In today’s digital world, running a business means you must have a business website— even if you operate fully in person. A business website helps to strengthen your online presence, which also includes having at least one social media business account. With over five billion people using the internet and the nearly five billion that use social media, having an online presence is now more helpful than ever.
The reason the about page isn’t listed above with the other common pages is because surprisingly, many websites don’t include an about page. This can be a huge mistake, as the about page is one of the most visited pages on a website, and it serves the purpose of telling your visitors why your company exists in the first place.
First and foremost, your visitors want to know what it is that they can expect to get from your website. Try to be as descriptive as you can, including a short summary of your company and who you employ (include pictures and short biographies of you and your staff), and also include any achievements and/or recognition you have received.
You’ll also want to include what isolates you from the competition and why your visitors should choose you to do business with. Your homepage may be the first impression, but your about page should also make a good impression and convince your visitors to stay on your website.
Although not necessarily a “page”, having a blog on your website serves as an additional marketing tool. All types of businesses can benefit in many different ways from having a blog, and one way is that it gives you an opportunity to provide more information related to the industry you’re in. For example, if you sell protein and nutritional powders, your blog can consist of different recipes that include your products. Even restaurants can benefit from having a blog— your posts can introduce new menu items, rewards programs, and you can even celebrate National Hamburger/Hotdog/etc. Day, depending on your signature meal.
Another way you can benefit from having a blog is by using SEO strategies. SEO stands for search engine optimization, and it’s the process of using keywords on your website or blog to get it to rank higher in search engines. This is an effective marketing strategy that many companies use to bring organic traffic to their website.
Finally, your website needs to have a career page. This is a page that serves the purpose of allowing job-seekers to apply to your company without having to go through a job search site… but should you have a career page on your website? The short answer is yes, and the reason is because as a business, you’re going to need to hire employees in order to stay in business.
Having a career page on your website as opposed to posting job openings on a job search site is a better way to attract the most qualified job-seekers. This is because sincere job seekers will actually take the time to find the career page on your website, whereas job-seekers on websites like Indeed may just apply to the first job they see— not because they genuinely want to build a career. A career page is a technique of recruitment marketing, which aims to bring the best talent to you. By following tips on how to create an engaging career page, you’ll see a huge difference in the candidates that apply to your company.
All three of these pages will engage all of your target audiences, whether it’s consumers, another business, or job-seekers. Just keep in mind that having these pages is only the first step— each page must be able to capture and hold their attention so that they can take the next step, whether that step is buying a product, setting up a partnership, or applying to your company.