Supporting your core pages

Previously on e-business we revisited the basics of web site content and discussed the core pages. But how should we support these pages and add extra informational value that will encourage repeat traffic?

Over the last two years or so there has been far greater emphasis placed on context by both web site visitors and search engines striving to serve up better quality results.

Pages other than the usual suspects - About Us, Contact Us, Products/Services, FAQ and Shipping Info – should therefore enhance, complement and add real value to core pages by being relevant and focussed. In most cases it is these extra pages that will get your site noticed and make all the difference when it comes to closing a sale.

For example, if you have a product site you may wish to consider providing visitors with product reviews and ‘how to’ pages. These pages should be more than purely parroting product puffs. Keep to plain straightforward language and avoid your text reading like a marketing blurb. The aim here is to create pages that explain in more depth how and when to use your product or service. Providing everyday examples that places your product or service in context will go a long way in helping to tip the balance in your favour at the check out.

If, for instance, your site sells organic mushrooms, you’d want to provide recipe ideas and give users the opportunity to send in their favourite organic mushroom recipes too. Right now, with the school holidays fast approaching, you could give these pages a seasonal flavour with picnic and barbecue ideas.

Another added value feature that will help set your site apart from your rivals is a testimonial page. This can require a bit of effort to set up but the results are worthwhile. If you already have a drawer full of thank you letters, the raw material is there. It is then merely a matter of courtesy to request the sender’s permission to use their quote on your site. Be clear exactly what you want to use and how it will be attributed. Those giving testimonials will want to be assured they won’t get spammed and have an unambiguous agreement on the use of their name, location and whether they are likely to be contacted by potential customers.

Irrespective of whether your site is promoting products or services, there’s a field of opportunities to give users cues to do business with you:  from help pages, to popular myths and misconceptions, and case studies of real life business examples with customers.

The focus of complementary pages should therefore, in most cases, not be about the company itself. This should have been already addressed in the core pages. Complementary pages should be focussed on supplying extra user information about your product and services, i.e. giving web site visitors reasons and situations when your product or service would be invaluable. The tone to take is one that’s generic, rather than in-your-face hard-sell marketing copy that repeats the name of your product at least once per sentence.

These sentiments may run counter to well-honed sales instincts. However, you only need take a look at some of the top online stores to realise that context is king.