There’s a lot of debate online about website structure. Should you use a mega menu? Should you use breadcrumbs? How much content should you include on your homepage? There’s a lot of conflicting information out there about the right way to structure a website.
There are a number of pages that should be on every website, but what are the most important ones? Your audience and business goals will play a large part in determining the content.
A website is a collection of pages, each containing different kinds of information. However, the most important pages of a website all have one thing in common: they all encourage visitors to take action. Those pages include a company’s Home page and a Contact page. To increase their conversion rates, businesses should focus their efforts on improving these two pages first.
But according to research from HubSpot and Smart Insights, there’s one key aspect of a website’s structure that’s more important than most other factors: the homepage scores more lead conversions than any other page on your site.
A great website isn’t just a pretty design and nice pictures; there’s much more that goes into making your website successful.
In fact, your website is much more than a pretty face that welcomes visitors; it’s your virtual salesperson that introduces your brand to customers and prospects and helps you convert prospects into paying customers.
So what makes a website great? Which pages are most important? And how can you make yours the best it can be? Let’s find out.
Homepage
A good homepage can help increase brand recognition more than any other method, including direct advertisement. Rather than beginning with “the”, an effective homepage ties visitors to a specific brand image. The headline should be relevant and able to convey the brand’s main objectives. Clearly stating the mission of the business will help visitors understand the trustworthiness of the company.
The content of the homepage should be clear and concise to encourage further interaction with the site. The goal of a well-designed homepage is to pique the interest of visitors and compel them to explore further the content. As a result, visitors scan the homepage looking for content that meets their needs.
By starting links on the homepage with relevant keywords, visitors will find what they are looking for easier. Relevant keywords, such as “sales funnels”, will add value to the website. And remember, visitors, are more likely to complete a purchase if they are able to easily find what they need.
About Page
The About page of a website is the first place visitors will come to when they want to learn more about your business. Here, you have the opportunity to sell your brand and explain why you are an expert in your industry. Creating an engaging, impactful About page can build trust and convert visitors into leads.
The key to creating a successful About page is to use soft selling tactics, focusing on your company’s history, mission statement, and impactful client testimonials. A good About page is an opportunity to showcase the most popular content and build trust with your audience.
The White House has a great page that tells its audience about the President, its members, and the policies that they practice. Another excellent example is National Geographic Magazine, the best-selling magazine in the world, which has an informative About Us page. Users will feel more comfortable talking to an expert who is not part of a large organization or business.
Products Or Service Page
If your business offers products and services, it makes sense to create a Products or Service page. This page should display a detailed list of those products and services. The information on these pages should capture a visitor’s interest and compel them to engage. To make a great Product or Service page, follow these tips:
Include images on the Products or Service Page of a website. Animated SVGs are particularly effective. Make sure to use images, not text, to highlight different features. Separate solutions are also important because customers may not always want to wade through too much information. Instead, use visuals to tell visitors how your solution will help them. By using this technique, you’ll make your page easier to navigate and increase conversions.
Using colorful visual elements on the Products or Service Page of a website is an excellent way to increase persuasiveness and engagement. Colorful graphics keep viewers on the page longer. Consider using a service page like Cart2Cart. A moving selection feature cycles through different places for migrating shopping cart tools. The visual engagement of the page will help your prospects make an informed decision. It will also be easier for them to get in touch with you.
Contact Page
Your Contact Page is one of the most important pages on your website. Not only does it provide your site visitors with contact information (such as an email address or phone number), but it is also an additional touch point for brand messaging. This page is one of the most visited pages on your website, and often the first place your prospects will start conversations with you.
Because of this, it should be easy to find ways to reach you and should contain a simple contact form or phone number. When designing your Contact Page, you should remember to make it easy for visitors to find the information they are looking for.
Most visitors will visit this page to get answers to questions. It can also be a great opportunity to answer frequently asked questions. Make it easy to access and consistent with the rest of your site, so your customers can easily find it. For example, if you have a navigation bar, your Contact Page should be in the header or footer menu.
FAQ Page
An FAQ page is one of the most important pages on a website. It must answer customers’ questions and offer useful insight into your business. Your FAQs should also point back to your benefits. Here are some tips to make your FAQ page a success:
- Design your FAQs to be simple and easy to understand. If people can’t find the answers to their questions, they’re probably not looking for them. Use search features and predictive text options to make your FAQs easy to find. For instance, campaign monitoring software like Campaign Monitor has a predictive text feature that enables people to search by keyword. That way, users can find the answers they need faster.
- Make sure your FAQs are easy to read and understand. You can include a search feature, a chat application, or an email address to provide further assistance. Moreover, your FAQs should be easy to maintain. It should answer users’ questions, not just jargon-filled articles.
In addition, you should avoid using jargon and use words your customers are already familiar with. Moreover, you can make your FAQs as personal as possible. This will help your visitors feel that you are a human behind the brand.
Blog Archive Page
A Blog Archive Page is one of the most vital pages of a website. If your blog is published sporadically, visitors may be looking for the latest posts to read. A good blog archive page should be organized, make it easy for readers to find posts, and serve as a bookmark for your target audience. Listed below are some tips on how to create an excellent blog archive page.
Make sure that the Blog Archive Page is clearly differentiated from the surrounding content. For instance, it should be larger and clearly separated from the rest of the website. Using a border or a different font color will make it clear that the archive content is separate from the rest of the site. Besides, a sidebar may add visual clutter and make the archive content hard to find.
Your Blog Archive Page should explain your topic, which will help visitors make the final decision. Use the header and the intro copy to explain what your blog is about. Use taxonomies and filters to organize the content in a simple way. You can also feature the most recent or most popular content on your Blog Archive Page. A blog archive page is one of the most important pages of a website.
Blog Articles
There are many reasons to include blog articles on your website. First, your articles are a great way to market yourself and your services. If you have many products and services, you might want to create a main page that describes all of them and contains links to each one. For example, Monique Melton’s services page is visually appealing, and it includes links to each one.
Next, your blog articles should be listed on a page that describes your blog. While this page is not required, it is highly recommended for creative and marketing purposes. The next time you make a blog post, consider using graphics to break up the text and illustrate your point.
Google measures the time visitors spend on a page and displays the most relevant information at the top. Additionally, you should make sure that the graphics you use fit your typography and colors. Your graphics should be appealing enough to be shared on social media. When your blog is aesthetically appealing, your readers will be drawn to it.
Privacy And Terms And Conditions Pages
The privacy and Terms and Conditions pages of a website need to be clearly drafted. You should not copy a third party’s wording and use it for your own purposes. This is a violation of the law. Read the terms and conditions carefully before agreeing to them. Users of a website should also read the privacy policy before providing their personal information.
In some cases, the terms may also state that the user is responsible for any actions taken by third-party sites. Privacy and Terms and Conditions pages are required by law when you collect personal information from customers. They also set the rules and conditions for using the website and any mobile or desktop application.
The Privacy Policy will be a document that defines how the site uses personal information. A Terms and Conditions page must also include contact information. These pages are often accompanied by a privacy policy. By providing a privacy policy and terms and conditions, users will feel more comfortable using the site.
Conclusion
The pages of your website are crucial to your success as a business. They are the foundation of your website and set the tone for your visitors’ experience. Every page should be well-designed, easy to navigate, and optimized for SEO.
Each page should have a clearly defined purpose and a purposeful structure that allows users to find the information they are looking for quickly. When designing website pages, it’s important to consider user experience and the overall aesthetic of the site. The content should be well-written and engaging, and the design should be modern and clean.
By ensuring that your pages are well-crafted and optimized, you can create all the relevant pages for a functional and successful website.
