Is your site a giant snore-fest that visitors can’t wait to click away from? Even if your website has The Best Design Ever if your content is boring your site will be, too.
So how do you prove to your visitors that they can trust you? That you’re not just another waste of time and/or money? And how do you convince them why they should later maybe, hopefully, at some point buy from you?
You do it by creating content that connects with your visitors and lets you shine as the authority you are. (Even if you’re not actually an authority yet.)
Content is easily the most important part of the recipe that makes up your website. Download the Content Builder Workbook to help you to write the copy for your website. Get it now and get started!
These are some of the standard pages that most websites need, you may or may not need all of these but most sites will use them in one way or another depending on your industry and target audience.
This page is less about you and your business, and more about your ideal client or customer and what exactly you can do to help them. You should totally include some things about yourself and your history, but the focus should be primarily on what you can do for your visitors.
These are the pages specific to your services & products. It’s best for each “thing” you offer to be a separate page so that you can target the content on each landing page to your audience to get a higher conversion rate (which means more sales 🎉).
The whole point of these pages should be to get the visitor to do One Thing. That One Thing might be to get a sale or a new subscriber. It’s best for landing pages not to have links to other pages on your site, and there should be multiple CTAs (Call-to-Action) to do that One Thing throughout the entire page.
This should include all the ways you want your customers and visitors to be able to contact you. Don’t forget to list things like your social media handles, or a Google Map to your office.
This is probably obvious, don’t list what you don’t want people to contact by. If you’re not a phone person, don’t list your number publicly. If you’re not serving people in a physical location, don’t list your address. Make it easy for people to contact you via the way you prefer to help your people.
Work with Me
If you provide a service, then you want to let your visitors know how to get in touch and what to expect when they book your service.
Additional Page Ideas
If you provide a service, you’re gonna have to prove you know your sh*t. Show off your best work with a portfolio full of examples and information on your work process for each project.
Before you buy from someone online, do you read reviews? Studies say most of us do. Having testimonials from your previous clients & customers can boost your sales pages and gain people who may have otherwise been on the fence.
Do your clients “use” your products? Then your website will probably benefit from a list of Frequently Asked Questions. This is a way to address issues your customers may have regarding your product or service before they contact you. A good FAQ page will help keep support requests down as well as answer common pre-sales questions.
This is a way to address issues your customers may have regarding your product or service before they contact you. A good FAQ page will help keep support requests down as well as answer common pre-sales questions.
A page of resources is an excellent way to refer people to the tools or services you use in your trade or that your visitors or customers can otherwise benefit from. Just remember, if you use affiliate links on your website you legally have to include a disclosure that informs your readers that you may receive a commission when they use your links.
Having a blog is optional, but publishing articles about your products or services is a good way to gain authority in your field and traffic to your website. Offering content upgrades for blog posts is also the best way to increase your email list by offering something valuable for free in exchange for an email address.
Offering content upgrades for blog posts is also the best way to increase your email list by offering something valuable for free in exchange for an email address. (Like the free workbook available for this post.)
Categories & Tags
Planning on your topics ahead of time will keep your blog focused. Creating helpful and informative posts that fit into nicely into your niche is an excellent way to build authority and get traffic from people searching for the things you’re writing about.
Make a list of ideas of helpful articles to write for your blog posts. This is a great time to plan content upgrades (for building your email list) so you can present a cohesive website that promotes your message on every page.
Other Important Pages
Don’t forget these important technical and legal pages.
It would be best to have your lawyer provide documents specific to your needs, but not everyone can afford that. You can also use templates (written by lawyers) as jumping points for some of these pages, just make sure to read through and modify them for your business as needed.
- Terms of Service
- Commerce Policies:
- Shipping Policy
- Return Policy
Not a writer?
If you don’t feel comfortable writing your own content, then you might consider investing in a copywriter. Someone who specializes in writing authentic content for high converting websites is ideal, and I would recommend investing in this before branding or web design.
I’m a branding and web designer, not a copywriter, so I’m not trying to sell you on investing in website copywriting.
Content is simply that important.