- Home – or the front page of your site
- About – where you talk about yourself
- Testimonials – good things previous clients have to say about you
- Services – what you do and for whom you do it
- Contact – how potential customers can get in touch with you
- Blog – where you create content potential clients need to know
Your Home page should let readers know instantly what your site is about. When a new visitor lands on your site, you have only seconds to tell him or her what your business does, so make sure it’s very clear by creating a short, meaningful tagline, using graphics wisely, and prominently displaying your site navigation, so visitors can find what they really need.
Next to your home page, probably the most read page on your site is the About page. For a service provider, it’s important to share a little about you, but even more about what you DO. Don’t make the mistake of telling the world that you’re a stay-at-home mom or that you’re only doing this to earn some money while you look for a real job. Keep it professional, with just a touch of personality thrown in. And don’t forget to include a photo of you.
Next, it’s important to include a services page, so visitors can see exactly what you do. A simple list is fine. Keep in mind that it’s often better to show your expertise in one area than to have a list of 101 things you can do. Potential customers want to know that you’re an expert, not a “Jane of all trades,” so don’t worry that your services list is too short.
You’ll also want to provide a variety of ways people can reach you. On your contact page, it’s a good idea to include a form they can fill out. Contact Form 7 is a flexible, free plugin for WordPress that does the trick nicely. Include an email address as well, and if you can, a phone number. Potential clients will find you much more trustworthy if they know they can reach you by email or phone.
Finally, if you are going to blog on your site, make the commitment to consistency. The last thing you want is for visitors to find an abandoned blog on your site. It will only make it look like you’re no longer in business.
One more word about your blog – keep in mind who your audience is. Chances are, it’s not other service providers, so avoid writing blogs about how to get clients, how to market your site, and how to learn new skills. Instead, write about topics of interest to your ideal client. And remember, you don’t have to have a blog to have a successful website, but it is a great marketing tool if you use it correctly.