The 9 most important pages your small business website needs

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Whether you’re just starting out, or you’re refreshing your website, it’s always good to know which pages your small business website needs.

And yes, each website is unique, because each business is unique. But you’ll find that there are the same standard pages that every small business website should have.

So why should your website have these pages?

For one thing, these pages convey the bare minimum of information you need to inform and dazzle and sell to your clients.

Second, your clients are expecting to see these pages (and therefore, the information they contain). If they can’t find what they’re looking for, they’ll desert your site quicker than you can say ‘hi’.

9 of the most important pages you need on your small business website, particularly if you're a service-based business. When you have at least these 9 pages, you'll be delivering the right kind of client experience on your site - because you're delivering the information your clients expect on your website.

 

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The pages your small business website needs

Here are the 9 pages I recommend you have on your website – as a service-based business.

What do I mean by service-based business? Simply, any business providing a service (think: graphic designers, photographers, web developers, business coaches, and so on).

If you sell physical or digital products, most of the pages will apply – bar the Work With Me page. Just bear in mind I’ve geared most of the content towards a client service relationship, so you’ll need to tweak to suit your purposes.

Home

Your Homepage is the page where most people will land on your site for the first time. The Homepage lets visitors know real quick whether they’re in the right place.

So, it stands to reason your Homepage is where you need to make a fantastic first impression; it’s your elevator pitch. You only have a few seconds to hook your visitor. So yeah, this page is pretty important.

Brevity is key on this page. Think of it like a little teaser. You want to pique interest and curiosity, let visitors know how you can help them, and drive them further into your site.

About

Your About page is really about what you can do for your clients. It isn’t about you at all. I know. Shocker.

And, it’s probably going to be one of the most visited pages on your site.

Visitors reading your About page don’t care so much about you, but how you can help them. They’re wondering: “what’s in it for me?”

So make sure you show them! But bear in mind – we’re not looking for War and Peace here. No one wants to know that you worked at McDonald’s during high school, unless it’s relevant to what you do now.

Your About page is a brand-building page. It can help you build that KNOW, LIKE, and TRUST factor.

Work With Me

The Work With Me page is essentially your main ‘overview’ page for your services – it’s a mini-sales page. If you only offer one service, or one type of service with a few package tiers – then this is the only sales page you’ll need.

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(You may like to call this page ‘Services’)

For example, if you offer business coaching for solopreneurs and have three levels for your coaching package, then a Work With Me page is going to tick all the boxes for you.

If you offer several types of services (e.g. a branding design package, a web design package, and an e-book design package), then I’d recommend a Sales page for each of your packages. In this case, your Work With Me page will be like a little snapshot of all the ways you help your clients.

If you have various distinct services or packages, then you’ll need a Sales page for each service and package (more on these in a future post).

Contact

Your Contact page shows people how they can contact you (sorry to state the obvious!)

But just because this page sounds dry, doesn’t mean it should be. This is your final chance to impress your visitors – so don’t forget to show some personality.

And, critically, make sure you include your contact details as well as a contact form! You may be surprised by how many people don’t trust contact forms (because they think they go nowhere).

Or what happens if your form isn’t working for some technical reason that only the internet gods understand? If your email or phone is right there, then your potential client can contact you another way. Don’t make the mistake of thinking they’ll hunt down your contact details. Most will abandon your site in favour of your competitors.

FAQ

Obviously, this pages answers the frequently asked questions from your clients.

And perhaps not so obviously, the FAQ page answers the questions your potential clients should be asking. These are the questions you include for strategic purposes.

Think about the hesitations, or objections, or excuses potential clients have about working with you. Address them here!

But please, don’t get silly with this page. No one is seriously asking you “Can I pay you more?”
(yes, I’ve seen this on many website FAQ pages).

Testimonials

Testimonials (and other kinds of social proof) support the claims you make on your website. These show potential clients that you can do what you say, that other people just like them have trusted you, and that they should trust you too.

As well as having a testimonials page, you should also sprinkle testimonials all over your site. Include them on your Homepage, About page, Contact page, Work With Me page, and Sales pages.

A good testimonial includes the person’s full name, photo, job title and company name/website (if applicable).
E.g. Jon Snow, Lord Commander of the Night’s Watch, www.thewall.com
NOT J Snow, Westeros

Blog

Having a blog on your site helps prove you know your stuff.

What’s more, a blog helps you build that all-important KNOW, LIKE, and TRUST factor.

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I’ve know some people worry about giving away all this information for free on their blog, then people won’t need to buy their services or products. Two things.

  1. If your free stuff is amazing, people will think your paid stuff must be even better.
  2. Sure, some people will take the info that you give them and go do it themselves. The rest? Well, they might just hire you! Sometimes people want to learn about a topic, then they decide it’s too hard for them and hire you to do it for them.

Still not convinced? Check out my post on why your business needs a blog.

Thank you

A nice little warm and fuzzy appreciation page.

You’ll want this page if you have a:

  • Contact form
  • Booking form for your services
  • Newsletter sign-up / content upgrade

Send your site visitors to the Thank You page after they’ve successfully submitted a form or signed up. You could have one Thank You page, or multiple – one for each type of action taken.

This page is not just a perfunctory afterthought or tick-the-box exercise. You can do some serious good here. Remember, you’re always brand building on your website.

404

The 404 is an error page, letting visitors know when they’ve tried to reach a page that doesn’t exist.

While it’s not ideal to have customers land on your 404 page, you can use it as an opportunity to turn the negative into a positive. Either you sent them there (oops – fix that link, pronto!), or they typed in the URL incorrectly. No matter.

Just do not have the default 404 page that comes with your theme or website CMS.

You can wow with your sparkling personality, your witty sense of humour, your love of coffee or cult-classic movies or TV shows. Doesn’t really matter, so long as it is on-brand and drives the action you desire.

MAYBE: Portfolio page

This page is great for designers, web developers, photographers, and anyone who wants to show off their work.

If you don’t want to go down the Portfolio page route, use your blog to showcase your work in a unique and potentially more detailed way.

Do you have all the important pages your small business website needs?

 

Want to know what content you need to include on each web page?

Grab this FREE cheat sheet to help you write your web pages.

ABOUT

Hey there! I’m Mel Ellis. I’m a website copywriter. I work with entrepreneurs & small businesses that want to attract + convert their dream clients.  

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