Paula Hickey is a Tech Virtual Assistant with a focus on WordPress assistance and website design. She works behind the scenes with busy Mom bloggers and coaches so that they can focus on growing their businesses. She lives in Tennessee with her husband, Rex, and their dog, Buffy and cat, Smokey. You can find her at http://www.paulasextonhickey.com/
It can be overwhelming trying to decide what pages your business website needs. You know that you need a homepage but what else? This is why I want to share with you the five pages every small business website must-have. Over time you may want to add more pages but these five will give your website a solid foundation to build on.
Next to your homepage, the about page is often the most visited page on a business website. Think about it, your visitors want to get to know who they’ll be working with.
Keep in mind your about page isn’t really about you, it’s about your potential client and what you can do for them. If you haven’t already, I recommend reading Building a StoryBrand by Donald Miller. This book will be a huge help in ensuring that your copy is client-focused.
Potential clients aren’t the only ones looking at your about page. Google also looks at your about page. This is part of their EAT rating system that they have their researchers look at on each website. EAT stands for Expertise, Authoritativeness, and Trustworthiness.
Give Google What It’s Looking for On Your About Page:
First, share any relevant experience that relates to your business offerings. Do you have a degree or certificate? Have you taken any online courses? Be sure to include that info on your about page. (Don’t worry you don’t have to have a degree to rank well with Google but if you do have one it’s good to list it.)
Something else to mention is how many years of experience you have in your field or with certain programs. For example, if you offer blog management as a service, you can include how many years you’ve been working with WordPress.
Include features or interviews you’ve had on any high-profile or popular podcasts, magazines, or blog posts. Or if you’ve written pieces that were featured in a publication or website, include links to those too. This is a good way to show your Authoritativeness. One of the most popular ways to showcase this is with an “As Seen In” section that links to relevant pieces.
By including these mentions, you will show Google that other people in your field recognize you as a leader who knows what they’re talking about.
The best way to show trustworthiness is with testimonials. This shows Google that you’re a trusted resource in your field.
If you’re just starting out, you may not have a lot of these yet, and that’s okay. Keep them in mind and start working toward getting them. Make a list of places you want to guest post or podcasts you want to be on and start pitching them. As you gain clients, make it a regular habit to ask for testimonials that you can include on your website.
Include a Call to Action
Where do you want your visitor to go next? Whether it’s to your service page or to sign up for your email list include a call to action to that on your about page.
This page is all about selling your potential clients on your services. Be sure to mention who you work with and when writing your copy, speak to your ideal customer. You’ll need to list your services in a detailed and organized way.
Include a little about the process of working with you too. What happens once they schedule their discovery call with you? Break this down for your visitors so they know what to expect.
Include a couple of testimonials on this page as well. And don’t forget a call to action which will most likely be to book an appointment with you.
It’s no secret that search engines love fresh content. One of the best ways to create consistent fresh content for your website is with a blog. A blog is also one of the best ways to showcase your expertise to your clients/customers and search engines.
Having a blog also allows you to use the SEO strategy of topic clustering.
Take Lori, for example, she offers Pinterest management services for her clients. So that is one topic she can write about and try to rank for. But by using topic clusters, which are subtopics of her main topic, she has the opportunity to rank for thousands of keywords instead of just one.
Lori does a great job of this as you can see her website has a ton of information about Pinterest. And again this also reinforces that she is a Pinterest expert.
Make it as easy as possible for potential clients to contact you. Be sure to include a contact form and your email address on this page. You can also include other ways to contact you including your social media accounts if you like.
My favorite element to include on the contact page is a “Schedule Your Call” button. This really makes it simple for clients to book an appointment with you.
Pro Tip: have this button before your contact form so that if someone wants to book an appointment they will see the button before they see the form. This can cut down on a lot of back and forth about a good time to schedule an appointment.
Legal Policies Page
There are at least four sections you need to have on this page, or you can have separate pages for each of these if you feel like one page would be too long. Here’s what you need:
- Terms and Conditions
Let’s look at each a little more closely:
Terms and Conditions
This section is basically the “rules” of your website. You’ll want to mention that the content of your website is copyrighted to you and how that content can be used. For example, if you’re a craft blogger, do you allow people to repost your crafts or images of your crafts? If not be sure to mention that.
A few basic things to mention besides copyright:
- That the information on your website is for informational purposes only
- Include a Comment Policy
- Include a Refund and Payment policy
- That you’re not responsible for the content of third-party websites you link to
- A way for visitors to contact you if they have questions
This is where you disclose if you’re an affiliate or if you work with sponsors. You’ll need to include that you may make money off of the products or services you recommend on your website. Pro tip: any page or post that includes affiliate links or sponsorships will need a disclosure too.
You’ll need to list what programs you use to collect the information, what you do with the information, and link to those program’s privacy policies as well.
A legal page can be daunting to think about creating but it’s worth it to protect yourself and your business.
If you need help, many places sell templates you can use to make the creation of your legal page easier. Remember to do your research before purchasing so you know you’re buying from a reputable source.
That’s it! These are the five pages every small business website must-have. Just remember you don’t have to get them perfect on the first try. Done is better than perfect and you can always come back and refine your messaging and copy over time. But now you have a framework to get started and that’s the most important step.