I started my first website by only creating e-commerce pages: the home page, contact, catalogs, and products. When crafting your site, keep in mind the important pages that customers need during their browsing experience:
- The “about” page
- FAQ page
- Customer testimonials
- Refund policy
- Shipping details
- Terms and conditions
- 404 “page not found” pages
Helpful pages are essential in increasing TRUST as much as possible because customers open these pages. Today, we must create them to satisfy customers’ intent and subsequently increase our Google ranking for the entire website. So let’s learn how to do it.
Most webmasters create an “about” page just because competitors might have them, but it’s a fact that customers often check out information about a company before buying products. This page helps to convince customers that your business is legitimate with great experience and trust.
Share your story on this page about why you decided to delve into this business and how you develop your products with new technologies. Customers don’t buy products – they buy stories. Apple is an excellent example of sharing stories in its advertisements to provoke the feeling of a personal stake in its products.
Add a face (or faces) to your company by uploading high-quality personal or team photos to your “about” page. People cooperate with people, not companies or brands. Unfortunately, webmasters often add stock pictures to the About page, decreasing trust and willingness to cooperate with their brands. Be transparent!
Add your certificates, rewards, achievements, or anything related that increases the TRUST feeling. Customers need to know your USP (Unique Selling Proposition) and the benefits you provide.
Most customers are impatient to get answers NOW. The best thing you can do is to reply immediately on chat, email, or call, but most companies cannot because it takes so many resources. Remember that 80% of customers will have the same questions. Create an FAQ page and answer the questions that customers might ask.
Many webmasters copy-paste common questions online, but it’s a huge mistake because your customers may have unique questions related to your products in particular. So instead, give them what they want.
These days, 95% of customers read online reviews before buying – nobody wants to purchase low-quality or incompatible products. Amazon does an excellent job of this by emphasizing its ratings and reviews on product pages. They set themselves apart from other big brands because Amazon sells over a billion products.
Most websites can create testimonials or review pages to share what other customers think about your products.
Here are two ways to convince users that all reviews are legitimate.
First, link to other websites with these reviews, e.g., Yelp, GBP (Google Business Profile), Tripadvisor, Trustpilot, etc.
Second, ask influencers or well-known experts to review your products and link to them on their social media profiles.
Customers need convenience; if products don’t help them, they can get a refund of their hard-earned money. That is why Amazon is such a great place because customers know it’s possible to return almost anything.
Consider how you can streamline your refund process, and outline that process clearly on your refund page.
Even if you lose some money on refunds, a positive reputation in the long term is more important than sales now. Learn how to improve the quality of products to decrease the number of returns.
Who wants to pay for shipping? No one, even a few dollars. The best thing is to add shipping expenses to the total price. Add this information on a specific page with the rest of the important data: how long it takes to get products, address delivery, etc.
If you cannot provide free shipping, that’s perfectly fine. Explain why and be transparent with the delivery cost. Customers are more likely to be dissatisfied and lose trust if you try to sneakily tack on a high shipping price at the end of a transaction.
Customers don’t want to share their private data after well-known data leak scandals that have happened on Facebook, TikTok, Google, etc. So tell them you will never sell or share data with other resellers and highlight how your business respects privacy.
Terms and Conditions
Some generators online can help generate content with your data for these pages, but I prefer to find specialists who can consider specific business preferences. I also check out what competitors add to these pages, but pay attention to your product’s unique considerations.
404 “Page Not Found”
Websites often remove pages with obsolete content. I prefer to add 301 redirects because old pages can add SEO weight to new ones. A 404 page is significant because users can sometimes type the wrong URL.
Find More Helpful Pages on Your Competitors’ Websites
I love spending time on my competitors’ websites to understand how they earn customers’ trust. It’s not only to find other pages; it’s more to learn all possible pages, trust triggers, and any related information that can help to create my content.
All businesses are unique! Don’t replicate others. Learn how to create something much better.
Elon Musk once shared that he asks his friends about products’ flaws and gaps to innovate them. It’s a great approach. Reach your friends, relatives, or even customers and ask them how to improve their trust before buying products. Send your website pages and ask what they think about them.
SEO is related to customer experience now more than ever. Some content is good for getting traffic, some for sales, and some for improving trust. The main goal of helpful pages is to increase the TRUST feeling and support customers if they need to know more. If you satisfy their intent, then you will also satisfy Google’s ranking requirements.