Websites are like people: each one is beautifully, weirdly, and uniquely different. Your website should speak to your company’s values, goals, and history—which means that, in many ways, it should be unlike anything else found on the internet.

That said, it’s also important for your website to follow a structure that is both familiar and logical to the average internet user. This ensures that the average user knows where to turn for the information they need.

So, while you build a website that is exclusively you, don’t forget to include these five important web pages. Each one will provide a familiar checkpoint so your online audience can find what they’re looking for.

The Home Page

The first stop on the road map to a successful website? The homepage.

Of all the pages on your website, this is arguably the most important because it’s often the first a user sees. As such, it’s important for the homepage to make an impact and encourage visitors to explore the rest of the site.

Here’s how you can create a home page that does the job while staying true to what makes your brand unique:

Know Your Customer

On the homepage, every sentence, image, and video counts. So it’s important for you to know your customer and what speaks to them. Put yourself in your customers’ shoes and imagine the kinds of questions they might be asking. Does the content on your homepage provide helpful answers?

Focus on Value

It’s always a good idea to highlight your products, services, and experiences. More importantly, you should highlight why those details matter. If your homepage doesn’t emphasize the value you provide, it’s time to go back to the drawing board.

Clarify Next Steps

Your homepage should not be the end of the road. If you’re clear about where else users can look for information, you will maintain engagement and move them further along the conversion funnel. Ideally, you’ll direct readers to your most popular product pages and/or the contact page.

These are just a few of the ways you can create a homepage that works. Be sure to infuse your brand personality every step of the way!

The About Us Page

The About Us page is an often neglected feature, but you shouldn’t underestimate its power to establish your brand voice and build rapport with readers. For users who don’t know about your business or what you offer, this page is a great place to build your credibility and tell potential customers more about you.

Here’s how we recommend you create an effective About Us page:

Communicate Your Mission Statement

Does your business have a mission statement? If not, it’s time to hone in on one. Now more than ever, people want to buy from companies that have similar values to their own. Put simply, a mission statement will describe why you do what you do. Make sure that important detail is made obvious throughout the About Us page.

Describe Your Company’s History

Another key detail to include on your About Us page? Your company’s background. Buyers are looking for sellers that have history, experience, and purpose behind them. You can establish your brand as an industry expert by outlining the path that led your company to where it is today.

Pack a Visual Punch

As we’ve explained, your About Us page should be heavy on information and emotions. You can make the experience even more powerful by including powerful imagery that makes an impact. From company/employee photos to slide decks, videos, and more, the possibilities are endless for your About Us page.

Your About Us page is the perfect place to highlight your passion, expertise, and purpose. It’s an opportunity to differentiate your business from other companies that offer similar products and services. Make sure you don’t neglect this essential component of your website!