What website pages does your small business need and do you have them all?
In this video I go through the list of all the must-have pages your small business website should have, but I also tell you what type of content you should add to them, so you can rank in Google Local search results.
Whether you already have a website or you're thinking of building one for your business, this video is for you.
What pages should you consider having on your small business website?
00:00
a homepage obviously a contact us page
of course what about a privacy policy
page should you have one of them on your
website not sure no problem because in
today's video i'm going to tell you what
pages you should consider having
on your small business website and what
you should put on them and it starts now
choosing what pages to create for your
website can be an overwhelming decision
as there are so many factors at play and
while most of you will focus
on the pretty side of things such as
choosing pictures and colors
there is little consideration for how
well your pages
will perform in google search results
which is a great oversight and should be
at the forefront of your process
to help you i'm going to run through the
list of pages i think you should include
on your website and tell you what type
of content you should consider adding to
them
so they rank in google let's start with
the most obvious one
your homepage for 90 of small business
websites the homepage is the most
important one because a it's likely to
be the most visited page of your site
b it's the page where most other
websites will link to
making it your most valuable page to
rank in google search results and see
it's
also the first page potential customers
will come across
if they've never heard of you before and
clicked on your page from a google
result
it is the opportunity to make a good
impression and make those visitors want
to do business with you and as the
expression goes you never get a second
chance to make a first impression and
this is what your homepage will do here
is a quick test for you
that demonstrates the power of your
homepage between these two handyman
websites
which one would you most likely call to
repair anything in your house
does this mean this handyman is better
than the other one
maybe not but that is an assumption a
lot of people will make based on the
home page alone
so what content should you put on your
homepage a compelling headline that
describes what you do
a short description about your business
a strong visual preferably including
a snapshot of yourself or your team at
work
your unique selling points describing
why visitors
should choose you instead of a
competitor a short description of some
of your most popular services
some testimonials to establish
credibility and trust
and more think of your homepage as a
shop front providing a glance of what
can be found
on the rest of your website for more
information on how to create the perfect
homepage
i recommend you watch my video how to
create the perfect homepage
where i cover this topic in great depth
let's move on to the next page
a service or product page this is the
page that defines the very
reason you do business in the first
place and should explain
what services you provide or products
you sell just like for your home page i
recommend you add a headline
which includes your targeted keywords
followed by a short summary
of your services or products overall
then
list each and every one of them along
with an image
that showcases them if you are a service
based type of business ideally you want
images of you or a member of your team
in action
which will be unique to you describe
each service in a few lines
What should be placed on your service or product pages and why separate contact page is important.
03:03
don't limit yourself to explaining what
the service is about
think about including unique benefits in
the description itself
clients can get when they hire you such
as no call out fees or work guaranteed
for 12 months
remember this is another chance to
convince visitors you are the best
choice
finally add a read more or find out more
button
which will link through to a landing
page where people can find out more
information
about the specific service or product
they are interested in
which leads me to the next type of page
you should add to your website
dedicated service or product pages
listing all the services all products
you provide on one page is great but
won't be enough visitors nowadays want
to make informed decisions
before picking up their phone or pulling
their credit card out the more
reassurance they get the more likely
they will part with their money that's
why you must create
dedicated pages for services and
products on your website
as it will ease the visitors decision
making process look at amazon product
pages they are
filled with tons of details providing
everything you need to know about a
product you are interested in
here is a local bakery that does
something similar with its
entire range of products which you can
collect directly at their store
if you are a service type of business
the recommendations
are the same just like on other pages
add an
image that visually represent the
service you provide
a headline which includes your targeted
keywords
a brief summary of the service itself
some of the unique selling points
attached to the service a service
specific price list
examples of work you have done recently
some genuine customer testimonials
to convey your good at what you do an
faq section that answers
any query visitors may have and anything
else you think will be useful to
potential customers
the trick here is to include keyword
rich relevant content
which will help you rank in google
search results for the products or
services you provide
each page you create will become an
additional opportunity to drive more
traffic to your site
from people searching for exactly what
you are selling i almost forgot
don't forget to add a call to action or
to on each page so people
can get in touch this leads me to the
next page i want to talk about
contact us page most visitors now they
expect to find your contact details in
the footer of all your web pages
so if you haven't done it consider doing
it now but they also expect
to find a contactless link in the main
navigation of your site
it's almost a legacy type of behavior
and since you want people to get in
touch with you a contact page
is a must-have page on any website the
question is
what should you have on your contact us
page i know it sounds pretty obvious but
since you don't want to miss out on any
opportunity this is what i recommend you
add to it
your full address your phone number an
email address your opening and closing
times
and a contact form don't go mad with the
form though three to four fields
should be more than enough also add your
google my business map to help people
understand
where you are located in relation to
them or which area you serve
if you don't know how to do this watch
my video how to add a google map to your
website
since social media profiles are
extremely popular think of including
links to them
in there too the idea here is to list
all the many possible ways visitors
might want to get in touch with you
since everybody has different
preferences
if you do have a form and capture email
addresses
or other personal data here is another
page you must add
on your website a privacy policy page
depending on where your business
operates
collecting or using personal data for
non-personal activities
in relation to your website means you
are legally required to provide
information to individuals about how you
use their data this is done by providing
relevant information via a privacy
policy page
legal matters can be complex or in an
ideal world you would need to consider
paying a data protection specialist to
write the content
of your privacy policy page since this
is likely to cost a fair amount of money
and probably a bit
overkill for a small business website
here is a much cheaper
alternative use a free privacy policy
When do you need a privacy policy page?
07:08
generator here is a cool article that
lists 12 of the most popular ones you
can use
they all more or less work in the same
way all you need to do is fill in your
business details
and at the end of it the generator will
spit out a tidy privacy policy
specific to your business all you need
to do is create a page on your website
and copy and paste the content once
you're done add a link to your privacy
policy page
in your footer which should be on all
pages which is where people would expect
to find these kind of links
i don't know about you but i always feel
a little bit more reassured when i see a
privacy policy link
on a website even more so if it's on a
small website while we are discussing
legal matters let's talk about the next
page you need to add to your website
terms and conditions page having a terms
and conditions page is not a legal
requirement but i
thoroughly recommend you add one to your
site anyway
on this page you can define and state
the rules and guidelines visitors
need to abide by when they're using your
website services
as part of the content you will also
need to state what happens to users
should they violate those rules and
guidelines this may sound a bit much for
a small or local website however
as your business grows and you release
more functionalities
it will help reduce your businesses
liability this will be very handy if you
decide to run a blog for example where
people
can freely comment on your articles but
some of them decide to be abusive
just like the privacy policy page you
would ideally need some professional
legal help to craft a terms and
conditions page
however just like the privacy policy
page you can use a free generator i
quite like this one
as it is super simple to use just enter
your company's name
your website name and the url of your
site then click on next
and all the heavy lifting will be done
for you this generator even produces an
html version which you can integrate
directly on your site
once you've created the page you should
also add a link to it
in your footer across all of your pages
let's move on to our next page
an about us page the about us page is a
very important page for any website
large or small but i feel it carries
even more weight on a small business
website because
as a local business owner you have the
chance to be
way more personable than a big brand
visitors
are likely to relate to you more as you
are part of their local community they
will want to know
who they are likely to deal with before
engaging with you
if you are stuck and not quite sure
about what you should add your about us
page
here are a few pointers you can use talk
about who is behind the company
give a little bit of history mention
rewards you may have received
sure the face is behind the team
describe what your company stands for
tell your visitors what makes you
different from your competitors
mention any quirky or amusing details
that may be worth talking about
etc make this page as compelling as you
can think about it as if you were
describing yourself
to someone you've never met before this
is a chance to create a bond
with your audience let's now talk about
another type of page
you need on your website location page
What other pages do you might want to have to rank your website better in Google search results?
10:11
i call location pages pages that are
created to promote
your business in certain areas within
your city
if you run a brick and mortar type of
business and have multiple stores
creating location pages is easy you just
build a page for each store location
making sure you describe what can be
found there who the team members are
where the store is located etc if you
only have one brick and mortar business
you won't need any location pages
instead use your home page
in which you can refer to the city you
serve by adding your location keywords
as part of the content
now if you are a service area type of
business such as
a window cleaner or a plumber things
become a little bit more complex you
clearly want to be found in google for
loads of locations
and might think that by creating tons of
location pages you will be found in
search results for those locations you
are targeting
sadly you couldn't be further from the
truth proximity of the search
to a business is a key ranking factor
so if you are a family lawyer located in
sacramento and
have created a page for family lawyer in
las vegas trust me
it's highly unlikely your business will
ever be found for anyone searching for a
lawyer in las vegas your business
is located way too far instead this is
what i recommend you do
pick around five areas near where your
business is located
and create dedicated pages for them add
relevant content to the area you are
targeting such as
jobs you have completed there
testimonials from the locals
etc this will give you a much better
chance to rank for multiple locations
for more information on this topic i
suggest you watch my video how to rank
in google for multiple locations
let's now talk about one last page i
think most
small websites should have a cost or a
price related page whenever i do keyword
research for clients there is one theme
that is common across all industries
costs
and prices potential clients want to
know how much is going to cost them to
hire you
yet i see so many websites with no price
page
i believe the main reason behind this is
because a lot of local business owners
are a bit key about revealing their
prices and feel it could scare people
off so they hold back and hope they will
get
calls from customers anyway which is
when they can seal the deal i think this
is a bad idea
you want to be as transparent as
possible customers will find out about
your prices
one way or the other so be upfront about
it and if they find out you are a lot
more expensive than your competitors
anticipate some backlash such as a
negative review for example
and nobody wants that here is a simple
example of a price page i have built for
one of my clients website it is the
fourth
most popular page on the entire site
just build one already
that's it this was the last must-have
page i recommend you need
on your website regardless of the
vertical you are working in
there is one more page you might want to
consider depending on your business type
a gallery page this can be particularly
useful for businesses that rely on
selling products
or services that are visually powerful
such as
wedding dresses landscape gardening or
anyone involved in a food related
industry
i don't believe it's a must-have page
you should be able to showcase all of
your products
or services on all the other pages i
have already described
probably more of a nice to have page you
now have everything you need
time to start creating those pages and
roll them out if you have any questions
post them in a comment below
if not i'll see you soon in the meantime
happy marketing