Your website is an essential part of your business. If people see something in your high street shop they like, they’ll be looking for your website to find out more. Maybe they have seen your van in the traffic ahead of them? They will look for your website to contact you. Perhaps your ideal customer has seen lots of adverts in magazines, on the radio, on social media and more – now they want to know more about you, so they look for your website.
Without your website you could lose out on potential customers and the revenue they bring. Here at Brilliant Digital we believe that there are 7 pages you need for a successful website. We have listed these below for you;
1. The Home Page
This is the obvious one and the page that every website should have. But, not all websites have that home page right. Remember – this is the landing page for most people that are searching for your business. It’s the first page they see and where many visitors will make their first impression about your business. The home page is the first thing your visitors see; you need to make sure it isn’t the last thing they see too!
Your home page needs to be created from the customer’s perspective. Think about what you want them to see first on your website and how they will get to other pages on your website. You don’t want your home page to be so busy that it puts the visitor off. However, by having lots links that take the visitor seamlessly to other pages and information they need will help you convert them.
Think about your brand colours and your logo too. If someone lands on your home page, is it clear from the branding and logo that they saw on your company vehicle, adverts or social media presence that they are on the right website? The goal of your home page is to make sure visitors perceive your business in the way you want them to.
2. About Page
Use your about page to elaborate your business vision, mission, goals and achievements. Be bold in your statements, but also explain how your goals help the customer. The about page is a great place for storytelling. You can tell the reader more about you as well as your business and how it started. Take the time to introduce your team too and how they support your customers. Find ways to make your audience engage with and relate to your brand values. Invite them to join you on your journey, and to invite their friends too.
We would recommend that you use your about page to really connect with your audience on an emotional level. When you tell your own story, it makes you stand out from the others. No matter how many of your competition sell the same products or offer the same services – none of them will have the story as you. Your story and your about page is how you can stand out from the competition.
If you have been in business many years, then why not share a timeline on your about page too. This could show photos of your first office, your first company vehicle, the first employee, the first award you won and so on. The timeline builds trust as it shows you have been around for a while and clearly know what you’re doing.
3. Services Page or Products Page
The services or products page is the crux of many websites. It is where you can turn a potential customer into a customer that comes back time and time again. You want customers to visit this page and find out everything they want to know. This should include the features of the service or products, but you need to focus more on the benefits. You need to clearly show your audience what you do and how it will benefit them.
The product description is important, but you need to have photos too. If you’re selling a product, talk about the product clearly and passionately. Then include photos from different angles and allow the user to zoom in and out to really get a feel for the product.
It’s the same for a services page. Take the time to passionately talk about the service you offer and why your customers need it. Then share photos of examples of these services. For example, if you’re a plumber share photos of the different projects you have worked on. Share photos of modern, vintage, small and large projects so your audience can see something they relate to.
4. Blog Page
The blog page is often something that is missed on many websites, or created with one blog post and then just left. Your blog can be a major platform for you to talk directly to your customer, answer their questions, share tips and how to guides, while building that relationship to increase the chances of converting your audience.
You need to have blog posts that take your customers on a journey. These blog posts need to capture the attention of the reader and make them want to read more. Things like a behind the scene look at your business, top tips in your industry or a hack that will make their lives easier are all great content ideas.
Through your blog you are presenting yourself as an industry expert and the go-to person for the product you sell or service you provide. As more and more people see you as the go-to person, the more popular your website will become and the more conversions you will get through your website. Do not make the mistake some business owners make and turn each blog post into a sales pitch. Instead, aim to come across as the ‘helpful friend’.
5. Contact Page
This is an essential page for your website, even if you have your telephone number in the header of your home page and the email address in the footer. People will automatically go to your contact page to find ways to contact you. Make it is easy as possible for your audience to contact you.
Including things like your email address, location of the business, a contact number and your social media page too are great ways to enable your audience to contact you. Having your opening hours on this page is recommended too, as that will often be a reason you are contacted if it isn’t clear.
Instead of thinking of the page as a contact page, think of it as a customer support tool. If your customer has a problem and they can contact you easily, it is less likely they will publicly complain on your social media pages, for example. A live chat option is a really good idea too, but is dependent on your business and of someone is able to immediately respond. Speaking of which, make sure you are clear on your response time too, so your customers know how soon they can expect to hear back from you.
7. Case Study / Testimonials Page
Another great page for your website to build trust is a case study or testimonials page. It is a page where you can show your audience what you do for other people like them or businesses like theirs. A case study will enable you show the potential customer the problems that a customer came to you with, how you helped to resolve it and what the customer had to say after purchasing your service or product. Again, it is relatable as the reader may have the same problem as your customer.
A testimonials page is great for businesses that don’t really have case studies. Sharing a page of testimonials from happy customers is a brilliant way of showing your audience you’re great at what you do. It builds up that trust and by sharing logos of the businesses you have helped or photos of the work you have done, just adds to the trust you have built up and increases the engagement and relate-ability too.
Upgrading Your Website
Do you have these 7 pages as part of your website and have you already checked the new website launch checklist? If you don’t think your website is an effective tool for creating the right first impression, increasing your brand awareness and converting visitors into paying customers – then you need to speak to our team. We can create a brand new website for you, or upgrade your existing website.