The 4 Most Important Pages On A Website
Today, a website is essential in any business. Whether you are a B2B business or a small coffee shop a website is a must have. Websites are an avenue you can use to reach out to more customers, connect with them and convince them to buy your products or visit your store.
A website offers more information about a brand and its products in one convenient location. Any questions or concerns your customers may have needs to be answered here. Otherwise they may look in other locations, like reviews, which are almost impossible to curate to spread the desired message.
While you may have a website, what isn’t always obvious is which pages on a website need the most attention. While every page is an important link in the conversion funnel for your website, some are vastly more important than others. We have narrowed down the top 4 pages on your website that you need to pay extra attention to.
The homepage is obviously one of the most important pages on your website. It is often one of the first chances of interaction your customers will have with your brand. It also has the tough job of pushing different customers towards the products that match what they are looking for.
It is vital then that the message is clear and all about the user. You should address what they are looking for, what their needs are, and where they should go next. All of this while remaining clear, concise and easy to read.
One mistake we often see small businesses make on their homepage is with their content. Often there is a single paragraph of content and nothing more. Not only is this bad for search engine rankings, but it is bad for your users. You have got them onto your website now you need to convince them to dive further, that’s what the homepage content needs to do.
Key to your homepage is your headings, especially your lead heading. When someone lands on your homepage they are looking for a solution that your products should offer. Your first heading needs to address their concerns or pain points while at the same time offering a solution. Sound difficult? Look at some of the websites that convinced you to buy from them, what did their heading say? You could also talk to our crack team of content writers to help you make a great headline.
Call to action
The final piece to the puzzle on any homepage is the call to action. This should tell your customers where they should go next. Where will they find the solution to their product. Your homepage may have done a great job of convincing them that you have the solution but a call to action encourages them to act and take the plunge into the next step. You should also make these call to actions bold and easy to see and read.
2. About page
A major step on the customer journey is the about page. Here is where your customer learns about your brand and its values. They decide whether your brand aligns with their own morals which may become the final push they need to purchase from you. This is why it is key to narrow down your target market and align yourself with them. If you want to target eco friendly people then talk up your eco credentials, if you want to target those who love gaming then talk up your love of gaming.
Depending on the industry a great addition you can make is to include pictures of your team members. Adding faces to the page and maybe a little bit about each person can boost trust, improving the chances of conversion.
What is essential to any about page is content. You need to write, video, or photograph the different elements of your company. Provide a deep insight for your customers as to who you are as a brand. Back to the eco friendly example, show images of your staff actively engaging in eco friendly activities or charities. Make a video about who you are and why being eco friendly matters.
3. Contact page
We have created an entire guide as to why the contact us page is essential to any business and how to optimise it for conversions. You can read more on that here. As a quick rundown, the contact us page is one of the last steps your customers will take before converting. For a service-based business they are about to become a lead. Your contact us page should reassure them that, in contacting you, they will get the answer they are looking for, and that their data will be kept safe. You are asking them to give up personal information after all.
Make it easy to contact you. A simple form with name and email address plus a message should be all you need. If you need more ask later, if you can’t try to assure them on the safety of their data.
For product-based businesses a contact us page is still important. It is an avenue for customers to ask any questions they may have not found on your website. These customers may have been incredibly close to converting, and a good experience with your customer service could be all that is needed to push them over the line.
4. Blog page
The more content on your website the better. Google loves content, and so, is more likely to rank pages that provide more useful content than those who do not. A blog tends to provide a website with 434% more indexed pages. This means that you rank for more keywords and potentially even rank higher.
Content marketing is an important element of any marketing strategy. It provides relevant information to customers, attracting, converting and nurturing them into a conversion or even repeat conversions. A blog is a great opportunity to show you have the solutions to solve your customers’ problems. It is also where you build your customers trust in you.
Important elements to a blog
Call to actions – Add call to actions throughout your blog. Push them towards products or pages on your website that are related to the blog for those who have been convinced by the blog. For those who have not, push them towards relevant content that may provide them the answer they have been searching for.
Organisation – Include categories, dates, and more. Your blog should be easy to search through to find content that is relevant to your customers and what their goals are. Make it easy to look through categories, and if you have a lot of content, make your blog searchable.
Write lots of content – Any good blog will have lots of content regularly published. Keep your blog active, ensuring that you post a blog at least once a month as a minimum. If your last blog was posted many years ago your customers may question whether you are still in business. So keep that content flowing and keep it updated.
A website may be easier to make then ever but creating a website that stands out is harder. When you go to create or update your website look at these 4 pages and think about what you can do to improve them. Think about what goals you want to achieve with each page and work to achieve those.
If you need help building, designing, and creating content for your website there is help. We regularly create beautiful websites that stand out, attracting customers and building brand trust. Get in touch with us about building or updating your website.