That was a trick question—sorry!! There is actually not one single most important page on your business’ website. Your website is a collection of pages that all work together to generate interest, drive traffic, make connections, answer questions, solve problems, build branding and engagement, and encourage customers to take the next step with your business. If you want to generate leads and increase conversions, you will need to take the time to design, develop, and manage these crucial pages on your business website to optimize their potential.
Home Page
Your website’s Homepage is your chance to introduce yourself to your customers. You want them to see you as a living, breathing human being—NOT a faceless corporation. What will make you stand out from all the other local businesses offering the same services that you offer is your ability to drive customer connections as soon as they land on your home page. Your ultimate goal is to announce your mission and branding in a way that is immediately recognizable and palatable to the customer. Anyone visiting your site should be able to immediately be able to tell what you do, where and when you do it, why you do it, who you do it for, and why they should choose you to do it for them!
About Page
So, if your homepage is your initial (although brief) introduction to your customers, your About page is your chance to really shine. Your About page should establish your identity, tell your story, outline your credentials, build credibility, and show your customers the personal side of your business. You want to make sure each customer fully understands why they will get something different by choosing you over any other competitors in the industry. Share what is unique about your company, whether that’s your team, leadership, history, or community involvement. You want to tell a story that resonates with your audience. Your goal is to engage with them on a deeper level and genuinely connect with them. Using a video message on this page can make a significant impact.
Why Choose Us/Our Difference Page
When customers start looking through your website, the question that will be in the back of their mind the entire time is, “why?” Why should they choose you over all the other local or even national companies that offer the same thing? What makes you different or unique, and why should they trust you with their hard-earned money? Your website’s Why Choose Us page will give them the answers they need! It’s important to be genuine and specific on this page because customers can see when something is fake! You don’t want to write something generic-sounding or too polished. Be honest and let your passion for your industry shine through. By being proactive about answering the top question on your customers’ minds, you are making a very strong customer connection that will encourage them to spend more time on your website getting to know you.
Services or Products Page
This sounds obvious, but your website absolutely needs Service or Product pages! These pages are optimal for onsite SEO, which can drive search engine traffic to your site and increase your rankings in search engine results pages. You should include details about each product or service and answer common user questions. You also want to provide concise, direct calls to action that tell the customer what they should do if they have questions, need further information, want to save a product for later, or are ready to purchase it. Creating an individual page for each product or service will improve your onsite SEO, but you should also have a general Services or Products page that outlines everything you offer. That way, customers can see everything at a glance without having to hunt around and click in too many places to find what they want.
Reviews Page
Your company’s online reputation rests on its customer reviews. You can never have too many reviews, and even negative reviews (and how you respond to them) will tell customers a lot about your business. Never ignore a bad review—respond to it constructively, make the situation right, and let future customers see exactly how you learn and grow from your mistakes. Your website’s Reviews page will give site visitors the information they need to cross the trust tipping point! Some customers need a little extra push to convince them to take action, and a collection of stellar customer reviews can provide exactly that motivation. In fact, according to research outlined in a 2021 report from PowerReviews, more than 99.9% of customers read reviews while shopping online. A 2023 survey conducted by BrightLocal found that approximately nearly half of all consumers trust online reviews as much as a personal recommendation received from friends or family.
Blog or Content Page
Do you like talking to your customers about the ins and outs of your business? Your blog is where you can do just that. Including a Blog page on your website is vital for two reasons: It adds value for your users and enhances search engine optimization. A Blog can be used in many ways and can be called many things, including “news” or “events.” The important rule is that you are using it to build authority in your industry and establish yourself as an expert in your field by creating valuable content for your users. The original, unique content housed on this page will also drive traffic to your site, answer important customer questions, and increase your ranking on search engine results pages. Your Blog page will also include calls to action that drive engagement, such as encouragements to share content with others, visit your social media sites, and sign up for your email list.
Contact Page
Your website’s Contact page contains some of the most vital information on the entire site. One of the first things visitors will want to know when they visit your site is where to go if they have questions, comments, or concerns. You will want to use strong calls to action on this page, such as ‘email us now!’ ‘chat with us,’ and ‘call us today!’ This type of directive tells customers exactly how to take the next step and lets them know you are listening.
Do you need an expert, guiding hand with designing, building, updating, or maintaining your company website? You’ll get many helping hands from our team of experts at Anchor Wave! Our web design team specializes in creating engaging, unique websites, or MarketingHubs, which are guaranteed to drive traffic, generate leads, increase conversions, and encourage engagement. We’ll work closely with you to establish your branding and create amazing content that will encourage customers to stick around and learn more about your company. Call us today to schedule a consultation, or contact us online to learn more!
