A successful business website is designed around the way real customers think, search, and decide. Each page serves a purpose. And if any of those pages are missing or poorly designed, the website will underperform. Regardless of the design.

Here are the key pages every growing business in Calgary needs:

A homepage that qualifies and directs

The homepage is there to tell visitors:

➔ Who you serve

➔ What problem you solve

➔ Where different kinds of visitors will go next.

This should happen in the first few seconds of landing.

Here are some non-negotiables:

➔ A clear headline

➔ A specific value proposition

➔ Prominent calls to action to your main audience segments.

This is why we recommend working with a professional Calgary web design agency. The experts can ensure that your homepage is designed in a way that caters to your visitors rather than your fancy. This can make a huge difference in the leads it generates.

An authority-building ‘About Us’ page

Most businesses use this page to emphasize the business. Rather than the consumer. A well-crafted one enhances trust and authority by:

➔ Showcasing genuine expertise

➔ Highlighting values that shape the company

➔ Revealing the authentic individuals behind the organization.

All this and more should be here:

➔ Credentials

➔ Industry experience

➔ Outcomes

➔ Why the business is not just about money.

If your About Us page is well done, your visitors will leave with a reason to trust you.

A conversion-focused service or product page

One of the main reasons business websites don't convert into inquiries is vague service descriptions. These seem to be aimed at internal communication and not designed for the reader.

You should create a separate page for each service or product your business provides. With individual pages, you can:

➔ Talk directly to the customer who wants that solution

➔ Connect with their unique concerns

➔ Optimize your page for their search terms.

All services should be clearly stated. Include an explanation of what it offers and address any common objections. Also, have a direct call to action.

Lead capture landing page

This is a dedicated page designed to sell one offer with one call to action. It typically requests a visitor's contact information in exchange for a valuable resource.

Examples of offers that can be used to anchor a lead capture page include:

➔ A free guide

➔ A checklist

➔ A webinar registration

➔ A free consultation.

It is designed to get the visitor to one specific action.

A clear and friction-free ‘Contact Page’

This page should make it easy for a potential customer to reach you. Include:

➔ A form

➔ A phone number

➔ An email address

➔ A physical address and a map.

Add a short note on what will happen after they submit an inquiry.

The takeaway

This is not easy work. Luckily, hiring a web design agency gives you a team that handles all the key aspects of your website.