In business, a website is like a sales pitch; a strategic presentation of products and services that attracts visitors with valuable content and then converts, closes and delights in the course of time. Sounds simple in theory, but designing a website that incorporates all of the essentials can be a challenge. So, whether you're planning on giving your site a total makeover or just looking to make improvements for better ROI results, this one is for you.
Crazy Egg says the key to making a long lasting impression on your visitors is to "build experiences that go beyond those of a plain, usable website." In other words, a great web design will help you gain user trust from the get-go and thus, optimize your lead generation. Let's start by factoring in the pages you need to have on your website to ensure your visitors stick around.
- Homepage
First impressions start here. To add to the fact that your homepage is the first page people land on, unfortunately, they don't stay for very long. According to the Neilson Norman Group, the average site visit lasts less than a minute. Welp! That means you have only seconds to grab a visitor's attention which includes getting your main message across - who you are and what you offer. This is your chance to give a compelling snippet of how your products and services can benefit them.
- About Page
Your main goal here is to educate your visitors on what your business is all about and what makes you different from your competitors. The heart of this page should be dedicated to telling your story; whether it's your business's history, core beliefs, bio with photos, any recognition or awards received - basically anything valuable that will serve to connect with your visitor on a human level. A great way to optimize your brand's about page is to make it people-centric: "Start by talking about your audience, not yourself," according to Moz. Furthermore, you want to give this page some oomph to help establish your brand as a thought leader in your industry.
- Portfolio
If you got it, flaunt it! This is especially true for designers, photographers, artists, etc. Most visitors won't be ready to buy this early on, but showcasing your samples of work will fundamentally give testament to your abilities and craft, whatever they may be. Your samples can be presented in the form of a case study, photo gallery, eBook, video, webinar, infographic, etc. The more variety, the better! Your portfolio is an opportunity to strengthen your brand's image and establish credibility in the eyes of any prospective buyer that's browsing the contents of your site. It's the perfect excuse to show off your hard work and also a chance to inspire a visitor to connect with it.
- Pricing
Right after you've piqued the interest of visitors with your standout portfolio, they're next question will naturally be, "how much?" Believe it or not, there's a right way to setting up a dedicated pricing page. Let's say you're running a SaaS (software as a service) business - strive for simple, clear, and comparative pricing visuals so your visitors will have a complete understanding of all that is incorporated with the cost. Don't forget to include an obvious call-to-action button(s) to drive sales. Kissmetrics suggests implementing persuasive techniques to your CTA's like an effective "color, size, and placement of the button."
- Contact
Undoubtedly one of the most important pages you need to have on your website, your 'Contact Us' page invites your site visitors to get in touch with you. The best contact pages include all of the different ways in which to connect - aside from phone number, email and mailing address, you should also provide hours of operation, contact form, and your business social media profiles such as Facebook, LinkedIn, and Twitter.
As you know, the list of pages you need to have on your website doesn't stop here. There are many other different elements to a site that reinforces your brand's position in the competitive market. Share your thoughts on what makes a great website rock!
