What Types of Website Pages Should Your Site Have?
We’ve spent the first mini-series of the Talk Copy to Me podcast talking about web pages, so let’s end it by discussing all the other types of website pages you can have on your site, in addition to the Big 3 we talked about in the past few episodes — the homepage, about page, and services page.
You see, there are so many types of website pages that any business may need, but there isn’t a one-size-fits-all approach to which of those pages your site should have.
On this episode of the podcast, we’ll review the 20+ types of website pages you might want on your site. I’ll explain why (and why not) you might consider adding them, and what needs to be on the page if you do include them.
How many do you think yours has right now? Enough? Well, you’re about to find out!
Here’s exactly what was discussed on the show:
How Shop pages can be set up different depending on the products, productized services, programs, or courses available
Whether frequently asked questions belong on their own page or if they should be spread out on services pages
How to include testimonials on your website and whether they should be on their own page
How a portfolio page and case studies can work together on your website; or, alternatively, why you might want to consider separating them.
Where the contact page belongs on your site (this isn’t for everyone, but this one might surprise you!)
What are landing pages?
How to set up lead magnets and quizzes and why/how you’d send people to these landing pages
Why confirmation or redirect pages often get overlooked, but how you could implement them on your site.
Types of visibility pages, like speaker or media pages and what the differences are between the two.
The differences between a resources page and a blog, and how you would use both on a website
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
Erin Ollila 0:00
Okay, fine, we have been talking about websites for quite a few episodes. Now, we have reviewed whether or not you even need a website, what goes on your home about and Services page, and how to clarify the messaging on all of those pages, especially in the case of the user experience and the user journey. So what’s left, we are going to complete this website page series by talking about all of the additional website pages, your website may or may not need. So I’m going to spend the rest of this episode talking about all of the possibilities of, of website pages that you could have. But I just really want to begin by pointing out that if you are new to business, and you are DIY ng this, a simple one page website is all you need to introduce yourself, your business, and your services to your potential ideal audience, get something up there and then start improving on it or building on it as you learn more about your business. But let’s jump in to all of the additional website pages you may want to have on your website to make it really showcase your strengths to your audience. So I mentioned we talked about the Services page. And when we had that discussion, I very quickly went over the fact that you might have a shop page on your website. So if you offer products, or if you offer let’s say workshops that may happen live, but they only happen one at a time, and you have to sign up for them every time. A shop page is vital. Right? That’s where people know that if they click on it, they can purchase the things that they see on it. Every shop page is very different based on the business. If you’re selling products as the main aspect of your business, for example, your shop page is going to be one of the most important places on your website. But in many cases, there are small businesses that I work with especially service providers that also have shop pages on their website for some usually smaller priced products, or maybe higher priced course offerings that are self guided as an example. One person that I really adore in the business world is Charlotte, Isaac, she has a multi tiered business setup in that she does done for you dubsado setup services for her clients. She also has a program that is cohort based, that helps individuals learn how to DIY their dubsado setup. It’s called ease seekers and I am an East seekers graduate. So I highly recommend it if you are interested at all. And then she has a DIY shop on her website. Now I’m pointing this out one because we’re obviously talking about shop pages. But to because I think it’s a great example for service based businesses, especially that have different types of offerings. You know, in Charlotte’s case, if her DIY clients wanted some assistance, yes, they could join the e stakers. cohort. But what if they the cohorts close? Like what if there’s currently a cohort in action, they can still get help if they go to her DIY shop page and purchase some of her lower price setup tools. So if you’re considering having a shop on your business, I would check out the way that she has hers laid out. When you go to her shop page, you can easily see what is available for purchase. If you click on each product, it will have a new landing page that goes over what is included in the product. I think there are some disclaimers, there are some frequently asked questions, it is just very well clearly laid out. So I will put that in the show notes for you guys, because I just think it’s a great example for service based businesses who want to have a shop on their page. Alright, let’s move on to something new.
We’ll talk about the Frequently Asked Questions page. We talked about Frequently Asked Questions briefly on the Services page episode. But let’s talk about whether or not you want to have a frequently asked question as an individual website page. Sometimes it’s a really good fit. And sometimes it’s an unnecessary expecially if you have them on individual secondary services pages, but one way that they could potentially help you is if you have many questions that are often asked from you, you could set the Frequently Asked Questions page as a hidden page. So it is not in your top navigation bar. Maybe it lives in the footer of your website, or maybe you just link out to it from other web pages. And you could use this as an option to have more SEO juice to your website. So if you get frequently asked questions from your audience, start with those, answer them and you know, that’s your beginning base. But if you’re not sure what to put, one thing you can do is just brainstorm objections that you’ve heard from clients and then turn those objections and the answers to the objections into a frequently asked question. Anything that your clients are not clear on during the process of working with you or even as Part of the discovery call process that could be a potential frequently asked question. And then finally, another question that could go into it that people don’t pose is who is a good fit and who is not a good fit for your services, or how they can contact you to learn more. I mean, I know it sounds simple that we have contact pages on our website. But sometimes when people are in the decision making process, the easier you can make it for them. And that is often being repetitive is more helpful. So in your frequently asked questions, don’t forget to put away the one that showcases who you are, and to how they can contact you or your team if they need more information. So another similar page we’ve talked about on a few of these episodes is a potential Testimonials page. I get asked this all the time, especially from my clients who have loads of testimonials, Bill, Bill, say, Should I put one on my my site like a whole page? Or should I sprinkle these testimonials throughout all different website pages? Now, I really do sit on the fence about this. But overall, I will generally say yes, that a potential Testimonials page may help you on your website. That being said, I think it is much more valuable to sprinkle the testimonials throughout the website pages, especially if you have those secondary services pages. Like for mine, for example, the website copy page, what I have for testimonials on those pages are clients that have specifically hired me for done for you websites. So the words that they share, and what is most important to them is most valuable for the audience that I have who’s considering hiring me for done for you services. Same goes for copy coaching, right, the testimonials on that page are specific to copy coaching and mentoring or maybe the editing services that I have. So sprinkling testimonials that are relevant to your offers is always the best approach. But that doesn’t mean you can’t have a hidden Testimonials page that has all of your testimonials in there. That is especially helpful for SEO if you’re using similar phrases. Let’s say you decide not to use a job title, SEO key phrase on one of your main pages. Let’s pretend mine for example, I don’t want to use website copywriter as one of my SEO key phrases, maybe I will use them in my Testimonials page, something that I am like less worried about ranking for. But I know that my clients are saying in their testimonials. You know, if everyone says hey, I was looking for a website copywriter, and I found Erin, or Erin was the best website copywriter I’ve ever worked with, then that testimonial page is a helpful place just to add to the SEO of your site. Again, it might not give you perfect SEO scores or anything like that. But it is helpful to use the words of your customers. So treat it similarly how you would treat that Frequently Asked Questions page, do not put it in the top navigation bar of your site, maybe put it in the footer. And even if you choose not to do that one option you do have if you are sprinkling those testimonials throughout your website, is just to have a tiny little line underneath maybe in a much smaller font than you usually use that says something like click here for more testimonials. Or maybe it says like want to hear more praise. Here’s the place to read everything my clients have to say about me. So yeah, keep testimonials. And if you want to have a page of them go for it, you have my permission. Alright, so
let’s talk about portfolio pages now. And at the same time, let’s talk about case studies. Because depending on the type of service provider you are, you may have one or the other, or they might be intertwined. Photographers as an example, interior designers as an example, they might have a portfolio page that is more visually present, then they would have copy on those pages, because they want to showcase the work that they’ve done. And that’s great. I would absolutely say go for the portfolio page, but make sure you are still using some copy on that page. So it’s clear what you’re showing your audience and potentially, again to help with SEO. But portfolio pages I would say are vital for industries that definitely are image heavy. Again, so maybe it could just be a cookbook author, you know, they definitely want to show showcase the food that has been maybe shared on magazines, or maybe they’ve created for their own cookbook, that’s a work in process. And that would be great on a portfolio page photographers for sure. Interior Designers for sure. Now I mentioned case studies and portfolios may go well together. And that would be definitely the case in the type of service providers like website designers, brand strategist, graphic designers, up copywriters as an example. I am currently working on building case studies for all of my clients in the past couple years, it is one of the funnest things I’ve ever written for my own business. So I cannot wait until it is live on the site. Hopefully by the time this episode goes live, it’ll be there. So I can share them in the show notes. But mines are linked, right. So when you click on the what will be the portfolio page in my top navigation bar, what you’ll see are case studies of how I’ve worked with clients. So because I’m not a visual, I don’t work in a visual industry, I work in an industry that’s like relying on words, I have to explain what the process was like.
So my case studies, I guess you could consider them like mini blogs where I go over the starting point that my customers were at throughout the process, and then what the finishing results were. But again, it’s kind of situated like a blog would be set up. Another example of a way that a portfolio and case studies could be tied together is from web design. Now that differs from copywriting in the sense that there are visual elements and those visual elements will definitely drive a project. But there are opportunities to talk about the case studies. And not to say that there are not opportunities in photography or interior design. I mean, I think interior design could potentially have great case study opportunities. But using the web designer as an example, they can showcase the different elements of design, maybe its logo or brand work, as well as showcasing the different designs of each web page as part of their portfolio. But if they package it up in a case study per client, it’s a great way to to use both at once, and still have that portfolio page being the one that’s in charge of the hierarchy for the website. So one of my business best friends is Katie O’Brien, she is a website designer for interior designers, and she does incredible work. So I will link her portfolio page in the show notes. So you can see an example of just that, how a portfolio also has case studies, I’m pretty sure her portfolio is set up with testimonials sprinkled through there as well. So it could be really an interesting thing for you to see if you’re not sure whether you want to combine them or keep them separately. Now let’s talk about a page, I would say every website needs and that’s the contact page. So most people think that a contact page has to be in that top navigation bar. And in many cases, I would absolutely recommend it be there. But there are some instances why you might want to consider moving your contact page to the bottom footer of your website, and instead implementing a button that leads them to do something to take an action. An example of this is if you are a service provider that wants to get on a discovery call with every single potential client before allowing them to work with you, you might want to have a button in your top navigation bar that says something to the effect of book a call because it is a button instead of just an ordinary link in your net top navigation bar it stands out which makes it more appealing to your audience who sees it. And it potentially drives more conversions for that actual booking a call. And then the contact page can live in the footer for the people who might be wanting to get in touch with you, but not necessarily hire you. Maybe someone wants to get in touch because they feature they want to feature a blog post that you’ve written on their website, or they want to talk to you about speaking in their group, great in the footer of your page will have all of the contact information that they can either email you, or click right on over to that contact page itself and fill out a form on your website. Now again, I would say this is more on a case by case basis. And most businesses are going to have that contact page right in the header like the top navigation bar of all of their website pages. But just consider this depending on the needs of your business and think about whether or not there is like a more important way that someone can contact you. Alright, let’s move on. Let’s talk about landing pages, for example. So I get a question all the time from people of like, what’s the difference between a special website page and a landing page like aren’t all website pages landing pages. And the way I’d like you to look at landing pages, at least for this conversation is the things that you’re offering in small ways, even freeways. So lead magnets, for example, are great examples here. I think people understand that lead magnets sometimes need to have more information. So or you might have lead magnets that you’re referencing. If you’re on a podcast or in your someone else’s community, you might have a separate lead magnet page that they can go to to sign up for whatever offers that you have. And you’d need that direct link right? So you wouldn’t just want to send someone to your homepage. If you are on let’s say their YouTube show or their podcasts. You would want to send them to that direct link so they can sign up right away. And if you think about a lead magnet in that way, that would be a landing page.
But there’s also landing pages, again, for small offers, like I talked about Charlottes shop page, those smaller priced offers might be considered landing pages. If you have a quiz, you might have a landing page for your quiz on your site, any special offer for other people’s audiences, let’s say you were speaking in a conference, and you wanted to have maybe like a giveaway, or maybe a place that people can find out more information about you that is just conference specific, you could create a landing page for that on your site that could potentially get removed later on, or just be visible only for the people you’re sharing that URL with. There are other landing pages though. One thing that people don’t think about our thank you pages. So if someone has purchased something on your website, you would want to redirect them to a page that confirms that their purchase went through and thank them, and tell them the next steps right for working with you. So maybe once they purchase something, they get that thank you page, and it says to them, like, Hey, you just bought this offer, here are three blog posts that are really relevant to you, if you want to take a deep dive into whatever is related to that offer. Right? Thank you pages are also helpful your for your contact page. So someone fills out the form. And in most cases, it just says like thank you the form has been submitted, well, why not be a little bit more creative than that? Why not, maybe if they fill out the form on your site, they get redirected to a landing page that allows them to book a call with you. Or maybe they’ll get redirected to a landing page that shows your lead magnet that says like, Hey, thanks for getting in touch with me, I am definitely going to respond to you within 24 hours. But while you’re here, do you want to sign up for this lead magnet that I have. So thank you pages are a great type of landing page. Another landing page that I mean, it definitely has its own name would be the 404 page, or the page not found page. Now this is used if there is a broken link on your site. And it is totally a fun place to like show a little personality, it can simply be updated to say like, whoops, you landed in the wrong spot, and then direct people where to go instead of the place that they’ve landed. I mean, think about how frustrating it is as the end user, if you click on a link that ends up being broken on a website, and then you’re just stuck on that page. Like you then have to make the decision of whether to find your way back to wherever you were, which you might not remember, or just leave the page in like and go somewhere else completely. Now, what an easy loss, right? Like what a way to lose customers, you don’t want to do that. So making sure you set up a page not found page is vital for any website. This will not be shown in any type of navigation bar, it will be a completely hidden page. But it is a great opportunity to showcase just a little bit of fun personality for the potential instance, that someone would end up somewhere that they don’t belong in your site, and to redirect them to where you want to go if they end up where they don’t belong. Alright, so we talked about landing pages, there are potentially other types of landing page that you might want to have like, if you are allowing someone to like download a chapter of a book that you’re writing, you know, that could be kind of considered like a lead magnet, right? So you’d want to have a landing page for that opportunity. So landing pages can be very varied, but just think of them like like website pages that may not necessarily live on any type of navigation bar that you have. And usually people will click over to a landing page from one of the quote unquote, more important sections of your website. Moving on, let’s talk about speaker pages. If you are someone that wants to speak at conferences, events, summits, or maybe you want to be on more podcast YouTubes or have opportunities to speak inside private networks or private memberships, I highly recommend having a speaker page on your website, where you go about placing it really depends on where you are in your speaker experience trajectory, you might want to just have it as a drop down section from your about page. If you have room on your top bar, you could put it there, especially if like speaking is a huge part of your business. You want to showcase to everyone who comes to your website that you are a speaker, and that would go in that top nav bar. On your speaker page. You’ll want to have your bio. Anything that is specific about how people can contact you for speaking opportunities. Maybe a list of the speaking topics that you offer in potentially some of the prestigious places you’ve seen spoke up before beat them national conferences or any other
type of merit badge like speaking engagements that you’ve had. If you have logos from different places you’ve done speaking gigs for throw them on there, right? Like your speaker page is a chance for you to show off and explain what you offer to potential places, as well as how they can get in touch with you or hire you to be a speaker for their event as well. Now, there are other pages like media pages that are very similar to Speaker pages. The reason that I separate these is that I think media opportunities are a wider range of opportunities. For most instances, if someone is looking for a speaker, they want them for an event or a podcast or a their YouTube channel. But in regard to media, I mean, media opportunities could be that someone could quote you in a blog post they ran could include your story in a magazine article, maybe they’ll feature you on a local news station, right? So you can see that the media opportunities are a little wider. And on media pages, especially if you have been doing this for a while, it’s a great opportunity to showcase numbers, right like so maybe you have a very huge social following or email list, throw that on there. Maybe you have been featured in some really high level newspaper or TV programs show off right like so your speaker page and your media page is an opportunity for you to show off. But your media page is a great place for you to have assets that people can use, right. So maybe the assets are images of you. So if they’re quoting you, even if they don’t quote you directly, like they’re borrowing a quote from an article that you’ve been used in. And obviously, you want to make sure that they are giving the source credit, but they could download an image of you and use that, again with credit on whatever they’re writing for themselves. So you could throw a bunch of headshots up there, make sure to indicate the credit must be given to yourself and your photographer, especially if that’s written into your photographers contract. Other things that go on media pages could be a downloadable PDF of again, those stats and things because someone might be looking to bring you on to their TV show, let’s say, but they might need to get you approved by their editorial board to say like, alright, we’d like to feature this service provider. Here’s the things that they’ve been doing here is the angle of how we’d like to interview them. And here is their, you know, media page for you to review. So you can see, you know, what stands out about them. And then the editorial board makes the decision before they go about contacting you, right. So it’s really about a way to share resources, so that people can do behind the scene things before they reach out to you. I would absolutely recommend having your immediate page, at least in your footer. If this is something that’s important to you, or something you do regularly. People are looking at your website, again, they want to find out this information without needing to contact you, right, they don’t want to have to fill out a form just to get in touch with you via email, just to ask for your headshots or ask for any media stats that that you have. They want to look at that page, get that information and then make decisions. So make it easy for them. Alright, let’s move on to blogs and resource pages. Like the portfolio and case studies. They are similar and different at the same time. Some of my clients don’t necessarily want to have a blog that they need to update. But they do want to have a resources page that they can share maybe some of the something that they’ve found on the internet that they’d like to have their audience review, maybe it’s a list of books that are relevant to the type of work they do. I’ve seen this a lot with coaches a resources page is helpful for them, because they can categorize the type of resources that they’d like to share with their audience, potentially even have some blog posts on there. But maybe they’re not updating it in a consistent fashion. And just have that be again, a resource just like the name of the page. A blog page is similar but I would highly recommend if you are going to have a blog on your site, it is strategic and consistent. With consistency being the key here, you want to show up for your audience in a way that they can expect you so that they can continue to drive traffic back to your blog. I will scream from the rooftops and have a billboard made that blogs are the best resource to potentially get SEO to your website. Right content, right content right content,
right content and SEO that content up. long tail keyword phrases are such a valuable resource to share information get your business out there and attract an audience that is really needing you, right? Like, think about when you go into Google to find out an answer. I think I said this in a different episode. But let’s pretend you wanted to know how to make sourdough starter bread during the pandemic, just because it was such a popular thing. When you went onto Google, you typed in the search bar, how to make a sourdough starter, right. And what you’d find is blog usually find blog posts that have been written by individuals potentially even years ago that explained the process in easy to implement manner. So you can go in and do it on your own as the like the the website user, right? Well as the website owner, if you are using longtail keywords to share information with your audience, you’re gonna find the right people who are looking for what you offer, right? Like someone who is, let’s say, a professional, looking for information about accounting is not going to stumble upon a sourdough starter recipe because that’s not what they’re looking for. I mean, sure, maybe in their personal life, they’re also making sourdough starters. But my point is, if they’re at work, they’re Googling an accounting question that they have. They’re not going to find that sourdough starter page, but the person who is at home or maybe at work if they’re definitely you know, goofing off a little, the person who is googling a questions about sourdough starters will find you and that’s the person you want to find you if that’s the content you’re writing. So I will get down off of my soapbox here. But if you have a blog on your website, I highly recommend being strategic with the content that you share, investing in SEO. And if you have any questions about this, this is something that I work with clients with all the time, you can hire me for a VIP experience to get you started with SEO. Or you can hire me to do an audit of your SEO, as well as suggestions to how to improve your SEO. Or if you’re a DIY er, we can get on one of those copy coaching power hours. And I can show you how to do the SEO keyword research completely on your own. So again, you’re not alone here. But definitely consider SEO and blog content, regardless of whether or not you think it is right for your industry, I could probably prove to you that every industry, it is helpful to have a blog of some sorts on their website. Alright, I said I was going to get off my soapbox, I didn’t now I am absolutely off of it. Let’s talk about visibility projects. Now I know that’s a really weird way to describe this. But if you have a podcast or a YouTube channel, I highly recommend having a dedicated page for that on your website, unless you have a separate website for your podcast and YouTube channel. And if you do, I would even suggest using a feature in your navigation bar that links them over to your website for your podcast and YouTube channel. So basically, it looks like a page on your website. But when they click it, it redirects them to the other website. Let’s not get too technical here, let’s
Thank you. Thank you and we will be back to talk about SEO next week.