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 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.
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:
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.
An About Page
You don’t have to call it your “About” page – though it’s not a bad idea. But somewhere on your site, you need to say who you are as a business. 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.
Other Pages to Consider
- A help or FAQ page
- A pricing page
- Leadership or team pages.
- Product and service pages (more essential for some types of businesses than others)