Posted Saturday, September 25, 2004
Wondering what pages to include on your website and why? Here is a list of important information that should be included on your site.
Before you start thinking about what to write, it is important that you create a plan, which outlines what each page will contain. That way you won't repeat yourself or forget vital information. The most common pages on successful websites include:
1. Home Page (First Page)
This is your *sales* page and should provide information about what you can do for your customers. It should also give your visitors a brief overview of what they can find on your site.
2. Products / Services
It is useful to have a separate page for each product/service and write as much detail about each as possible. Start each page with a brief summary of the product/service, then provide whatever information you can. If the page appears too long, you can always break it into more pages. When people are searching for information on the internet, they want to know it NOW. They don't want to wait until tomorrow when they can speak to you on the phone. The more information you can provide about your products/services, the better.
3. Contact Us
Place contact details in as many places as possible. Make it easy for your customers to contact you. Create a special *Contact Us* page, include your details in *About Us* page and also at the bottom of each page. Information to include: business name, physical address, mailing address, telephone, fax, email, emergency number, website address.
Whenever possible include the price of your products/services. Even if you can't be specific. It is helpful to put at least a range of prices, eg. Carpet cleaning ranges between $40 - $60 per room.
5. Testimonials / Product Reviews / Before & After
Include testimonials from your current customer to show your potential clients that you are trustworthy, reliable and that you offer great service and/or products. Make sure the testimonials are real and if possible provide contact details
of the person who supplied you with the testimonial. If you don't have any right now, get them! Simply email your customers and ask for their feedback on your business and service. Most happy customers will gladly provide this.
You could also include before and after photos. Show the problem picture and beside it show the picture of resolution, with an explanation of your product's benefits.
6. Frequently Asked Questions
This has proven to be a great time saver for many companies. Instead of having to answer the same questions over and over again, place them on your website and keep adding to them. The more information you have on your website, the less time you will need to spend answering questions by email or phone.
Frequently Asked Questions should address your customer's concerns that may otherwise be an obstacle to making a sale.
7. Response form such as *Subscribe* or *Enquiry* form
An absolute must if you want to build a mailing list. Most people don't like giving out too much information, so ask only the basics, such as Name and Email Address. Then keep in touch with your customers on a regular basis by sending out information that may be of interest to them. You may even wish to develop your own on-line magazine (ezine). There are many fantastic free or inexpensive programs that can handle this for you. We will discuss these in more detail in future articles.
8. On-line Magazine or Newsletter
This is a great marketing tool. Not only does it help you keep in touch with your customers, but provides your website with fresh content. You can set up your Ezine in 2 different ways:
1. Email subscribers on a regular basis or
2. Publish it on your website. Or both. Include information about your business, industry or anything that may be of interest to your customers.
Add value to your business. Provide information that is complementary to what you do. For example, if you sell wedding dresses include information about reception venues, wedding planners, wedding cakes, flowers. By adding extra information you encourage more hits.
10. About Us
This is a very important page as it tells your customer about who you are and why they should buy your products, services and/or trust your organization. It can also feature your business hours (if you have a bricks and mortar store) or when they can speak to someone live. Many companies also include their mission or purpose on this page, details of their staff (photos, biographies, qualifications), recently completed projects. Other information to include: ACN or ABN, logo, directions to your store/office.
Offer a money back guarantee. The longer the guarantee, the more effective it will be. It could be 30 days, 60 days, 1 year or lifetime.
Find out what customers think about your website, business or product.
13. Events Calendar
This can relate to your business or industry. If you are an artist, you can feature dates where and when your art will be displayed or if you are a singer, where you will be performing.
14. Search My Website Feature
Some visitors to your side may not know exactly what they want but if you include a search function on your site, they can look for it very easily. Like search engines, this feature will allow your visitors to type in a word or phrase and then search for it on your site. It's like having your own mini search engines, only instead of it searching the world wide web, it just searches your website.
15. Return/Refund Policy
To make your customers feel more comfortable when making a transaction at your website, you should provide then with your return/refund policy. Ensure it is easy to understand and spelt out step by step.
Privacy continues to be a major issue for customers shopping online. Concerns about how their information is going to be used is a major barrier when making a sale. Internet shopping experience is built on trust and privacy is the number one ingredient in trust.
17. Site Map
A site map is similar to a contents. It shows visitors how the site is laid out and which sections are where.
18. Copyright Information
Your website should carry a copyright notice to protect its intellectual property. It is generally in the form of *Copyright © 2004, Your Company Name*.
Here you can place links to the manufacturers of your products,btrade associations or complementary services. When you place links to other businesses, you can request they do the same for you. This will not only bring you more visitors, but may improve your search engine ranking.
20. Media Information
Include any information, articles, photos of your products, staff etc that have appeared in the media - print, TV, radio or internet.
This can include news about your products/services or about your industry.
22. On-line store
An on-line store allows you sell products directly on the internet 24 hours a day/7 days a week. When building an online store it is important to take in a number of key concepts.
- Make sure that when visitors arrive at your store the navigational mechanisms are simple and effective
- The actual process of placing the order must be simple
- Make sure you accept common and convenient methods of payment
- Continually test your store so you understand your customer's shopping experience
About the Author
Ivana Katz is the owner of Websites 4 Small Business, a company specialising in the design and promotion of small and home-based business websites. She believes that every business deserves to have a successful website, no matter what its budget is. For more information visit (www.web4business.com.au) or email mailto:firstname.lastname@example.org. To download your Website Plan go to: (http://www.web4business.com.au/WebsitePlanRequest.htm)