A website is a company’s most important marketing tool, so building it right should be a high priority for every business. Which pages to include varies slightly from industry to industry, with consumer products relying more on product pages and service industries needing more content about the company’s professionals, services, and business approach.
Businesses should include everything a potential client needs to know about a company to make an informed decision about taking the next step. Websites should also have all the elements vital to search engine optimization, from keywords to high-quality images and written content. The more information a website contains about a company, the higher the qualified visitor rates will be.
Website Pages to Include:
About Us- Tell the potential client who you are. Tell them the company’s story, including its vision, history, values, and achievements. Companies often also tell customers about the individual company leaders and team members. This page should help visitors understand and connect with a company, especially a new or smaller company without a national reputation. The “About Us” page should entice visitors and persuade them to delve deeper and learn more.
Approach- While you won’t necessarily find approach pages in all industries, in construction, engineering, architecture, and similar professional services industries, an approach page explains how a company sees its strengths and mission. It shows how an organization differs from others and lists its fortes, priorities, and attitudes. It talks about how you work.
Whether a company has extensive experience, unique or comprehensive services, or cutting-edge industry training, telling prospective clients about it can be done on an approach page. A company may stress a collaborative approach or free and frequent communication with its clients. A company might talk about how well they listen, how transparent information connected will be, or how flexible the timing of services can be. Another website approach page may explain a company’s interdisciplinary team plan for projects.
Services- Never assume customers know what services you provide. Describe everything you offer in detail. If you have packaged services, list and describe them. This complete information is important to Search Engine Optimization, because bots seek to connect searchers with their exact needs. The services page is often a great place to include important keywords. Specific services keywords can help bring more traffic to the site. Encourage visitors to ask about services not listed, and offer free estimates or proposals to get people engaged.
Markets Served- Even if you are open to any business, narrowing to some specific markets can help differentiate you from the competition. Look like experts in the markets you want most to serve and speak directly to your potential clients’ individual needs. For example, a builder specializing in home additions should provide details about this service. An architect with extensive experience designing restaurants needs to write about that.
A Markets Served page is another element important for SEO because the more detailed information your website contains, the better search spiders like it. This is another ideal page for employing pivotal keywords and phrases.
News Page- Adding content often and regularly is important for search engine optimization because search bots will scan new material to evaluate it, which makes the website more likely to appear high on a search results list. A news page is a perfect avenue for adding content regularly.
Consider it an open-ended, free space where you can share news, brag about accomplishments, educate, and entertain. It brings people to your site more often and helps build a long-term relationship with visitors. A news or blog page can bring new visitors through organic searches about a news item’s subject matter.
Although the benefits are substantial, it does take some work to continue adding to it regularly, and building a following takes time. Establishing a publishing calendar and content feed helps. Content should be a healthy balance of promotion, education, and general interest subjects. Many company executives rely partially or completely on outside web-building experts and writers for the function so they can spend their time running the business.
Completed Projects- Telling potential clients you have experience building homes, designing stores, or refitting electrical systems starts to establish a website visitor’s trust, but it’s often not enough. Prior projects, with descriptions and pictures or videos, builds credibility. Showing what you have done proves your experience and allows potential clients or customers to imagine your company doing similar work for them. Depending on the industry type (architects, for example), this also might be called a Portfolio Page.
As explained under the News Page section, adding new high-quality content helps boost SEO, so posting videos, pictures, and written content about a recently finished project should be routine. If you can get permission from a previous client to use their name, especially in commercial projects, it implies an endorsement by that company. The more recognized the client’s name is, the better the implied endorsement.
Contact- Make sure it’s easy to contact you, even after hours. You can provide a form to request a quote or more information. Some companies, especially larger ones, use a centralized communication system where all emails and phone calls reach the same person, who then passes the information on to the appropriate departments. Smaller firms may list emails and phone numbers for individual professionals. Companies should have internal links from every other page to the contact page so that at any point in someone’s visit, they can jump to the actions stage.
There may be other website pages depending on the industry, but these seven, About Us, Approach, Services, Markets Served, News, Projects Completed, and Contacts, are the basics, especially in professional services industries. Websites with these pages can provide all the information a visitor needs and the elements important to search engines.