Beyond the Basics

Every business knows they need a homepage, about page, and contact page. But the businesses that win online have specific elements on each page that build trust and drive conversions.

The Essential Pages

### 1. Homepage Your homepage has one job: convince visitors to stay and explore.

Must-have elements: - Clear headline stating what you do and who you do it for - Primary call-to-action above the fold - 3-5 key services or offerings - Social proof (reviews, ratings, client logos) - A brief "why us" section

Common mistake: Trying to say everything on the homepage. Less is more.

### 2. About Page The second most-visited page on most business websites. People want to know who they're dealing with.

Must-have elements: - Your story (but keep it customer-focused, not ego-focused) - Team photos with names and roles - Your values or approach - Credentials, awards, or certifications

### 3. Services/Products Pages One page per service or product category. Not one page listing everything.

Must-have elements: - Clear description of the service - Who it's for - What's included - Pricing (or starting prices) - A specific CTA for that service

### 4. Contact Page Make it stupidly easy to get in touch.

Must-have elements: - Phone number (clickable on mobile) - Email address - Contact form (keep it short - name, email, message is enough) - Physical address with Google Maps embed - Business hours

### 5. Testimonials/Reviews Page Dedicated social proof that Google can index.

Must-have elements: - Real reviews with full names - Star ratings - Google Reviews integration - Case studies (if applicable)

The Pages Most Businesses Forget

### 6. FAQ Page Answers common questions, reduces support load, and is excellent for SEO (especially AEO). ### 7. Privacy Policy & Terms Legally required in Australia if you collect any personal data. Yes, a contact form counts. ### 8. Blog Regular content demonstrates expertise, improves SEO, and gives you something to share on social media. Even one post per month makes a difference. ### 9. Thank You / Confirmation Pages What happens after someone fills out your form? A dedicated thank you page lets you track conversions in Google Analytics and tell the customer what happens next.

The Elements That Go on Every Page

  • Navigation - Simple, consistent, with your primary CTA visible
  • Phone number - In the header, clickable on mobile
  • Footer - Contact info, key links, social media, ABN/ACN
  • Mobile responsiveness - Not optional in 2026

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