Having a website is a must for businesses if they want to expand their reach and help their business grow. To guarantee potential customers have an excellent purchase journey, you should make sure your e-commerce website has these 10 essential pages: 1) Homepage; 2) Contact Page; 3) Product Or Service Pages; 4) ‘About Us’ Page; 5) Blog Page; 6) 404 Error; 7) Thank You Page; 8) Privacy Policy; 9) Shipping / Return Policy, And 10)Site Map.

What Web Pages Make Up An E-Commerce Website?


Every business needs a fully functional website, a complete list of contact information, and a detailed description of products. Without a website, you will severely limit your interaction, engagement, and connection with your potential customers, thus making you lose out on profits online.


Even though it is imperative to create an SEO-friendly website, doing so is expensive and time-consuming. That made most business owners consider engaging an e-commerce SEO website development agency to do the job so they can focus more on other crucial business tasks.


For most companies, it comes down to building the basic 15-page website. Keep reading if you have no idea what a 15-page website is and how it can benefit your business?


15 Essential Pages You Should Have On Your E-commerce Website

15 Essential Pages You Should Have On Your E-commerce Website

  • plus Homepage
  • plus Contact Page
  • plus Product Page
  • plus About Us Page
  • plus Blog Page
  • plus 404 Error
  • plus Thank You Page
  • plus Privacy Policy
  • plus Shipping / Return Policy
  • plus Site Map
  • plus Store Locator
  • plus Customer Support Page
  • plus Cart Page
  • plus Email & SMS Sign up


1. Homepage


Your homepage is the first thing your customers see when visiting your e-commerce website, so your top priority should be to create a welcoming homepage.


Be sure to provide visitors with a brief but thorough overview of your company, including information on your products and expertise as well as striking call-to-action (CTA) to direct your website visitors to make a conversion action. Here is an example of a homepage from ASOS.


Example Of Homepage From ASOS


Like ASOS’s homepage, you need to ensure that your homepage is visually appealing. To offer visitors a positive first impression of your e-commerce website, design the entire layout and choose the right colour palette that aligns with your brand for your homepage.


2. Contact Page


Having a contact page on your e-commerce website allows web visitors to know how they can reach out to you. Thus, ensure that your contact page has all the details a customer needs to get in touch with you. For example, the information of your business’s location, email address, phone number and even the opening hours.


Example Of Contact Page From H&M


You can also embed an interactive map of your brick-and-mortar store to help customers to know the right direction if they want to visit your business in person.


For example, if you own a clothing store like Michael Kors and have several branches all over the country, having an interactive map will help your potential customers figure out how to get to one of your branches.


Example Of Contact Page With An Interactive Map From Michael Kors


3. Product Page


Your products are your business’s core revenue, which is why you should be focusing on building quality web pages for them by including the keywords, optimising image, etc.


When developing your product page, write in-depth descriptions of your products. Insert relevant keywords to improve your search engine rankings and make your product page appear higher on Google search. Most importantly, write creatively and mention the qualities and benefits of your products to encourage your customers to purchase.


Example Of Product Page From Megafurniture


For example, Megafurniture created a product page for all of its best-selling products. Customers know what most people buy from their furniture shop because of this page.


Example Of A Particular Item Product Page From Megafurniture


4. About Us Page


Create an ‘About Us’ page to increase your e-commerce business’s credibility. With this, you can encourage more customers to support your brand.


Your “About Us” page is an overview of your entire business containing valuable information, such as your business history, values, and products. You can gain trust from your potential customers by adding reviews posted by your customers. It can also improve your e-commerce SEO performance by engaging more customers.


Here is a good example from Sephora’s “About Us” Page.


Example Of About Us Page From Sephora


5. Blog Page


Establish your business as an industry expert by creating blog content related to your business. You can update your website with trends and relevant content by uploading new blog posts regularly.


Example Of Blog Page From Flowers And Kisses


Blogging is an effective content marketing strategy in Singapore that can help you gain organic traffic which helps your website’s SEO rankings and also attract potential customers. So consider having a blog section on your website with high-quality content.


ALSO READ: The Importance Of Blogging For An E-commerce Website


6. 404 Error


There is a good likelihood that a potential customer will land on a 404 error page when they have decided to visit and browse through your e-commerce website. Besides informing the user that the web page they are trying to access is not available, the main purpose of a 404 error page is not to lose the traffic for SEO. It can minimise the bounce rate, meaning online visitors will leave rather than checking the website thoroughly.


Instead of traffic having a dead-end and visitors finding nothing when the product has been discontinued or they type the wrong URL link in the address bar, having a 404 error page will keep the customer traffic going.


The visitors of your e-commerce website, which are potential customers, would not be lost, and they will know what happened, what to expect, and what to do next. In other words, a 404 error page should lead to other pages that are relevant to your business.


LEARN MORE: How Does User Experience (UX) Affect SEO?


Here is an excellent example of a 404 error page from MAC Cosmetic.


Example Of 404 Error Page From Mac Cosmetic


You should know that a 404 error page often appears when there is a broken web page on your e-commerce website i.e. the product has discontinued, or your potential customer has typed a wrong URL.


To inform them about this matter, you should design a spectacular 404 page so you can direct them to the right web page on your website.


7. Thank You Page


You should also include a “thank you” page on your e-commerce website to show your consumers how grateful you are for their purchase. A simple “thank you” can go a long way since it can help you build a positive and resilient relationship with your customers, so consider making a “thank you” page.


Here is an excellent example of a “thank you” page from the Book Depository. Once a customer purchases something from their shop, customers will receive a discount coupon as their token of appreciation from the business.


Example Of Thank You Page From Book Depository


8. Privacy Policy


Another essential page you should have on your e-commerce website is a privacy policy as everybody wants to protect their personal information.


The only way is to reassure your customers that you will not misuse the details shared by the clients in the privacy policy. Explain everything, from web cookies, subscription emails, etc.


Here is an example of a privacy policy from UNIQLO.


Example Of Privacy Policy From UNIQLO


9. Shipping / Return Policy


Customers nowadays are getting smarter with their purchases, especially online. Before checking out and completing their purchase, they will often review the return policy.


The return policy will give them peace of mind that they can return any damaged or wrongly delivered item they receive and the e-commerce website will be liable for it. For example, if a customer receives the wrong size, they will know how they can return the item.


Example Of Shipping Policy From Nike


Another thing that customers will also check is the shipping policy. Even though many e-commerce shops now offer free delivery services, online shoppers tend to search for shipping details and confirm the clauses to verify the overall shipping cost on the e-commerce website’s shipping policy page.


Example Of Return Policy From Nike


10. Site Map


Website users and search engine bots can easily navigate thanks to a sitemap that displays which category each subcategory belongs to. A sitemap helps ease a customer’s browsing journey and allows search engine bots to figure out which web page to index on search engines and to show your website based on relevancy with the searchers’ keywords so the web page will appear on SERPs.


Example Of Site Map


11. Store Locator


When a business operates physical store locations, it is customary for websites to show their store branches so visitors can find them. Similarly, in the case of a brand that does not possess its own physical stores but relies on third-party retailers to sell its products, it becomes imperative to offer a dedicated webpage facilitating users in locating the availability of the brand’s products and identifying suitable purchase destinations. This practice ensures a streamlined user experience, allowing individuals to effortlessly discover the nearest store or retailer that carries the brand’s products.


Example Of Store Locator From Charles & Keith


In Charles & Keith’s website, you can see the different branches of their stores. With this, they will have more potential customers visiting their physical store.


12. Customer Support Page


Ensure that your customers have a centralised webpage to access customer support by providing a Help or Contact Us page that offers various contact options such as email addresses, phone numbers, contact forms, or live chat. Combining frequently asked questions (FAQs) with the Contact Us page not only saves time but also addresses common queries that have arisen in the past.


Do not underestimate the significance of the Contact Us page, as it plays a vital role in driving business growth through exceptional customer service. By making customer support easily accessible and convenient, you provide a superior experience to users, prompting them to spread positive word-of-mouth about your store and brand. As part of the e-commerce SEO, Help/Contact us page can help in interacting with possible customers.


Example Of Customer Support Page From Singtel


Like Singtel’s Contact Us page, it allows people to inquire more about your products. It’s definitely a great tactic for your e-commerce SEO in Singapore to engage more with your target audience.


13. Track My Parcel Page


To make your e-commerce SEO in Singapore more effective, you can also add order history in your website. With this, the customers can track their orders and check their order history. The advantage of this is that customers will avoid buying duplicate products and track their pending orders.


Example Of Track My Parcel From J&T


In J&T’s track my order page, customers can have an update about their order and keep track of the whereabouts of their items.


14. Cart Page


The shopping cart plays a critical role in the user’s online shopping journey and the e-commerce business. It should provide a comprehensive list of all the items the user has added, allowing them to make changes if needed. To enhance the user experience, it is recommended to display the estimated shipping cost and include a promo code field on the cart page.


Example Of Cart Page From Love,Bonito


As you can see in Love, Bonito’s Cart page, it enables users to get a clear idea of their final cost before checking out. To ensure accurate shipping estimates, users may need to input their zip code in advance. By presenting shipping cost estimates and the promo code field upfront, you can minimise the risk of cart abandonments occurring during the final steps of checkout when customers discover unexpected taxes, shipping charges, or non-functional promo codes.


It avoids frustration for both the store and the customer. Additionally, the cart page provides an excellent opportunity to upsell related products, encouraging customers to explore complementary or additional items that may enhance their shopping experience.


15. Email & SMS Sign up


Email and SMS communication play pivotal roles in the success of e-commerce businesses. They serve as essential channels to encourage repeat purchases and effectively market to interested prospects. It is crucial for e-commerce sites to simplify the signup process for visitors who express interest.


It can be achieved through a user-friendly approach, such as including a signup field in the footer or implementing a pop-up. To encourage sign-ups, offering incentives like free shipping discounts and providing a brief overview of the email content they will receive can be highly effective. Furthermore, the confirmation email following submission should not be overlooked.


Example Of Email & SMS Sign up From Lazada Singapore


Take for example Lazada’s login signup page, it encourages people to register their accounts. Ensuring a smooth and engaging signup experience sets the stage for building strong customer relationships and maximising the potential of email and SMS marketing in e-commerce.




Developing a 10-page website is ideal for small businesses to maximise their online presence and reach more potential customers. If you want to add more pages and web content, you can request help from an e-commerce website design and development agency to discuss the common pages and extra pages you want to add for your business website.


In case you need extra funding for website creation or revamping your current website, apply for Productivity Solutions Grant (PSG) for e-commerce website development solution, and in this grant, you can claim up to 50% of funding support as long as you seek professional help from a pre-approved PSG vendor.


Visit our blog page for more tips that can help your e-commerce website in Singapore. Contact OOm at +65 6391 0930 or leave us a message on our website if you want to learn more.

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