Website pages that every business must have

Your website is likely to be the first place where your customers start to get to know you, so it's important to provide all the necessary information in a way that builds trust and credibility with users. What and how you present your website has a direct impact on your business results and sales.

We have previously published an article giving an overview of mistakes to avoid when building a website. Now we'll give you the website pages that are essential for every website.

Your website should be designed around your target audience, what you want them to know and the actions you want them to take. Do you want visitors to read an article? Find out about a new service? Subscribe to a newsletter or buy a product?

We have structured this article into:

• Pages that every website should have 
• Pages worth having

Pages that every website should have

Homepage

Your homepage is your users' 'main entrance'. Although not every visitor enters your homepage (e.g. for search results or ads), for most visitors it is the first page they visit. What needs to be added to the homepage?:

1. The main header (h1) and sub-headers. The first-level header of the homepage should describe the theme of your website, which is important not only for users to better understand the business and the purpose of the website, but also for search engines, SEO results.
2. Description of the services or products offered.
3. Links leading to the main, most important products or services.
4. CTA buttons. If you provide a service, please leave a button leading to the contact form, time bookings. If that's online store create buttons to act, such as "buy now" and more.
5. Customer feedback. A new visitor who doesn't know about your business will look for reliable information online. To demonstrate the credibility of your services or products, it is recommended that you include customer testimonials on your homepage.

Visitors decide within seconds whether the website they are visiting is appropriate or not. Make sure you grab the visitor's attention right away by focusing on the user's needs. 

About us

A website about your company, team or brand is crucial for building trust with your target audience and potential customers. Not only does it give your business credibility, but it also helps you connect with readers by showcasing the people behind the company and the business story. 

Include some interesting facts, photos of the team, important events, company values. Include the vision and mission of the business. Include information that allows you to stand out from your competitors.

Contact page

Your contact details make it possible for visitors to contact you. Include your company's postal address, phone number, email address, social media links, location on a map and opening hours - everything that's relevant to a potential customer. But only ask for the necessary information. For example, if you don't need a phone number, don't ask for it. Make your contact form as simple as possible. 

If people are looking for information repeatedly, you can also include links to a FAQ (Frequently Asked Questions) page. This will help to keep people on your website, creating a better user experience. 

We would recommend integrating the contact form with reCAPTCHA, to prevent spam bots from contacting and sending you fake enquiry forms.

Product page (if that's online store)

The product page is one of the most important elements of an e-shop, as it is where visitors make their purchasing decisions. A well-designed product page should be clear, attractive and informative, with high-quality product images, a detailed description, pricing, available product variations (e.g. colours, sizes), delivery information and a clear 'Buy' or 'Add to Cart' button. It is also important to include customer feedback, as this gives confidence in the products. For a higher conversion rate, it is worth including a section for related or recommended products and a clear indication of return and guarantee conditions. The more easily a customer can find all the information they need, the more likely they are to make a purchase.

Large e-shops should offer product selection filters so that visitors can easily find products by colour, size etc.

Service page (if you offer services)

The Services page describes all your services. Although this sounds simple, the trick is to organise it in a way that is clear, simple and easy for the reader to absorb. If you offer a lot of services, think about how to structure the page. Perhaps you need one main page that briefly describes all the services and provides links to specific business services.

Blog page

A blog page is a page on which articles you have written are posted. Creating a blog and writing articles related to your business is a good step for SEO. Search engines value websites that update their content regularly. And this is exactly what regular article writing helps to achieve. Keeping a blog gives search engines a credibility boost, which is crucial for ranking at the top of Google results.

The topic of the article should be consistent with the overall theme of the website. For example, if you sell athletic shoes, you could write an article on "Top 5 running shoes for running on asphalt" or similar. Create internal links within the pages that lead to the running shoes you sell. The recommended length of articles is 600 words or more.

Privacy policy page

With existing GDPR requirements, websites must have a privacy policy page. This page helps visitors to understand how you handle their personal data. The privacy policy contains information such as - cookies. use of email, marketing and other.

Pages worth having

F.A.Q. page

If you notice that users ask similar or recurring questions, you should create a Frequently Asked Questions (FAQ) page. This will help your customers find answers to their questions more easily, and save you time by eliminating the need to answer the same questions for different customers.

Be honest and informative when answering frequently asked questions. D.U.K. answers can encourage consumers to buy your service/product.

Sitemap.xml file

A site tree or site map helps your website pages to be visible in Google search results, and helps search engines to better understand the structure of your website and discover new pages faster. Upload to the sitemap file all the pages of your website that should be visible to Google.

Page not found page (404 error)

The addition of this page will indicate to users that the link they were looking for no longer exists. It is important to make this page readable, with easy-to-read text.

A 404 page not only informs the user about non-existent content, but can also help keep it on the site. Best practice is to clearly explain the situation and offer alternatives, such as a link to the home page, a search box or a list of popular pages.

Refund/Return page

The returns page is an important page in an online shop, providing customers with clear and transparent purchase information. A clear return policy can increase customer confidence and reduce doubts about a purchase. Many customers first check whether there will be a return policy before they buy a product. If your return policy is clear and simple, customers will feel safer when shopping on your e-shop.

On this page, it is important to provide precise information on the conditions under which goods can be returned, how long it takes to do so, and the return process itself. It should indicate whether customers need to provide proof of purchase, whether exchanges apply, which products are not returnable. 

A clearly laid out returns page not only facilitates customer service but also reduces misunderstandings and potential disputes. 

Shipping information page

The Delivery Information page gives customers clear guidance on how to receive goods. Users often look for information on delivery times, prices, available delivery methods (courier, post office, pick-up in a physical store) and geographic boundaries (domestic or international shipping). It is also important to be clear about how orders are tracked, what to do if a shipment is delayed, and what rules apply to free delivery.

Career page

This page provides potential candidates with information on available positions, company culture, values and growth opportunities. A well-designed careers page not only helps to attract new recruits, but also creates a good employer image.

An effective careers page should be clearly structured, with a list of active positions, information about the recruitment process, job responsibilities and the benefits the company offers. It can also include frequently asked questions (FAQs) about working conditions, teleworking opportunities or development programmes. If the company is always looking for new talent, it is a good idea to include an application form or an email address where candidates can send their CVs.

In conlusion

Every website is different, but certain pages are necessary to make it user-friendly and to meet business objectives. A clear website structure helps users find the information they need quickly.

In addition to the main pages, such as the Home, About Us, Contact, Product or Services pages, it is worth including additional pages that enhance credibility and improve the user experience, such as the Blog, FAQ, Privacy Policy, Returns and Shipping Information (for an online shop).

The key is to create clear navigation, easy-to-understand text and a visually appealing design to make it easy and convenient for visitors to navigate the website. Well-designed website not only helps you attract new customers, but also strengthens your company's image and builds trust in your brand.