The 5 Most Important Pages on Your Website
The 5 Most Important Pages on Your Website

Keep it simple: The 5 pages your website must have (and the ones you don’t need)

Websites can be as complex, or as simple, as you want them to be. Of course it can depend on the type of business or organisation that’s behind them, some lend themselves to needing to provide a lot of information. But many don’t – not if you really strip them back to basics and focus on providing the end user with what it is they really need to know.

So if you’re reviewing your website (or starting afresh), here’s the five pages your website should have, as well as the ones that aren’t so important.

[Please note: We’re skipping the homepage – because that is a given!]

About/Team Page

Are team/about pages really important? Well, considering they are one of the first places visitors head when landing on a new webpage – yes they are! People buy from people they trust, which means your about page needs to focus on building that relationship and giving them reason to choose you.

And it’s also just as important to introduce the people who work for your company too. These will be who your customers are interacting with, and it’s always nice to put a face to a name.

Every business has a story and a reason for doing what it does, so make sure you capture every essence of that (without taking up too much of the reader’s time). Focus on your why and you’ll find it helps you to stand out from the rest.

Services/Product Page + Prices

These need to be clear, descriptive yet also concise. Potential customers don’t want to have to read between the lines of what it is you do, and if it is a product you sell – they want to be able to understand everything about it before deciding whether to buy.

Prices are also crucial, even as a service. If you can’t give a definitive number, start with ‘priced from…’. It’s best to be upfront from the outset, because they are going to find out at some stage, and often it is a barrier for people to have to get in touch to find out what something may cost.

Contact

Make it as easy as possible for people to get in touch with you. Provide all your contact details as well as a form they can fill in (and regularly check that it works!) and make it clear how quickly you will get back to them.

A contact page is about ensuring the process of communicating with you is as easy as possible. Make sure your phone numbers are clickable links (for smartphone browsers) and ask the person how they would prefer you to contact them back – voice call, email or text.

Blog/Resources/News

Yes, having a page where you can share news updates, interesting blogs and helpful resources is important. And yes, they can be all on the same page – then you don’t have to worry about updating three different pages regularly. Adding new content to this page regularly helps with SEO (search engine optimisation), as well as providing your visitors with more information about what it is you do.

Call-to-action landing page

Every website needs to have a purpose – whether it’s to make a sale, or encourage people to get in touch to find out more. And to effectively capture leads/sales, you need to have a landing page that relates to this ‘call to action’. Here you could offer an eBook to download, or the opportunity to book a convenient time for a consultation.

What pages are ‘nice to have’ but aren’t necessary. 

When you consider that your website is a tool for visitors to understand what it is that you do and how you can help them – then the above pages really should cover it.

It’s about quality over quantity, because what you don’t want to do is overwhelm people with too much information. And there is certainly a risk of doing that when you overload them with pages to look through. They may get lost and confused, and being unable to find what they are looking for – leave.

So believe it or not – an FAQ page is not considered ‘crucial’. Why? Because your website content should be created in such a way that it clearly defines what it is you do/services you offer.

Testimonials are also unnecessary. Data shows that not many people actually view those pages and it’s actually more valuable to place them next to content that is in context – for example on your services page, where you say ‘this is what we do well’. Backing it up with a review from a client is a sure-fire way to lock that in as fact.

So the next time you’re working on a website refresh, consider how you can simplify your offering. Be direct with what it is you want to tell people about your business, and be clear about the action you want them to take when they stop by your website.

By Erin Harrison, Guest Blogger
Erin loves all things content and digital marketing. She has been freelancing since for-ever-ago and there is almost no industry Erin hasn’t carefully crafted content for – across both print and online.

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