There are no hard and fast rules about what pages a website must have. However, there are some pages that a visitor to a business website will expect to see.
Now, you could be creative and try something experimental. But then users will be forced to hunt around for the information they need, which could cost you valuable sales or leads. So, here is a checklist of the standard pages usually found on every business website.
Table of Contents
1. Home Page
The home page is the first part of a website that most people will visit. Even if someone lands on another page of your site, they will probably navigate to the home page at some point to learn more about your business.
The home page should capture people’s attention and make them want to learn more about the business. So, a brief description of what the company does should be on this page. And what differentiates the business from its competitors would also be helpful.
The home page should also lead users to the other relevant pages of the site too. So, it would be best to have callouts to service and product pages on the home page. And any other navigation aids, like menus, should also be easy to locate from the home page.
2. Contact Us Page
The contact us page will include all the various ways that potential customers can contact the business. Contact pages usually have a physical address, an email address or contact form, and links to social media profiles.
Contact pages are crucial for providing a means for customers wishing to ask questions to get in touch. Providing several methods of communication, including the physical address, also adds credibility to a site.
3. About Us Page
So, the home page has a visitor intrigued about your business site. And now, they want to learn more about the company. So, the next page people will probably look for is an about us page. And the crucial thing to get across in an about us page is that the business can be trusted.
The about page should include a brief history of the business and highlight what makes the company unique. Listing accreditations, achievements, and professional qualifications can also help to inspire confidence in the brand. You might also want to include brief biographies of some of the key members of the team.
4. Reviews or Testimonials Page
The testimonials page is where you can highlight some of the positive reviews your business has received. For most companies, relatively short testimonials from real people will suffice. However, in some industries, more extended case studies might be more appropriate.
The crucial point with reviews and testimonials is that they must be genuine. And you can prove the authenticity of reviews by including the names and photos of each reviewer.
5. Services or Products Pages
The next essential page or pages for a business website are the pages that describe your products or services. For an eCommerce site, this will be your store pages. And, for a service business, it will be a description of the services you offer.
Service and product pages must be easy to navigate and easy to search. And, of course, each product or service description should sell the benefits of the item. It is also usually best to include a high-quality photo of each physical product you sell.
Each product description will need a call to action (CTA). If you sell online, the CTA might be a “Buy Now” button. Service companies might have “Contact us Now” CTAs or “Book Now” buttons.
A blog is a page on which you can post topical articles related to your business. You can post company news articles on a business blog, product tutorials, and industry news updates. A blog is a valuable marketing platform that will benefit almost any type of business.
A blog benefits a business in several ways. Firstly, it provides a platform for you to demonstrate your expertise in your field. It can also be helpful to post marketing messages, new product or service announcements, and customer service information. The content on a blog can also be used for search engine optimization (SEO).
7. FAQ Page
The FAQ (Frequently Asked Questions) page is where you answer the questions that people commonly have about your products or services. The format of this page is generally questions posed in the first person, followed by brief answers.
A comprehensive FAQ page will reduce the administrative burden of answering questions by email or phone. Some of the questions can also be sued to reinforce the sales message. FAQs can also appear high up on the search engine results pages and have an SEO benefit.
8. Terms and Conditions Page
A terms and conditions page is a must for most business websites. The terms and conditions will include shipping costs, return policies, and warranties if you sell products. A business providing a service might have payment terms, cancellation policies, and details of what is included in the service. And there will also be general website usage terms, including copyright notices, affiliate disclosures, and appropriate disclaimers.
Terms and conditions pages might seem like a waste of time for some business websites. Indeed, many visitors to a site will not read the terms and conditions. However, full disclosure of terms and conditions is something that people expect to see. Some people also view the existence of such a page as evidence of the legitimacy of a site.
10. Custom 404-Error Page
A 404-error occurs on a website when a page cannot be found. These errors can be caused by pages being removed or by incorrect or outdated links. A standard “Page Not Found” page will usually be displayed if a page cannot be found. But it is good practice to create a custom version of this page on a business website.
A custom 404-error page should apologize for the error and offer the user redirection to the home page. It can also be helpful to include a search function on this page. The purpose of a custom 404-error page is to help the user find what they were looking for and avoid people exiting the site.
11. Sitemap Page
A sitemap is simply a page that lists the various other pages on the site. There are two types of sitemaps. First, there are XML sitemaps that help search engine bots discover all the content on the site. And there are sitemaps designed for the human reader.
Hopefully, the navigation on your website will make it unnecessary for anyone to visit your sitemap page. Nevertheless, you cannot be sure that everyone will find what they are looking for on the menus. So, a sitemap is a valuable resource to ensure that people can find everything they need on your site.
The above are standard pages that people expect to see on a business website. You might think that using these pages makes your site look like all the other sites. However, people are familiar with these pages and their titles. So, it is best to stick to the conventions so that visitors to your business website can find what they need fast.