Many websites on the Internet are lacking pages and details that customers are looking to find. When customers can’t find what they’re looking for, they will move on to one of your competitor’s websites. If you are a local business, there are a few pages your business website needs to have to satisfy visitors and give them what they’re probably looking for.
1. Contact Us
It’s important to have a contact page on your website to make it easy for customers to get information such as your business’ physical address (if you have a storefront) and a good telephone number for them to call with any questions they might have about your awesome products and services.
Assuming that you have a physical storefront, it’d be a good idea to list your hours of business. If you have multiple locations, you should probably split up the addresses, telephone numbers, and hours of business per location.
As long as you’re up for answering emails from potential customers, you can also add a contact form to your contact page. Contact forms can make it more convenient for visitors to contact your business; however, you want to make sure that you’re up to actually answering emails before you place a contact form on your website – unanswered emails don’t put businesses in good lights.
Do you have Facebook, Twitter, or LinkedIn profiles for your business? If so, you should definitely link to them from your contact page! I also recommend putting the social media icons and links up in the header and/or down in the footer of every page as well.
2. About Us
An about page is your chance to give your interested visitors a chance to really get to know more about your company and its roots. It’s your chance to make them feel like they know you, and to help them feel like they really have a connection with your business.
No, not all visitors will take the time to read your about page, but it can make the difference between a sale and no sale for those who do. I recommend spending some extra time when building the about page for your business’ website to make sure that it captures your business’ essence.
Want to make visitors feel even more connected to your business? Adding pictures of your team can increase your conversion rate.
It’s important to include things such as your business’ history, vision/mission, leadership team, and anything that differentiates you from your competitors on your about page.
3. Products and Services
Your business’ products and services are your bread and butter, so naturally you must have a page that details what you’re selling. If you want to make sales using your website, you better provide some great, descriptive information on your products and services.
If you fail to provide enough information about your products and services, visitors will find their way to a competitor’s website who does. I would encourage you to list your prices on your website – I for one barely ever contact companies for quotes when their pricing is not available online. Instead, I generally seek out a competitor who lists their prices online. Not everyone has the same mindset as me, however, so do your research and see what works for your business.
Generally speaking, the more detailed you are, the more you will be able to sell from your website. If you have a physical product, include high-resolution pictures for all to see! If you have a digital product such as software, it might be a good plan to include a few screenshots, a demo, or a trial.
4. Frequently Asked Questions (FAQ)
A FAQ page affords you the perfect opportunity to answer the questions that your website’s visitors might have, and to further help inform your visitors about your business.
Some potential questions that you might want to answer on your FAQ page:
- What’s your shipping policy?
- What’s your return policy?
- How long do you take to respond to emails?
- What number can I call to get some help?
- Do you offer a warranty on your products?
- What if I’m not satisfied with your service?
It’s okay if you repeat information that’s found elsewhere on your website, such as your phone number. Visitors enjoy finding answers to their questions in a central location. It is important, however, that you still keep the information in the other areas as well.
Of course, if you find that customers are asking you the same question over and over, you should consider adding it to your FAQ page.
Your FAQ page gives you the perfect opportunity to answer the questions that your visitors have, as well the chance to brag about your company. Susan Greene provides a great deal of direction when it comes to writing your business’ FAQ page.
5. Portfolio / Gallery
If you offer any type of service that produces visible results, you should definitely offer up examples of your work on a portfolio or gallery page!
A portfolio/gallery page allows you to showcase the very best of your work. This is the perfect place to really “WOW” your visitors. By the time visitors find themselves looking at your portfolio/gallery page, there’s a good chance that they’re teetering on the edge of converting (buying) or contacting you, which is why it’s so important to put forward your best work on this page.
6. Promotions / Special Offers
A study found that customers who received even just a $10 off coupon were found to display a greatly reduced level of stress when making purchase decisions. This is incredible and helps prove the effectiveness of coupons, promotions, and special offers – even small ones!
I recommend putting up a promotions/special offers page and featuring any sales that you have going on. A great trick to building out your email list is providing visitors with a coupon in exchange for their email address, which creates a win-win for both of you – the visitor gets a coupon and is less stressed about making purchasing decisions, while you’re getting a new contact on your email list and a potential sale.
While this isn’t a complete list of all of the pages that you should have on your business’ website (I assumed you have a homepage, for example), it does provide a starting point and gives you some ideas on what you should include on your business’ website. Naturally, every business and situation is different – some of the suggested pages might not fit your business’ style.
Be creative and use your imagination when creating your business’ website! Truly unique and well-planned websites can draw a lot of attention and help your business’ bottom line a lot quicker than a cookie-cutter site would – especially if you are starting a new brand.
What are some pages that you think are important to include on business websites? Let me know in the comments!
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