Website Content Tips: 2. How many pages do you need?

21August 2020

An open doorway that invites search engines and web traffic to your website is what every page on your website is.  Keywords are important because search engines find your website through them. The more pages you have, the more keywords you’ll have and having more keywords means increasing the chances of people finding your site.

Basically, you’ll bring more web searchers to your website by increasing the number of pages and consequently the number of keywords on your website.

In spite of this, the ‘actual’ number of pages your website needs to have depends on a few basic factors. The factors include your organization’s goals, budget, website type, time, and competition.

Users will leave your site for a competitor’s if they can’t easily find what they’re looking for. Therefore, limiting the number of pages on your website to keep it under control is also important.

In my personal opinion, it is best that you include at least these 7 fundamental pages to give visitors what they need, keep them engaged, and help your business to convert traffic into sales:

  • Home Page
  • About Us 
  • Product and/or Services page
  • FAQs Page
  • Testimonials Page
  • Contact Us Page
  • Portfolio

The aforementioned pages are what every small business website needs to have in order to provide visitors with a good first impression, as well as provide some of the basic information they may be searching for when it comes to your business.

Let’s look at each type of page in more detail:

 1. Home Page

A home page is the basic requirement for every small business website. The home page introduces your brand to visitors as it is the first page your visitors see. There are a few things that your home page must accomplish.

These things include letting visitors know who you are, what you do, and how your product or service can benefit them.  In other words, this is where you engage your target market, establish trust and give a brief overview of what you have to offer.

Your home page should include a strong headline, a primary call to action, supporting images, clean navigation, and links to your social profiles for the best results.

2. About Us Page

The About Us page provides additional specific details about your brand and provides visitors with an insight into your practices, philosophies, policies, and personality.  You can build rapport by giving a brief and interesting account of your personal background or company’s history on this page. 

3. Products and/or Services Page

Some companies try to cover their product and/or services on the Home page or About Us page. However, this isn’t such a good idea; especially if your product line isn’t simple or straightforward. Therefore, it is advisable for you to have a dedicated page for your products and/or services. In fact, depending on how deep your product or service funnel is, you may also need to create dedicated landing pages for each one.

Educating your visitors about the “features, bells and whistles” of your products and/or services is good. However, your real focus should be on their “benefits.”  Focusing on the benefits can help you establish an emotional connection with viewers that shows that you understand their needs vs. trying to sell. In the end, you can expect a higher level of conversions.

4. FAQs Page

Your business website needs a FAQ page if you find yourself repeatedly answering the same questions from potential or existing customers. As a rule of thumb, cover your most common and most significant questions first.  But don’t try to write a novel.  Short, snappy content that simply provides a brief answer is the best way to go. If viewers have more questions, they can always contact you (so don’t forget that call to action!)

4. Testimonials Page

You can instantly build brand credibility by including a testimonials page on your website. While visitors are there checking you out, why not show them the good things your other customers have said about you.  Consumers today trust what others have to say when it comes to businesses, so it’s truly a no-brainer to show reviews and testimonials on your site.

But be careful not to create fake testimonials because people tend to sniff those out fairly easily, which could damage your reputation.  Focus on adding real testimonials from your satisfied and happy customers. Don’t have any?  Simply ask and you would be surprised at how willing your customers would be to provide you with their true testimonial or review. 

5. Contact Us Page

As a small business, the Contact Us page is arguably one of the two most important pages for your company website (the other one being the Home page).

Why? Well, if consumers find it difficult to get in touch with your business (whether they want to call, email, or walk-in), it could be an immediate turn-off.  As a result, more of your visitors will move on to your competitors.  For instance, if someone is looking for your address and it’s not there, that’s a serious, hot lead – lost.

At the minimum, your Contact Us page should include your local phone number, physical address, email address, and hours of operation. Lastly, embed a Google Map on this page so people can easily get directions to your business.

6. Portfolio / Gallery Page

The Portfolio page is your opportunity to show off to the world what you’ve accomplished so far. You need to use this page to show visitors what you can do and what you’ve already done. In other words, this is the place to show off samples of your work.

For instance, if you are a hair salon, you can use this page to show off different hairstyles that you can do.  If you’re a cosmetic surgeon, this is the place to show before and after pictures of your most impressive work.

Depending on your industry and what you offer, it is recommended that you use a diverse range of samples as this will give visitors an opportunity to get well-rounded idea of what you’re capable of.

As an added bonus, any business today can benefit from adding a blog to their website. This is where you can publish consistent, helpful, and relevant content that engages visitors and keep them coming back for more. Not only that, but properly keyword-optimized blog posts can result in a lot of website traffic. So it’s definitely something you should consider if you don’t already have one.

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