If you’ve ever created a website for your business, you’ve probably wondered: “What pages should my website include?” You might have just kept the pages your template included or peeked at a competitor’s site to see what they do. But did you know your page structure has a huge impact on your user experience and SEO? It’s something you should think about pretty seriously when designing your site!
Here are the five pages you need to include on your website:
The home page is typically where users will land when they first visit your website. It’s important to give a good first impression! I always say, “your website is an airport, not a museum.” People aren’t visiting to stand around and look at how pretty it is; they are trying to GO somewhere and DO something (hopefully, hire you!).
Your home page’s job is to tell them where to go. Think of it as your site’s “arrivals board.”
The goal of your homepage is to grab the user’s attention, tell them who you are and what you do, and direct them where they need to go next.
Here are some things to include on your home page:
The about page is your chance to tell users more about you and your business. This page is all about building the know, like, and trust factor with your potential clients. It should include storytelling that will make an emotional connection. You want to get people thinking: “YES! This is the calligrapher/florist/planner for me!”
Keep in mind, the about page isn’t so much about you as a person as it is about your business. The goal is to show users that you empathize with their needs and goals and that you are uniquely prepared to solve them.
Some sections to include on your about page are:
The services and portfolio page is where you will share with users what you do and show off how beautifully you do it. I know what you’re thinking: “Wait, Alex, isn’t that two pages?”
The reason I’m combining services and portfolio here is that I believe for most wedding vendors, your services and portfolio should actually be combined onto ONE page. By combining your services and portfolio on one page, you will be able to provide the client with all the relevant information in one place. That’s better both for your user experience AND for SEO!
I recommend calling this page “Weddings.” This allows you to group all relevant content onto one page: the experience, your portfolio, pricing information, and testimonials.
The other reason to combine services and portfolio is that many wedding vendors serve more than just wedding clients. A planner that also does corporate events, for example, could have a page for “weddings” and a page for “corporate.” The services and portfolio for those clients will be very different, so it doesn’t make sense to have them visiting the same pages as each other!
I love how my client Jontell did this with her template customization. Because she does both wedding and branding photography, each is separated out into their own page!
Here are a few things to include on your combined services/portfolio page:
If your website doesn’t have a blog, you are missing out big time! Your blog allows you to establish yourself as an expert in your field, make a personal connection with potential clients, and it’s great for SEO. I love this article from Sara Does SEO about the five reasons blogging is good for SEO. Here are a few things to include on your blog:
When we talk about website “conversions,” the contact page is where the magic happens. It’s when users take the step from being visitors to leads. The contact page should be short and sweet! The goal is to get users to inquire with you about your services. You can read more about optimizing your contact page here, but here are a few things to include:
That’s it! Those are truly the ONLY pages I believe most wedding professionals need on their website (not including landing pages, newsletter opt-ins, etc!). These five pages are the only ones you will need to link to from your main navigation. I often see wedding vendors with really complex navigation menus. This is bad because it’s confusing for users—they aren’t sure where to go or what to do next because it’s so overwhelming! So if you’re not sure what pages you can cut, here are a few pages you absolutely don’t need:
Whether you are customizing a template or starting from scratch, considering your page structure is the key to website success! I hope this post gave you some ideas for how to organize the pages on your site.
Alex Collier is a Showit web designer for wedding professionals. Are you ready for a website with beauty and brains? Get in touch!