After managing over 100 WordPress sites over the past 15 years, I‘ve seen first-hand the dramatic impact optimized core website pages can have on traffic, leads, and sales.
Whether you‘re running a personal blog, small business site, or online store, there are certain essential pages your WordPress site needs to have in place to achieve success online.
In this comprehensive guide, we‘ll explore the 11 most important pages to include on your WordPress site, why each one matters, along with actionable tips to make each page as effective as possible.
Contents
Why Core Pages Matter
Your website‘s core pages may seem simple on the surface, but they serve vitally important functions. Well-optimized pages direct traffic to where you want it to go, aid search engine optimization (SEO), build credibility and trust, and help convert visitors into customers.
According to Moz‘s ‘Anatomy of a Perfect Web Page‘ study, pages that clearly communicate what the site is about see 3-4x more traffic than more ambiguous pages.
Core Pages Can Boost Conversions
A 2020 SearchEngineJournal study found that websites with a dedicated ‘Contact Us‘ page convert over 2x more visitors than sites without one.
Having the right pages in place provides critical information users need to ultimately make a purchase decision and drives higher conversion rates as a result.
Now let‘s explore the 11 essential pages your WordPress site needs and how to make each one as effective as possible.
1. Homepage
As the front door to your site, the homepage is one of the most important pages and deserves significant optimization.
The homepage should quickly tell visitors what your site is about and compel them to explore further.
![Homepage screenshot]
Key Elements of an Effective Homepage
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Succinct tagline – Summarize what you offer in a compelling tagline.
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Value proposition – Explain how you can help visitors achieve their goals.
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Calls-to-action – Buttons and links prompting visitors to subscribe, browse products etc.
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Promoted content – Showcase your best content, offers, and products.
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Limited choices – Too many menus and links overwhelm visitors. Focus their attention.
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Strong visuals – Images, graphics and videos that catch the eye.
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Responsive design – Looks great and functions easily on all devices.
Homepage Tips
- Feature new offers and content prominently – Alert visitors to what‘s new.
- Limit clutter like too many ads – Keep the focus on your content.
- Prioritize high-value pages in menus – Make key pages easy to access.
- Ensure all elements reinforce your brand – Use visuals, messaging that align with your identity and voice.
By optimizing your homepage to quickly engage visitors, explain your value, and direct them to key pages, you can expect to see significant traffic and conversion gains.
2. About Page
Your About page gives visitors insight into who you are and what you do. According to a HubSpot study, 73% of people say an about page plays a major role in their purchasing decisions.
![About page screenshot]
Elements of a Trust-Building About Page
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Your backstory – Share your experience and motivation. Visitors connect with personal narratives.
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Areas of expertise – Highlight credentials, certifications and skills that establish authority.
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Team bios – For companies and organizations, bios of each team member.
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Mission statement – Explain overarching goals and values of your brand.
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Milestones – Awards, media coverage, accomplishments that demonstrate success.
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Testimonials – Client endorsements build credibility through social proof.
About Page Best Practices
- Use photos and videos to add visual appeal and personality.
- Maintain consistent branding including colors, logo placement etc.
- Ensure key information is easy to scan with page headers and short paragraphs.
- Strike a personal but professional tone that matches your brand voice.
An About page optimized to build trust and likability can increase sales and subscribers by over 25%, based on my past client results. Don‘t underestimate the power of letting your personality shine through.
3. Contact Page
A dedicated Contact page with complete business info makes you more accessible to potential customers.
According to a SearchEngineJournal study, sites with a Contact Us page enjoy over 2x more conversions versus sites without one.
![Contact page screenshot]
Must-Have Contact Page Components
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Contact form – Allow visitors to send messages directly.
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Complete contact details – Phone number, email, physical address, business hours.
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Interactive map – Shows your location and provides directions.
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Social media links – Connect visitors with all your profiles.
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Lead capture – Offer something like a free guide in exchange for visitor emails.
Contact Page Tips
- Include a photo of your business location or team.
- List the contact info for specific departments or team members visitors may want to reach.
- Add accessibility features for disabled users like subtitles on videos.
- Prominently display phone number and contact form.
An optimized Contact page significantly increases leads and sales opportunities from your website traffic.
4. Services Page
If you offer multiple services, having an overview page that lists each offering is crucial. This provides visitors with the details they need to evaluate your services and make a purchase decision.
For service-based businesses, a services page typically generates the most conversions from non-home pages, in my experience.
![Services page screenshot]
Elements of an Effective Services Page
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Summary – Brief overview of what each service includes.
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Pricing – List costs or price ranges for each offering.
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Features – Explain exactly what customers get with each service.
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Benefits – List the specific benefits and outcomes customers can expect.
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Call-to-action – ‘Sign Up‘ or ‘Schedule Now‘ buttons make taking action easy.
Services Page Best Practices
- Have a separate page detailing each individual service, in addition to the overview services page.
- Use bullets, short sections, and clear headers to make details easy to scan.
- Include customer testimonials describing their experience with each service.
- Prioritize the services you most want to promote.
An optimized services page allows you to highlight your offerings, build value, and steer visitors to convert.
5. Blog
Your blog is likely a cornerstone of your website content. A dedicated blog page makes all your posts easy to discover and access.
![Blog screenshot]
Tips for an Effective Blog Page
- Display post snippets including featured images to summarize each post.
- Categorize posts to make finding specific topics easier.
- Optimize design elements like colors and fonts to make it visually engaging.
- Limit sidebars and widgets to keep focus on content.
- Promote your most valuable content near the top.
- Include options to filter by date, category, author etc.
According to HubSpot, companies with blogs generate 67% more leads per month on average. An optimized blog page keeps visitors engaged with your content and serves up new articles enticing them to stay longer.
6. Resources Page
A resources page compiles your best informational content assets in one place, providing immense value to visitors. Resources to feature include:
- Ebooks, guides, whitepapers, and reports – Gated offers in exchange for opt-ins.
- Webinars and workshop recordings – Display your expertise.
- Free tools and calculators – Help visitors complete tasks.
- Templates, checklists, and samples – Documents visitors can leverage.
- Podcasts and videos – Engaging and informative.
![Resources page screenshot]
Resources Page Best Practices
- Organize resources by type, topic, or other categories.
- Include brief descriptions and thumbnail images for each resource.
- Link to landing pages for gated content offers.
- Prominently promote your newest and most valuable resources.
- Ensure the page is designed cleanly and resources are easy to scan.
A well-designed resources page encourages visitors to take advantage of your free educational assets, resulting in more leads and customers.
7. Portfolio Page
For creative professionals like designers, photographers and architects, a portfolio page is an absolute necessity. It shows off your best work in one place.
![Portfolio page screenshot]
Standout Portfolio Page Tips
- Curate only your best, highest-quality projects.
- Organize work by project type, client type, or other categories.
- Briefly summarize each project.
- Use striking visuals like photos and videos.
- Include positive client testimonials.
- Make projects clickable to view case studies or galleries.
- Enable visitors to easily get in touch for new projects.
An effective portfolio page attracts new clients and business by showcasing why you‘re the best choice.
8. Case Studies Page
Case studies highlight specific examples of work you‘ve delivered for past clients. A dedicated case studies page is a spot to showcase studies demonstrating impressive results.
![Case Studies page screenshot]
Elements of Compelling Case Studies
- Outline client challenges and goals.
- Explain the solution you designed.
- Include measurable results and metrics.
- Feature visuals like infographics.
- Add direct client testimonials.
Case Studies Page Tips
- Curate a mix of case studies from different industries and project types.
- Summarize each study well to entice clicking for the full version.
- Organize by client type, project type, or result achieved.
- Begin each summary with a compelling statistic from that study.
Case studies build immense credibility by proving you get results. An optimized case studies page serves as a selling tool to convert prospects.
9. FAQ Page
A frequently asked questions (FAQ) page answers common customer questions in one place. An effective FAQ page provides quick help and improves the customer experience.
![FAQ page screenshot]
Optimizing Your FAQ Page
- Research actual frequent customer questions and build your FAQs around those topics.
- Use clear question-based headings so visitors can scan for their question.
- Keep answers brief, 1-3 sentences whenever possible.
- Include visuals like images, charts, and videos to illustrate answers.
- Link to related resources for more information.
- Make important FAQs viewable without needing to click to open all items.
Benefits of a FAQ Page
- Reduces repetitive customer inquiries.
- Provides 24/7 help.
- Improves customer experience and satisfaction.
- Positions your brand as knowledgeable and helpful.
- Saves customers time finding answers.
A strong FAQ page provides immense value to customers and positions your brand as an authority they can rely on.
10. Search Page
Enabling visitors to easily search your site for information is critical. A dedicated search page displays results and provides a better search experience.
![Search page screenshot]
Optimizing Your Search Page
- Include a search bar on every page of your site.
- Display results visually with page titles, summaries, and images.
- Let visitors filter results by content type, publish date, and keywords.
- Show suggested pages the visitor may also find helpful.
- Guide users to your pages most likely to contain the information sought.
Benefits of an Effective Search Page
- Helps visitors easily find information in your content.
- Improves time on site by keeping visitors engaged.
- Provides another channel beyond navigation to explore your site.
- Reduces bounce rates from users not finding what they want.
By making your important content findable through search, you enable visitors to self-serve the information they need, when they need it.
11. Sitemap Page
A sitemap page lists all the pages on your website, acting like an index for navigation. This gives visitors a bird‘s-eye view of your content.
![Sitemap page screenshot]
Optimizing Your Sitemap
- Organize pages visually by section such as: Main, Blog, Resources, Company etc.
- Make page titles scannable using bullet points, numbers, or bold styles.
- Link each sitemap item directly to the corresponding page.
- Use font sizes and color strategically to establish hierarchy.
- Keep layout clean and simple to avoid overwhelm.
- Ensure sitemap is mobile-friendly.
- Update the sitemap as pages are added or removed.
An optimized sitemap makes navigation much more user-friendly. Visitors can easily scan to gain a sense of all your content in one place.
Get Laser-Focused on Core Pages for Growth
Having the essential pages covered provides tremendous value to your website visitors – establishing trust and credibility, improving navigation, highlighting your best assets, and guiding visitors to convert into customers.
Treat these core pages as cornerstones when mapping out your site architecture and content strategy. Invest time into making each page really shine based on its specific purpose and audience.
Keep this checklist of 11 must-have pages in mind as you develop your WordPress site. Having each fully optimized will directly fuel your ability to grow traffic, leads and sales.
What strategies have you found most effective when designing your website‘s core pages? I‘d love to hear what‘s working for you in the comments below!