Marketing Basics

The Most Important Things to Put on Your Website

It’s 2021 — everybody knows what a website is and how it works. Having a great website is a marketing basic you just can’t skip. It’s one of the most important ways you can establish the look and feel of your business, and it gives prospective customers a low-stakes way to get to know you.

There are a lot of websites out there that miss the mark when it comes to key pages and must-have add-ons. We’ve created this guide to help you figure out EXACTLY what needs to be on your website, as well as helpful extras that will attract customers and help generate tangible leads. 

Most importantly, your home page needs to communicate what your business can do for them.

Home Page

Many customers will only visit one page on your website, and the home page is the one they’re most likely to see. You’ll need to include information that will keep them interested without being too overwhelming. Most importantly, your home page needs to communicate what your business can do for them. 

Include a Concise Summary

Write a short blurb about what you do. It should focus on your customer and what they care about. Make sure to name your product and service and explain what it does for customers so they know why they’ve come to your site. If you have a process for working with your business, mention how you do what you do. Some home pages might benefit from including testimonials so that the customer can immediately see proof of your work. 

Emphasize Potential

The most vital thing a home page should include is potential — essentially, the potential your customer has to achieve something with your business. They need to feel like your product or service is especially valuable to them. 

Make sure your home page doesn’t spend time talking about you personally or the origin story of your company. The home page should be completely customer-focused. 

The home page should be completely customer-focused.

About Page

If your company has a cool origin story, the About page is the place to tell it. Even so, you still don’t want to focus too much of your about page on your beginnings. Your customer is probably more interested in why you’re better qualified to help them than your competitors. 

The about page should answer the question of “why?” Why are you the right choice for any prospective customer? Focus this page on what makes your company different and unique. If you do something that no other competitor does, make sure to mention it. 

Include visual elements on your about page. Show testimonials, pictures of your work, or your employees — whichever parts of your company are your biggest selling points. 

“Our Work” Page

This page is universally the most lacking — if it’s even included at all. The “Our Work” page is where you need to show customers great examples of what you do. 

Follow these key guidelines to set the perfect stage to show off your work:

  • Include images from at least three projects. If your business is involved in different lines of work, make sure to show three projects for EACH line of work. 
  • Feature professional photos (no cell phone pics).
  • Consider adding some information alongside the photos to talk about the individual projects. What was the challenge of the project? What process did you use to complete it? How long did it take? What was the solution/end product?

Together, this information helps customers understand how you’ve gone about completing previous projects and visualize how you might help them with their projects. 

The “Our Work” page is where you need to show customers great examples of what you do.

Products and Services Page

This page gives you a space to outline your individual products and services. A successful products and services page should include information on four main topics: pains, features, benefits, and processes. 

To illustrate how this page should look, we’ll use a pool building and maintenance company as an example. (Unless you own this type of company, your page will likely look different, but refer to this outline as an example.)

  • For a pool building and maintenance company, you would need a construction page and a maintenance page. Make sure to separate your products and services if you do two different things.
  • Talk about the pains customers might have that would drive them to need your product or service, i.e. cleaning their own pool, balancing the chemicals, etc. 
  • Discuss the features of any services you provide. For instance, a once-a-week cleaning, a chemical balance test, a pump inspection, etc. 
  • Name the benefits of your services. For instance, with regular cleanings, your customer wouldn’t have to worry whether their pool was safe for their children to use.
  • Outline your processes. Mention your schedule, any checklists you go through, whether you send appointment reminders to your customers, and so on. 
  • Link to your “Our Work” page by including a gallery of past projects. 

General Info Pages

This is a list of general info pages most companies need to include along with the other big-ticket pages we discussed above. They include:

  • A “contact us” page
  • An FAQs page
  • A page featuring testimonials from customers

These pages are fairly self-explanatory, so we won’t go into depth with them, but make sure they find their way onto your site. 

Landing Pages for Specific Offers

If your company offers a specific service to new customers, like a free quote on their project, then make sure you have a landing page for that service. It should feature a specific form that gathers the right information from the customer in order to complete the service effectively. 

Must-Have Features

Some website features are absolute must-haves. Include these key elements before your move on to the bells and whistles: 

  • Professionally-taken photos
  • Concise, simple writing
  • Clear calls to action, ie: “get a free quote,” “download this resource,” “talk to an expert”
  • Easy-to-navigate web design (not too many places to click, but enough to get them to the info they want easily)
  • Testimonials from customers to use as social proof
  • Easy-to-use forms on your landing pages (they need to be short and easy to fill out)
  • Make sure customers have a way to contact you over the phone, email, your address, Google maps, or links to social media


There are a few different types of extra pages you might want to add to enhance your website beyond the must-haves above. Most of these have to do with content. Content is interactive material you create for your customers to help educate them on what you do. 

Content is interactive material you create for your customers to help educate them on what you do.


Blog articles are a great way to define your company’s identity, show up on search engines, and relay information to customers. Customers might refer to your blog to answer questions they have about their project. You can also send them content in the form of educational resources or emails. 


Downloads include eBooks, guides, catalogs, checklists, etc. Make sure your customers need to enter their contact information in order to obtain a free resource. This way, anyone who downloads your materials will automatically turn into a lead for your company. 


Videos can help set your company apart from competitors. They do cost money to make, but that makes having them less common and more of a standout feature to customers. The visual resonance of a video is hard for other businesses to replicate, so if you want your website to be unique, consider adding video.

Optional Features

If you want to take your website to the next level, consider dabbling in some of these extra features:

  • If your company has enough employees to monitor it, add a chat function to your website.  
  • Create a quote tool for customers. This takes a bit of time to develop, so a cheaper/easier option is to include a pricing page. 
  • If your company offers an especially unique product, include a page that focuses only on that product. 
  • Include a link to Google reviews or other platforms that feature your business. 
  • Display your company’s accreditations if you have any. 
Don’t have the time or the passion to design a website yourself? That’s okay, but make sure to invest money into hiring someone to do it for you.

You Don’t Have to Do it Alone

Don’t have the time or the passion to design a website yourself? That’s okay, but make sure to invest money into hiring someone to do it for you. The return on investment is well worth the cost up-front. Even if you don’t feel like you have the resources to implement all of the suggestions we’ve made here, it’s still necessary to reach out to someone who can help you get the job done. 

We’re happy to talk to you about how to improve your website or build one from scratch. Get started by scheduling a Free Growth Assessment with our team.

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