Website Content: 10 Pages Every Website Needs

Website Content: 10 Pages Every Website Needs

April 03, 2018

Whether you’re a start-up or a corporation, your website needs these pages

If you’re not online, are you really in business? In 2018, that statement couldn’t be any truer. A website is a business’ best sales tools. It’s your public identity, your shopfront to the world. And as with most things, first impressions count. That’s why a great website isn’t just about a great product, it’s also about great writing, great imagery, great design and great website content.

But when it comes to getting online, there is a right and a wrong way to do it. Need to be pointed in the right direction? Get these 10 pages on your website and you’re well on your way to online success.

Home page

Your Home page is the welcome mat to your business. And if your front door doesn’t look appealing or legit, no one’s going to bother knocking. Visitors to your website want to feel like they can step into your (virtual) office and find out who you are and what you do in a way that’s interesting, engaging and quick. You want your Home page to express your business as being professional, legitimate and an expert in your field. Expertly-crafted website content by a professional freelance copywriter is a sure-fire way to tick all those boxes.

About Us page

You’re About Us page gives your business the opportunity to express your business’ story and answer a few important questions like who runs the business, where you’ve been, where you’re heading, and what makes your business different from everyone else’s. A great About Us page enables visitors to a) get to know your business better, b) figure out if your values align and you’d make a good team, and c) imagine life with your business solving their problems. It isn’t easy to craft the perfect About Us page though; a freelance copywriter can zoom in on the most sell-worthy parts of your business.

Products & Services pages

Visitors are most likely to visit your website because they have a problem and you might be able to solve it for them. Therefore, it’s important that you craft great website content around your core proposition – your products and services. If you have lots of products of services, don’t cram them all onto one page. It’s common practice to have a ‘home’ products and services page that then links to separate pages that outline each of them separately.

FAQs page

Make your customers’ lives easier by answering the most common questions before they’ve even asked them; both visitors to your site and your customer support team will thank you for it! Not sure where to start? Simply answer the most common questions your current customers ask – things like how postage or delivery works, how to download your app, or how to return a product if it’s faulty. If your product is quite technical or complicated, think about splitting your FAQs into sections. Don’t be worried if your FAQs page is looking long; as long as it’s well-organised and easy to navigate, it’ll be easy for your customers to find the answers to your questions (plus SEO will love you).

Portfolio or Gallery page

Seeing is believing, which is why a portfolio or gallery page is a great way to show off what you can do with high-quality photos of previous work is a great place to start. The emphasis here is on ‘high-quality’ though. Any imagery you use on a portfolio or gallery page should highlight the best bits of your product or services, so don’t let people get distracted by bad lighting or fuzzy focus. Use this page to showcase the breadth of your skillset.

Testimonials page

Seeing what you can do is one thing, but other customers’ reviews are a whole other persuasive kettle of fish. Testimonials allow visitors to your website to find out what other people think of you and your product. Include names and titles, business names and locations to add a degree of legitimacy to each testimonial. Videos are also a great way to express testimonials in an engaging way that can be utilised on social media too.


A blog is a great way to start a relationship with potential customers, even if they don’t become actual customers straight away. A blog allows you to communicate with people online in a way that’s friendly and non-confronting, and usually provides them with some sort of help. A blog that’s regularly updated with unique, fresh website content that solves a customer’s problems establishes that business as an expert in their field, which is good for both business and SEO purposes.

Contact page

It might sound obvious, but if a potential customer can’t contact you, you will lose them. Even if you have your contact information in the header or footer of every other page on your website, you still need to have a dedicated Contact page because visitors to your site are conditioned for it. And let’s be honest, it’s really annoying searching high and low on a website for a phone number or email address. Add links to your social media accounts here too (LinkedIn, Facebook, Instagram, etc), and include opening hours here if they’re relevant too. And even if you’re an online business, adding a physical address adds a degree of legitimacy to your website. Visitors are more likely to trust a business that works out of an actual building rather than the internetsphere.

Privacy Policy

A Privacy Policy outlines the way your website gathers, uses, discloses and manages your customers’ data, and if you’re gathering users’ personal data you’re legally obliged to include one on your website. Most Privacy Policies are written very similarly. For help writing your own one, Google ‘privacy police template’ or ‘privacy policy generator’.

Terms & Conditions

In the real world, you probably don’t read T&Cs that often – and people are unlikely to read yours much either. But in a nutshell this page outlines how visitors to your website can use your content. There’s no legal obligation to include this page on your website, but it’s one of those ‘better safe than sorry’ things. Like the Privacy Policy, you can use Google to find a T&Cs template.

10 pages of great website content are all you need to craft an appealing website that engages customers, drives traffic and converts into sales. Need a hand writing pages for your website? Have a chat to Lingo. We’re professional freelance copywriters who combine creative, engaging writing with sales sense and marketing nous to create a winning online personality for your business.

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