Congratulations on taking the first step to having your own website. A website is a great way to market your business and generate more leads and sales. However, some people don’t know what to include or where to start. If you are one of these people, then this article is for you!
What Pages Does A Small Business Website Need?
The home page is the most important page on your website. It’s where your visitors will land first, so it has to be inviting, engaging, and give people exactly what they want immediately.
Include a headline and subheading that quickly tells people what your business does (and its unique value proposition) and offers a clear path for the next steps. Include a clear call to action (CTA) on the home page, like “Find out more”, “Get started” or “Contact us.”
The home page should also include links to other important pages on the site that give more detail about the products or services you offer and how to engage in your business. Consider including a slider with multiple CTAs directing visitors to other pages of the site.
The About page of a website can be one of the most effective to display expertise and authority in your industry, and trust in your business and people.
The “About Us” page tells potential customers about your history, services, and accomplishments, as well as why they should choose your brand over another. This page is often where people turn when they want to learn more about what you do before committing to doing business with you. A great “About Us” page features an easy-to-read summary of what makes your company special and links to more detailed information throughout the site.
The Contact page of your website is one where you can get very detailed on how you and your business can be contacted, and when.
While you can include contact details like telephone numbers, email addresses, and basic contact forms on the website header, footer, and within content, you can use your Contact page to include more specific details.
Some additional items to make your Contact page content more useful are:
- Addresses, email accounts, and telephone numbers for multiple locations
- Mailing addresses
- Contact forms that can redirect to specific team members
- Expected timeframes for responses
- Who you can expect a response from
- Work/Office hours
- Support hours
- How soon
If you sell products in your small business, then it’s obvious that you need at least one page that talks about them. In this digital age, there are physical products as well as digital products.
Digital products can be an ebook, downloadable desktop software, software subscription (Software-As-A-Service), mobile apps, website templates, and a multitude of other items.
I can generalize that most small businesses that sell products would usually have more than one product to sell.
Whatever the number of products you sell, or the type of product it is, my advice would be the same: describe the benefits of the product and the solution to the problem it solves. Don’t just drone on about the numerous features of the products.
Services pages on a website are similar to Products pages: use them to describe the benefits of the services you provide and their solutions to the problems the buyer faces.
Always keep in mind that a website is not a physical page like a brochure. You are not confined to specific dimensions.
In describing your services, you can use text content, video, and images to show and convince prospective buyers that your service is the right one for them and will help them solve their specific problems.
The point of services pages is usually to encourage the buyer to take the next step; whether it is to call you, complete a contact or lead-generation form or set up an appointment on a calendar.
Therefore it’s wise to have these calls-to-action included on these pages and clearly marked.
You can also include any content that would provide social proof of helping others to persuade the potential buyers. You can highlight companies or individuals you’ve worked with, testimonials, or link to case studies.
6. Work Examples
Almost every business – whether product or service-based – can display a work sample or example.
If you provide any digital or computer-based services, like graphic design services, for example, it is very easy to show examples of items you have designed like logos, brochures and business cards.
If you provide real-world physical goods or services, for example, construction services or woodworking, some good photos of your work can show potential customers that you are capable of doing what you say you can.
7. Social Proof
One of the most important features of any small business website is displaying social proof. Social proof is used to establish trust between you and the buyer that you can do what you say you can do, and that you have done it for others.
Any or all of the following can be used as social proof:
- logos of companies you have worked with
- testimonials from individuals
- case studies
- online communities (such as Facebook groups or pages)
8. Lead Generation
A lead generation page or landing page is a stand-alone page on your website that offers visitors a free, valuable resource in exchange for contact information. That can be signing up for an email newsletter, downloading a PDF guide, scheduling a consultation or demo, or requesting more information.
The point of this strategy is to capture visitor information and build a list of people that might not be ready to buy right now, but who are interested in what you have to offer.
A lead magnet is an incentive you offer on this page in exchange for visitors’ contact information, such as a free ebook or report.
The key to having a successful landing page is to understand what motivates your target audience and offer them something they want in exchange for their information. For example, if you sell software that helps people with personal finances, you could offer a free ebook on how to create a budget.
10. Terms & Conditions
The terms and conditions is the document that lays out the rules of your website. It helps you set expectations with your visitors, and it protects you from legal liability.
Although not every business needs this page, it’s a good idea to have one on your site. There are many different reasons why you might decide to include a terms and conditions page on your site. Some reasons may include:
- You want to display the rules for your visitors, such as how they can use your website and what they can expect from you.
- You’re using third-party services or content (like a blog feed) on your website that requires an attribution link back to the source.
- You’re using tools or services (like Facebook) that require you to link to their terms and conditions page on yours.
A basic terms and conditions page is simple to create, and it can be very useful if someone ever tries to sue you over something related to your business website. Simply having this page published might prevent them from taking legal action in the first place because they know that they don’t have much of a case against you.
A blog is not just a place to post fun lifestyle photos of your team or promote your business. It’s a platform where you can provide valuable information to your audience and help them understand more about your industry and your products or services.
When you create relevant and useful content, it improves customer trust in your business. Blogging helps position you as a thought leader in your field, which in turn drives sales. A recent HubSpot survey found that companies with blogs get 67 percent more leads than those without.
Blogging also provides opportunities for lead generation, including collecting email addresses and contact information. Including a call-to-action on your blog can help generate new leads for your company.
These are the bare-minimum pages most businesses have in their arsenal but there can be more specific pages for different niches as well.