Essential Pages & Elements On Your Squarespace Website
Your website is your virtual storefront for your business. It's the first place potential clients visit to learn about your services, philosophy, and, most importantly, how you can help them.
If you’re going to have a website, make sure it has all the right pages, information, and elements to make it the best marketing tool it can be.
As a brand strategist and web designer, I understand your unique challenges and opportunities in creating a compelling online presence.
Let's dive into the essential pages your website should have, additional elements you should consider incorporating, and the undeniable importance of a lead magnet to capture emails.
Essential Website Pages
Home Page
Your home page is the welcome mat of your website. It should clearly state who you are, what you do, and who you serve.
I look at every homepage design as a mini-summary of your entire website. It should have a section pointing them to each site page. That way, they still find the necessary information - even if they don’t leave your homepage.
A well-crafted home page guides visitors to explore more about your business, your services, and how they can benefit from them. Use compelling imagery and concise, impactful messaging that resonates with your target audience.
Don’t just speak about your business and what you do - talk directly to the people reading your site and what they are trying to fix, change, or transform by buying your products and services.
We offer a ‘Brand Messaging’ package for our past and current website design clients, to help you hone in on specific, targeted messaging that speaks to your brand audience.
About Page
People want to connect with the person or brand behind the services and products. Your about page is a chance to share your story, journey, and why you're passionate about helping others.
This personal touch can make a huge difference in building trust with potential clients. I also recommend speaking directly to them. Check out this past blog entry to learn more about crafting an engaging ‘About Us’ page.
Services or Products Page
Clearly outline what you offer: packages, programs, sessions, or products. Detail what each service entails and its value, helping clients understand exactly how you can help them. Name your services and packages, have clear descriptions with as much information as you can provide them, and have your pricing.
Many people shy away from pricing, and I think that’s a bad call.
Pricing helps people make choices.
If your pricing doesn’t fit them, you save them the trouble of emailing you to get your pricing, only to find that out. It wastes time for you both.
Having your pricing loud and proud on your website isn’t going to change whether they are in their budget or not - and chances are, they will not email you to find out your pricing; they will just move along to another website that DOES have pricing.
Many people miss out on the business they could have received if they had their pricing listed on their website.
Testimonials or Success Stories Page
Social proof is powerful.
Sharing testimonials or success stories from past clients builds credibility and illustrates the potential transformations new clients can expect.
These days, having a ‘testimonials page’ is less popular than it used to be.
I favor scattering your testimonials throughout your site, having at least one testimonial on each page - and maybe two on your homepage. This ensures that people will see your social praise, no matter what page they land on. And it ensures that they see multiple testimonials just by browsing your site.
Contact Page
Make it easy for potential clients to contact you with questions or start a conversation. Include multiple contact options such as an email address, contact form, phone number (if appropriate), and your business's social media links.
Ensure they can find out how to contact you immediately - not just on your contact page. Have buttons scattered throughout your site that help them contact you.
Additional Website Elements to Consider
Blog
A blog is a fantastic way to share valuable content with your audience, showcase your expertise, and improve your website's SEO (Search Engine Optimization).
All great things!
Regular, insightful posts can attract new visitors to your site and keep them coming back for more.
Google wants to see fresh new content on your site each time its bots crawl it, and regular blog posts are the best way to do this.
What you’re reading now is a blog post, and it’s not only helping my SEO but also helping you!
Make sure your blog posts are informational, educational, and add value to your readers' lives.
Scheduler
Integrating a scheduler into your website can streamline booking consultations or sessions. It makes it convenient for clients to see your availability and book a time that works for both of you, reducing back-and-forth emails and saving time.
I use Squarespace Scheduling. It integrates seamlessly into your Squarespace website and keeps everything in one place.
It is much easier for someone interested in the moment to schedule a time to speak, instead of having to reach out to you and go back and forth on days and times that work for you both.
If you want business, have a scheduler!
By not having one, you are leaving business on the table, making it more challenging for people to choose you at a moment when they are feeling it.
Here’s mine:
E-commerce
If you offer products on your site, including both shipped products and downloadable products, incorporating an e-commerce platform into your website is a must.
This lets clients purchase your products directly from your site, creating a seamless shopping experience.
Squarespace has a wonderful e-commerce platform that makes this easy and successful.
The Power of a Lead Magnet
Now, let's talk about the cherry on top: the lead magnet.
A lead magnet is an invaluable tool for capturing the contact information of potential clients. It's typically a free download provided in exchange for an individual's email address. Examples include free guides, ebooks, email courses, or access to exclusive webinars.
Why is a lead magnet important?
Builds Your Email List
The most obvious benefit is that it helps you build your email list. This list is a gold mine for nurturing leads, sharing valuable content, and announcing new services or products.
Many people are under the assumption that social media is the best way to get clients and customers; they are wrong. EMAIL is the best way to make sales.
Without an email list, again, you are leaving money on the table.
Having a lead magnet is great, but you must also ensure your website is set up to capture emails effectively. This means having a visible and enticing sign-up form on your website, ideally on every page (I like to put it in the footer), but at a minimum, prominently displayed on your home page.
Use clear, compelling language to convey the value of what you're offering for free.
Make the sign-up process as simple as possible; asking for a name and email address is typically sufficient.
Establishes Trust
Offering something of value for free not only attracts potential clients but also begins to build trust.
It's an opportunity to showcase your expertise and the quality of your work, making them more likely to turn to you when they're ready to invest in themselves.
Increases Engagement
A lead magnet can be the beginning of an ongoing conversation. You can continue engaging with interested people through follow-up emails, providing valuable content, and gently guiding them toward your paid offerings.
Enhances Website Conversion
With a compelling lead magnet, your website transforms from a static brochure to a dynamic tool that actively contributes to your business growth.
It encourages visitors to take action, increasing your website's overall conversion rate.
Remember, your website is not just a platform to inform; it's a tool to engage, connect, and convert. It should be bringing in leads and sales on automatic.
By incorporating these essential pages, additional elements like a blog, scheduler, and e-commerce, and leveraging the power of a lead magnet, you can create a website that attracts visitors and turns them into loyal clients.
I encourage you to view your website as an evolving entity. As your business grows and changes, so too should your website.
Regularly update your content, assess the effectiveness of your lead magnet, and always look for ways to enhance your online presence.
Your website is a powerful reflection of your brand, and with the right strategy, it can be an incredible asset for your business.
Let's make your website not just good, but great!
Thinking about. new website?
Reach out, and let’s have a friendly, no-commitment chat!
