Just yesterday, the public World Wide Web turned 21 years old. In those relatively short 21 years, the entire face of marketing, sales, public relations, brand, and just about everything else has been completely changed. Students now look at a monitor instead of a book to study, businesses now manage their entire companies using connected computer networks, and shoppers now turn to the online market for whatever they need. It is now more important than ever before to have an online presence for your business, including a website; and the 3 most important pages on your business website will make or break it.
What Are the 3 Most Important Pages You Need On Your Business Website?
1. About Us Page
The first of the most important pages on your business website is the About Us page. Who are you? Where do you come from? What do you do? What have you done and where do you hope to be? Your customers and potential customers will research you before contacting you. If they find your website and have no idea if you can help them, they’ll leave. If they can’t trust you, they won’t call. If they don’t get to know you, they never will. Get an About Us page on your site, no if’s, and’s, or but’s about it. Tell about your business, be as personable and friendly as possible, show your customers what you can do for them and why they should choose you over the competition. Sell yourself! Things to include in your About Us page:
Company Background (tell your story)
Credentials (tell what qualifies you)
Accomplishments, Achievements, Awards (tell what you excel at)
2. Testimonials Page
Another important page for your business website is a Testimonials Page. Maybe you say you’re a good option, but what do other people say about you? The Internet is booming with review sites (Yelp, Zagat, Google Places) for a reason. Even the courts system lives and dies by impartial witness testimony to help make it’s decisions. If you run a business, the opinion of your previous clients is gold, not only for your benefit, but also because you can use the positive buzz to win over new customers. With so many websites that feature reviews, the online world now expects to reassure itself with positive reviews from previous customers before hitting the “Buy Now” button. Make sure you feature your customers reviews! The hardest part here is getting those reviews from the customer. We’ll have another post specifically about that later on, but for now here are a few ways to get reviews from your customers:
After a job, leave a flier with the customer that includes an invitation to provide feedback about the job and where to send the feedback (email, phone #, etc)
After about a week, call up the customer and ask how everything is holding up. Take this time to also ask for some quotable feedback with their permission to post it on your site.
Provide some sort of coupon as incentive in exchange for the customer’s opinion.
3. Services Page
One thing about this third page is that it’s a double-edged sword. On one hand, you want this for your customers so that they can know what you actually do. If someone goes to a website from a search engine and they can’t find that you answer their need, they’ll leave so it is crucial that you establish clearly and effectively what you do. On the other hand, by having a clearly defined services page, you will also have a greater chance of being highly ranked in the search engines for what you do. If you don’t have a dedicated page on your website for each service and/or product you provide, you will have no chance of being found by anyone using a search engine, which attempts to put each page into a specific category. If you don’t do it right, the search engine won’t categorize it right and the potential customer won’t find you; you’ll lose them. In the end, this isn’t so much one page as it is as many pages as you have services or products. Each one should get featured on its own page.
Other Important Pages for Your Business Site
Some honorable mentions for pages that will help your business site to thrive are:
Gallery Page (photos of your work, before/after)
Contact Us (make it really easy for interested customers to contact you)
Pricing Page (quick view of what you offer and how much you charge)
By including the above 3 most important pages on your business website and building out your brand online, you will be set up for success in our 21st-century, connected world.