Every service provider needs essential pages on their website, like a Home, About, Services, and Contact page, but those are only the base pages that help your website do its job.

I’m about to put you on the additional important website pages you didn’t know you needed that are going to help you legitimize your business and give your customers a smoother buyer journey.

Why You Need a Smooth Buyer Journey

Your website is your on-the-clock 24/7 salesperson. It is ALWAYS working to guide visitors, answer their questions, and show them the value you bring to the table.

Your website’s job is to help visitors understand who you are, what you offer, what to expect, and whether they’re in the right place to take the next step. It’s a roadmap to working with you, buying your thing, and a chance to stay in your world, whether that means downloading your freebie, joining your email list, subscribing to your Substack, listening to your podcast, or taking another action you want them to take.

The best website experiences are the ones where ~nothing happens~. You don’t notice the navigation, wonder where to click, or stop to figure out what you’re supposed to do next. You just… keep moving.

But the moment when you land on a site and something doesn’t quite work like you’re used to, that’s when the baby complaints, the eye rolls, and the head tilts start to creep in.

These are the type of hiccups that could cost you a sale.

People are easily distracted. They have limited attention. They don’t want to expend unnecessary effort figuring out a website. A website that feels like extra work makes it easier for your dream clients to X out of your site.

Once you’ve already understood how to build a website that converts, it’s time to look at the pages that support the rest of the buyer journey.

Each of these pages has a specific job, whether that’s getting someone onto your email list, helping them find the thing they came for, giving them the information they need to buy, or keeping them from hitting a dead end.

So instead of sending a link with special instructions on how to buy or sign up, you can simply drop the link and let the page do its job.

Here are the pages you might be missing:

1. The Subscribe (Opt-In) Page

Your subscribe page has one job: get people onto your email list.

A dedicated subscribe page gives people one clear place to learn what they’re signing up for and decide whether they want in. Instead of making them hunt through your website for a signup form, you can send them straight to a page built around that one action.

Most people start off by creating a form on Flodesk (or whatever email service provider you use) and/or a simple opt-in form that’s woven into your website pages. Those forms are great for catching people while they’re already browsing, but they don’t give you a dedicated destination when your actual goal is getting someone onto your list.

Having the subscribe page directly on your website like this means your opt-in lives inside your own website instead of sending people to a separate third-party page. You control the experience, keep your branding consistent, and give new subscribers an easy path to explore the rest of your site once they’ve signed up.

What to include in your subscribe page

1. Opt-in form in the opening section
2. Tell them what they can expect from being on your list
3. Mini about you section that introduces you so they know who to expect in their inbox

Peep the example from my website

2. The Freebie (Lead Magnet) Page

Your freebie page has one job: get people to want your freebie enough to hand over their email address.

Not everyone will be enticed to join your email list directly, and that’s okay. Some people are just here for your freebie or whatever goodie you’re offering. They need to know what the thing is, why it’s worth their time, and what they’re actually going to get before they’re ready to trust you with their email.

This page should function like a baby sales page for your freebie like this one. It gives the offer enough context to make someone want it, makes the value obvious, and gives you one clean link to share whenever you want to promote it.

What to include in your lead magnet page

1. Opt-in form in the opening section
2. Tell them what they can expect from this freebie
3. Mini about you section so they know who created this thing that is going to help them

Peep the example from my website

3. The Link in Bio Page

Your link in bio page has one job: help people find the thing they came for.

You’ve already invested so much into a website regardless if you DIYed it or had it designed for you. The last thing you want is to send that hard-earned attention to another platform (e.g., Linktree, Stan Store, Milkshake, Canva Site, Bio Site, etc.) when your own website can do the job.

You’re sending the visitor to another destination instead of your own website.

And there is a legitimate strategic reason for wanting to own that destination: you control the branding, navigation, and next steps.

When your social media lurkers have taken the time to click the link in your bio, something you said online resonated with them and might be exactly what they’re looking for. Your link in bio page gives that attention somewhere useful to go.

It also gives you more room than your pinned posts can cover while keeping people in your world instead of making them dig around for what they came for.

Social media can get people interested in you. Your website gives them a place to actually explore, decide, and take the next step.

What to include in your link in bio page

1. Links to commonly mentioned services, products, or relevant website pages (3-5 links max)
2. Freebie/opt-in section
3. Mini about you section

Linktree could never! Check out these branded link in bio pages

4. The Sales Page

Your sales page has one job: sell one specific offer.

It’s an informative and persuasive page where, unlike a general services page, you sell the fuck out of one specific offer.

A good sales page clearly speaks to its target audience, shows the transformation the offer provides, and explains why that transformation matters to them.

Having a sales page for your offer like this one, whether it is short form or long form, gives your dream client one place to get the details they need before they make a purchase. It can answer the questions that would otherwise end up in your DMs, minimize the back and forth around your offer, and make the case for why your thing is worth buying.

What to include in your sales page

1. Attention-grabbing opening headline
2. The pain points (without sounding like an asshole)
3. The transformation
4. Price (PLEASE!!)
5. What’s included
6. Your process + important details of your offer
7. Address their objections
8. Mini about you
9. Testimonials and social proof
10. LOTS of call-to-action buttons

5. The 404 Page

Your 404 page has one job: keep a broken link from becoming a dead end.

Links break eventually. It’s normal and lowkey inevitable.

Your 404 page gives your visitor somewhere to go when the page they were looking for doesn’t exist anymore. This is a page where EYE like to get creative and have fun with how I address this event. Use a clever line, offer helpful links, or point them to your most popular content.

Boo boos like broken links don’t need to be a turn-off to your potential buyers if you address it and lead them to where they CAN click.

Think of your 404 page as damage control. You can’t control every broken link or mistyped URL, but you can control what happens next.

What to include in your 404 page

1. Headline that lets them know they’ve clicked a broken link
2. Links to other pages on your website (3-5 links max)

Branded 404 pages are where it’s at

Ready to Put These Pages to Work?

If you are launching a new website, you need this free Website Game Plan workbook to help you prep for your new site like a pro.

Or, if you’re ready to DIY the design, check out the website templates in my shop.

Whether you’re looking for a single long form sales page website template, a website template with the essentials, or a full website build with several bonus pages, you’ll find website templates that are easy to use and packed with personality.

Want someone else to handle the whole thing?

If you’re looking at this list of pages you need and nearly fainted from all the work you need to do, wake up, homie! Because that’s exactly what I can help with.

My signature DFY custom website design experience gives you a bomb-ass website with the foundational pages your business needs, plus the strategic extras that make your website easier to navigate and use.

You get the strategy, the pages, and the gorgeous design all handled for you, so you don’t have to piece your website together yourself.