I started to write the tip of the day and then realized it's probably more of a blog post. So here goes, 5 web pages you've got to have on your website (and why).
- The About Us page. This builds credibility at minimum. Today I was looking at a website I would potentially spend money on but it's highly technical and would have to be based upon really good supporting data.
If I knew more about how the company compiled the data I would have been on board quick as a wink. Now I'm going to spend more time surfing the product/service before buying.
- Contact Page. I know, goes without saying right? Wrong! There are a lot, I mean a lot, of web pages that have only a contact form on the site (often that's their idea of the contact page). If you want to be taken seriously whether business person or blogger you have to give people options to contact you other than a form.
Best credibility: address, phone and email. Afraid you'll get spam, sales calls etc - then just get out off the web. Get a better spam filter, screen your calls - that's how everyone else does it (okay most everyone).
- Customer Comments. Use them throughout the site and have them compiled on one page. It's another source of keywords being used and the referral value is unmeasured! It's the way people do business - show me that someone like me used your product/service and their problem was solved and I'll buy it for myself!
I was looking for a new winter coat this week (online, of course) and I browsed several top websites and saw plenty of options. One of my favorites I read the reviews and several people complained that the coat didn't fit as described, boxy etc. The other had rave reviews from every single person whether it was a gift they received or they purchased themselves. And I mean RAVING! paragraphs of pure joy. Guess which coat I bought.
- FAQ. Frequently asked questions for anyone who hasn't seen or heard the term. This one page has potentially more power than any other pages on your website. Why? Pure keyword usage in natural language plus all the benefits of buying your product/service.
It's like candy to the search engine.
- Finally - your product or service with solid descriptions using keywords in a natural way to show the benefits that your company has to offer. If you want them to buy it, tell them how it will solve their problem in the simplest terms. You don't have to be ultra persuasive, you just have to be clear.