The Most Important Pages of your site and what goes on them.
If you've ever created a website or worked with a designer on a website you know that the easiest part, that also can be a lot of fun is deciding how you want the site to look like and what you want it to do. It's a cool thing looking at a really pretty website and thinking hmm I'd love something like this or whoa! I want my site to be able to do that; but when it comes to writing the text for each page and actually deciding what exactly to put on that page to accompany the pretty and well thought out design, it can get real confusing. Uhm🤔 what goes on the Homepage? What should I write on my About Page that still reflects me and makes it interesting? How do I put together my Services Page so it can convert properly? If that's where you're stuck at in your site building process, worry not friend, alas the answer to your prayer is showing live on your phone or laptop in this moment.
Here's how to plan and write good, converting text (known as copy) as well as decide what exactly goes on each page of your website.
1. Be clear on your website goal.
If you're not new on this website, you know how much I keep emphasizing on this. I can not say this enough. Before you ever hand someone money to design your site for you, or before you buy anything associated to your website, you should be crystal clear on your site goals - and you'll be doing yourself a great disservice if you don't.
You should be able to able to tell me if I woke you up from sleep, why you're creating your site and what you expect it to do. Is it to sell your course? Is it to sell your physical products. Is it to offer your paid services? Is it to grow your email list and grow a loyal audience? Be clear on it. Why you ask. Because that will help your decision-making process a ton.
For real, you will be less stressed about the key functionalities of your site and it'll be easier to choose what goes where. Seriously, you know you have no business adding a gallery and your Instagram feed where you show your travel pictures to your site if it's meant to get people to listen to your podcast about dancing hip pop.
2. Be clear on who your site is for.
I know I know. I dreaded this too when I was creating my site but it's one of the things that has catapulted my site traffic and conversions. Many site owners, including me when I was starting out, dread that the more specific they are with their ideal site visitor, the more they'll be limiting their reach and leaving money on the table.
It took me so long to come up with colors for my brand palette because I didn't want it to be for only women. I'd switch it up every now and then because my male friends would say it's too feminine, but the truth is they would never buy from me either because they didn't understand or need my services and business, so asking them for opinions about my site was wrong in the first place. You should only ask potential clients or people who have had success doing what you plan to do for feedback on your business.
No matter what you sell on your site, you should always have it in mind that you're going to be selling to human people who have hopes and dreams and fears and above all, who desire connection. If you can't give them that connection, show them you care and earn their trust when they visit your site, forget about getting their money.
To be able to strike that connection on your site, your site should be built with your ideal client - and only your ideal client in mind. Writing your copy(text), selecting your pictures and planning your pages for your ideal client will help you know which words to use, which colors, which vibe and which pictures will better help them like and trust you; then your messaging won't be too generic and boring and that is what will help you attract more people and strike that connection. Trust me, if a man feels connected to what you do and your messaging, pink won't discourage him from patronizing what he believes is the best of the best. I use red and pink on my site and use words like "Ambitionista" and "bomb" and my audience loves the sound and feel of that. I even have some pretty amazing male followers who love and support my work!
Pro Tip: if you're doing business in the 21st century and you're not building an email list, you're seriously operating below your full business potential and you're leaving serious money on the table. Most people who visit your site the first time will not buy from you immediately, and that's why allowing them to voluntarily give you their email addresses and names will help you follow up on them, build trust and let them buy from you. Often times, customers who buy through your email list become raving fan customers. Email lists convert more than Social media. In fact, According to The Data and Marketing Associaton, Email marketing is the queen of the marketing kingdom with a 3800% ROI. When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more.
Building a highly engaged email list should be a priority as a business owner in the 21st Century.
Let's talk about the most important of your website and what goes on them. The basic pages of your website are the home/start here page, the about page and the services/ products page. That was easy, right? Of course it was. All the others are extras. Now let's talk about what goes on each page.
A. The Home Page.
A few notes first.
- The Homepage is the page your visitors will most likely see first or go to after they are done interacting with the page on your site that got them on your site in the first place.
- Your home page should be as simple as possible, give your audience an idea of who you are, what you do and what to expect.
- Arrange your information in a way that makes sense to your audience and show them they can trust you - and oh I don't mean to pressure you but you have less than a minute to win visitors over or they'll leave and probably never come back.
- Minimize social media icons on your site to prevent driving away into the distractions of the internet. Also, reduce client overwhelm by reducing the number of decisions to make when they visit your site.
- Limit the items in your navigation to about five and avoid the use of fancy terms that could confuse your visitors. When in doubt, keep it simple, and don't forget to use call-to-actions like and opt-ins that are clear enough to get them to take action.
- Help them know where to go next on your site and walk them through your roadmap to get them to reach your site goal and find what they're looking for as you build trust. (If you don't know how or why, you need to check out this post about planning your website properly).
- Make sure to offer them something cool in exchange for their email address and remind them to do so throughout your site without being pushy or annoying.
But what exactly will you have on your homepage?
- Copy (text) clearly indicating who you are, who you help and how you help them and a tagline or catchphrase to make you memorable and easily understood. Your visitors should not be left wondering who you are and what you do after they read your home page. Be creative. Show personality but most of all stay on brand.
2. An on-brand banner photo. This photo, together with every other photo, should carry the same vibe and similar colors that harmonize well and looked good together. You can't have photos with pastel colors at one place, then bold red photos in another place and deep greens photos somewhere else. Your site should look well thought out and cohesive.
3. Opt-in in the header and reemphasized in other places throughout the site - This is quite obvious, your first call to action should be an opt-in, boldly and enticingly placed to get people to give you their email addresses in exchange for a goodie that is truly valuable.
4. Clear roadmap to show what to do next. Do you want them to read your blog or opt-in to your list? Say so. Check this post out to help you better understand roadmaps.
5. Social proof. Give your clients that extra trust factor by showing testimonials, client logos or features.
6. A photo of you. On your homepage, it's optional but it goes a long way to help people get to know you and feel connected to you. Photos of you should be on-brand (blend with your site vibe and or colors), professional and show personality.
B. The About Page.
This has been quite an unnecessary cause for confusion among site owners. The main question; Do you write about yourself or your product. The correct answer; both. Let me explain. Your site visitors want to know things about you as they relate to your business and brand. They want to know you're qualified to help them because you're one of them or because you have the educational qualifications to do so. They don't just want really random facts or third person stiff and boring bios, they want to know you're a human who's here for them every step of the way. (If you want to sprinkle a few random facts, make them fun, surprising and relevant) It's sad to see tons of small business owners mess up their About Page because they don't fully understand its potential to win site visitors over in a breeze. Your About page, just like every other page of yours, should sizzle with personality. It should be you seeking in a non-pushy way to make yourself relatable to your audience, showing them how you can help them and then telling them more about you in a way that sparks interest and makes them want to stay with you.
Here's a simple formula I use;
1. Attention Grabbing Intro. Spark interest and captivate them with something surprising, thought-provoking and or fun. Again, it must be relevant to your business and brand. This is optional, but it helps a ton.
2. Strike a connection by;
a. By addressing them and their problems.
b. By showing them who you are by showing your personality through carefully selecting brand relevant words and phrases.
3. Demonstrate how you can be of help to them, why your help is different and why it's exactly what they need.
4. Talk about yourself a bit and or connect with them through stories of your life that are relevant to them.
5. Include a Call-To-Action. You want to win them over. Make it easy for them to stay by asking them to join your email list or work with you or do something important before they get swallowed into the many distractions of the internet.
Pro Tip: Be straight to the point and remember to add a photo of you -or a couple of photos. Be professional and feel free:)
Last but definitely not least.
C. Work With Me / Services / Products Page.
This page is where you convince your audience and get them to take action to actually buy your time, skill or product. It's so important because it's where they move from fans to customers. This page should position you as an expert and give them a reason to think that you're worth their hard earned money and time - because you really are.
You must have in mind that every single time, your potential client is not looking to buy your product or skill, they're looking to buy how it makes them feel and what result it helps them achieve.
If you sell slots for a membership program, your potential customers want to know how your program will change their lives by helping them achieve a desirable result. Will it teach them to run their business or provide them with progress partners to help them on their journey? Will buying your newly designed grocery bag make them look classy and make carrying groceries less tiresome when they go grocery shopping? Tell them.
That's what they're most interested in. Show them you're valuable by choosing prices that reflect the value of your time and skill and make buying or booking you incredibly easy. If they have any questions, answer them in your FAQ section, design your pages in a beautiful and simple way and organize the information so that it doesn’t feel overwhelming to them.
On your service page, you should write about;
1. What the problems of your ideal clients are.
2. How your products/ services solve their problems. Show them how you can make their situation or life better if they invest in your skill or products.
3. Give them more details about your product/services and pricing. Talk about relevant processes, facts etc that they need to know.
4. Show them how they can get in touch or buy your products and, make it easy.
- Social proof
to build more trust.
Remember you're here for your clients and if you can't prove that to them, you don't have a business. Also, don't get so sucked into the "perfection pithole" that you never take action to build your site. You don't have to get eeverrrythingg right the first time. Do your best and keep getting better. Imperfect action is always better an perfect in action.
Talk to me. What is your biggest takeaway from this post and how are you going to tweak your site with this info to make it convert better by building trust? Tell me in the comments section below and let's get talking!