As a business owner, a website is standard. Without one you stand no chance against your competitors. A good website will launch your business into the stratosphere by reaching customers who didn’t know they needed your product or service. A bad website, on the other hand, is about as useful as a one-legged man in a kicking contest. To get you started on the right path, here are some absolutely essential pages for your website.
Your home page is the front page of your website. It introduces your potential customers to who you are, what you do and what you can offer them. It’s important when crafting this page to understand the audience. Someone landing on your home page already knows a little something about you. This visitor either typed in your website address, your business name or keywords that led to your site. She has a pretty good idea of what she wants, so welcome her with a good introduction, engage her and get her to explore your site further.
A landing page is often confused with the home page. It also serves as an introduction, but it is much more specific and goal-oriented than your home page. A landing page is where a potential customer lands after he clicks on an advertisement or a link. He’s motivated to buy, so this is your chance to sell to him. The main goal of this page is to sell, to convert your reader into a buyer. Use your words here to get him to click through and buy your product or service. Depending on how many different things you offer, you may have just one or multiple landing pages.
Few things sell better than social proof. Other people are buying what you’re selling and they’re loving it. Collect testimonials and populate your website with them. You can include a few on the home page, on your landing pages and on a testimonial page. Whatever you do, don’t leave out the testimonials.
Experienced content marketers and copywriters know that the About Us page is one of the most important—yet also one of the most overlooked—pages on websites. Likability is a major psychological factor in selling. We are much more likely to buy from someone we like. Your About Us page gives you the chance to sell on the basis of likability. What makes a reader like you? You have to connect with her. Include a picture and a personal story on your About Us page. Don’t write it like a dry resume or blather on about your achievements. Put a human face and story to your business while also telling your potential customer what you can do for her, and your About Us page will help you sell.
Fresh Content of the Highest Quality
Content is king, or so they say. High-quality content that changes regularly is essential to a good website, which is why so many business sites include a blog. This rotating content helps you educate your customers and also build relationships with them. It establishes you as an authority in your field and develops trust between you and your customers. Don’t skimp on content. It needs to be readable, engaging and informative; otherwise you may as well just throw a bunch of random words on the page.
Call to Action and Contact Us
These two things are absolutely essential on any website. If you don’t have them, how can your customers make a purchase? They don’t need to be separate pages, but they need to be clear, up front and easy to find. You need a call to action on just about every page of your website: the home page, landing pages, the testimonial page and, yes, even on the About Us page. Every placement of a call to action is a chance to make a sale. Your Contact Us window or link should be easy to find on your home page; up in the right-hand corner is a good place for it.
In crafting your website to sell what you have to offer, be sure to incorporate these six essential pages for your website. Without them, your site is missing out on opportunities to engage and sell to your new customers. Now, let us help you create the magic. Coquí Content Marketing is a full-service content marketing agency with experts behind the wheel. We can help you put these ideas into practice in crafting a complete and conversion-oriented website that sells.