Every business has goals, and a website should be built to achieve them. Whether you’re aiming to generate leads, make sales, recruit top talent, or provide critical information, the pages on your website must align with those objectives. That’s why the starting point isn’t deciding what pages to create—it’s defining your goals.
Once you’re clear on what you want to accomplish, you can work backward to determine the right combination of pages to achieve those goals. A careers page, for example, is essential if you need to attract talent but unnecessary if hiring isn’t a priority. Similarly, a landing page might be the perfect tool for a marketing campaign, while a resource page builds trust and engagement over time.
In this post, we’ll explore how to design a website with purpose by identifying the key types of pages you may need, categorizing them based on their role, and understanding how they align with your objectives. By the end, you’ll be equipped to build a website that serves your business—and your users—seamlessly.
Understanding Website Pages Through Business Objectives
Every website is unique because every business has different goals. The pages your site needs depend entirely on what you want to accomplish. Are you looking to generate leads, make sales, build trust, or support customers? Your objectives will determine not only which pages you need but also how they’re designed and optimized.
For example:
- A service-based business might prioritize landing pages and contact forms to capture leads.
- An eCommerce store will need product pages, checkout flows, and a well-organized product catalog.
- A nonprofit organization will focus on donation pages and advocacy content to build community and support.
It’s also worth noting that there are often multiple ways to achieve the same goal. For instance, you can promote an event using a dedicated landing page or a broader events page that lists multiple opportunities. Similarly, a company might sell products through a single sales page or an extensive catalog, depending on their needs and audience.
The pages you choose—and how you design them—will define how effectively your website supports your goals. Let’s dive into the types of pages your site might need, starting with those that drive user action.
Pages That Drive Action and Customer Ascension
Some pages are designed to do one thing: get users to take a specific action. These action-oriented pages are critical because they advance users along the customer value journey, transforming visitors into leads, customers, and advocates.
Here are the key types of pages that drive action:
1. Landing Pages
Landing pages are purpose-built to focus visitors’ attention on a single action, such as signing up for a newsletter, downloading a guide, or registering for an event. They’re often tied to specific marketing triggers like ads or email campaigns.
- Goal: Convert visitors by aligning the page content with the promise that brought them there.
- Example: A page offering a free consultation in exchange for contact information.
2. Product Pages
Product pages showcase individual products or services, highlighting their features, benefits, and value propositions.
- Goal: Encourage users to add items to their cart or inquire about services.
- Example: An eCommerce page featuring a product with images, descriptions, and reviews.
3. Checkout Pages
The final step in the purchasing process, checkout pages are optimized for conversion by removing barriers and reducing friction.
- Goal: Turn interest into a completed transaction.
- Example: A secure, one-page checkout that allows users to finalize their purchase quickly.
4. Event Registration Pages
Designed for signing up attendees, these pages provide details about events and a straightforward way to register.
- Goal: Maximize attendance by making registration seamless.
- Example: A page outlining a webinar’s agenda with a clear “Register Now” button.
5. Free Trial or Demo Pages
These pages reduce the decision-making barrier by offering a no-risk way for users to try your product or service.
- Goal: Capture interest and turn prospects into active users.
- Example: A software company’s page offering a 14-day free trial with a prominent “Start Free Trial” button.
6. Donation Pages
For nonprofits or charitable campaigns, donation pages make it easy for users to contribute.
- Goal: Facilitate contributions while building trust in the organization.
- Example: A page with a secure donation form and options to give monthly or one-time support.
Pages That Engage and Inform Users
Not every page on your website is designed to drive immediate action. Some pages play a quieter but equally important role: keeping users engaged, building trust, and providing the information they need to make informed decisions. These pages are the foundation of your site, offering value without requiring the user to move forward in their journey—yet.
Here are the key types of pages that engage and inform users:
1. Home Page
The home page serves as the central hub of your website. It’s often the first impression visitors have of your business, and its main job is to direct users to the most relevant sections of your site.
- Goal: Provide a high-level overview of your business and guide users to key areas, such as product pages, blog posts, or contact forms.
- Example: A clean, visually appealing page with navigation links, featured content, and a clear callout for your primary offerings.
2. Blog Pages
Blog pages are a powerful tool for educating your audience, showcasing expertise, and driving organic traffic through SEO. They engage users by answering questions, solving problems, or offering insights.
- Goal: Build trust and keep users returning for valuable content while subtly guiding them to other parts of your site.
- Example: A blog post about “5 Ways to Optimize Your Marketing ROI” with links to related resources or landing pages.
3. Resource Pages
These pages provide tools, templates, guides, or in-depth articles that help users solve specific problems or learn new skills. Resource pages are a step up from blog posts in terms of perceived value.
- Goal: Establish authority and keep users engaged while gently encouraging deeper interactions.
- Example: A resource library with downloadable PDFs, instructional videos, and links to additional learning materials.
4. About Us Page
The about page builds credibility by sharing your story, mission, and values. It helps users connect with your brand on a personal level.
- Goal: Build trust and humanize your business by showing authenticity and transparency.
- Example: A page featuring your company’s history, team bios, and a mission statement.
5. FAQ Page
The FAQ page addresses common questions and concerns, reducing barriers for users who might otherwise hesitate to engage or take action.
- Goal: Provide clarity and reduce friction by preemptively answering user questions.
- Example: A page answering questions about pricing, shipping policies, or service guarantees.
6. Contact Us Page
This page makes it easy for users to reach out with inquiries, feedback, or requests. While it may not drive conversions directly, it’s an important touchpoint for building relationships.
- Goal: Facilitate communication and make users feel supported.
- Example: A page with a contact form, phone number, email address, and physical location (if applicable).
With these pages, your website builds the foundation of trust and engagement needed to guide users toward taking action.
Pages for Operational Goals
While some pages are focused on engaging users or driving conversions, others are designed to support your business’s day-to-day operations. These pages serve a variety of practical purposes, from recruiting talent to maintaining legal compliance, and they often work behind the scenes to ensure your website aligns with broader organizational needs.
Here are the key types of pages that support operational goals:
1. Careers Page
If your business needs to attract top talent, a careers page is essential. This page showcases your company culture, highlights available positions, and provides a seamless application process.
- Goal: Recruit qualified candidates and present your company as an attractive workplace.
- Example: A page listing job openings with detailed descriptions and an easy-to-use application form.
2. Privacy Policy and Terms of Use Pages
These pages are required to ensure legal compliance and build trust by explaining how you handle user data and the rules governing the use of your site.
- Goal: Meet regulatory requirements and assure visitors that their information is secure.
- Example: A detailed privacy policy outlining data collection practices and a terms of use page that sets expectations for site use.
3. Help Center or Knowledge Base
A help center provides self-service support to users, reducing the workload on your customer service team. These pages offer FAQs, tutorials, and troubleshooting guides.
- Goal: Empower users to solve problems on their own, improving satisfaction while minimizing support requests.
- Example: A searchable database of articles on how to use your product, complete with video walkthroughs and step-by-step guides.
4. Investor Relations Page
For publicly traded companies or those seeking investors, this page provides updates, financial reports, and other key information stakeholders need to evaluate the business.
- Goal: Maintain transparency and foster trust with investors and shareholders.
- Example: A page with quarterly earnings reports, press releases, and a contact form for investor inquiries.
5. Maintenance or Downtime Page
When your site is undergoing maintenance or experiencing technical issues, a downtime page keeps users informed and sets expectations.
- Goal: Reduce frustration and maintain transparency during temporary outages.
- Example: A simple page stating, “We’ll be back soon” with an explanation and estimated timeline for resolution
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These pages might not be flashy or conversion-focused, but they play a crucial role in the overall functionality and professionalism of your website.
Pages That Build Advocacy and Community
Building advocacy and fostering a sense of community can transform your website into more than just a digital storefront. These pages are designed to turn satisfied customers into enthusiastic advocates who amplify your brand, while also creating spaces where users feel connected to your business and each other.
Here are the key types of pages that build advocacy and community:
1. Testimonial Pages
Testimonials provide powerful social proof by showcasing the positive experiences of past customers. These pages build trust and reassure potential customers that your business delivers on its promises.
- Goal: Strengthen credibility and encourage new visitors to engage or convert.
- Example: A page featuring customer quotes, star ratings, and links to case studies or product pages.
2. Case Studies Pages
Case studies go a step beyond testimonials by diving deep into specific success stories. These pages highlight how your products or services solved real problems for your customers, often with measurable results.
- Goal: Demonstrate the tangible impact of your offerings and inspire confidence in potential customers.
- Example: A detailed case study outlining a client’s challenges, your approach, and the results achieved, with visuals and data to back it up.
3. Referral Pages
Referral pages incentivize your existing customers to share your brand with their network, turning word-of-mouth recommendations into a structured, trackable program.
- Goal: Encourage loyal customers to advocate for your brand and bring in new leads.
- Example: A page explaining your referral program with an easy-to-use form for customers to send referrals and track their rewards.
4. Community Forum Page
A community forum creates a space for users to interact with each other and your brand. These pages foster loyalty and provide a platform for users to share ideas, tips, and experiences.
- Goal: Build a sense of belonging among your audience and encourage user-driven content.
- Example: A forum where users can ask questions, share advice, and engage in discussions about your industry or offerings.
By cultivating trust, loyalty, and engagement, these pages transform satisfied customers into advocates who help grow your brand organically.
Pages That Support Traffic Generation
Getting the right visitors to your website is essential, and some pages are specifically designed to attract and drive traffic. These pages work in tandem with your broader marketing efforts, such as advertising, SEO, social media, and email campaigns, to ensure your website reaches the right audience.
Here are the key types of pages that support traffic generation:
1. Landing Pages for Ads
Landing pages tied to ad campaigns are optimized to convert paid traffic. These pages are designed to deliver on the promise of the ad, ensuring that visitors take a specific action, such as signing up or purchasing.
- Goal: Maximize ROI by converting ad clicks into measurable results.
- Example: A page promoting a free consultation, aligned with the messaging of a Google Ad.
2. Blog and Resource Pages for SEO
Blog posts and resource pages are critical for attracting organic traffic. By targeting relevant keywords and addressing user search intent, these pages improve your website’s visibility on search engines.
- Goal: Drive organic traffic while providing value and building trust.
- Example: A blog post answering common questions in your industry, optimized with SEO best practices.
3. Social Media Sharing Pages
The way your content appears when shared on social media can significantly impact click-through rates. Pages optimized with metadata ensure your links look professional, engaging, and clickable.
- Goal: Increase traffic from social media platforms by making your shared links stand out.
- Example: A resource page with an eye-catching preview image, headline, and description configured for platforms like Facebook or LinkedIn.
4. Lead Magnets for Email Campaigns
Lead magnet pages offer valuable resources, such as eBooks, templates, or exclusive videos, in exchange for user contact information. These pages are often linked in email campaigns to grow your mailing list and nurture leads.
- Goal: Generate leads by capturing user information in exchange for high-value content.
- Example: A page offering a free template download in exchange for an email address, with an embedded form.
By targeting users across multiple channels, these pages ensure your website reaches a steady flow of relevant visitors who are primed to engage further.
Conclusion: The Role of Purposeful Pages in Your Website’s Success
Every page on your website has a job to do. Whether it’s driving action, engaging users, supporting operations, building advocacy, or generating traffic, each page plays a role in achieving your business objectives. But here’s the key: no page exists in isolation.
Your website is a system where pages work together and integrate with your broader marketing efforts. Engagement pages like blog posts and resources guide users to action pages like landing pages or product pages. Traffic-generation pages like lead magnets and SEO-optimized blogs fuel the system by bringing in new visitors. Even operational pages, such as a help center or careers page, support the larger ecosystem by addressing specific user needs.
To truly unlock your website’s potential, you need to understand how these pieces fit together and how they connect to external efforts like advertising, email campaigns, and real-world initiatives. That’s where the concept of information architecture and the flow between pages becomes critical.
Curious about how to create a cohesive system that maximizes your website’s impact? Check out our follow-up article, How Website Pages Work Together to Achieve Your Goals, where we dive into the relationships between pages, the role of information architecture, and designing a seamless user journey.
Your website can be more than a collection of pages—it can be a well-oiled machine that drives measurable results for your business.
