2.4 Essential Pages Deep Dive
Prerequisites
Before you start, make sure you have:
- A website with basic pages built (Section 2.2)
- Your business details, story, and service descriptions
- About 3 hours to write and refine content
Step-by-Step
Perfect your Home page
Structure: Hero (headline + CTA), Problem/Solution (2-3 sentences), Services overview (3-4 cards with links), Social proof (testimonials, review count), Final CTA. Keep it scannable — visitors decide in 3 seconds whether to stay.
Write your About page for E-E-A-T
Google values Experience, Expertise, Authoritativeness, Trustworthiness. Include: your personal story, qualifications, years in business, insurance, ABN, and professional memberships. Use real photos. Write naturally.
Build a high-converting Services page
For each service: Definition sentence (critical for GEO), Who it’s for, What’s included (bullets), The outcome, Pricing (if comfortable), CTA. Consider individual pages for top services.
Optimise your Contact page
Include: Phone (clickable tel: link), Email (clickable mailto:), Address/service area, Contact form (4 fields: name, email, phone, message), Hours, Google Map embed. Test the form — you’d be shocked how many SMB contact forms are broken.
Add legal pages
Privacy Policy is required if you collect any personal information. Use a generator like TermsFeed, then customise. Add Terms of Service. Link both from your footer on every page.
See a working example of this homepage structure at rmdboothco.com.au — notice the clear headline ("The Booth Your Event Deserves"), trust signals, service cards, and prominent call-to-action buttons. This site scores 100/100 on desktop PageSpeed.
See the contact page at rmdboothco.com.au for a working example with clickable phone number, email, booking form, and clear call-to-action.
- No phone number visible — Make your phone number visible on every page. Many customers want to call.
- Contact form that doesn’t work — Test it after building. Test again after any changes.
- Copying a competitor’s Privacy Policy — Privacy policies need to be specific to your business.
- Generic About page — ‘We are a team of passionate professionals’ says nothing. Be specific about who you are.
Add a FAQ section to your Services page. Each Q&A pair is content Google can surface in search results and AI Overviews. Think about the 10 questions you get asked most often.
You're Done When
- Home page follows the proven structure
- About page includes story, credentials, real photos
- Services have clear descriptions and CTAs
- Contact form works — tested and received
- Phone number clickable on mobile
- Privacy Policy and Terms linked from footer