How to build your inner website pages is a question we talk with our clients about all the time. Why? Because your inner website pages are the “money” pages. They are the pages that show your expertise to the world and they are the pages that will convert lookers into buyers.

How To Build Your Inner Website Pages

Let’s start with your About page

It’s been said that when you call your “about page” by that name that a unicorn loses its horn, but we believe in making your site as easy to understand and navigate as possible. “About” is clear and it’s what most sites use, there is no need to be clever. You could write, “About John Doe” if your name is highly searchable and recognizable, if not, just go with “about.”

What goes on your about page?

  1. This is the page that shows a visitor and potential client who you are. It sets the tone for your interactions based on the tone you employ on the page.
  2. Write in first person – it brings you closer to the reader.
  3. Use a short, snappy introduction. Let the visitor know what he or she can expect now that they’ve arrived.
  4. This is not the place to write your memoir or to share your resume starting with the first job you had delivering pizza in high school.
  5. Drop a testimonial here if you have one.
  6. Let the reader know you understand his or her pain
  7. Announce how you can help.

Write your service page

You want people to become clients or to buy from you, right? If that’s the case, you need to announce what your services are. Don’t be vague or leave it to their imagination.

Clearly spell out how they can work with you.

  1. Be clear about what you offer
  2. Be clear about what you don’t offer
  3. Spell out who your ideal client is. “We work with highly motivated and successful real estate agents,” for example. This is better than saying, “We work with entrepreneurs.” Don’t be vague.
  4. Don’t be clever with acronyms or industry-specific keywords. If someone is new to what you do, you need to make it clear.
  5. Let them know the next steps. “Hire me.” “Call me for an appointment.” “Schedule a clarity session.”

Contact me/us page

This page needs to be front and center! Don’t make a visitor struggle to find a way to call you or send you an email. Personalize the Contact page.

  1. Welcome the reader to this page and to reach out to you
  2. Ask how they want to be responded to: call, email, text.
  3. Don’t forget to send a personalized auto responder. This lets them know their contact made it through.

Before the new year arrives, take some time to revamp your inner website pages! If you need help, contact us.

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