In this episode, I’m walking you through 5 of the pages that basically every website has, and I’m sharing my #1 tip for improving each page. If you only did one thing to edit your website and just had a moment to do something on each page — these are the things I’d suggest! It’s hard picking just one per page, but I promised I’m selected the “most important” and easiest to fix things. You’ll be off to a higher converting site in no time with these tips. We’re covering your home page, about page, contact page, and service page!
And before I get into the tips, I’m sharing a very short personal update. This is the first episode I’ve recorded since having a BABY — my sweet son, Colin Marc McCravy. So more on that coming soon. But if you want to hear a little bit about him, that’s in the intro to this episode.
And, if you want to dive deeper into these pages of your website and even more website tips, then check out the episodes linked below. And be sure to check out my website template shop. These templates will set you up to do all of these tips I’m sharing with EASE!
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Home Page
Every website has a home page, and depending on what you do in your business this page will look totally different. But one thing that is always present is the words you say at the very top of the page. This is the first thing someone will read when they land on your website.
These words can determine if someone stays and scrolls down or if they leave because they are confused. These are typically called brand statements. They can tell your potential customers if they are in the right place or not and can establish an instant connection or send them clicking away.
Tune into the full audio to hear me share some examples of GOOD and BAD brand statements. If you are looking for tips on improving your website, taking a look at your brand statement is the first step.
In addition to your brand statement, your tagline or another descriptor will typically be close by! A photographer’s tagline might read: “Nashville and Middle TN Brand Photography” or for a designer like me, it could say, “Showit Templates and Business Coaching”.
You want your logo and tagline as well as your brand statement to be some of the first things people see when they land on your website. This is important because it determines what happens next when someone enters through your home page, which for most people is the most common page people start at.
A great way to think about this is like the news app on your phone. If the headline is boring or you feel like it doesn’t apply to you, you’re not going to click into it. Or maybe the headline gets you but then it is actually boring or confusing or not what you expected, so you click out.
That is why this matters, and that’s what I’d say is the top priority on the home page.
About Page
Similar to the home page, every about page looks different depending on your business and what you want out of this page.
Some people want really long pages that share their story of how their business came about. Others might want fun quizzes and ways to show info about themselves to make a connection point.
I tend to air on the “longer about page” side of things, BUT I don’t think there is anything wrong with the really short version either. For some businesses, that actually is BETTER.
So, what would I say matters most?
The photos!
Let people come to this page and see a smiling face (or faces if you’re showing a team of people.) If you’re a brick and mortar or product business, show images of that too. This could also be the interior of the restaurant or the products you sell.
But importantly, show some faces! Let people look into your eyes with at least one image looking at the camera so they can connect to you.
Brand photography is something people often wait too long to do because it can feel daunting and expensive when you aren’t making money yet. If you are already making money and can afford it — do a paid shoot! Having professional pictures for your website really makes a big difference, believe it or not, and can help with improving your website just by swapping iPhone photos for professional ones.
Listen to the full episode to hear the hack I used for my first ever website photos.
And go to CLICK HERE for more episodes all about brand photography.
Service Page
This page is one that DOES vary so much from business to business too. Some great tips to keep in mind for your services page no matter what the business is:
- Keep in mind these levels to hit on: what it is, what it does, and what it does for me
- Focus on what it DOES for them, not what it is.
- Stay results-focused in your marketing and the way you talk.
I think the most essential element when improving your website is when and how you talk about the cost. If this is for a service (not talking about an e-commerce site or shop), then you want the pricing information to come later down the page after you have shared some of the “what it does for them” information.
You also want the pricing section to be clear and easy to find making sure it is not tucked away deep into a paragraph. Draw it out separately from the rest of the content!
Decide with intention what you want to do. For example, is this an exact price for each package, a range, or a starting price? After the price, you want to make sure you have a call to action and give them a quick and simple next step if they see the information and want to act on it now.
Contact Page
I have a whole episode on the contact page that you guys LOVED. [Listen to it here!] It’s hard for me to pick ONE THING for this page because it is so important and I do think it should be more standardized across industries.
But one thing that is a MUST HAVE is an email address for people to contact you.
My second pick is a thought out contact form! If you want to hear what questions to put on your form, I talk all about that on episode #48.
Sometimes people include a form and skip the email address on their contact page. The email address is important to allow all people to reach out, regardless of why they are contacting you.
When you only have a contact form, you are limiting the people who reach out to just what questions are on the form. An email allows ALL OPTIONS! They can email you to speak at an event, ask you to be on a podcast, or offer to give you a free product to post about. If your contact form only gives them the option for “when is your wedding date?” It is limiting!
But really both the form and email both are important.
That is it, friends! There is so much more to these pages, but if you are thinking “hey I’m interested in improving my website and I don’t know where to start” — this is the where to start!
Episodes Mentioned:
#48 | How to Create the Perfect Contact Page
#15 | How to Plan an Amazing Brand Photoshoot
#16 | Top Questions You’re Asking About Personal Branding Photography
#120 | How to Get AMAZING Brand Photos for Your Business
#68 | Your Website’s Navigation: How to Make Your Menu SUPER Effective
#81 | Time-Saving Hacks for Launching Your Website Template FASTER
Links Mentioned:
Listen to the Breakthrough Brand Podcast
Connect with Elizabeth on Instagram
October 26, 2021
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