharing the important details about you, your team, and your company with your audience can:

  • Establish expertise, credibility, and trust
  • Connect you with your audience on a more relatable level
  • Generate leads & conversions of individuals who share or respect your morals/mission 

Your site should provide your visitor with a contact opportunity.

The third most essential page for any website in any industry is the contact page. Your visitor might not be ready to make a purchase or utilize your service, but they may have questions or may be interested in gathering information to confirm if your product or service is right for them.

A designated contact page that is easy to locate provides your visitor with a convenient, hassle-free way to ask questions, leave feedback, or request more information. You can include your phone number, address, and links to social profiles on this page, but the most important and effective feature you should include is a contact form.

When you use a contact form on your site, you generate leads that you can track and monitor by routing all form submissions to one specific email within your company. You can also tailor the contact form to request/collect specific data from your visitor, or provide industry specific checkboxes to give your visitor an intuitive contact experience. 

Make sure your site has the pages that matter.

When we design & develop a website for one of our clients, we start by outlining what pages they will need to effectively tell their story and market their product or service. Then, we create a wireframe for those pages which acts as the map that we use to design and develop each unique site page. If you’re ready to launch a new site for your business or want to improve the one you currently have, contact us today. 

If you’re ready to improve your current site, our experts will audit your site and evaluate each individual page to help you come up with a plan to give your users the best possible experience. Or, if you’re interested in launching a new site for your business, we will discuss your business, mission, and the pages that will best suit your needs. Contact us today!