While your homepage is undoubtedly important, many other pages on your website deserve equal attention. Each page on your website presents an opportunity to connect with users and potential customers, and optimising overlooked pages with specific strategies can significantly boost their effectiveness and conversion rates.
Below, we look at the top three website pages that you may be overlooking, with tips on how to optimise them for better conversion.
Our Top Pages to Optimise
About Us Page
Why It’s Important
The About page (also called About Us, Who We Are, or Our Mission) is generally the second most clicked page on a service-based business website, and the third most clicked page for e-commerce businesses. People want to know who they are buying from, with purchases based on trust, and this page gives users and potential customers an overview of who you are and what you offer, to gain a sense of your company’s dynamic and personality. Having a well-optimised and attractive About page humanises your brand, fosters familiarity, and allows users and potential customers to see if you have the knowledge and expertise to solve their problems.
How to Optimise
The key here is to make your About page personal. Throughout your entire website, but especially on this type of page, you need to ensure that all content aligns with your brand voice.
Company Timeline
Including a timeline of your business through storytelling is an effective way to create an emotional connection with website visitors. This could simply include short sentences detailing key dates and events within your business since it was founded.
Meet the Team
A section to showcase your team, with professional headshots, is a great way to build connections between your brand and potential customers, allowing your business to have a more personal feel. If you include a team section, it is best to use real-life headshots rather than placeholder images, using candid images rather than corporate sit-down shots, to add to the personal feel of the page. These headshots could link through to individual pages for each team member, including a short bio about who they are or what accreditations they hold that make them perfect for the job, also linking through to each team member’s LinkedIn page for users to build connections.
Gallery
Including a gallery on your About page allows users to gain an insight into your business – visuals boost engagement by 94% compared to pages without images. Your gallery should consist of high-quality images, such as of your team working, making products or offering services, your premises, and even drone images. If you have a video, include it here as it will further demonstrate your business values, what you do and how you operate.
Accreditations & Awards
To further build trust, we would recommend including a section on your accreditations, awards and any memberships that your company holds. This will help to build credibility and demonstrate that your business has been recognised by others, helping to differentiate your business from competitors.
FAQs
Lastly, an FAQ section could be added to your About page, allowing users to get to know your company better or answer questions that you receive often. If you have a large number of FAQs, it may be better to have a dedicated FAQ page which can be linked to from the About page.
Services
Why It’s Important
For service-based businesses, Services pages (also called Our Services, Solutions or What We Do) summarise what you offer to customers and explain your business proposition at a glance. Potential customers visit Services pages when they are in the decision-making stage of the process, and having individual pages for each service that you offer allows them to make informed decisions. They identify the value that you offer, building trust and credibility. A well structured parent Services page presents this information clearly with recognisable routes to learn more or make contact.
Additionally, Service pages help with Search Engine Optimisation (SEO), as they allow you to target keywords and phrases related to your services, helping you to appear in Google.
How to Optimise
Consistency
All of your service summaries should follow a similar layout for consistency, with a structure that allows users to easily skim read to get an idea of what each service offers. A benefit-focused opening paragraph will allow users to quickly determine if the service could help them, and you should include details on how your service solves pain points or meets the needs of your customers, the long-term benefits of using the service, and why your business is qualified to offer it.
Imagery & Graphics
Including a photograph or unique icon for each service helps to differentiate the services you offer. A relevant, real-world image can tell a thousand words and showcase the work you do at a glance. If unique images aren’t available, or it better suits your brand voice, a cleverly-designed icon with recognisable elements from your industry can set the tone instead.
Social Proof
Include case studies and real-life images to illustrate how your service has impacted the success or lives of customers, with before and after shots of completed projects allowing users to visualise how your services could impact them. Showcasing testimonials and success stories, with real names and roles to enhance authenticity, is also a great way to build trust and credibility through social proof, including logos of businesses that you have worked with (if you specialise in the B2B space), so that users can quickly identify genuine experiences from legitimate customers.
CTAs
As with any website page, be sure to include relevant calls to action (CTAs) throughout your content, with a button to learn more under each service summary, a contact form embedded at the bottom of the page, and newsletter subscription links to capture contact details.
Contact Page
Why It’s Important
Contact pages are crucial for users and potential customers to get in touch with you, to gain more information or to book your services. A Contact page is essential to have on your website, as companies that hide their contact information are seen as unreliable and untrustworthy.
Additionally, this page is usually included in the main navigation of your website, as well as in your footer, which means that it will likely be getting a large amount of traffic and therefore should be optimised with the appropriate content that users expect to see.
How to Optimise
Actionable Contact Details
Undoubtedly, the most important content on your Contact page should ibe your contact information. This should include a clickable email address (mailto:link), clickable telephone number/s (tel:link), your address, social links and any other information that a user may need to contact you. If your business has multiple branches or departments, include contact information for each to help customers contact whom they need quickly and easily.
Opening Hours
Including hours of operation sets expectations for users, ensuring they know when they can reach out to you or when a response is expected. If you have business premises open to the public, this is especially important to avoid wasted journeys. If you are appointment-only, make sure this is indicated.
Contact Form
You should include a contact form with relevant fields that capture the information you need in order to connect with a potential customer. Here, you should include clear and concise field labels to make it easy for users to identify which information should be input, but try to ask only what’s necessary; otherwise, users may not complete the form, which could result in a loss in leads. Contact forms must be mobile responsive and should have a reCAPTCHA or spam filter on the backend to reduce spam submissions.
Google Maps Integration
If you are open to the public or accept visitors by appointment, you should also feature an interactive Google Maps integration so that users can easily find you. This will also bring up the option for directions on the user’s map app on mobile devices, allowing them to easily travel to your location.
Imagery
Although this type of page may be content-heavy, you can break this up using high-quality imagery – such as photos of your people, premises or drone shots. These allow users to easily identify where you are located and give an idea of who and what to expect on arrival.
Social Media & Messaging
Adding social media links to your Contact page is important, as listed above, but you can go one step further and allow users to follow you across multiple touchpoints from your Contact page too. If you are actively social, feeds from your social platforms further showcase your culture and expertise, and may be favoured by some users for communication through direct messaging.
Businesses that have staff or customers on-the-go can also benefit from WhatsApp and other messaging service integrations to capture impulse messages, respond quickly to enquiries, and better cater to their audience’s preferred methods of communication.
Bottom Line
Landing pages are a vital brand reflection and a key touchpoint in the customer journey. They must be consistent with the rest of your website, readable, and accessible, while also distinguishing you from competitors. By effectively communicating the value of your offering, they build trust and credibility, which in turn enhances the customer experience, drives engagement, and boosts conversions.
Website Developers
Struggling with an outdated website and low user conversions? Contact us today for expert assistance with website optimisation or a complete redesign.
