5 Must-Have Website Pages You’re Missing (That Boost SEO, Sales & User Experience!)

So, you’ve got a website. It’s cute, it’s functional, but is it actually working for you? If you’re missing these five essential pages, the answer is probably no. And trust me, these aren’t just “nice to have”, they’re the difference between a website that converts and one that collects dust.

1. Privacy Policy – The Legal Page Every Website Needs

I know, I know, legal stuff is about as fun as watching paint dry. But if your website collects ANY user data (email sign-ups, contact forms, cookies, or payments), a Privacy Policy isn’t just recommended, it’s legally required.

This page tells users what data you collect, how you store it, and why you’re using it. It also protects you from legal issues related to GDPR, CCPA, and other privacy laws. If you’re running an eCommerce store, a blog, or offering services online, skipping this page is a no-go.

Not sure where to start? You can generate one online, but if you’re handling sensitive data, it’s worth getting a lawyer-reviewed version.

2. Terms & Conditions – Your Website’s Rulebook

Think of your Terms & Conditions page as the rulebook for your digital space. Unlike your Privacy Policy (which protects your users), this one protects you.

Here’s what it covers:

• Payment terms (especially if you sell products, services, or digital downloads)
• Refund policies (so no one tries to take advantage of you)
• User responsibilities (so people know what they can and can’t do on your site)

If someone tries to dispute a charge or misuse your content, this page has your back. It’s the fine print that keeps your business safe, so don’t skip it.

3. A Sales Page (Not Just a Boring Services Page!)

Most websites have a “Services” page that’s just a basic list of what they offer. But here’s the thing: people don’t just want to know WHAT you do, they want to know WHY they need you.

A high-converting sales page takes your visitors on a journey. It speaks directly to their pain points, shows them the transformation you provide, and makes it super easy to say yes.

A great sales page includes:

• A clear, attention-grabbing headline
• Emotional connection (why they need you)
• Social proof (testimonials, case studies)
• Pricing transparency (yes, people want to see it)
• A strong CTA (so they know exactly what to do next)

If your website traffic is solid but conversions are low, your sales page might need a glow-up.

4. A Sticky Menu – Because Who Has Time to Scroll Back Up?

Ever been deep into a website and had to scroll all the way back up just to navigate? Annoying, right? That’s why you need a sticky menu, a navigation bar that stays visible as users scroll.

This small design tweak improves user experience, reduces bounce rates, and keeps people on your site longer. Google also loves websites that are easy to navigate, so a sticky menu isn’t just good for visitors, it’s good for SEO, too. If your site makes people work too hard to find what they need, they’ll just leave. And we don’t want that.

5. A Freebie or Opt-In Page – Because Your Email List is Gold

If you’re not collecting emails, you’re leaving serious money on the table. Social media is great, but your email list is the one marketing channel you actually own.

The best way to grow your list? A high-value freebie, something your audience actually wants. Think:

• A checklist
• A mini course
• A discount
• A free guide

Your opt-in page should be clear, persuasive, and easy to sign up for. No one likes long, complicated forms. Once they’re on your list, you can nurture them with value-packed emails and convert them into customers down the line. If you don’t have an opt-in yet, start brainstorming what your audience would love to get for FREE and make it irresistible.

Ready to Build a Website That Actually Works?
If you’re still unsure what it takes to create a perfect website, grab our FREE Website Checklist, the ultimate guide to making sure your site is set up for SEO, conversions, and success. And if you’re ready to take things to the next level then hi, we’re Olive St Studio.

We create modern, strategic, high-converting brands & websites that don’t just look good, they get real results. Want to see what we can do? Check out our latest branding and website projects and enquire to work with us.

P.S. If you’re a website designer, we’ve got tons of resources to help you, from our signature web design course, to coding hacks & templates that make designing fun. 

See you on the other side,
Olivia