As a small business, you know how important it is for you to have an online presence. Because of this, your business either has a live website or is planning on getting one soon. But do you know which four website pages are essential for your visitors to have a great experience?
Or, most importantly, why they’re important for your marketing?
Today we’ll discuss the four most important pages for any small business website: home, about, services, and contact. By the end of this post, you’ll know why these pages of a website are crucial to include and how they can benefit your business and elevate the user experience.
So let’s get started!
Homepage: aka your business hub
Your home page is your community quad—the central hub of all your business activities. Where everyone (target audience or not) will come to mingle and learn more about you.
Basically, where they come to get the right information from you.
And because it’s the first page your visitors will land on, you must let them know right away:
- who you are
- what you do
- and how they can benefit from your offerings
Because these main 3 points will determine if your visitors stay and browse your site or click away to another page.
And if they decide to leave—it’s more than okay!
After all, not everyone will be your target audience.
But if your visitors decide to stay and keep exploring, the nurturing process is already underway. Yes!
Every website needs a powerful headline on the homepage—and a clear CTA to motivate them to take action.
About page: where you show your stripes!
Okay. This page is the hardest one to write for! But it’s not because it’s hard. It’s because it’s easier to share your story by making it about you and less about your customers.
But, when done right — your about page can be the most powerful one on your site!
So don’t let that intimidate you.
You have to remember your about page is an excellent opportunity to showcase your unique selling points by showing and literally letting your customers know why you’re different.
Plus, it provides you with a fantastic opportunity to start creating connections and relationships with your target audience.
Want to know what to consider when writing your About page? Check out my post on crafting an about page that will work!
Services page – where you *need* to start with the benefit
I’ve been writing website copy long enough to tell you that this page is being overlooked—a lot!
Yes, this is where you share your services and products with your ideal person. But it would be best to remember to always start with the benefits by thinking of it as a sales page.
You see, people want to know if you’re the right business for them. In fact, this is what they are basically searching for on your website.
And to prove it, you must show them how you can solve their biggest problem, dream, or aspiration.
So by incorporating storytelling & providing them with copy that tugs on their heartstrings & keeps them reading—you’ll be able to get their attention and entice them to take action.
Plus, this is a great page to showcase your process & the products or services you provide them in a way that sounds human and less robot.
Start your Services page by sharing the problem you’re solving for them, then add the features that come with your services or product. And remember that CTA!
Contact page: the bridge between you & your customers
Do you know what makes you different than your competition? It’s your customer experience!
So when you can express your brand’s personality on something as simple as a contact page. Huzzah!
Not only will you be able to show your audience that there’s a real person on the other side of the screen, but you’re making it easier for them to feel more connected & willing to reach out.
And by adding a frequently asked questions (FAQs) section, you won’t need to answer the same questions repeatedly one your visitors reach out to you. Plus, it’s a great way to show your visitors that you care about their needs & are thinking ahead.
Make it easier for people to reach out! Provide them with your email address, social media links, and even a phone number—without having them fill out a form!
But keep the form. Some people dig it.
The Bonus Pages!
Here are a few more pages for your website that you can include as your business expands & you have a clearer understanding of where you want to take it. Plus, they’re great for search engine optimization (SEO).
Blog page: Share your expertise & attract more customers with content that focuses on topics your customers care about.
Testimonials page or a Case Studies page: A great place to showcase your successes & highlight customer experiences.
Additional service or product pages: to dive deeper into all the aspects of your business
Portfolio page: Where you can show off your work & even inspire potential customers
Sure. You’ll see many people telling you that you must have 10 pages on your site even to consider it a successful website. Or even before you launch your website…
But that’s not entirely true!
Yes, these are great add-ons to show your expertise & to help you rank better on Google (hello again, search engines!).
But always remember to start small & then expand as you get more comfortable.
Because even one landing page is enough to make an impact!
So focus on creating something that reflects who you are and what your business stands for. Then move to the next page if necessary. Or when the time is right.
When it comes to building a website, the key is to create something that reflects who you are and what your business stands for. So whether you have one or ten pages on your site, each element should be carefully crafted with purpose.
With the right combination of storytelling, features, benefits, and visuals, you can provide a fantastic experience for your visitors and build meaningful relationships with them too.
So take the time to craft every part of your website thoughtfully—it will pay off. Trust me!
And remember to tag me when you do! I love to geek out on website copywriting!
Now that you know which essential website pages to focus on, let’s take it one step further!
If you have questions, ideas, or feedback on how to make your website even better—leave me a comment below.
I’d love to hear from you and learn more about what makes your business unique.
Good luck on your website journey! 😊