5 Web Pages Any Small Business Website Should Have

Google searches are the primary way people find the companies they want to do business with. If your company comes up in a Google search, is your website set up to keep a reader’s interest and convert them into a client, or will they be turned off and quickly bounce?

First impressions are lasting. Visitors want to know right away that your company is trustworthy and authoritative, an organization deserving of their dollars.

I’ve used screen recording software (like MouseFlow) to track visitor actions and inactions from start-to-finish. This is how I know the following five pages are the most vital to have on your website.

Check out this article if you want to dig deeper into how to build effective content assets in all parts of your sales funnel. But for starters, here are the five essential web pages any small business website should have and how to set them up to make a winning first impression:

  1. Homepage
  2. About page
  3. Services page
  4. Contact page
  5. Guarantee page

1: A homepage with clear information about your main product or service

Your homepage needs to sell your product or service. Keep the information on your homepage sparse, simple, and easy to find.

You might think that filling the homepage with more information provides value. Instead, too much information can create confusion. Focus on the few key elements you want to communicate and leave it at that. Here’s how to capture reader attention within the few seconds you have:

Identify the problem and solution

Construct a clear headline and sub-headline about the problem you solve for and why solving for that problem is needed. Otherwise, your visitors may be confused about what you offer.

Establish yourself as the expert

Once you’ve communicated the problem and solution you must establish why you are the authority in this area of expertise. Share why you, when compared to your competitors, are the best option.

Provide an obvious next step

Make it easy to figure out how to find out more or engage your services. Random buttons, three contact forms, and endless options are not what your prospect wants to encounter. Instead, ensure the next step is crystal clear by making it simple for your website visitor to click a call to action button and proceed.

In the example below there’s a blue button with a shadow behind it in the upper right hand corner, easily allowing a lead to take the next step. Directly below the bullet points are two additional calls to action. One is the same as the upper right of the site and another is a softer call to action which allows a lead to book a free consultation.

How It Works

2: An about page that tells who you are and why you’re the best choice

Most businesses get this piece of website real-estate completely wrong. Yes, the about page is a chance to offer website visitors a more personal connection with the face behind your brand or business. But the about page is not about you—it’s about the needs of your visitor.

Use this page to share your story, only as it relates to your background and expertise in support of your brand or business. This is not the time to offer a treatise on your life, tell how you started your business, or include pictures of your family. This is the time to reassure your visitor that you are the best person for the job. Here’s what to include on your about page:

Tell who you are and how you can help

People want to see the “face” behind the name and be able to connect on a human level. But the main reason your visitor is on this page is to learn why you are the best person to help them. Include information that would reassure you can offer the solution to their problem.

For example, illustrate how you helped one of your customer’s overcome the same challenge your prospect is trying to solve and how they weren’t able to conquer it without your guidance. Show client case studies, before and after examples, and any reassurance that by choosing you, not only will they solve their problem, they’ll also have a stellar experience.

Share experience relevant to your ideal customer

Imagine you are talking to your ideal customer persona when you craft this page. What would that person want to know about you, and why is that information important?

Include details about experience you’ve had that ties in with the product or service you are offering. For example, if you tell a story about how you almost lost funding, be certain to explain why that matters in the context of your business.

Avoid including background information that doesn’t map to your product or service unless it’s information that shows your competence and ability. For example, if you graduated from an impressive school, or took part in sports at a high level.

Include social proof of your authority

The about page is the place to post social proof that you’ve done well in your business. Include information about the success you’ve had helping clients. Get permission to post logos of known brands with whom you’ve worked. Share quotes from publications in which you’ve been featured. Include client testimonials.

Here’s an example of an about page with a simple layout and overview of experience that lends credibility to the business.

About page

3: A services page focused on key offerings

Your services page is where you’re most likely to close the sale, so treat this page like the critical real estate it is. Here’s how to present your services clearly and concisely.

Prominently describe your key services

The goal of this page is to convince your prospect they’ve made a great choice in selecting you. As with your homepage, avoid cramming information about everything you do onto the services page, which could confuse or overwhelm your visitors. Instead, highlight key services (no more than three as a general rule), and describe them in the simplest way possible.

Make design clean, simple, and easy to navigate

Go for a clean aesthetic with plenty of white space. Do this by keeping headlines straightforward and informative. Make text blocks as short as possible and limit paragraphs to three or fewer lines. Use images strategically, with white space around them, so that the page can “breathe.” If you use icons, make sure they’re visually clean.

Ask yourself, once your page is up:

●   Does it feel easy?

●   Does it feel clean?

●   Does it feel simple?

Here’s an example of a service page that clearly states the three services this business offers.


4: A contact page that makes it easy to connect with you

Build trust and convert visitors into leads with an easy contact process that will produce more inquiries and sales. Those who visit this page are looking for the simplest way to connect with you.

Be sure to provide easy-to-find contact information, as well as information that continues to support and encourage the purchasing decision. Help nudge the person into your sales cycle with a contact page that does the following.

Offer one simple way to connect

If you present five different ways visitors can contact you, you’ll be forcing them to make yet another decision. Simplicity always wins here.

Offer one easy way to connect with you. No surprises, hidden tricks, or action steps to take.

Minimize form fields

Once a prospect opts in to get more information, they do not wish to slog through multiple questions to be able to reach you. Minimize the number of form fields a person needs to fill out to a few questions at most.

A great approach is to show up front all the information fields the reader will need to fill in to contact you. This makes the process accessible and doable. Common questions to ask are name, email address, a pressure-free “I’d like to chat about” form field as well as a space to leave a short message.

I include a box to request an NDA, and ask in which form to send it. Strip away additional questions that aren’t 100 percent essential.

Include an affirmation of your value proposition

Find a place on the page for a simple sub-headline that summarizes the value of your business product or service. This often works well right below a “send a message” headline or other call-to-action.

In the example below, the action steps required to reach out are simple and visible.

Contact Us

5: A guarantee page that fosters confidence

Offering a money-back guarantee is a valuable assurance. Many buying decisions are based on whether you offer this.

Some companies bury their money-back pledge at the bottom of a low-visibility page. Your guarantee should instead be prominently displayed on a dedicated page and outlined in an upfront and transparent manner. Outlining your guarantee in a video is another option that shows sincerity.

Here are the elements to include on a guarantee page:

Outline the detail and terms of the guarantee

Make it easy to understand the terms and conditions of your guarantee. When does it apply and when does it not apply? How can the person redeem the guarantee if needed?

Make sure visitors understand that the money-back offer is all about their satisfaction, that you value their patronage, and are invested in their success. This will show that you adhere to the highest ethical standards.

Make the guarantee easy to read or watch

A guarantee offered in fine print creates suspicion and a sense that you are trying to hide something. Use a readable type size that doesn’t need to be enlarged.

Offer an easy refund process

The refund process needs to be as easy as possible. The harder you make it for clients to request and obtain a refund, the less goodwill you’ll engender.

In the example below, the promise of a money back guarantee is clearly stated.

Guarantee page

These 5 essential web pages will attract the customers you seek

By properly structuring the five web pages any small business should have, your website becomes a first-line sales representative. These five web pages—the homepage, about page, service page, contact page, and guarantee page— will do the heavy lifting of positioning your brand, product, or service and become an always-on selling machine.

Whether you’re a solopreneur or a large company, your website’s value can’t be overstated. If it makes a good first impression, it will consistently deliver qualified and reliable leads directly to your inbox.

This article was submitted by and expresses the views and opinions of the independent freelancer listed as the author. They do not constitute the views or opinions of Upwork, and Upwork does not explicitly sponsor or endorse any of the views, opinions, tools or services mentioned in this article, all of which are provided as potential options according to the view of the author. Each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situations.
This article was submitted by and expresses the views and opinions of the author. They do not constitute the views or opinions of Upwork, and Upwork does not explicitly sponsor or endorse any of the views, opinions, tools or services mentioned in this article, all of which are provided as potential options according to the view of the author. Each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situations.
Article Author
Jeremy M.
Expert Vetted
San Antonio, United States
Digital Marketing
Email Marketing

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