5 Pages You Must Have On Your Business Website

Creating great website small businessIs your website working for you?  I mean, is it performing the way you envisioned it would?

If you're like like most small businesses, the answer is probably no.

Like your business, your website is something that requires planning and effort.  Do you want it to showcase your products?  Do you want it to drive leads for your business?  Knowing what you want to get out of your website is where you should start.

For your business's website to work, it needs to represent you and your business accurately.  You'd be surprised how this is often not the case.  A cozy, friendly local cupcake shop can be made to look like a cold corporate entity with a botched website.  Think of your website as an extension of your physical business location.  Does it look and feel the same?

On any website, there are essential pages that must be included.  These pages help to build trust, relationships and desire with your website visitor.  If they are missing, your website may be nothing more than a temporary stop for a would be customer, off to do business with one of your competitors.  Bottom is that the pages below are crucial in creating a great website experience for your visitors and to moving them one step closer to becoming a loyal customer.

Here are 5 pages every small business website should have

About Us

You'd be surprised at how many small businesses botch this page.  Royally botch.  Your “About” page is usually one of the most visited pages on your site.  It may not be a starting point for most visitors, but people often stop by this page in their journey to try and learn more about you and your business.   What's on your “About” page?  Is it accurately representing your business?  Is it giving off major trust signals?

A good “About” page should be made up of two parts.  The first part should speak about your company, a little history, the “Mission”, why it exists.  The second part should be about the people behind the business.  It should talk about their passion for the business, why they started the business, a little bit of background.

The purpose of the “About” page is to build trust, to place a face behind the business.  People like to do business with people, not businesses.  Let your potential customers know that your business is made up of real people.

With that being said, stay on topic and mission.  While many “About” pages are too short and missing even basic information, others are 2000+ word diatribes where the business owner talks about his childhood, corporate career, and everything that happened in between.  People will read your “About” page to learn more about your company so they can find out who owns and operates the business, they don't want to spend the afternoon reading the chronicles of “Joe Business Owner”

example of good about us page

Contact Us

A very important page for any business.  This page should be the super easy way for people to contact your business.  Are you making it easy for them?  Some key elements to a great “Contact” page:

Contact Form.  A contact form is the easiest way for someone to reach out to you.  Do you post your email address instead?  Mistake.  Not only does this force your visitor to take several steps in order to contact you, clicking on an email hyperlink often triggers some sort of desktop email configuration wizard on their computer (most people never configure theirs).  Now instead of trying to contact you, you just annoyed them.  Way to go!  Use a contact form they can fill out.  And ask only for the information you need.  For every piece of information you ask for, you're likely to lose people who are weary of providing too much personal information.

Your NAP.  Your Name, Address and Phone Number should be prominently displayed on your contact page.  If you're a local business, it should actually be displayed on every page on your site, usually in the header or footer.

A map.  If you have a physical location, embedding a map is a great way for making it easier for people to find you.  Many mapping tools, like Google Maps, lets you easily embed maps on your website.

Social Media.  This is a great time to ask your visitor to join you on your social media platforms.  If you're active on them, invite them to contact you via Twitter, Facebook or LinkedIn

example of good contact us page

Email Signup Page

Not building an email list for your business?  Ouch!  Your email list can be one of the most powerful marketing tools for your business.  You own your email list, what you don't own is your Facebook friends and Twitter followers.

Why not just add a sign up form in sidebar on your website?  You can, and that's a great option.  But what you should also consider is to create a dedicated sign up page so you can link to it when you run promotions or write guest articles on other websites. You can even build multiple sign up pages, tailoring the message based on the audience you're reaching out to.

example of good email sign up page

Dedicated Landing Pages

What's a landing page?  It's a page on your site that you specifically want people to “land” on when they first come to your website.  Your homepage is a landing page.

Why create dedicated landing pages?  Creating pages directed towards specific segments of your customer base is a great way to drive further interest and engagement that just sending them to your homepage or other generic page on your website.  An example would be a cupcake shop.  You're writing a guest article on a gluten free website to promote your gluten free line of cupcakes.  In the bio at the end of your article, instead of just sending them to your home page, you create a special gluten free page that talks about your ingredients, your philosophy, and why you created a gluten free line in the first place.  Visitors landing on that page are much more likely to become engaged than if they were simply directed to your home page.

Examples of good business landing page

Privacy Policy

An important page for any website.  If you collect any sort of information from your visitors, such as an email subscribe or a contact form, you should have a Privacy Policy page that explains what you do with this information.  While there is no specific law requiring a Privacy Policy page (at least in North America), it helps to build trust with your visitors which can lead to them becoming a customer.

If you you share visitor information with 3rd parties, you should really have a Privacy Policy on your website saying so.  If you run marketing initiatives where you're collecting user information, you'll also need to have one in place outlining your practice.  One example is running a re-marketing campaign with Google Adwords.  Here you will be placing a “cookie” on the website of the visitor so you can track and “re-market” to them later on when they are visiting other websites.  Google requires a privacy statement as part of their terms of service.

While you should consult a professional, here is a free privacy policy generator to give you some ideas on the verbiage,

Best Practices

After your homepage, these 5 pages should be your next stop.  Building trust, engaging your audience, making it easy to reach out to you, and building a database of customers are all best practices that will help you to get the most out of your website.  Have questions or suggestions when it comes to creating a killer small business website?  Leave them in the comments below or reach out to me on Twitter.

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CEO at 3Bug Media
Gary Shouldis is the founder of 3Bug Media, a web marketing company that helps businesses create 360 Marketing Strategies to dominate their market. His blog is read by over 20 thousand small business owners a month and has been featured in the N.Y. Times Small Business, Business Insider and Yahoo Small Business.
6 replies
  1. Beth Haskel
    Beth Haskel says:

    Poor About Us pages seem to be common with business websites. I think most people treat it as an afterthought, which is a mistake. When I’m checking out a business, I always check out the About page to see the people behind the business.

  2. Gary Shouldis
    Gary Shouldis says:

    I think most business owners don’t realize how many people check out the About page of their website. That’s why everyone should have some sort of analytics installed on their website.

  3. Heather Stone
    Heather Stone says:

    Hi Gary,
    “About us” pages are so important…as are the rest of these things. Thanks for not only including what we need but why. Have we missed anything here? I’m putting it out there for folks in the BizSugar community to answer too.

  4. Gary Shouldis
    Gary Shouldis says:

    Thanks Heather. The About Us page is often negoected, created more as an afterthought in the web design process. But if you ask most people, they will check out a business’s About page to see the fac behind the business. I also think Thank You pages are often missed opportunities. People have just purchased or subscribed to something of yours, make the most of it!

  5. Scott Ellis
    Scott Ellis says:

    Not only is the About page important but it should almost always be called “About” or something very similar so people don’t have to guess.

    I go to about pages frequently to find out who is behind the business but one of the most overlooked aspects of the about page is that it should really tell someone reading it what your business does for them.

    The reality is that people might want to know who you are, but they don’t really care about “you” they care about what you can do for them so phrase your about page language that tells them both who you are and what your business does for it’s customers.

  6. Gary Shouldis
    Gary Shouldis says:

    Great point Scott, certain elements should not be tinkered with like the labeling (and location) of the About and Contact pages. People expect to find them, and to find them where they expect them (at the end of the main nav menu).

    If you’re a business, like you said, it should be customer focused. It’s a prime opportunity to win over a new customer. Great comments, cheers!

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