Websites need to differ in design, structure and function to stand out from competition. But there are a few “musts” for the content on your website. Here are a few things that you should always include:
It’s entirely up to you how you describe the other pages on your website. But it should always include the following four pages:
The About page is particularly important, particularly for visitors who are not familiar with your brand. It gives you an opportunity to tell visitors about the skills that exist in your business. You can also expand on your capabilities, and introduce key employees. It also gives you a chance to express your motivations, objectives and vision.
Finally you should have a Contact page. Often this is in addition to other contact information that you have on your website. For example, you can put your phone number at the top of every screen – but it’s important to have a comprehensive contact page. Ideally it should have your email address, telephone numbers, mailing address, and the details of your social media accounts. If you’re a local business with walk-in customers, you should also include a map.
Other Content And Considerations
The text on all of your website pages is key. Many small businesses either write too little, too much, or use too much jargon. Try to get it right by following the below guidelines:
Length and Format
The content on each page should be a minimum of 250 to 300 words. Break up the content with subheadings and bullet point lists, and avoid industry jargon at all costs. Also, write the content from the perspective of the reader. For example, they don't care what year you were founded. Instead they care about whether you understand their problem and can fix it - so tell them.
Keywords are also important as they help the search engines to understand what your page is about. You should include relevant keywords in the text on your page. But they should come across natural. If the keyword stands out, change the sentence or the keyword.
Video, images and audio all help to make your website come alive. Make sure they are relevant and helpful to create a certain image, feature a product, or introduce a member of staff. Stock images are unlikely to achieve any of these objectives so try to avoid them in favor of photos that you have taken.
Call to action
Finally, your website should include clear calls to action. In many circumstances this involves having a call to action on every product or service page of the website. You want the visitor to take an action when they visit your site, whether that is filling out an inquiry form, making a telephone call, or something else. When you ask your readers directly, you’ll get better results.
This content creates the basic structure of a website. Build and add to it with details of your products, and information for your visitors.
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