The answer is 5… or more than 10, depending on what you plan to sell.
Five must-have website pages, including your landing page
It doesn't matter what your startup sells; if you want to convert visitors into paying customers, your startup website must have these 5 pages.
#1
Landing page/Home page:
The home of content that converts visitors into buyers.
Your landing page can make or break your business. The way to succeed is to ensure that your website copy is compelling. The content on your landing page should resonate with your users and answer three simple questions asked by most users:
- What is in it for me?
- Why should I buy from you?
- Why should I trust you?
Answer these questions honestly, and your landing page will convert visitors into buyers.
#2
Product or service webpage:
Persuasive content dedicated to your offering.
The content on your product or service page has only one job: to convert those who are almost ready to buy into those who definitely will buy what you are selling. The product page on your website should have content that gives your users enough logical reasons to put you on the top of their consideration list. Follow it up with enough financial incentives (coupons/ free delivery/BOGO) to pay up and close the deal.
#3
About Us webpage:
Putting a face to your brand and building credibility.
Most people think the About Us webpage content is about a bio and a generic vision and mission statement. That insults your users' intelligence. Any user who comes to the About Us page and takes the time to read the content wants to know more about you. They are reading to see if they can trust you to deliver on your promise. This is your chance to put a face to the brand and build a human connection. Take time to make your About Us page content a true reflection of what your company and you as a founder stands for. Use your About Us website copy to convert visitors into people who believe in your startup story.
#4
Blog page:
Content that attracts users and then sends them shopping.
Most startups make the mistake of putting their blog page and their blog content strategy at the end of a long list of things to do. Do that, and you might as well resign yourself to spending months at the end of a long list of Google search results.
Your blog content is how your users find you organically. Create content that answers your users' questions, and you will rise to the top of search rankings. Make sure your blogs have content that demonstrates your experience, expertise, and authority, along with easy-to-understand, helpful, relevant, and trustworthy content.
Use the chance to create content breadcrumbs in the blog content that will lead them to parts of your website that have content that will convert this visitor into a customer.
#5
Mandatory content:
Building trust and increasing SEO ranking.
This includes the Terms of Service, Privacy Policy, Sitemap, and other pages people skip but search engine bots crawl through.
Four good-to-have website pages
Let's say your product or service is something most users haven't heard of before. They will need a little more convincing before swiping their digital wallets. If this is the case, it would be wise to prioritise adding these pages to your website. The content on these website pages will significantly increase your chances of making a sale or getting a lead.
#6
How-it-works page:
Helping users understand your innovative product with compelling copy.
The more innovative your product, the deeper you need to get into how it will help your users. Explain everything in simple terms (unless you are selling to knowledgeable users like scientists, engineers, or other professionals). Always focus on developing content that talks about the benefits instead of going on about the features. The content on this webpage can also help users searching for answers find you among the many websites fighting for their attention.
#7
FAQs page
Addressing user concerns and converting them.
Even if you sell toothbrushes, your users will have questions. A well-structured and informative FAQ page will save your users a lot of time. Frequently Asked Questions are also an SEO keyword goldmine. Use the content in your FAQs section wisely, and you can rank high for long tail keywords. The questions your real-life users have asked are probably the same questions people type into the Google Search Bar or ask Search GPT.
#8
Testimonial page:
Showcasing users who love you to users who are on the fence.
Positive customer reviews are the best way to assure potential customers that your product is the real deal. It is also the most effective way to clear users' doubts about your offering. A testimonial page with curated, genuine content that eases user concerns will sell a lot of your product or service with minimal effort.
#9
A shipping/returns/ terms of service page.
Suppose your product involves delivering a physical object. In that case, this page is essential to making your users feel confident about your offering. Nothing is more frustrating for a user than worrying about the logistics of getting the product in hand and on time.
How many days will it take? What is your return/refund policy? Can I pick it up from a pick-up point?
Simple questions that, if unanswered, can mean the difference between a successful sale and an abandoned cart.
Two website pages you can choose to add.
If you plan to use your website as an information hub for everything related to your startup, you need to add a couple of more pages.
These pages will ensure that your website is the most informative and highly ranked resource on the Internet about your startup.
#10
News page
Sharing updates about your company.
Anyone who wants to know anything about your startup will search online first. It could be a journalist, a potential investor, or a graduate looking for an internship. The news page of your website can be the source that provides them with trustworthy and authentic answers to all their queries.
#11
Culture & career page:
Attracting coworkers with your values.
People may join a company for the money, but they stick around because of the culture. Your website is the easiest way for potential applicants to learn about what you value as an employer. Showcase what existing employees have to say about your company, show your office environment (if you have an office space you are proud of), and share anything else that will help your future employees do a vibe check.
Final thoughts
Your website is not something you can build and forget about. It will evolve with you as your business grows. Start with these basic web pages and add more or delete some as you learn more about your customers and their interests. Aim to build a well-structured and easy-to-navigate website that guides users throughout their purchase journey. Invest in developing a content strategy and website content that addresses customer concerns and showcases your brand's personality. Consider it an investment in your startup's long-term success.
