In this article, xneelo looks at the pages every ecommerce website should include to ensure a positive customer experience. Following on from our article about
using WordPress to create your ecommerce website, the next step in creating your online store is adding the right pages.
For an ecommerce website, it's all about creating an easy and hassle-free shopping experience for your customers. The layout of your website and your content forms an important part of that experience.
Here are five core pages to include to ensure your website is off to the right start.
1. Home page
Your home page is your customer’s first port of call on your website and tells them that they are in the right place, so ensure your branding is clear.
With an ecommerce store, navigation is key. You want to help customers find what they are looking for quickly. Ideally, customers should be able to navigate your site with as few clicks as possible. Keep all your important information above the fold – the top half of the screen, as this is the section of your site that visitors will see before scrolling down. Also ensure your top navigation bar is clear and easy to understand. A customer should be able to glance at your home page and know exactly where they need to click next. A strong
call-to-action is helpful here.
Top tip:Make sure your domain name matches your company name and branding to avoid confusion among potential customers.
2. Product pages
Your products and/or services pages should provide information about what your store offers and where your customers will be making purchases.
Some key elements to include:
- A detailed description of each product or service
- A breakdown of features
- Detailed specifications
- Any important benefits and problems you’re solving for your customers
- High-quality images and/or videos
- The price of each product or service and whether or not VAT is included
- Customer reviews
- A call-to-action button to help customers place their order
- Availability.
Top tip:Browse around to see how your competitors and other retailers lay out their product pages. Follow their best practice example, but also see where you can improve these on your own website.
3. About us
Customers want to be able to trust you with their credit card details, so you need to establish yourself as a credible retailer. This is where your About page comes in.
This is the page where you can outline your business values, your company history, and what makes your company special. Also include any notable press mentions or awards you have received to bolster your credibility and expertise.
Top tip:Customer testimonials or reviews count as digital word of mouth and help to foster trust.
4. Contact page
You might think that including your contact details on your About page makes sense as that is where your company information lives, but remember that you want your customers to be able to find what they’re looking for quickly.
Your customers will visit your Contact page when they want to get in touch with you. Make it easy for them by including key contact information upfront, including your customer service number and service hours. You can use a form to automate the process or a chat box if you offer 24/7 service.
Make sure to include where you’re located. Having a physical location dispels any concern that you’re a fly-by-night.
You might want to consider including Frequently Asked Questions (FAQs) to help customers find answers to common questions without them needing to contact customer service for help.
Top tip:Include social media icons with links out to your social media channels to help customers get in touch with you via their preferred channel.
5. A news page
The blog or news page is often underrated but plays an important role in the success of your website. It builds on from your About page to show an extra layer to your company and helps foster engagement and customer loyalty.
Use this page for:
- Company news and updates
- Press releases about significant announcements
- Informational or educational blog posts
- SEO content to improve your search rankings.
Top tip:This is a great page to include an email subscription form so customers can subscribe to your company's email newsletter, which can be used to share news and promotions.
As mentioned in our previous article,
Managed WordPress Hosting offers a number of convenient and professionally designed Starter Sites to help you build your website quickly. Starter Sites include the most important pages your business will need to get started that have been pre-populated with content you can easily switch out with your own using the Block Editor..