When you create a website for your business, it should be an accurate representation of your company. In today’s digital world, the initial impression you give to future clients and customers will likely come from a visit to your site. So, are you putting your best virtual foot forward?
After years of work in web design and successfully managing more than 1,000 projects, I’ve discovered one truth: Your website requires certain pages to be successful. Here are the five key pages that are the most visited and the most important for a typical service-based business.
Content is the driving factor behind search results. If you have no content, it’s hard for search engines to find and index your page. This means your website will show up less often in search results – not ideal.
One of the most effective ways to increase your web footprint is to create detailed “Services” pages. Be sure not to list your services on just one page; break down your services into specific pages and categories. Go even deeper and write subpages on those specific categories. The more detailed content you can provide, the better.
Moreover, you should tie your services pages to your blog and resources. Whenever you write a new article, and it’s categorized as a specific service, it should automatically appear on your services page as related content.
2. Why choose us
Your “Why choose us” page should be a clear explanation of your unique selling proposition and value. Why should clients choose you? Do you have three key reasons? Five? Seven? More? Make a list and create a detailed page out of it. You can even incorporate that content into various parts of your services page.
3. About us
It’s no secret that people visit your website because they want to know more about you and what you do. Therefore, an “About us” page is a must. The name of the page can change based on your industry and business. You could call it “Our Team,” “Company,” “About Us” or something of the like.
When writing copy for this page, be concise but thorough: Why did you start your business? What do you offer clients? What makes your services special and different? Including a mission statement that people can rally behind is always a plus, too.
Think of this page as your personal introduction to every client who may walk through your door. What do you want to leave them with? Decide, then write it down.
4. Testimonials or Case studies
Nothing speaks to your skills and abilities quite like the words of satisfied customers. Showcasing a few five-star reviews is an effective way to let new visitors know that you’ve got what it takes to deliver great results.
Testimonials go a long way in earning trust. Give potential clients peace of mind and showcase just how happy your former clients are on a separate page or as a design element throughout your website.
Sometimes, websites include testimonials on every page. If that is the case, it may be redundant to have a dedicated testimonials page. Instead, focus on a few key clients and share specific case studies on how you helped them. Include their logo, bio, what their core issues were, and how you helped resolve them. If you want to get even more detailed, include charts, graphics and illustrations of your process.
5. Contact us
A website would pretty much be useless without a “Contact” page. After all, how else would potential clients let you know they’re interested in learning more or becoming a client?
It’s important that this page is clear and accessible. Your Contact page isn’t the place to experiment with fancy fonts and strange colors. Whether you choose to have a full contact form or just list the important things (e.g. phone, e-mail, mailing address), make sure the information is simple and clear.
You might even consider listing hours of operation and social media accounts on your contact page, too. The more ways to connect, the merrier. Don’t leave people in the dark about how they can find you.
Your website is a living document
Whether you’re in the middle of a redesign, creating a completely new website or thinking about a new internet marketing approach, understand that your website is never complete. It grows and changes as your business does. There’s nothing wrong with starting small, but remember, these five pages are the backbone of your website.
This article has been edited.
Peter Boyd is a Florida attorney who founded PaperStreet. He has helped over 1,000 law firms with their websites, content, and marketing.