24 Basic Types of Web Pages to Have on Your Website

By strategically choosing the appropriate types of web pages for your site, you can establish a strong online presence and enhance your credibility. So without further ado, let’s get started.

Custom homepage

The custom homepage is number one on this list for a reason. These days, it’s hard to imagine a business site built on WordPress that uses the default blog index as the homepage (unless you’re designing a classic blog, in which case…it’s still a questionable choice).

A custom homepage is an excellent opportunity to present the main information about your site, what you offer, and everything else that’s important for your target audience.

Now, what do we mean by custom? Basically, a homepage doesn’t need to have the same layout that’s used throughout the rest of the website. A homepage that’s its own thing is completely acceptable as long as it effectively caters to your site’s visitors.

👉 For example, check out how Lewis Howes does this on his site. The homepage is a custom creation with unique content blocks one after another, while his “Podcast” page follows a more standard WordPress format (e.g., header, CTA section, search bar, most recent posts).

⚙️ How to build these types of web pages

• Dissect your website goals, and pick the main, most important one.
• Design the homepage in a way that’s meant to make this one goal a reality.
• Don’t mind anything else. You can take care of the side goals on other pages.
• Either build a custom page template by hand, or use a starter theme that provides a ready-made, customizable homepage out of the box (like Neve).

About page

Among the most common types of web pages seen basically on all websites built with WordPress is the About page.

That being said, there are different schools when it comes to creating a quality About page.

Some say that the page should be built around the visitor and their needs – talking about what the website can do for the visitor. Others say that it should present “you” – the face behind the site – to focus on building trust with your audience. Then, there’s the storytelling approach that mixes up the two methods.

Al Kavadlo does this quite well on his About page. Setting aside the fact that his website is literally his name, the page starts off with a personal bio highlighting his credentials. There are links to some of his bodies of work, and a mention of using the blog as a free resource. Below that he has three rows organized into resources for his readers, followed by a footer section.

No matter what the copy will end up being, the About page design should remain simple. A one-column or two-column layout is a safe choice as it’s not distracting and gives sufficient focus to the main content block.

⚙️ How to build these types of web pages

Here are two great guides on how to craft quality About pages:

• by Derek Halpern (DIYthemes.com)
• by Tom Ewer (ManageWP.com)

Also, these types of web pages are usually created as standard WordPress pages, so they rarely require any additional design work on top of what you’re already doing anyway.

Getting started / new here

Getting Started or New Here are types of web pages that are meant to cater to first-time visitors. In that sense, they present a kind of a road map to what’s on the site and where to begin consuming all its information.

You could argue that it’s just another version of the About page, but the real difference is all in the execution and what information you choose to put on the About vs. Getting Started page.

To get a good idea of what this is about, check out Wellness Mama.

⚙️ How to build these types of web pages

• From a technical point of view, the Getting Started page is usually a standard WordPress page. No additional design work needed.

Contact / contact us page

Sorry that we keep things obvious for now, but we really want to make this post a somewhat complete resource. For that reason, we couldn’t have missed the classic Contact page.

We’re sure we don’t need to tell you what a Contact page is, so let’s just focus on the individual blocks of content that you can include in it:

• Intro. Things like general information about the website and who’s taking care of it.
• Your address, phone number and other “real world” info.
• A nice Google map of where the business is located. This can be done using the maps block in the Otter Blocks plugin.
• Contact form. No contact page on WordPress can exist without this element. You can use Otter Blocks for this also, specifically the contact form block.
• Email address. Display it or not, your call.
• Links to social media profiles.

Blog

Even though a blog is one of the more effective marketing tools of today, many businesses still don’t see the value in having one.

Just to bring some hard data into the picture, according to a study done by UMass Dartmouth, 77% of Fortune 500 companies used their blogs in 2020 [1]. In other words, many of the most successful companies in the world rely on blogging as part of their business strategy. If they see the value in it, then maybe they’re onto something.

⚙️ How to build these types of web pages

• If the website uses a custom homepage, then you need to assign a separate page to serve as the main blog listing. In the current WordPress implementation, to do this, you need to create a blank page and then assign it as the “posts page” in the Reading Settings section of the wp-admin.

Testimonials page

Testimonials are one of the most effective sales tools out there [2]. In one study, customer testimonials placed alongside more expensive items increased conversion rates by 380% [3]!

The psychology behind it is simple: people trust other people’s opinions more than they trust any traditional sales materials.

The must-have placement for testimonials is on the sales page itself, next to the buy button perhaps, but a separate page. Also, a wall of testimonials can be a good idea for some types of businesses.

A page like that provides overwhelming proof that whatever the website is selling does indeed work and is appreciated by a number of people.

⚙️ How to build these types of web pages

• Use a full-width page template (with no sidebar) and present each testimonial in its own separate block. You can use the testimonial block in Otter Blocks to do this easily. It looks something like what you see below (though you can customize it how you want):

• If you’re not using the Block Editor to design your site and you want a different quick plugin solution, then you can use Shortcodes Ultimate. With it, displaying testimonials is a breeze:

Portfolio page

Portfolios are very effective at showcasing achievements, accolades, or visual bodies of work. (Still probably a bit more suitable for service-based businesses than product-based ones.)

The design of a Portfolio page will depend largely on the type of website you’ll be building. If you’ll be aiming for something slightly more visual (e.g., photography site) then you can go with a waterfall-like design borrowed from Pinterest.

For consulting businesses or any other scenario where showcasing the thing that has been done is a bit more challenging, you can go with a company’s logo and some text description on what was done.

⚙️ How to build these types of web pages

• One option is to take advantage of a free portfolio plugin, like Portfolio by BestWebSoft.
• Another is to go with a portfolio starter theme and use it as the base of the whole website (if the portfolio itself is an important enough element).
• Alternatively, you could choose a block theme like Neve FSE, that comes with pre-built block patterns. Many of those patterns are suitable for Portfolio pages and are inserted onto the page in just a few clicks.

Landing pages

Landing pages are an extremely effective tool when it comes to presenting the visitor with a specific offer and convincing them to go for it.

Not just my words. Data confirms. According to HubSpot, businesses with over 40 landing pages generated 12 times more leads than those with just one to five landing pages [4].

In simple terms, landing pages are single-purpose, distraction-free pages. They usually don’t have a sidebar or a footer, and sometimes even lack a header. It’s to give the visitor just one possible point of exit from the page – the main buy button (or subscribe button, depending on the offer).

The nice thing about these types of web pages is that you can create a handful of them relatively quickly, and use them for different marketing goals.

⚙️ How to build these types of web pages

• See our step-by-step guide on how to build a landing page.
• Otherwise you could use a dedicated tool like LP (Leadpages).

Service / Product pages

This isn’t about individual sales pages, but rather about a directory/listing of all available services or products. In some ways, this can resemble the common ecommerce standards in terms of presentation.

Depending on the business you’re building the website for, such a page might be a good way to present the overall range of goods offered to the customers. Particularly, if the products are straightforward and can be easily grasped, or if they all fall into the same category (like books). Every entry on such a page can then link to individual sales pages for each product or service.

⚙️ How to build these types of web pages

• You might be tempted to build this type of web page via WordPress categories and category listings. Although technically possible, this approach might cause some problems during development. For instance, you’d need to handle the WordPress loop in a custom way and probably complicate things unnecessarily.
• A better solution is to use the WordPress Block Editor along with the Otter Blocks plugin mentioned earlier. Otter Blocks has both a service block and several different shop related blocks (e.g., add to cart, product review, etc.) that you can insert onto a WordPress page within seconds. Realistically, you can build a good-looking web page like this in just a few clicks. Of course, after that you’ll need to spend a little bit of time swapping in your own content for the placeholder content.

Sales pages

Sales pages are where the business happens.

In other words, they are often the pages that were the sole reason someone wanted a website in the first place. That’s why building a sales page requires extra care and thought.

Now, what we’re about to say might sound a bit counter-intuitive:

The most effective way of building sales pages is to not build a fixed framework for them.

The thing is that every sales page that the site needs or will need in the future might be very different. In that scenario, creating a single template that will then be used for all sales pages doesn’t have legs.

⚙️ How to build these types of web pages

• Create a very general, even blank page template, and then integrate the whole site with a drag-and-drop website builder. Or, even use a drag-and-drop builder theme as the base of the whole site.
• Then, create the individual sales pages that are needed right now.

By doing things this way, you will be able to step in later on and build new sales pages without having to rebuild any previous page templates.

We also encourage you to re-read the eighth entry on this list – landing pages. Very often, the concept of both is very similar.

Master resources / ultimate guides

For a really good example of one of these types of web pages, you can check out our ultimate guide on how to start a blog. The main page is a tremendous resource right up front, but at the bottom of the page, you will find all of the subchapter pages that tie it all together as a master resource.

The difficulty with such things is that presenting them as simple blog posts doesn’t work that well. There’s simply too much content, which would make the whole publication difficult to read. Forcing the visitor to scroll endlessly without giving them any visual diversity won’t get you far.

⚙️ How to build these types of web pages

• Create a simple full-width post template using either a drag-and-drop content builder plugin or the template editing section in the Full Site Editor. Note that the second option is only available if you use a block theme (e.g., Raft, Jaxon). Either method will let you craft each part/chapter of the master resource.
• Afterwards, use a plugin like Organize Series to tie all the parts of the resource together into an ultimate guide.

Team page

Having a Team page is a great idea for businesses that want to be transparent about their operations. Also, such a page is an interesting way of making things a bit more personal, showing that there are indeed real people behind the curtain.

Check out these examples of two great Team pages:

Courtesy of Ahrefs

Courtesy of Latitude

They go for somewhat opposite approaches to team presentation, but both are excellent.

• Ahrefs focuses on presenting each team member individually and telling a quick story about them.
• Latitude displays just fun cartoons of each person with their names and job titles. It’s ultimate minimalism.

Check out 30 more examples of these types of web pages.

⚙️ How to build these types of web pages

• The key to building a great Team page is the presentation itself.
• Make the page fun to look at and in tune with the company’s brand and culture.
• Use a block theme along with Otter Blocks and insert one of the Otter block patterns for a Team page wherever you want it to go.

• Technically speaking, it can also be built from scratch in the default page template in WordPress.

Tools / Recommendations

These types of web pages come with a couple of different benefits:

• They help the audience make up their minds about certain common issues. For instance, if the site is about design, the Tools page can mention the top design tools according to the owner of the site (plus why those tools and not the others).
• They give the site owner an opportunity to promote either their own products (among the other ones featured on the page), or to earn affiliate commissions when visitors hop over to some of the third-party tools.

Now, the key point here is to make the list actually useful to the visitors. The tools can’t be just a random set of things.

⚙️ How to build these types of web pages

• Using a standard page template is perfectly fine. If you’re using a block theme, then you can also find a block pattern that might match what you’re looking for. Here’s how we do this over on our sister site to showcase our plugins:

Deal and coupon pages

A Deals page is a bit similar to the Tools page, but this time it’s all about listing coupons for third-party products and services.

Here’s a great example from Slickdeals:

⚙️ How to build these types of web pages

• The blocky style looks really good on a Coupons page. The individual coupons usually need to be designed by hand. The page itself can be a standard page template in WordPress, or you can use a block pattern.

Custom archive pages

WordPress isn’t all that great when it comes to archives pages. Sure, there is the default archives listing that allows the visitors to browse through the category, date, and author archives, but the experience isn’t exactly reader-friendly.

A much better solution is to handle archives manually. Especially if the website you’re building will host a lot of content.

⚙️ How to build these types of web pages

• Here’s a guide on Smashing Magazine by our very own Karol K. It explains all the whys and hows of custom archive pages on WordPress. If you’re using a modern block theme like Neve FSE, then you can use Neve’s archive layout to build this type of web page fairly quickly (with much less technical know-how as well).

Support pages

If your website is a business that sells goods and/or services, then a Support page might be a requirement. And even if it’s not a requirement, it’s still a good idea to minimize the amount of email coming in about products and purchases.

⚙️ How to build these types of web pages

A good Support page needs to provide mainly two things:

• An explanation of what the page is and how to get support.
• Some form of submitting a support ticket. This can be achieved with a plugin like Awesome Support – WordPress Support Plugin.

Newsletter sign-up page

Yep, the good ol’ newsletter. The perfect way to keep the audience updated with what’s going on on the site, and also a great marketing tool in its own right.

There is a handful of ways in which you can integrate some form of newsletter sign-up on a WordPress website.

The first and the most straightforward approach is to use the homepage. You can also get the sidebar to work, or utilize any of the other empty areas throughout the site’s layout. There’s a number of plugins that can help you with that.

Then, there’s also the option to create a separate Newsletter Sign-up page – a page built specifically to convince the visitor to subscribe.

Apart from that, your selection of available solutions is also dictated by the email newsletter service that’s going to be used on the site. If it’s Mailchimp, a popular choice, then there are a lot of plugins you can use, both free and premium.

If it’s one of the more cost-effective alternatives, like Brevo, then you can either go with their official plugin or work with the standard embed code.

(Additionally, if you want to look into the topic of cheaper Mailchimp alternatives some more, here’s a nice comparison.)

⚙️ How to build these types of web pages

• Under the hood, a Newsletter Sign-up page is a type of landing page. Please check the eighth entry on this list for more info.

Most popular / best of page

A “Best of” page presents an interesting opportunity to show off the site’s best or most popular content. The idea is that since some pieces of content have proven to be highly valuable to the readers, why not put even more eyeballs on them by linking to them prominently from a dedicated page?

As a side benefit, this type of web page can also be used for promoting new content that the site owner sees as exceptionally valuable.

But there’s an elephant in the room…

You can’t really build such a page until the site is running for a while. How else would you know what content is truly the best?

⚙️ How to build these types of web pages

• Feel free to go with anything from a standard template for WordPress pages to completely custom creations.

Hire me / work with me page

A great type of web page for service-based businesses, but also for bloggers or freelancers running niche blogs.

Not everybody will immediately know that the person running the site is available for work, and that’s when such a page comes in handy.

The most important part here is the name/title of the page. It’s not “services” or anything vague like that. It should be direct and to-the-point, like “Hire Me/Us” or “Work With Me/Us”.

⚙️ How to build these types of web pages

• The structure of the page? Make it a landing page. Please refer back to entry number eight on this list.

Careers / jobs page

Having a Careers page is a great way to let the world know that the business is hiring, or could be hiring at some point.

An important characteristic of a good Careers page is that it shouldn’t assume that the visitor is knowledgeable about the business behind it. Therefore, it needs some of the same information that’s published on the About page, and only then should talk about open positions or other important aspects.

A great example of a Jobs page is the one used by Buffer:

It starts with a “What is Buffer?” block. Even though it’s likely that most people wanting to work at Buffer already know what the main product is, it’s still worth emphasizing what the company does. It’s good to mention some of the important details about it from a future employee’s perspective as well.

⚙️ How to build these types of web pages

• Standard WordPress page template will do, or a full-width template.
• Additional custom content blocks linking to sub-pages presenting open positions.

Legal page

Let’s just call them “boring pages” – pages that every business site needs (for protection) even though no one ever reads them.

We’re talking about pages like:

• Privacy Policy.
• Terms of Service.
• Affiliate Disclosure.
• General disclosures and other similar pages.

It’s best to consult with your local authorities to find out what is required of business sites in your area, and what kind of information needs to be presented on those pages.

⚙️ How to build these types of web pages

• Most often done on top of a full-width page template.

You vs. your competition page

This is a clever type of page that can help address the elephant in the room for businesses that have entered niches dominated by one leading competitor or that are just generally competitive.

Business owners make this sort of web page to present why the thing that their business has to offer is better than other competitors. This achieves two things when done right:

• It convinces the visitor that they are dealing with a better alternative.
• It has the possibility to rank for highly profitable keywords for the business. Even though “we vs. someone” certainly doesn’t have the best volume, it’s a pure buyer’s keyword because the searcher is actively looking for someone to convince them.

For example, the aforementioned email marketing service/tool Mailchimp uses this concept to compare their offerings to similar services:

⚙️ How to build these types of web pages

• Custom page template with modular or standard layout.
• Testimonials block.
• Buy button or subscribe button.

Demo page

If the business offers anything that can be demonstrated online then it should have a Demo page on the site. This is especially important for theme shops (WordPress or otherwise), online tools, and software.

That being said, embedding a live demo isn’t always possible (when dealing with a desktop software, for example). In that case, simple screenshots or a demo video will do as well.

An additional tip for WordPress theme stores or any other business offering visual products:

Use the demo of your product to expose the visitor to more copy convincing them to get/buy the thing.

For example, the starter sites library for our Neve theme is essentially a compilation of demo pages that can be accessed by clicking “Preview” on any one of them.

Instead of using some standard “lorem ipsum,” there’s actual copy in the demo itself. The split testing software tells us that this copy-rich version delivers better conversions (statistically significant). The same thing should be true for demos of other similar products.

⚙️ How to build these types of web pages

• Embed live demo if possible. If not, use screenshots or videos on a standard WordPress page.

404 pages

Default 404 pages are not fun. They have this “we messed up” feeling about them.

You’re a lot better off creating something custom and actually good-looking.

For instance, take a look at some of these pages:

⚙️ How to build these types of web pages

• Use attractive imagery. Give the visitor a next step. In other words, don’t leave them right there, tell them where they can go next.
• For the technical how-to, visit this post.

Which types of web pages should you include on your site? 🤔

This really comes down to what type of WordPress site you plan on building.

Building a successful WordPress site is akin to creating a menu for a restaurant. You have the freedom to choose from a wide variety of food and drink items. Similarly, with your website, you have the opportunity to handpick the pages that best suit your needs, allowing you to create a customized online experience for your visitors. Just as you can select appetizers, main courses, and desserts to create a satisfying meal, you can select from the examples provided in this article to design a website that reflects your business’s purpose and resonates with your target audience.

Whether you opt for a tantalizing custom homepage, a blog that serves as a flavorful entrée, a portfolio showcasing your business’s delectable creations, or landing pages that entice visitors to take action, the choice is yours. Some types of web pages are going to be more universally applicable than others (e.g., 404 page, About page), but you can use these examples as inspiration. Adapt them to align with your unique goals and objectives, and you can wind up with a website that stands out from the crowd.

Hopefully this article gave you a good overview of the types of web pages you can include on your own WordPress site. If you have any questions, feel free to drop a comment below.