“Set and forget” is a common mistake among businesses that jumped on the “Everyone needs a website” bandwagon. Yes, though most companies would benefit from having a website, it must be a dynamic, hardworking tool that guides visitors, builds trust, and converts leads around the clock. Is yours doing all of that right now? Or is it one of the 914 million inactive websites on the World Wide Web?
Three new websites go live every second. For many of these sites, critical gaps—missing pages, unclear or absent calls-to-action, and buried resources—can undermine their potential. In our line of work, we’ve seen the advantage of setting up the right pages, from trust-building “Blogs” and “Portfolio” to lead-capturing tools like “Contact” and “Newsletter Signup.”
Today’s guide goes beyond the basics, diving into the 30 pages every website needs to succeed. Read on to see how well your current website stacks up, and what steps will take it from good to indispensable. Also, if you need help implementing or improving any of the pages below, contact PrimeView for a free quote.
1. Homepage
Your homepage is your website’s introductory page. It shapes visitors’ first impressions and sets the tone for their entire experience, but you only have 50 milliseconds (that’s 0.05 seconds) to convince users to stay. To maximize impact, your homepage should include:
- Hero section: Welcome users with a bold headline and an engaging image or video that conveys your brand’s purpose.
- Clear CTA: Prompt visitors to take action, whether to learn more, sign up, or contact you for more information. A surprising 70% of small business websites don’t have a clear CTA, and we hope you’re not one of them!
- Service or product overview: Offer a concise snapshot of your main services or products to orient visitors quickly.
- Social proof: Display client logos, testimonials, or reviews to build trust.
- Quick load time: About 53% of mobile users leave if a page loads for longer than three seconds.
2. About Us
52% of visitors say the ‘About Us‘ page is the first thing they look for on a website. To make this page effective, include your:
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- Brand story: Share your journey, mission, and values to show what drives your company.
- Team introductions: Introduce the people who make your company great; adding photos can build familiarity and trust.
- Achievements: Don’t be shy—go feature your awards, recognitions, and milestones. Even mentioning how long you’ve been in business can reinforce trust.
3. Services and Products
Your Service and Product pages clarify what you offer and how you can solve clients’ problems. Structure these pages with:
- Categories: Divide services and products into labeled sections, allowing users to locate what they need as fast as possible.
- Brief descriptions: Describe services and products in concise, results-focused language. Users spend 5.59 seconds on written content on a webpage, so focus on value.
- CTA buttons: Use prominent call-to-actions like “Contact Us,” “Learn More,” or “Buy Now” to increase engagement. Effective CTAs can improve conversion rates by up to 202%.
How many service pages do you need?
Each service or product deserves its own page if it targets a unique audience or includes specific details. This framework boosts SEO, helps visitors find relevant information, and drives engagement and conversions.
4. Contact Page
Your contact page is a gateway for conversions. 44% of visitors will leave if contact information is inaccessible, so create a page with:
- Clear contact methods: Display phone number, email, and physical address to eliminate visitor frustration.
- Simple contact form: 70% of users abandon forms due to complications, including being too long or asking too many unnecessary questions.
- Map and directions: If your business has a physical store or office, embedding a map can improve local engagement, especially since 50% of local mobile searches lead to a store visit.
5. Portfolio Page
A portfolio allows prospects to envision working with you. It should include:
- Project highlights: Attach high-quality visuals, brief descriptions, and results.
- Categories: Segment projects by type (e.g., Web Design, Digital Marketing) to help users find relevant work.
6. Pricing (For Service Providers)
About 86% of B2B buyers expect pricing details upfront. If you’re offering services, consider the following strategies:
- Cost allocation: Explain where costs go (e.g., materials, labor, customization) so clients understand the value behind your pricing. Cost transparency can boost sales by 20%.
- Service tiers: Break down offerings into pricing tiers (e.g., Basic, Standard, Pro) to appeal to different budgets.
- Compare and contrast: Use a comparison chart to show what each tier includes.
- CTA: Add “Request a Quote” or “Get Started” buttons to drive inquiries.
7. Testimonials or Reviews Page
A strong testimonials page can convert new visitors into loyal clients. In fact, 90% of consumers check online reviews before making a purchase decision, and 88% trust online reviews as much as recommendations from people in their life.
Here’s what to feature on your page:
- Client quotes: Spotlight reviews that demonstrate real client impact.
- Photos from clients: Visual content from other customers increases trust by 72%.
- Range of experiences: Highlight reviews across different service areas to help potential clients relate to similar scenarios.
8. Blogs and Articles
A well-maintained blog drives traffic and establishes authority. Research shows businesses that blog receive 55% more visitors than those that don’t. To replicate that success, you need:
- Relevant content: Write about topics that echo your audience’s interests and challenges. P.S. Don’t forget to update your posts to prevent content decay.
- Consistent posting: Follow a regular schedule. Consistency keeps readers engaged, plus it improves SEO efforts.
- Clear CTA: If you want your readers to subscribe to your newsletters, call you, or perform any action, check out these 7 Calls-To-Action to Try on Your Blog (see what we did there?)
9. Case Studies
Case studies strengthen your authority and credibility through proven results. 73% of B2B buyers consider them highly influential in decision-making, as case studies present real-world problems and solutions.
Here’s a quick guide to publishing impactful case studies:
- Clear problem-solution-result format: Outline the client’s challenge, your approach, and the outcome.
- Quantifiable results: Use specific metrics to demonstrate the results, such as increased revenue or reduced costs.
- Client testimonials: Include quotes to add authenticity and depth to each story.
10. Frequently Asked Questions (FAQs)
Around 82% of customers look for answers on an FAQ page before reaching out. It preemptively answers common questions, reducing barriers to conversion.
Your FAQ page should include:
- Organized structure: Group all related questions, such as pricing and policies, to improve navigation.
- Concise answers: Don’t beat around the bush—provide straightforward responses.
- Search functionality: If possible, add a search bar to help visitors quickly find answers to specific queries.
11. Resources and Downloadables
Offering free resources establishes value and positions you as an industry expert. Gated content also increases lead generation by up to 45% since it requires visitors to provide personal details before accessing resources.
To create a valuable resource page, focus on:
- Quality content: Offer helpful resources, like guides or templates, that address audience pain points.
- Simple download process: Minimize form fields to encourage downloads and generate leads.
- Categorization: Organize resources by type or topic to help users find what they need.
12. Online Store (E-commerce)
80% of consumers say usability matters most, so make the e-commerce experience as easy and convenient as possible through the following:
- Clear product listings: Use high-quality images, detailed descriptions, and prices.
- Smooth checkout process: Simplify the steps in your checkout process to minimize cart abandonment. For example, implementing a one-click checkout can expedite transaction speed and improve user experience.
13. Special Deals and Promotions
Who doesn’t love a good deal?! Dedicating a page to sales and promotions can draw out a sense of urgency among cost-conscious customers. 93% of shoppers say discounts and special offers are crucial to purchasing decisions. Make the most of this page by featuring:
- Limited-time offers: Emphasize time-sensitive deals to encourage faster decisions.
- Clarify discount details: State any conditions, such as minimum purchase requirements.
- Visual callouts: Use bold banners, icons, or countdowns to make promotions stand out.
14. Appointment Scheduling
Local businesses experienced a 120% revenue increase after adding an online booking system to their websites. Make scheduling more accessible by offering:
- Calendar integration: Allow clients to view available times and book directly.
- Automated confirmations: Send instant confirmation emails to prevent no-shows.
- Service options: Let clients choose specific services or staff members for customized bookings.
15. Privacy Policy
This page assures users that you handle their data responsibly. A transparent privacy policy also keeps your site compliant with regulations. Include the following:
- Data collection details: Explain what information you collect and why, especially as 73% of consumers are deeply concerned about their data privacy.
- Data usage: Outline how you use, store, and protect user data.
- User rights: Provide information on users’ rights to access or delete their data.
16. Terms and Conditions
Your terms and conditions page safeguards your business and ensures transparency with users. Outline the following:
- User responsibilities: Define expected behavior, such as respecting intellectual property.
- Liability limitations: Clarify your business’s liability in cases like service disruptions.
- Return and refund policies: Outline any conditions for refunds or returns if applicable.
17. Guarantee
This page gives customers peace of mind by outlining your commitment to quality products and services. It’s one of the least implemented pages, but Coast sets an excellent example by having one of the best guarantee web pages in the United States. Like theirs, yours should include:
- Clear terms: Describe what the guarantee covers, like product quality or satisfaction.
- Duration and conditions: Specify how long your guarantee lasts and if there are special conditions for eligibility.
- Steps to claim: Explain how customers can use the guarantee if needed.
18. Customer Support
Responsing within a minute can lead to 391% more conversions, and 82% of consumers expect a response within ten minutes. Having a devoted customer support page and offering superior customer service can improve satisfaction and retention. To meet these expectations, include:
- Contact options: List phone, email, and live chat for real-time support.
- Help center links: Provide links to FAQs, tutorials, or self-help articles.
- Response times: Set clear expectations for response times across each support channel.
19. Social Media Feed Integration
One in three people rely on social media to discover or learn more about new products, services, or businesses. Embedding your social media feed on your site ensures new visitors see your latest posts, which can increase engagement and open the opportunity to cross-promote.
Some effective social feed integrations include:
- Real-time updates: Display posts from platforms like Instagram, X (Twitter), or TikTok to keep your content fresh.
- ‘Follow’ and ‘like’ buttons: Simplify how users can follow your accounts or like your posts from your website.
- User-generated content: Feature customer posts or testimonials to add authenticity.
20. Press Room
A press room or kit gives journalists convenient access to brand information, which can improve your chances of gaining media coverage.
To maximize media interest, ensure your press kit includes:
- Company overview: Briefly describe your brand’s story, mission, vision, and values.
- High-resolution logos and photos: Offer downloadable media files for use in publications.
- Press releases and media contacts: Share recent news and list a contact for media inquiries.
21. Rewards and Referral Program
Dedicating a page to your Rewards and Referral Program incentivizes loyalty and word-of-mouth promotion. In fact, 84% of consumers are more likely to engage and stay with a brand that offers a loyalty program.
Over 90% of businesses today have some form of loyalty program. Build yours by including:
- Program benefits: List the rewards (e.g., discounts, points, or freebies) and how to earn them.
- Referral incentives: Encourage referrals by offering perks to both referrers and new customers.
- Quick signup process: Keep the registration process simple to encourage more participants. Avoid lengthy forms and focus on essential information, such as name, email, and contact number.
22. Shipping and Returns
Over 63% of consumers review the shipping and returns policy before buying anything, and 81% want a convenient return policy with no added shipping. Regardless of whether you can or can’t offer free returns, ensure to include these elements:
- Shipping options and costs: List all available shipping options, estimated delivery times, and associated fees.
- Terms for returns: Specify the conditions for returns, including time limits and whether returns are free.
- Simple return and refund process: Outline steps for returning an item, from initiating the return to receiving a refund.
23. Accreditation
One-third (33%) of American consumers say trusting a brand matters because life is expensive and they can’t afford to waste money on a bad purchase. Strengthen your audience’s trust in you by including the following on your accreditation page:
- Certifications: List industry-recognized credentials to prove your expertise.
- Badges and seals: Add visible icons that verify your certifications.
- Brief descriptions: Explain what each accreditation means and why it matters.
24. Sitemap
A sitemap indexes all sections and pages on your site, like a table of contents. It helps visitors find specific information and shows search engine giants like Google the structure of your site, which can improve your rankings. For a user-friendly site map:
- Organize pages logically: Group related pages together under main categories.
- Make links clickable: Ensure visitors can access any page directly from the site map.
- Add a search bar: Include a search option for faster navigation, especially if your website is content-rich.
25. Community Engagement and Sponsorships
Highlighting your community involvement reinforces your brand’s values and promotes goodwill. 88% of shoppers are more loyal to brands that support social or environmental causes, while 66% will “cancel” or boycott a company that does or says something wrong or offensive.
When building this page, focus on elements that highlight your contributions:
- Event descriptions: Describe local initiatives or sponsorships you participate in.
- Impact: Mention measurable outcomes or achievements from these activities.
- Photos and testimonials: Show visuals or quotes from community members to add authenticity.
26. Partner or Affiliate Programs
Affiliate marketing expands your reach by letting others promote your products or services for a commission. 81% of brands already use affiliate programs to enhance brand awareness and drive sales.
You, too, can build a successful program, especially if you have a dedicated page outlining the following:
- Program overview: Define commission structures and payment schedules.
- Application process: Streamline the application process so affiliates can quickly join and start promoting.
- Dashboard access: Mention any tools, such as tracking dashboards, that help affiliates monitor their progress.
27. Events Calendar
A calendar informs your audience about upcoming webinars, workshops, or nearby gatherings. Make yours effective with:
- Event details: Include dates, times, locations, and registration links.
- Clear layout: Use a monthly or weekly view for easy browsing.
- Reminders and notifications: Allow users to sign up for event reminders.
28. Payment and Security Information
Over 75% of customers won’t buy from a business they don’t trust with their data, which includes their delivery address and credit card information. This page describes how customers can pay and what security measures you take to protect their data:
- Accepted payment methods: List all payment options, including credit cards, PayPal, and digital wallets. 28% of online shoppers won’t hesitate to abandon their carts if they can’t pay via their preferred method.
- Security measures: Explain your site’s data protection steps, such as SSL encryption, as consumers feel safer on sites with visible security badges.
- Money-back guarantee: Outline refund policies if applicable, as 63% of customers say clear return policies influence buying decisions.
29. Thank You Page
A Thank You page acknowledges purchases, sign-ups, or form submissions, reinforcing positive engagement. Since the possibility of selling to an existing customer is 60 to 70%, a small thank you can go a long way in improving customer retention. Use this page to show appreciation and guide customers to take further steps. Include:
- Personalized message: Show genuine appreciation with a friendly, tailored thank you.
- Follow-up actions: Encourage visitors to follow your social media, check their email for confirmation, or explore related content.
- Special Offer: Consider adding a discount code or exclusive content as a reward.
30. Error 404 Page
This page either frustrates visitors or keeps them engaged. Design yours to direct users back to relevant pages or popular content, so they can continue exploring your website.
Guide users back to useful content by including:
- Friendly message: Acknowledge the problem with a helpful message. For example, you can say, “Sorry, we can’t find the page you’re looking for. It might have moved or no longer exists. Try searching below, or return to our homepage to continue browsing.” Avoid technical jargon.
- Redirect links: Offer links to popular pages like Home or Contact Us.
- Search option: Add a search bar to your 404 page to help users find the page they were looking for or find an alternative page on your site.
Every page on your website serves a purpose. Together, they create a cohesive experience that keeps visitors engaged and connected with your brand. From informative content that answers questions to trust-building elements that show your credibility, each page should work together to drive results. Missing any of these pages can mean missed opportunities, both for building trust and converting interest into action.
If you’re unsure which types of web pages you need, or if you want guidance on optimizing your current pages, call us at 480-970-4688. Let’s design and develop a website that captures your brand’s strengths and meets your business goals.