What Are the Must-Have Pages for Your E-commerce Website?
The Hidden Power of Core Pages in E-commerce and Business Websites
I have seen many topical maps where people skip including some of the most critical pages for any brand or e-commerce site. These pages are essential because they build trust, enhance user experience, and support better search engine visibility, all of which directly impact conversions and brand authority. Often, the layout of these topical maps is overly complex, and clients struggle to understand their importance because not everyone is an SEO expert. That’s why it’s crucial to simplify these layouts and ensure they include essential pages like About Us, FAQs, and Contact Us. In this post, I’ll break it down with real examples and visuals so you can better guide your clients and make these concepts easy to grasp.
Here’s a quick guide to the must-have core pages for any business or e-commerce website and how they directly enhance user experience and drive conversions. Additionally, I’ll incorporate insights from Koray Tugberk GUBUR framework to explain how these pages fit into a holistic topical authority strategy.
Core Pages Every Website Needs (Aligned with Topical Authority)
1. Homepage
Homepage Purpose: Drive engagement and conversions. Why It’s Important: Your homepage is your brand’s first impression. It sets the tone for your entire site, offering clear navigation and showcasing what makes you unique. For instance, a successful homepage might highlight top-selling products, customer testimonials, and a clear call-to-action like “Shop Now” to immediately capture user interest and drive conversions.
2. About Us
About Us Purpose: Build trust and brand identity. Why It’s Important: People connect with stories. A strong “About Us” page bridges the gap between your business and its customers, fostering loyalty.
3. FAQ‘s
FAQ Purpose: Address concerns and reduce friction in purchasing decisions. Why It’s Important: Transparency builds confidence. Answering common questions upfront can eliminate hesitation and drive conversions.
4. Contact Us
Contact Us Purpose: Simplify communication and support. Why It’s Important: Whether for inquiries or post-sale support, an accessible contact page builds credibility and ensures customers feel heard.
5. Product Pages
Product Pages Purpose: Highlight features and simplify navigation. Why It’s Important: Well-optimized product pages with structured data improve search rankings and enhance the shopping experience.
6. Blog
Blog/Outer Section Purpose: Drive traffic and interlink with product pages. Why It’s Important: Blogs attract new visitors through informational content and create opportunities for internal linking to drive traffic to core pages.
Beyond the Basics: Koray’s Topical Authority Framework
To build true topical authority for an e-commerce site, it’s important to cover these additional dimensions:
- Brand Identity: Cover all attributes of the brand, including its mission, origin, background, and market positioning. These elements can be seamlessly integrated into your About Us and Homepage content.
- Product Attributes: Ensure holistic coverage of products, including details like price, color, size, availability, shipping policies, and usage guidelines. This detailed approach enhances user satisfaction and supports decision-making.
- Messy Middle: Cater to the non-linear decision-making process by creating content such as reviews, comparisons, and alternative product guides. These documents help users overcome obstacles and make confident purchasing decisions.
- Informational Content: Address user queries with definition-based content, guides, and FAQs. This layer satisfies search activities and enhances the site’s informational depth.
By processing and aligning these content buckets with user intent, you ensure comprehensive topical coverage that aligns with business goals. This alignment not only improves search engine rankings by covering a broader range of queries but also enhances user engagement by addressing their needs at every stage of the decision-making process.
How Core Pages Strengthen Your Topical Map
In my SEO strategy, these pages must be included into a topical map—a blueprint that ensures your site meets user needs and aligns with search engine expectations. Here’s how these pages contribute:
- Semantic Relevance: Structured, keyword-rich content aligns with user intent.
- Brand Authority: Pages like “About Us” and “FAQ” enhance credibility.
- Enhanced Navigation: Interlinking improves user flow and crawlability.
Key Takeaway for Business Owners
Even if SEO isn’t your specialty, knowing how these pages contribute can make your website run smoothly, serving both visitors and search engines effectively. It’s not about flashy designs—it’s about creating a thoughtful structure that builds trust and visibility.
