Essential Website Pages Every Business Needs
What Website Pages Should My Website Have?
That is a good question! Every website starts with a homepage, but what other pages does your website need? The answer depends on the nature of your business or product brand.
We have been building business websites and e-commerce websites for small to large businesses around the world for over 20 years. And while initial conversations with a client start in different ways they almost always boil down to the same question: what kind of site are you building, and what type and how many business website pages do you really need?
I hate to do this to you but…it depends. It depends on what your industry is, your goals, what information you need and want to share with website visitors. For example, an e-commerce website or online store will probably need hundreds or even thousands of website pages, whereas a small local business will probably be fine with 10 or so pages.
You see, there are no “one-size-fits-all” small and midsize business websites, as much as many clients expect that. In all the years we have been doing this we never created the same online presence with the same number of pages, etc. Not only would that not be any fun for us; it would also not serve the needs of our clients.
Conceptualizing Your Business Website Pages
Your website should be shaped by your target audience, what you want them to learn, and the action you want them to take. Do you want them to read an article? Learn about a new feature? Sign up for a newsletter? Buy a product?
Effective and engaging business websites that actually attract and convert visitors take considerable planning. Before you even start the design and development process and determine how many business website pages you really need you need to ask yourself these important questions:
- What is the purpose of my business website?
- How will it help me market my business?
- What kind of website do I need to achieve my objective?
- How many business website pages do I need?
- What type of content, such as text and images/graphics do I need?
- How will my website pages convert visitors into consumers?
Website Pages Every Business Should Have
Let’s start with a few pages that are a must on every small business website.
Your homepage is the shop window of your store or business. While not every visitor will enter via the main entrance (e.g. because of search results or ads), for most people this is the first page they will see.
What to put on the homepage of your website:
- A headline and subheading
- Explanation of the product or service
- Links to important pages e.g product categories
- Social proof such as reviews and testimonials
- Any other content that sparks curiosity and strengthens your message
Visitors decide in seconds whether a webpage is relevant or not. Make sure to catch the visitor’s attention immediately, tell a compelling story, and focus on their needs. A clear call to action lets the reader know what action to take.
The about page on your website is key to introducing your company or brand and building trust with your audience and potential customers. Not only does it give you credibility, but it also helps to humanize your brand and connect with readers by presenting the people and story behind the business.
Add in some fun facts, team pictures, milestones, company values, or USPs. Whatever makes you stand out from competitors and resonates with readers.
Your contact information page is where website visitors can get in touch with you. Add your company’s mailing address, telephone number, email address, live chat, social media links, map location, and business hours—whatever is relevant.
In case people are looking for information or support, you can also include links to your knowledge base or FAQ section. This will help to keep people on your website, create a better user experience, and lighten the load on your inbox or support team.
Product Page (If You Sell Products)
For e-commerce, this page is the shop section where items can be placed in a basket. For SaaS or other B2B products that require further steps, this is where features are explained and signups, demos, trials, etc. are collected.
A typical product page includes:
- E-Commerce: Each individual product page has high-quality product images, product description, price, product specs such as weight, dimension, materials, delivery time, customers reviews and testimonials, etc.
- SaaS: A feature page that explains the product and leads the visitor to the registration page
If you have a large portfolio of products, a product overview page is also necessary. Your product overview page should have product categories so your visitors can find what they need fast and easily.
Large e-commerce stores should go a step further and include filters so that visitors can search for products that are a specific color, size, customer rating, etc. The product overview page will then link to the individual product pages.
Service Page (If You Provide Services)
The service page describes all your services. Though that sounds easy, the trick is to organize it in a way that’s clear, compact, and easy to digest for the reader. If you offer a lot of services, think about how to structure the page. You might need one main page that contains links to specific services.
A blog page is an overview where all your blog articles are collected. Though this section isn’t mandatory, I highly recommend having a blog page—both for creative and marketing purposes.
Creatively, blogging is great for talking about topics that motivate or inspire you. You can also show behind-the-scenes or highlight customer successes. Let it be a place to tell your stories.
For digital marketing purposes, writing about specific topics and using relevant keywords help your website rank on search engines. Furthermore, by sharing your knowledge you can position yourself as a thought leader in your field of expertise.
Don’t forget to add a CTA in your blog posts (e.g. signup for the newsletter or download the e-book).
Business Website Pages – The Minimal Approach
Let’s start with a really simple scenario; you have a yoga studio and want people to sign up for your classes. In that case, a simple one-page site most likely will be enough.
You need to tell visitors a little about yourself and what you do and give them a reason to sign up for your classes or learn more about you. That should do it.
This approach also works very well for landing pages. These are pages that are created for a specific purpose, such as announcing a product or app launch or introducing a new startup.
This type of page should be kept as simple as possible in order to quickly draw the viewer’s eye to the essential info, and the call to action. Here are some landing page design tips you might like.
Basic Business Website Pages
Most small business websites are a bit more substantial. You need to inform potential clients about the benefits of working with you.
Therefore you need individual pages about each product or service you offer, information about you and why you are doing what you do, an easy way to contact you, a few testimonials or case studies, and images of your business, product, or service.
Here are a few basic business website pages I recommend you should consider adding:
- Home Page
- About Page General
- About Page Individual (if you have more than one team member)
- Services Page (one for each service)
- Product Page (one for each product)
- Testimonials Page
- Case Studies Page
- Clients Page
- Contact Page
If you have an e-commerce store you will also need the following pages:
- Shop Page
- Categories Page
- Individual Product Pages
- Shopping Cart
- Checkout Page
- Member Login Page
- Member Account Page
Additional Business Website Pages
There are a number of additional website pages you need to consider adding to your business website or online store. Some of them simply add additional functionality, business information, or resources your visitors will appreciate. But other pages are required to comply with privacy and data protection requirements, in addition to providing website visitors with a level of trust and security.
The following pages are required in order to comply with data protection and privacy laws regulations:
These pages provide additional information and guidance for your website visitors:
- Page Not Found (404) Page
- Sitemap Page (for large sites)
- Frequently Asked Questions (FAQ) Page
- Search Results page
- News Page
- Careers Page
- Expert Page
- Disclosure Page
- Shipping and Returns Policy Pages (for e-commerce sites)
Special Purpose Business Website Pages
Certain businesses may have specific requirements. For instance, many restaurants allow you to make online reservations or place a takeout order ahead of time. Service providers may want the ability for visitors to schedule an appointment or service call online. Perhaps you want to collect detailed information from a potential client before you talk to them.
If you offer any downloadable products, such as white papers or how-to guides you may want to consider adding a membership section to your website. In that case, you will need a member log-in page, as well as pages for your actual downloads, and potentially a payment page.
Real estate and property management sites need pages that allow visitors to view available properties, rental or leasing applications, and possible pages for scheduling maintenance calls or alert building owners to specific problems or concerns.
So, How Many Website Pages do You Need?
As you can see there is no easy answer to how many website pages you need. It all depends on the nature of your business, and what your website visitors will expect!
Your website should be shaped by your target audience, what you want them to learn, and the action you want them to take. Do you want them to read an article? Learn about a new feature? Sign up for a newsletter? Buy a product? Schedule a demonstration or service call?
Start out with some of the essential website pages that you must have, and check out the competition to see how many and what kinds of pages they have on their website.
Remember, you are not building your website for yourself; you are building it for your target audience, the folks who will buy your product or service. Use that as your guide and you can’t go too far wrong.
Do You Need Help with Your Business Website?
Here at PixoLabo, we offer a full range of WordPress website consulting and design services for businesses and product brands, including custom web design and development, e-commerce solutions, search engine optimization, and WordPress optimization.
And if you are still not sure how many pages you need, or what kind of website will best serve your needs, let’s talk! We will be happy to walk you through possible options and alternatives that will fit both your budget and the expectations of your target audience.
How Many Pages Does Your Business Website Have?
How many pages do you currently have on your website? Do you feel that is sufficient for your target audience? If not, which additional pages would you like to add, and why? Please feel free to comment below so our audience can benefit as well, and grab our feed so you don’t miss our next post! And feel free to share our post with your audience!
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