The 4 most important pages on your website (& what they should include)
Creating or updating your website can be a daunting task. Whether you’ve decided it’s time for a refresh or you’re building your site for the first time, the first question out of the gate is usually, What are the most important pages to include?
That’s the question we’re answering in this post. We’ll talk about the top 4 pages every creative entrepreneur or service-based business must have on their site, and I’ll share a few additional honourable mentions at the end that are also worth serious consideration.
But before we dive into each individual page, let’s talk about a few things to keep in mind across every page. These are the universal principles for writing a high-converting website that you’ll want to keep in mind as you’re planning and writing. They’ll help you create a cohesive experience for your visitors as they move through your site — and hopefully, towards converting to a new subscriber, lead, or customer!
The rules for writing your website
Know your ONE GOAL for every page
Even on pages where you’ll offer your visitor more than one thing to do, it’s important to know your priorities. What do you most want the visitor to do on that page? Click to another page? Download your lead magnet? Fill in your contact form?
Once you have your top priority set, write (and design) every piece of that page to achieve that goal. The page can do other things too, but knowing your priority will keep you focused.
Use short, attention-grabbing headlines
People don’t read, they scan. They’ll jump from spot to spot, and headline to headline, trying to assess whether they’re interested or if your content is the right fit for them right now.
Rather than using long blocks of text, break things up with clear headlines and sub-heads that guide the reader down the page. Your goal with your headlines is to catch the visitor’s attention, get them curious, quickly explain your value in language that speaks to their pain points and desires, and most importantly: keep them reading.
Sprinkle testimonials, reviews, and social proof everywhere
78% of consumers say that the more expensive the product is, the more they read reviews. So if you’re selling a high-ticket service, that means you’re going to want to give potential buyers a chance to read reviews and see your work, so they know exactly what they’re buying.
Think of the proof sections of your website like a back and forth. You’ll make a claim about what you offer and why it matters, then follow it up with some proof that what you’re claiming is true.
For example: in a recent website project for a brand designer client, we were working on a section that focused on the value of her process. We wrote an entire section on how her process is efficient and streamlined, taking the weight of the design process off the client’s plate. We followed that messaging up with two client testimonials that specifically spoke to how much they loved her process, how easy it was, and how relieved it made them feel.
Other non-testimonial ways to show proof include:
Reviews or screenshots of feedback from customers
Logos of brands you work with
Logos of media outlets or other platforms where you’ve been featured
Pull quotes from other influencers or leaders in your field
Stats that quantify your expertise, trustworthiness, and the results you deliver
Get creative here! Anything that shows external proof to back up your own words is a massive trust-builder.
It’s all about flow.
As you’re planning out the outline for each page, think of yourself as an attentive butler or concierge. Anticipate their needs and gently guide them forward, so that they never feel lost or uncertain of what they’re supposed to do next. Take things one step at a time.
The 4 most important pages on your site
Okay, with those principles in mind as our foundation, here are the four key website pages every creative or service-based business needs. Let’s jump in!
Home Page
The average time spent viewing a webpage is 62 seconds (source). With that limited amount of time, you want to make sure that you’re catching people’s attention quickly and helping them get to where they want to go.
Think of your home page as the entryway in your house. It’s the place to welcome your visitors in, take their coats, and invite them further into your home. Maybe even give them directions to a few spots so they can find their way around: the living room is on your right, kitchen’s straight ahead, powder room is around the corner. It’s an essential welcoming and transition space… but no one wants to stay there all evening.
The same is true with your home page. It’s all about introducing yourself, creating a fantastic first impression, and then like any good host, anticipating their needs and helping them find their way around. In terms of length, it should be as long as it takes to get them engaged and interested enough to stick around and move further into the site.
Things to include:
Your most important value proposition: What do you do, who is it for, why does it matter — in one (maybe two) short, tight sentences
The highlight reel of what you’re selling — key services or featured products — and a link to learn more
The highlight reel of you — and a link to your About page
Link to your portfolio / case studies / blog: Another opportunity to move them further into the site and provide helpful educational resources or behind-the-scenes insight
Opt-in / lead nurturing resource
Your Call to Action (CTA): Ideally, you’ll have lots throughout your page sending them to different parts of the site
About Page
The purpose of your About page is to build trust and credibility with your ideal client. This is all about answering the question “Who is this brand and are they a good fit for me?”. You want to prove to your audience that you understand what they’re struggling with, and that you have the experience and solutions to help, and that you share values or the same sense of purpose.
It’s also important on this page to give potential clients a sense of what it’s like to work with you. What can they expect? Paint a clear picture, and let them feel like they’re getting to know you.
Things to include:
Value prop (again): Remind them what you’re really about and why it matters
Bio: Who are you? What are your credentials? Why does it matter to them? Show off your chops
Vision / mission statement
Your core values
Behind the scenes peek at your process: What is it like to work with you?
Fun facts: Sure, they’re fun, but WHY are they there? What job are they doing? Use these to prove a point, build authority, or build connection with the reader
CTA: This should line up with your main goal for the page. Usually this will be to send them to your products / services page, but it might be to encourage them to book a call or go to your blog
Services / Products Page
This is your core sales page, and its purpose is pretty simple: clearly present your offering and invite the visitor to buy.
This might not mean handing over their credit card details. It might look like signing up for a demo, booking a discovery call, or requesting a quote. But you want your reader to agree to take a step towards purchase — whatever that looks like in your sales process.
And in order to get them to do that, you need to answer alllllllll the questions they have, and address any concerns or objections that might keep them from taking that step.
Side note: Sometimes this is more than one page! You may have a high-level page that then leads off into individual pages for your different products or services, or even to category pages in the case of a complex offering. Again - imagine yourself as the concierge guiding them through the page, showing them their options, and helping them discover where they need to go.
Things to include:
Value prop (again, and very very clear): What are they buying? Not just the thing, but the feeling or transformation they’ll experience
LOTS of proof to back up your claims: This is your most direct pitch, so make sure you’re providing evidence that you can deliver on what you say. Testimonials, stats, portfolio pieces, past client / press logos… BACK IT ALL UP!
Practical details: What do they get? What’s in the box? What will they walk away with?
Emotional details: What is the transformation? How will they feel during the process? How will they feel afterward? What desire does your offering meet?
Process details: How does it work? What can they expect at each step of the process?
Pricing details: What does it cost? Are there payment plans? You may not want to go into great detail, but this is one of the primary questions a prospective client will have, and you want to give enough information to convince the right client to take the next step (and the wrong client to move on)
FAQs: Anticipate any questions, concerns, and objections they may still have, and answer them clearly
CTAs: You should have multiple spots where they can buy throughout the page, but make sure there’s another option at the end
Contact Page
This page is often short and sweet, but don’t overlook it!! You’ve brought your visitor all the way through your site, and now’s the time to bring it home. Attention to detail is critical here, and it’s also a fantastic way to let your personality shine.
Things to include:
Contact form(s): Ask all the questions you need answers to. Use this form to qualify people and make sure they understand what’s required to work with you. This will set you up for success as you guide them into the next stage of your sales process.
Details on what people can expect after they fill in the form: Will they get a booking link? A pricing guide? A phone call? How long will it take you to get back to them?
Instructions for non-client inquiries: Are people reaching out to you with requests that aren’t sales inquiries (e.g., media / podcast / speaking inquiries)? Tell them the best way to reach you (if it’s not your contact form). Is there an email address they should use? Another page or form you can link to that is specific to them
Address or other contact information: Do you want to share your physical and/or mailing address? A phone number? A map to a physical location?
Other ways people can connect with you: Social media info, a newsletter sign-up form
Additional pages to consider
I wanted to leave space for a few honourable mentions. One actually is also a requirement, but it’s not really copywriting heavy, so I’ve kept it here. The others are optional – not every site will have a version of them – but worth giving serious consideration as you plan your site.
Privacy Policy, Terms & Conditions, and other Legal Pages
Your privacy policy is actually another website essential, but not because you’ll write content for it (unless you’ve got a fancy legal degree). Instead, it’s a legal requirement. Many countries and regions, including the EU and California, require businesses to inform users who live in their region about your website collects, stores, and uses their personal information. What you’ll need to include on your privacy policy and other legal pages depends on where your users are accessing your site from, what kind of data you collect, and what you do with it.
Thankfully, there are lots of resources out there to help you pull your legal pages together. You can check out templates such as The Contracts Market or The Contract Shop, or an online generator like Termageddon or GetTerms, which will generate more detailed policies specific to your needs.
Portfolio / Case Studies
We’ve already talked about using testimonials and other forms of social proof through your website. Having a portfolio or case study section on your website is a great way to reinforce this message and showcase the work that you do. Not only is it a fantastic spot to include more testimonials, but it gives you a chance to provide specific examples that will help potential clients see in a tangible way how you can solve their problem or help them achieve their goals.
And this isn’t limited to designers, photographers, and other creatives who do visual work. Case studies are a great way to tell a story about any kind of service and how you got results for your clients. While this may not be an essential page for every website, it’s something I talk about with every client when we’re planning their site as it’s a great way to highlight your work and build trust with potential leads.
Blog
Having a blog is another non-essential but highly recommended section to consider including in your website. The average customer visits a website three times before making a purchase (source). A blog is a great way to nurture your relationship with leads and keep them coming back before they make a decision to buy. It’s a fantastic resource for educating your audience on aspects of your work, or helping them get to a place where they’re ready to buy.
It’s also a great way to build your reputation and authority in your space. A recent study showed that 81.5% of professional services providers report receiving a referral from someone who hadn’t ever worked with them directly, but knew them personally or by reputation. If that sounds good to you, a blog is a great place to start.
The other way a blog can help you build authority is with Google. If one of your marketing goals is to generate organic search traffic (i.e. have people find you on Google), then a blog is going to be your best friend (along with making sure your entire site is search engine optimized, but SEO is a topic for another day).
There’s a lot that goes into setting up and maintaining a blog — it’s not a set-it-and-forget-it strategy. BUT don’t let anyone tell you that blogging is dead. For the right business, it’s a fantastic marketing choice.
404 (“Error Not Found”) page
This is the default page that your browser shows when a link is broken or something’s not working right…. but the basic text is kind of boring and vanilla. Taking the time to update this page allows you to do two things:
Inject your brand voice and personality: You don’t need to write a lot of copy to make this fun. Just rephrase the error message in your own voice, and then…
Optimize the page to keep visitors engaged: Give them options to move elsewhere in the site (kind of like a mini home page!). Depending on your priorities for the site and what you want visitors to be focused on, this could include links to your services page, your portfolio, an opt-in or lead magnet, or some of your featured blog posts, or your contact page… or some combination of the above.
Next steps
Your website is one of the most important ways you’ll attract and engage your customers, sell your services, and grow your brand. And while you don’t need a lot of pages on your site, each one has an important role to play:
Your home page welcomes your audience in and introduces your brand
The about page builds credibility and trust
The product or services page presents your offering and invites the audience to buy
The contact page invites them to reach out and take the next step in working with you.
I hope this post has given you some ideas for what to include on each page to create a high-converting experience for your website visitors. But if you find yourself in need of help, I’d love to lend a hand. There are three ways we can work together:
If your core content is done but needs a polish, a Brand Retreat Day will get it taken care of fast.
I’m working on a brand new Website in a Week offering that pulls together your core website pages in (you guessed it!) just seven days. Join the newsletter to get first dibs when it rolls out this summer!
Need comprehensive brand messaging + website copywriting support? The Elevated Brand Blueprint is the way to go.
Reach out today to get the ball rolling or book a free discovery call where I can answer any questions and help you decide which option is right for you!
