What Content Do I Need For My Website?
Clients often tell me that they don’t know what information they want or need to include in their website. This guide to website content creation will help you to get started on creating a comprehensive website that shows off your business or organisation in the best possible light.
About Us Page
While it’s true that the About Us page is seldom the most frequently-visited page on a website, I think you’re missing a trick if you don’t have one. If you’re in a crowded or competitive field (like website design!), it might well be the case that the About Us page swings a deal in your favour, simply because a potential customer likes the ‘feel’ of your business that it creates.
Take the opportunity to talk about who is at the core of your business, why and when you started it, what gets you up in the morning – all the things that set you apart from your competitors.
FAQ pages are extremely useful for two reasons – they provide direct assistance for clients old and new to find out answers to specific questions, but they also help you to establish your credentials in your field and essentially show off your knowledge. Comprehensive FAQ pages enable you to impress newcomers to your site with the extent of your know-how and expertise, and show that you pay attention to customers’ needs by answering their questions before they even ask them!
Your services pages should be the backbone of your website. These are more than likely the pages that will be found most often in searches and therefore visited most frequently.
If you offer a range of services, it is always worthwhile taking the time to create a separate page for each one (as I have done on the Media Gain website – have a look at the menu at the top of this page).
Creating a separate page for each service you offer has two benefits – it enables you to focus on each one in detail and include extra features such as images, brochures, price lists, etc., without making the page too long and cluttered. Having separate pages for each of your services also makes sense in terms of being found by search engines – you can create more specific page titles and meta descriptions, while also building a larger website that provides further opportunities for Google and Bing to find you and display you in search results.
An image gallery is a great way to convey precisely what it is you do and show off your work in visual form. Before and After shots, work in progress videos, pictures of completed projects – these are all effective ways of illustrating what you do as well as giving you the opportunity to highlight notable clients you’ve worked with, or well-known locations where you’ve completed projects.
A particularly demanding, innovative or well-known project might merit your highlighting it as a case study. This enables you to go into the specific challenges a particular project presented and how you solved them, for instance. Alternatively, it may be a job that has earned you as award or some public recognition. Or it might simply be some work that really encapsulates the heart and soul of your business. In any of these situations, case study pages are a positive and proactive way of showcasing what it is that you do best.
If you’re a small business, or even a one-person operation (like Media Gain), a staff page can be a useful way of introducing a more personal touch into your website, allowing you and/or your employees to express themselves a little more informally perhaps, or to highlight their training, qualifications and awards.
For larger businesses that have several members on the team, staff pages are a great way of highlighting their specialities or particular areas of expertise. This can be reassuring for potential clients who will in this way know that you have the know-how and personnel to handle their needs.
A straightforward but vital page, your Contact Us page should make the process of getting in touch with you a straightforward process, and include all of the means by which people can reach you.
An email address and phone number are essential (and your 24-hour emergency number if relevant), but you might also want to consider including a map, links to your social media platforms, and a web form from which customers can get a message to you whenever they need to, even outside of business hours.