5 Essential Pages for Your Company's Website

by Angela Ash Writer, Editor and Digital PR Specialist

A professional business website is so much more than just a portfolio. It communicates company vision and mission, and prompts visitors to learn more.

Due to this, businesses chiefly pay attention to the landing page. First impressions matter, but where to from there?

Informative and authoritative content, obviously. To build a brand and increase its visibility properly, a professional approach and expertise are a must.

And that’s where the first challenge represents itself: sorting your content.

Website Direction Matters

Needless to say, websites that are difficult to navigate don’t provide the best experience. As a rule, visitors want to access the information they’re looking for with ease, and so does Google, for that matter.

The easiest solution is — pillar pages.

Let’s start with these and move on to identify other essential pages for your business website.

Pillar Pages

In simplest terms, pillar pages cover specific subjects and feature links to additional content with in-depth info.

As a rule, the linked pages address a different sub-topic and cover it extensively.

As for the topics pillar pages address, they should target core services or products your business provides.

There are three types of pillar pages to consider, as follows:

Hub pillar pages — a resource library organizing main topics in one central place
10x content pillar pages — a long-form article that serves as a guide
Hybrid pillar pages — a combination of the two pillar page types mentioned above (a long-form article plus links to other content pillar-related pages)

You’ll find some stellar pillar page examples on this link.

Homepage

As already mentioned, the homepage constitutes the first impression and should impress each and every visitor.

On top of that, it should feature a couple of elements that will make website navigation easier. Think user-friendliness when brainstorming homepage ideas.

Typically, the best-performing homepages feature a headline (a sib-heading is optional), your business vision and mission (in brief), links to important pages, testimonials, a CTA, and any other content that strengthens the message you want to get across.

It takes just a glance for visitors to determine whether your business website is worth exploring based solely on the homepage user experience. A stellar CTA will help visitors make the next step, so think it through!

Product and Service Pages

If your business deals with online sales, an easy-to-navigate product page is a must. Basically, this is the shop section where visitors can add target products to a basket directly.

For SaaS companies, product pages explain the product or services offered and lead visitors to the registration/subscription page.

For eCommerce websites, make sure that each product page features high-quality images, product descriptions, and all info related to shipping. Add testimonials for some added effect.

If your business offers services instead, service pages are essential. The main service page should list all services your business provides but it should be compact and well-organized, especially if there are many services to describe.

Providing too much info is never a good idea, so plan your services page with end user in mind. You may create one main service page (a pillar page) and link to specific services from there.

Terms of Service and Privacy Policy

As the name portends, a Terms and Conditions page details the conditions visitors agree upon when using your website.

Similarly, a privacy policy page is necessitated by the General Data Protection Regulation (GDPR) and should detail how you handle data and visitors’ private info. Typical information privacy policy pages feature include cookies and ads.

About Us Page

In terms of professionalism, an About Us page is necessary. It should introduce your business in a way that promotes loyalty and builds trust and it should also be in line with your company mission.

Generally speaking, consistency matters a lot when it comes to inspiring loyalty, so pay attention to the tone of your content and make sure all content follows through.

For some added benefits, think about ways to make your brand more human. That’s certain to set it apart from the competition!

Usually, businesses attempt to do this by providing information about key people behind the brand and their stories. Imagery matters a lot here, so add some nice team images and fun facts.

Bringing It All Together

Depending on your vision, you may decide to add some additional key pages (blog pages are one notable example).

The most important part is to bring all elements together so that they constitute a meaningful whole. Think about consistency and your business mission and experiment a bit before structuring your website for good.

Also, don’t forget the technical aspects. Your business website absolutely needs to be responsive to accommodate mobile users, which also means that those quality images for your product pages need to be easy on the bandwidth.

Overall, coming up with a winning combination is a lot of fun, so brainstorm away!