1. Home page
This is the most important page of your website. On home page you incorporate all the basic information regarding your business. Information that you want your visitors to find. Your home page is a quick “sales pitch” page. You need to state what is your value proposition. Moreover, you need to have a logical and attractive navigation from one section to the other, like a story that has a sequence. It is important to include, along with any other info, Calls to Actions (for awareness, consideration and decision purposes). Use your home page to create your brand identity. Use colors relative to your brand. Keep the content interesting and easy to comprehend.
2. Product/s/Service/s page/s
Here you present and explain what your product/s or service/s are. Try to be clear and specific. In addition, do not neglect to retain a common brand identity to all your products or services.
3. Blog Page
On this page, you post your articles, infographics, videos, and generally whatever content is useful to you in order to promote your business brand, according always to your marketing objectives and goals.
4. Testimonials page
Here you demonstrate a selection of the positive comments your clients or customers have done for your product/s or service/s. Use the best of them.
5. Clients (you have worked) page
You can show here a pick of your reputable clients or customers.
6. Differentiation page
In this section, you present the elements that set you apart from your competitors and make you unique as a business. In other words, your USP.
7. Pricing page
If your business marketing directs to display prices (for example, software companies) you need to have a pricing page. On this page, you include your prices (or range of prices) for your product/s or service/s that you prefer.
8. Credentials or Portfolio page
Here you present your previous work or any other elements that illustrate that you can offer with success your product/s or service/s. Make an effort to display your credentials or portfolio in an engaging way.
9. Contact page
This is the place that you put a contact form and any contact details for people to be able to communicate with you. Make clear and easy as possible the process of communication. Avoid unnecessary fields in the contact forms. Give a personal touch. Use Call to Action buttons.
10. About page
Here you put your business history, or you explain who you are, information about your team, your vision, mission, values, etc. This is an opportunity to “sell” your brand story.
11. Mission statement page
This is the page that you express your mission statement. The purpose of your business existence. Your mission should define your business so well that it will feel like this is a statement about your strategy.
12. Vision statement page
Here you present what is your business vision. Do not forget that your vision is the essence of where you want your business to be in the future. Your vision, mission, values, and strategy should be aligned.
13. Values page
Here you analyze the core values based on which you operate as a business. Your customers or clients want to know what principles guide your business and to associate with them. Your values (to have an impact) should be real, authentic and reflect your business brand.
14. Frequently Asked Questions page
This is the page that you will introduce all the typical questions that your website visitors might have and all the relevant answers and links with further explanation. It is also an opportunity for you to direct your visitors to the pages you want to see.
15. How it works page
This is the place (especially for services or tech businesses) that you will explain the way you work as a business. Processes, steps, choices, plans, options of cooperation, etc. are all elements that you may include on this page.
16. Sitemap page
Here you will add a diagram with all the pages of your website (for visitors to be able to understand and to find easily and quickly any information they need to find).
18. Cookies policy page
You need also a cookies policy page for similar reasons described above.
19. Terms and conditions page
You need a page that describes the terms and conditions of using your website.
20. Disclaimer page
You need also a disclaimer page with a legal notice covering some of the key legal issues that arise out of the operation of your website.
21. Partners page
If you have any partners, you may want to promote them, and they can do the same for you.
22. Career page
If you want to attract talent to your business, you must have a career page. Place here all the relevant information regarding CV collection, contact details etc.
23. News page
Here you place all your news. Articles, Newsletters, Announcements, Publications, Special Offers, Events, White Papers, etc. It is significant for you and your visitors to be able to locate and read easily any news material regarding your products, services, or business brand.
24. Search page (a feature that leads to a specific page)
Whatever words, people are searching on your website, they need to find them on a specific page that delivers the search results.
25. Meat the team page
On this page, you present your team. You must include photos, skills and a biography. Connect them also with social media platforms.
26. Special offers page
If your marketing has many different offers during a year, you may need to have a specific page for that. It is good to “communicate & train” your customers or clients to visit often your special offers page to discover what new offers you may have for them (today, or this week, or for a short period of time). In this way, you create traffic to your website and you may increase your sales.
27. Landing pages
Use landing pages for better conversion rates. If you have a specific product or service to offer and you advertise it on social media or with AdWords, create a landing page for it instead of using your homepage as a landing page. Clients or customers understand better and prefer to land to a specific page when they click a link in an advertisement. On the landing page, you should place a specific Call to Action related to your offer and all the necessary information the potential client/customer is searching to find to proceed in buying (in other words to be converted from a lead to a client/customer).
These are the pages a small business website should have today to be as competitive as possible. Of course, there are variations, but if you follow that guideline, your website will have all the necessary information visitors are looking for. Finally, your website will support better your business goals and brand positioning.
Read more by
Iordanis Boutsioulis, B.S., M.B.A.
Founder at ibbds, Business Developer, Marketing Strategist & Consultant
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