What pages should a website have is one of the first questions I get asked when someone comes to me to build their website. In this post, I’ll share four steps to help you decide which web pages to include.
1. Define your website’s goals.
First, think about your website’s role in your business is. What do you need it to do to be effective?
Maybe you just need an online presence to refer to potential customers. Alternatively, perhaps you want to convert visitors to potential customers by getting them to contact you or leave their contact details for you to then interact with. Or finally, do you want the website to convert visitors to paying customers without a physical interaction with you.
Depending on what your goal is, you will require different pages.
What pages should a website have based on your website’s goal?
The business card
If you just want a presence, somewhere for your potential customer to go to find out more about you, you can probably get away with a 1-page website. Alternatively, this can also be broken down to just a Home page, About page and a Contacts page.
I call this the business card because you use it similarly to networking and giving out your business card. It tells people who you are, what you do and how to get in touch. Ok, your website will contain more details than a business card, but essentially it includes the information you would give if you were face to face having a chat about your business.
Getting visitors to leave their details or request a callback, such as “Schedule a Call” or “Get a Quote”, will require a call-to-action button and possibly a page to support it.
A call-to-action is an obvious thing like a button that tells the customer what you want them to do to proceed. Ideally, you have just one main call-to-action button across your whole website, so the customer knows exactly what they should do to do business with you.
You also might want a second call-to-action like “Download Our Free Guide” or “Weekly Design Tips” to encourage visitors to join a newsletter.
Use The converter to gather potential customers details. You then do the legwork in turning the potential customer into a buying customer, such as creating a sales funnel or having a call to tell them more about your business.
Do you want to have a product or service that people can buy direct from your website? If so, you could build a website that includes e-commerce, allowing you to take orders directly from your website. Or maybe the buy button will take customers to an external site like Etsy to make the sale.
You are also likely to want your website to attract new customers who previously hadn’t heard about you. You must optimise the site to be found by search engines to do this. A great way of doing this is to incorporate a blog on your website. A blog allows you to write posts or articles that answer your potential customer’s questions and gives you more opportunities to be found by Google.
You may also want to have individual pages for each service or product you offer. This way, each page has a chance to rank for specific search terms related to that topic.
Consider all of these roles when you think about the purpose of your website and when defining what pages your website should have. Remember, a website can play all of these roles at once.
2. Decide on your main web pages.
Now that you’re clear on your website’s purpose, it is time to make a list of pages to include on your site that will help deliver your goal. Here are some common examples below to get you started!
Standard pages to include on your website:
Additional pages to consider:
- Case Studies
- Schedule a Call
Only create pages where you can add value to your visitor, which will build likability and trust with your business. Don’t create pages for the sake of it. It is worth bearing in mind that you need to include about 300 words of relevant content about the page topic for good SEO even to be considered in Google’s search.
3. Build your site structure for SEO
As I mentioned earlier, including a blog can be incredibly useful to attract new customers. A blog gives you a place to answer common questions that potential customers are searching for. It builds your authority on a subject, which Google also looks for. It also gives you something to market on your social channels or newsletter.
Each post on your blog is effectively a new page on your website, so it increases the chances of bringing traffic to your site. In addition, when you update your blog regularly, Google is more likely to send people your way!
If attracting new customers to your website is essential and your business has multiple services, creating a page for each service might be beneficial. Every new page is an opportunity to be found in Google. So when someone searches for something specific like tree removal services nearby, you’re more likely to show up in search results because you have a page that is relevant to that search.
Instead of this:
Try expanding your service pages:
- Tree Surgery Services
- Hedge cutting
- Stump Grinding
- Tree Removal
- Tree Product Services
- Log Supplies
- Biomass Chippings
As with any strategy, you can take this too far!
Your navigation will become overwhelming if you include too many pages. And pages for a specific service like tree removal should only be included if you have something informative and valuable for your customers on the page. If you’re creating pages without helpful content, Google can tell, and it won’t benefit you at the end of the day.
4. Keep the navigation simple.
Don’t be tempted to get creative when naming pages on your site. For example, maybe you want to call your blog “The Tree Surgeon’s Journal” or your about page “Behind the Scenes”.
Don’t make people think.
Instead, choose a short, simple, self-explanatory title. For example, maybe your blog should be… you guessed it! “Blog”.
Think of website navigation like a map. You want it to be easy for your customer to get where they need to get to. If they can’t find what they need, they will leave your website.
There are a lot of great places to get creative on a website, but usually, naming your navigation isn’t one of them!
Hopefully, this helps you get a good idea of what pages your website should have.
If you’re ready to get started, book a chat with me. We will create a sitemap during this meeting, help you solidify your pages, and walk you through our pricing and unique process.