11 May 7 Essential Pages Every Small Business Website Must Have
If you’re a small business owner you know how important it is to have a professionally-designed website if you want to succeed.
Whether you’re looking for guidance on how to make a website on your own or hiring a web design agency, you need to take into consideration specific rules and guidelines to help you achieve your goals. To succeed, every website must have a number of features including visible calls to action, easy navigation, plenty of white space, display of social proof, etc.
Check out these infographics listing important features every small business website must have:
- 53 Essential Features For Small Business Website
- 50 Web Design Features Every Small Business Website Should Include
If you study and analyze top business websites, you’ll notice that many successful websites share similar elements and pages. Take a look at this analysis from WordStream studying homepage design of 50 websites and you’ll see a pattern. ( 7 Things We Learned from Studying the 50 Top Business Homepages ).
Despite the fact that each business is different and needs to display their own unique content, they still must offer an easy way for users to navigate the site. And the best way to achieve this is by implementing commonly accepted practices and publishing pages users expect to find when they visit any website.
To help guide visitors, there are a number of specific pages each website is expected to have.
Even the most unique business must explain what they do, what services they provide and how people can contact them.
So what pages should you include? Below is a list of essential pages every small business website must have to guarantee its success.
1. Home Page
The homepage is a no-brainer, it’s the page every website have. There are even websites that use only one page for the entire site.
Having a well-designed home page is critical since most users will only get to see your homepage before they decide if they want to stick around. If your homepage is poorly designed or not optimized for conversions, your website won’t be very effective in helping you grow your business. Your homepage needs to grab users attention and quickly tell them who you are, what you do and how you can help them.
The homepage should include all the basic information about your company and give a brief overview of services you provide.
Do not include a long list of every service your offer, but rather list only the main categories. You must strive to keep your main page clutter free and only provide the essential information users are interested in.
To see how to design a perfect homepage check out this infographic from Kissmetrics: The Anatomy of An Effective Home Page
What to include on the homepage:
- Testimonials & other social proof
- Introduction section/Unique Selling Proposition
- Main services
— Entrepreneur (@Entrepreneur) May 10, 2018
2. About Page
About page is the place where you can tell your story and also differentiate yourself from your competitors. Take a look at this post from Neil Patel to see how to leverage your brand’s story to drive sales.
About page should include information about your background, company history, your mission, and what inspires you. However, about page should not only be strictly about you and your business. One mistake many businesses make with their about pages is when they only talk about themselves.
About page gives you a chance to convince your potential customers why they should work with you and why they can trust you.
By including information about your reputation, experience, years in business, awards, and credentials, you trying to show your credibility and your expertise in order to build trust. To learn more take a look at The Anatomy of a Perfect About Us Page (Infographic)
What to Include on about page:
- Company history
- Your vision and mission
- Awards & achievements
3. Services Page
Services is another important page for small business as a way to attract clients. In addition to including the list of services you provide, you need to go beyond that and try to differentiate yourself from others in your industry.
For example, almost every web design agency website lists web design, web development and online marketing as the main services they offer. By only listing these services, these agencies are competing with every other agency since they all perform the same services.
One way to generate business is by spotlighting some of the services that others might not offer. By becoming an expert in a specific niche, you are likely to be selected over others, so that’s something you should try to include on your service page, in addition to all the services you list.
Each service and product should also have its own page with information and details. This helps explain exactly what you offer as part of each service, but having individual pages also can help with improving your SEO since now every page has a chance of being optimized.
What to include on services page:
- List of services
- Details about each service
- Describe how your services different from your competitors
- Process and how you solve problems
Content marketing, SEO, and blogging are extremely can make be extremely important for generating business and growing your website traffic. If you’re interested to see how it impacts your ranking, take a look at some of the benefits of blogging for small business.
Blogging allows you to communicate with your visitors, create a sense of community, and build user engagement. You can also use a blog to show off your expertise and to share your ideas, tips, and advice so you can build trust with your audience.
Even if you don’t have time to publish regularly, you should still set up a blog, and create new content when time allows. The more content you have, the more likely your content will get found.
What to include in your blog:
- Blog posts
- Social media sharing plugins
- A place for comments and user feedback
5. Contact Page
Your contact page needs to include telephone number address physical location and the form that visitors can fill out to get in touch with you.
You contact form should be fairly basic. Sometimes it makes sense to include additional fields to your form, so you can gather more information. This can be the title of the person contacting you, the URL of their website and the phone number. You might also include drop down and have them select a reason for contact. It might be more of a priority for you to reply to someone who is looking to work with you, rather than responding to others pitching their services.
Also including your email is a sure way to get tons of spam, so you should probably not include your email and instead only use a form as a way for others to contact you.
What to include on the contact page:
- Contact Information
- Business phone
- Physical address of your business
- Social media links
- Embedded Google map
- Contact form
6. Testimonials Page
Clients like to deal with businesses and companies they trust. That’s why it’s important to include social proof elements to your website. Testimonials is one of the best ways to build such trust. When you add rave reviews and positive feedback to your website, you show that you’re trustworthy, reliable and that you offer great service.
The more personalized testimonials are, the more convincing they are. That’s why it’s always a good idea to add headshots, titles and website information if you’re given a permission to use them. Lastly, video testimonials can be an amazing way to inject more personality into your pages and further build trust.
What to include on testimonial page:
- Testimonials with headshots, title, and website URLs
- Video reviews
7. FAQ Page
You can use your FAQ page to educate your users and answer most common questions about your services or products. Nothing is worse than people contacting you asking the same questions over and over again.
By providing this information you will save time, but FAQ page has other benefits, as well. FAQ Pages are great for SEO, since they include questions, keywords, and phrases people are using to find answers.
What to include on FAQ page:
- Frequently asked questions
Bonus: Store, Gallery, Portfolio, Terms
Every business is different and this means that in addition to basic pages included in this post, other pages might be required depending on the type of business. For example, a small business that sells products will need pages for e-commerce, web agency will need a portfolio to showcase their client work.
Regardless of what your business does, at the very least you need to include the pages listed here and then decide what other pages you might want to add. When users come to your website, they should not waste time trying to find the information they need. Your website must be clear and easy to navigate, so users can quickly learn about who you are and what you do.
If you disagree or think there should be other pages added to this list, use the comments section below to let me know.