The Most Important Pages on Most Websites (Besides Your Home Page)

Every website is a little different, but nearly every site can benefit from these core pages

Here’s the thing about your website: You need it to move web leads into your sales funnel. There’s no single magic formula to make that happen, which means there isn’t one perfect web design or way to configure your site – other than the one that works, of course.

So it would be irresponsible of us to say you need X, Y, and Z pages on your site without acknowledging that every business is different. Some sites have only a few core pages because they’ve strategically laid out their homepage to condense information for users. Others have a multitude of pages because their business requires that type of web design.

Still, users typically look for certain pages on your site that help them understand three things:

• Who you are as a business
• Why they should work with you
• How to work with you

The following three pages – in addition to your home page – help answer those questions:

A Blog

Expertise, quality, value, credibility, trust, authenticity – you can showcase these qualities with useful, informative blog content. It’s one thing to say you’re the best, most authoritative company in your market. It’s another to demonstrate it with exceptional blog content. As a bonus, a blog is a great way to rank for more keywords and get more pages indexed on Google. Additionally, you can have consumers subscribe to your blog, therefore putting your website in their inbox on a regular basis.

An About Page

You don’t have to call it your “About Us” page (though it’s not a bad idea) – many businesses call it things like “Our Story,” “Our Details,” or “Who We Are,” for example. But somewhere on your site, you need to say who you are as a business. Talk about your history as a company, your mission statement, or your goals. Your pitch can be short, sweet, and to the point, but it has to leave an impression of trust and approachability.

A Contact Page

Have you ever tried calling the IRS? Their interactive voice response system is a labyrinth. Don’t be like the IRS. Make it easy for customers and potential customers to contact you about pricing, your services portfolio, the markets you serve, etc. At the bare minimum, include an email or contact form for people to use to reach you. It’s also a great idea to include links to your social media pages.

Other Pages to Consider:

• A help or FAQ page: Do you find yourself answering the same questions over and over again? FAQ pages help customers find the answers to their questions quickly and efficiently.
• A pricing page: Do you offer set prices for different products or services? Having your pricing list easily accessible helps customers and saves you time from constant quoting.
• Leadership or team pages: Let customers see exactly who is working behind the scenes to ensure their experience goes smoothly.
• Product and service pages: Obviously these are more essential to some businesses and less so for others. However, showing exactly what your company can do for them can help draw in potential customers.

Don’t leave your website to chance – make sure your web design includes the essential pages that help your potential customers understand who you are, why they should work with you, and how to work with you. Contact Black Raven AFC today to learn how we can help you optimize your website and attract more leads to your business.

Editor’s Note: This post was originally published in April, 2020, and has been revised and updated for accuracy and comprehensiveness.