SBMC - Website Admin Pages Worksheet
This form will help you think through all the content you need to create for the Administrative pages of your website or your client's website. Includes: About Page, FAQ'S Page, Legal Pages, and Contact Page.
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Business name
Consultant name
Agency name
1. About: Heading
The heading of your about page should clearly state how you serve the primary need of your customers and provide a call to action button.
About page heading example 1 (POY)
About page heading example 2 (ECC)
About heading statement: What is the one main thing that you help customers with? (Our goal is to...)
2. About: Empathy
Write an about us empathy paragraph. Show that you identify with the main problem your customers face and explain how you can help them solve that problem.
About empathy example 1 (POY)
About empathy example 2 (ECC)
What about the customers life matters to you and your business? (Your xyz matters to us... / tired of xyz...)
What is it that sucks for your customer? (list some of the factors here)
What do they deserve instead?
How can you help them to overcome their struggles and get what they deserve?
Explain some of the key benefits of using your service.
Put it all together.
3. About: Team Authority
Introduce the team in such a way that reveals their authority in this industry and why they are perfectly suited to helping customers. (Keep it short!)
About Team Authority Example 1 (ECC)
Introduce the owner or the team. What is unique about them?
What accolades or skills or passions or history gives the team authority? Discuss this.
Is there a significant story which is relevant to the customer and their problem?
Explain how the team is perfectly suited to serve the customers needs and invite them into relationship.
4. About: Brand Authority
Show the authority of the brand by providing a snapshot of happy customer images and a significant testimonial.
About Us Brand Authority Example 1 (POY)
About Brand Authority Example 2 (ECC)
Who is it that trusts your brand? (Trusted by...)
Authority client testimonial: choose a client testimonial which reveals the authority of the brand, owner, or team.
5. About: VIP Relationship Special Offer (VIP Benefits)
Provide potential and new customers with a set of unique benefits for doing business with your brand in a specific way. Invite them to become VIPs if they purchase your higher priced products or services. The goal is to sell more higher prices products, make your new customers feel special, and build the type of relationship with them that can lead to more sales.
About Us VIP Invitation Example 1 (POY)
What unique benefits can you offer customers that purchase your high end products/ services? (It does not have to cost you any money)
6. About: Product/ Service Clarifications
Based on people's previous experiences they may have certain ideas or expectations of what your business should or should not do for them. Clarify what you do and do not do in order to dispel any incorrect assumptions people may have about your business. If you do not clarify these things your customers will end up determining how you run your business or you may run into conflict with customers if you do not meet their unrealistic expectations.
Product/ Service Clarification Example 1 (POY Don'ts)
Dont's: Are there any things that you do not do? (Example: No sugar free cakes. Every business should have standards. You cannot and should not please everyone. Don't be scared to be open and clear about your standards as a business. People should know what they can and cannot expect when doing business with you.)
Product/ service promise: What promise can you make about the products/ services which you do offer? (Show your authority by reassuring potential customers that what you do offer will satisfy their needs. I.e. that you have specifically chosen products/ services that you have carefully designed and chosen to satisfy their needs... they do not need to tell you what you must offer. Show that you are the specialist and that they can trust your judgement.)
Product/ Service Clarification Example 2 (POY Do's)
Do's: Are there any things which you only do. (Example: Friday delivery only. Develop a system that works for you and is reasonable. And then communicate that to your customers and stick to it.)
7. About: How to do business with you
Clearly explain to customers how to do business with you. Make it simple and easy and provide a call to action button.
How to do business steps example 1 (ECC)
What simple steps should customers take to do business with you?
8. About: FAQ'S Referral
Refer people to your FAQ page if they have any more questions about doing business with you.
FAQ'S Referral Example 1 (POY)
What should customers do if they have more questions?
People do not want to have to phone you or email you to ask you basic questions about your business and doing business with you. For this reason you need to make it easy for them to access such information by creating a Frequently Asked Questions page.

Remember, before a potential customer will be willing to do business with you, they first need to get to know you. Therefore your website should include everything that they would need to understand who you are, what you do, and how to do business with you. It should also answer any major questions they may have about you and doing business with you. Therefore, it is vital to have an FAQ page.

Some other benefits of an FAQ'S page include:

1. Improve your customer’s experience.
2. Provide quick information to help customers make a purchasing decision.
3. Reduce the time your employees need to answer simple questions.
4. Increase your online visibility on Google and other search engines.
5. Boost sales since people will have basic information to make a decision.
1. FAQ's: Special Offer
Start with an exciting and exclusive special offer. If you are offering customers an opportunity to become a VIP, start with explaining to them how to become one. If you offer new customers a special discount tell them how to redeem it. The goal is to get people to start buying, and if possible, to encourage them to purchase higher priced products from the get go. Include a call to action button.
FAQ's Special Offer Example 1 (POY)
What answers can you give to people about taking advantage of your special offer for new customers or to become a VIP?
2. FAQ's: Overcoming Objections
The primary goal of your FAQ's page is to help potential customers overcome any objections they may have for doing business with you. You want people to feel absolutely comfortable about doing business with you so that they can start buying a soon as possible.
FAQ's overcoming objections example 1 (ECC)
FAQ's overcoming objections example 1 continued (ECC)
What do people need to do to become a customer? Explain
Is there any specific skill or trait that your customer needs to be able to become a customer? Explain
What guarantee can you provide? Explain (Also include money back element if you provide this)
Why do people specifically need you to help them? Why can't they just go somewhere cheaper or do it themselves?
If they do sign up, what power do they have in the relationship? (Can they ask questions as you go along, how many options do they get, etc.?)
Are there specific things not included in your service, or which they need to pay extra for?
What are your hours? Opening and closing times?
How do you ensure the safety of your customers and their children?
How can people contact you?
Are there any general questions which people in your industry ask or which your other customers have asked before? Provide questions and answers for these.
3. FAQ'S: Keep referring
A FAQ'S page must do more than just provide answers, it must provide solutions. Therefore you need to refer people to where they must go all the time.

1. If you do not offer a specific product or service, refer them to someone who does.
2. If you are explaining to them how to get started, refer them to your products/ services page with a hyperlink.
3. If you have a disclaimer or policy page, refer them to this page for more information using a hyperlink.
4. If you provide more information about a specific topic in a blog post, refer them to this post with a hyperlink.

A big part of the web is SEO. And the more you use your pages to refer browsers to the information they need the better your website will rank on search engines. Therefore it is a great idea to write blog posts which can elaborate on the answers you provide in your FAQ'S page and then refer people to those blog posts using hyperlinks.
FAQ'S Reference example 1 (POY referring to other bakers)
Are there any products or services you do no offer that people may want? And are there any people/ businesses you can refer them to?
FAQ'S Reference example 2 (POY referring to other pages)
Are there any pages you can link browsers to from the FAQ page?
In order to reveal that you run a professional business and also to indemnify yourself, your staff, and your business from potential legal action, it is best to be clear about all legal matters on your website.

Also, if you collect any information from your website's visitors, even just tracking their movement on your site via analytics software, legally you must inform them of this in a privacy policy.

Legal pages could include disclaimers, privacy policies, cookie policies, terms and conditions, terms of use, terms of service, returns and refunds.
1. Privacy Policy
By law, pretty much every website that is open to the public to browse should have a privacy policy. These are easy to create. Simply copy the text from the following Google Doc and replace the yellow highlighted sections with your company details:

Paste this policy into a new page on your website and link to it in your FAQ'S page and elsewhere on your site, especially in the footer of the website.
2. Disclaimers, terms and conditions, terms of use, terms of service, returns and refunds.
These legal aspects need to be in line with the law and in line with your specific business and industry. In order to ensure that your business is properly indemnified it is recommended that you consult a legal professional regarding such documents on your website.
Are there any legal disclaimers, terms and conditions, terms of use, terms of service, or returns and refunds policies you need people to be aware of when doing business with you? (See example:
1. How to order
Remember, your website should be focused on one thing: SALES. So if people do not yet know how to buy from you then the top of your contact page should explain this to them.
Purchasing steps example 1
What new heading could you use to introduce the purchasing process on the contact page?
2. Contact form and email address
It is good to place both a contact form and email address. Then people can choose which one they want to use.
Contact form and email address example 1 (POY)
What elements do you want in your contact form and what email address will you provide?
3. Pre-Contact Info
Before contacting you or placing an order there may be specific information you may want people to be aware of.

Remember, some of them may not have read the FAQ's page or your Home page. So provide the information you need them to know before they contact you and point them to your FAQ'S page as well. They may find there what they area looking for instead of having to contact you.

You will notice below that Philosophy of Yum stresses again what they do not bake on the contact page, because it is very likely that people often email asking if they bake those very things. So in order not to waste time answering unnecessary emails, they place this information on the contact page and at other strategic points on the website so people have a better chance of reading it before sending that email inquiry. They also once again point people to their FAQ'S page where lots of their questions are most likely answered.
Pre-Contact Info Example (POY)
What pre-contact information do you need potential customers to know so that they do not contact you unecessarily?
4. Social media
A website needs to be focused on converting potential customers into new customers....i.e.: SALES!!!

So it is important that people stay on your website as long as possible.

Therefore you should not put your social media information on the website in such a way that people will leave your website too easily and get distracted by social media.

But there are places that your social media adds value to the website and a good place for it is on the contact page, because it is one other way in which people can communicate with you and engage with your brand.
Social media on contact page example 1 (POY)
Which social media would you like to include on the contact page?
5. Contact page Testimonials
You should include testimonials everywhere on your website. This is a great way to present the authority of your brand and encourage people to buy. You can complete your contact page with such a testimonial.
Contact page testimonial example (POY)
Which testimonial could you use at the bottom of the contact page?
There may be other administrative pages you need to include in your website. This will be dependent on your business and industry.

Do thorough research of other businesses in your industry to see what pages they include and then determine if your website needs these pages and what should be included in them.

Be sure to include the principles you have learnt in this worksheet in your new pages.
Are there any other pages you may need to include in your website?
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