Websites are like snowflakes: every one is different.
There are any number of purposes that your business website and individual web pages can fill. Maybe your big thing is e-commerce. Maybe you want your site to be a source of additional information on your product. Individuality gets even more intense once you start considering all the different plugins available with WordPress and the functionality within themes.
Toss in your own unique branding, colors and voice and your website can be something truly… special.
However, regardless of what you see your website as, what its purpose is or what crazy plugins you use, there are some web pages that should be universal.
It’s true that every website won’t and even shouldn’t have the same configuration of web pages. But overlooking these three pages – even if you think you don’t need them – will make you miss out on crucial benefits. It’s always fun going with the flow, but trust me, you’ll be happy you did.
A visit to your website is one of the earliest stages of the sales cycle. In this phase potential customers are in the process of learning and weighing their options. It is your job to present them with information strong or intriguing enough for them to want to learn more.
A page featuring some kind of contact form should be a no-brainer to feature on your site. This web page presents the opportunity to kick off the relationship that hopefully ends in a sale.
Depending on your business or services, this contact form could be several different kinds of things. For a home service company it could be scheduling an estimate or consultation. For other solution providers it could be scheduling a face-to-face meeting or phone call. It could also be something as simple as a location for prospects to field questions or leave a comment. It doesn’t really matter what your contact page is, just as long as it is an opportunity to get the ball rolling.
I know what you’re thinking: “what the heck do I need a blog for?” You may not think of yourself as a writer or have the time to commit to generating content (you’ve got a business to run, after all). You may not think your business or industry is even cut out for a blog.
Let me assure you in the nicest way possible: you’re wrong. Everybody can – and should – be blogging!
A blog serves many important purposes for not only your website but your business as well. Blogging allows you to expand your online presence and tap into SEO benefits. This will help you gain visibility and increase the chances of someone stumbling upon your website during their exploration phase. Blog content also helps fuel other areas of your marketing like social media and email newsletters. Perhaps most important, blogging makes you look like an authority in your field. If you are consistently providing information or hot takes on industry related topics others will take notice.
So, what do you fill your blog with? You don’t have to be a great writer to blog. Use it as a place to answer common questions about your industry or product, post updates to your business, provide your thoughts or perspective on industry news or promote events like seminars. Are you a food company? Use this space to post dynamite recipes featuring your product.
A major selling point for any company is its personality. Giving your company a voice and a face by presenting people a sneak peak behind the curtain is one of the best ways to market yourself. It provides assurance to your clients and prospects. It shows you care, where you have been, what you’ve accomplished and just makes you that much more approachable.
If I’m deciding between two companies that do the same thing for the same price, I’m going to go with the one I like best on a personal level.
Preparing your “About Us” page is also one of the easiest pages you can put together. It can be as simple as telling your company history from the early days to where you are now. You can get more in-depth by presenting your process, what it’s like as a customer to work with you. If you want to get even more personal, put together bios for your employees to introduce them to your customers.
Better yet, use a combination of all three!
With the vast array of features, plugins and web design tools available, there is no limit to what you can do with your web design. It can be as complex, simple, unique or familiar as you want it to be. No matter which way you go, just don’t forget these web pages. Your website will be better for it.