What we’re going to cover
After this lesson you will have created all the essential content needed to cover your ass.
1. Covering your ass
It’s an unfortunate truth that people will inevitably try to scam the system – and unfortunately, sometimes it may be your system.
Whether they claim you are violating this or that, or misguided them somehow – they’ll most likely want money or something free.
To safe guard against this unsavoury breed you need two documents.
- Terms & Conditions
These two documents are also about transparency. If you’re using cookies to track visitors on your website, then you need to tell them about it. And if customers are automatically added to a mailing list after purchasing something, or making a comment, then you’ll also need to tell them.
How to create yours
The contents of online privacy policies and terms & conditions are somewhat standardised.
As a result, there’s little need to blow cash on hiring a lawyer (sorry to any lawyers out there).
Instead you can use free services such as www.TermsFeed.com.
After you fill in your details, TermsFeed will spit out legally compliant documents tailored to your company.
If you’ve forgotten how to add menus head back to Lesson 5 – The Anatomy of WordPress and scroll down to “Now let’s create your main navigation bar”.
Your footer will look something like below:
Don’t want to use the free services?
In the case that you want something written specifically for your website/company you can find well priced freelances on these sites: (search for terms/privacy)
2. The bare essential pages every site should have
This part seems quite self explanatory, yet it’s amazing how many websites skip out these essential pages.
1. Contact page
We’ve already added a nicely functioning contact page through Lesson 5 and 6. If you missed out on these lessons, head to Lesson 6 and scroll down to “Contact Form 7″.
The main benefits of having a contact page is that:
- You don’t look dodgy. Whenever contact details are deeply buried people get suspicious.
- You find out what’s wrong/not clear on your site.
- You make more sales
If you truly don’t want people to be able to contact you, still include a “Support” page and mention how people can get support if they need it. You can even get ultra transparent and mention something like “There’s only one of me, so at the moment I can’t offer direct support. Please refer to our FAQ for assistance”
If you start receiving the same question over and over, you’re not making something clear. It’s then a good time to amend your content and/or update your FAQ (another essential page)
It’s also extremely time consuming to check every element of your website for incorrect links and typos. I’ve had people kindly email me informing me of these errors! Very handy.
Visitors will only invest so much time trying to get in touch with you. They may be one question away from buying. If they can’t get in touch you loose the sale.
Should I include a phone number?
If you’re running an ecommerce store, including a phone number is a huge advantage.
Regardless of whether people want to call, displaying a phone number gives a strong sense of credibility.
If you run your business from home, you can get cheap 1300 numbers rerouted to your home number without anyone ever knowing your actually on the couch watching Bold And The Beautiful.
There are a ton of companies out there. Just search for “Discount 1300 virtual numbers” or “Discount 1300 number forwarding”
A good Australian company is www.MrDTelco.com.au.
2. FAQ page
There’s no doubt i’m a big believer in a contact page, but it’s better for everyone if a customers problem is solved without them having to email or call.
If you have common questions arising you’ll need to determine whether you should first amend particular pages. E.g. If people keep asking how much shipping is, write the details clearly on the product pages.
However, if you’re getting a ton of after sale questions you should populate an FAQ and link directly to it above your contact number.
An FAQ is only useful as it is useable. If visitors can’t find the answers they need, then there’s no point in having an FAQ.
There are a number of options out there.
Cheapest FAQ solution
“Q and A FAQ and Knowledge Base” for WordPress: this great WordPress plugin allows you to create a comprehensive FAQ simply by using pages. You can also insert specific answers on pages. Meaning you could add questions about “Magic Purple Socks” on the bottom the “Magic Purple Socks” page.
You can find this plugin by searching for “Q and A FAQ and Knowledge Base for WordPress” in the WordPress backend.
3. Our Story/Who we are page
Simon Senek has transformed the way companies communicate to the public who they are by focusing on “why” they do what they do – rather than simply what they do.
If you haven’t seen his TED talk, it’s definitely worth a watch:
The general gist of what Simon says is that there are three elements of communication: what, how and why.
The vast majority of people focus on what there product/service does and how it does it. They may then focus on why they do it.
To better illustrate this, read these sample statements from Apple. Consider the impact each has on you:
“We make great computers. They’re beautifully designed, simple to use, and user-friendly. Want to buy one?”
“Everything we do, we believe in upsetting the status quo. We believe in thinking differently. The way we challenge the status quo is by making products that are beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?”
The difference is clear. People want to associate themselves with inspiring people and companies. Regardless of what you sell, communicate, or do you should make it clear why you do it.
For example, “In everything we do at Mighty Little Startups we believe in empowering self motivated entrepreneurs, by giving them the tools and to the point information they need to succeed.”
Create an “Our Story” or “Who we are” page to communicate why you do what you do. (Don’t use “About Us” – it’s a little uninspiring).
Ensure you have a direct link to this page on your main menu.
Shipping questions are one of the most common questions received by online stores.
If you’re going to be physically shipping products to people, create a dedicated “Shipping” page and add the link to your footer.
This should include details such as:
- Geographic coverage and associated costs
- Courier companies/delivery methods
- Delivery conditions. Do packages require a signature?
If you cover all the common questions in a clear concise manor, everyone wins.
So now you should have all the essential pages needed to give your visitors the optimal experience, while also legally covering your butt.
Next lesson we’re going to cover content marketing. This will be the bread and butter of your blog.
Not to be missed.