10 Essential Website Pages Every Business Needs

In today’s digital-first economy, a business website is becoming far more than simply an online brochure. It serves as a storefront, sales representative, a customer service desk, a credibility builder and even a marketing platform all at the same time. 

Whether you’re running a start-up or a small business, or own a large, corporate brand, the structure of your website is imperative as it influences customer trust, engagement, conversions and even sales. 

This is why it’s important to get it right. In this article, we’ll be giving you our top ten website pages that every business needs as a basic foundation for e-commerce success. So, here are ten essential website pages that every business needs, regardless of its size or established age:

1. Homepage

A homepage is the first interaction that anyone will have with your brand. As such, it needs to immediately communicate things like: who you are, what you offer, who you help. Why visitors should trust you and what action they should take next. 

A strong homepage acts like a guided introduction rather than a cluttered information dump. There are, however, some key elements that need to be included in order for a homepage to be effective. Those key elements include:

• Clear value proposition
• Strong calls to action (CTAs)
• Trust signals (such as testimonials, client logos, certifications, awards, statics and reviews)
• Easy navigation
• Responsive user experience (UX)

2. About Us

People prefer doing business with companies that they can trust. The ‘About Us’ page aims to humaise the brand and help to establish some level of credibility. A compelling ‘About Us’ page should explain a number of things, including: your story, your mission, your values, your experience and your team. 

This page matters because customers will often visit this page before they make a purchase or take steps to contact you. This reassures them that there are actually real people beind the business. You might now be wondering what it is you should be including. Here are a few ideas:

• Company background
• Mission and vision
• Team information
• Brand personality

3. Product or service pages

This is one of the most important pages if you want to make conversions and sales your priority, which is the case for any business. Visitors need clear and detailed information about what it is you’re offering, whether it be a product or a service. 

There are several easy ways in which you can effectively get this information across, and that includes: explaining what the product or service is, how it works, the problem it solves and why it’s valuable to potential customers. 

In addition, try to emphasise the benefits of the product or service as opposed to focusing purely on its features or what’s included within a service. You should also be giving some form of pricing information, such as “prices start from £x”, and make the page itself visually appealing. 

Have pictures of the product you’re selling or display images of your work if it’s a service that you’re providing. Finally, a solid call to action (CTA) is needed in order to persuade people to move on to the next stage in their consumer journey. This is what will ultimately drive the conversion from a lead to a sale.

4. Contact

Arguably one of the most important pages on any website, a contact page does exactly what it says on the tin, and your website visitors will assume that also. With this in mind, make sure that you display all of the relevant contact information that anyone would ever need to get in touch. This includes:

• Phone numbers
• Email addresses 
• Company premises address
• Contact form
• Business hours
• Social media links

You can include some additional features for good measure, such as interactive maps, a tool allowing people to search for a branch near them or even a chatbot, but this can increase the cost of a website development or design service, if you seek a digital marketing agency near you to do it for you. 

5. Blog 

A blog or resource page might seem futile in terms of driving leads, conversions and sales, but it actually benefits a business in more ways than you might have otherwise thought. Some of the benefits of having a blog on your website include things like: improves search rankings, builds authority, supports social media marketing and even answers customer questions. There are multiple forms of content that you can create to add to your blog, and they include:

• How-to guides
• Industry news
• Tutorials
• Case studies
• Frequently asked questions (FAQs)
• Expert insights

6. Testimonials or reviews

Modern consumers heavily rely on social proof before making purchasing decisions. It helps to establish trust and credibility, showing that real people and real customers have had positive experiences with your business. There are a few things that make a testimonial effective, including demonstrating specific results, having customer names included and even a few video testimonials. 

7. FAQs

Frequently asked questions (FAQs) aim to improve user experience (UX) and reduce customer support inquiries. As well as this, there are other benefits to be had by including an FAQ page on your site, such as: saving time for customers, addressing objections, improving SEO and speeding up purchasing decisions. There are multiple topics that your FAQs could be about to help get you started. Those topics can include, but not be limited to, the following:

• Pricing
• Shopping
• Refund policies
• Timelines
• Service processes
• Technical requirements

8. Privacy policy

A privacy policy is legally required in many countries and deostrates transparency about data handling practices. It should explain what information you collect, how data is used, whether data is shared, cookie usage and user rights. Businesses collecting emails, payments or analytics data should always include this page. 

9. Terms & conditions

This page outlines the rules users agree to when interacting with your website or making purchases. Terms and conditions are important, and having them displayed on your website by way of a website page helps to limit legal liability, clarify user responsibilities, protect intellectual property and define refund and usage policies.

10. Case studies

A case studies page provides proof of expertise and competency. There are several things to include when it comes to case studies, including a project overview (describing the client challenge), your solution (explain your strategy and process), the results (showing measurable improvements when possible) and some visual examples (such as before and after imagery). 

With over 20 years of experience in the industry, Kumo is a results-driven digital marketing agency dedicated to helping businesses grow online. Our team of SEO professionals, PPC specialists, content creators, and expert web designers works collaboratively to boost your brand visibility and give you a competitive edge. To find out more about our marketing services, contact our friendly and experienced team today – we’re always here to help.