The Home Page is by far the most important page on a website. It usually carries the most weight in SEO as well. Search engines will want to know what the business name is, where it’s located and, what the business does. You can teach the search engines this information by using Organization Schema.
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"@id": "{{WEBSITE URL}}",
"name": "{{BUSINESS NAME}}",
"logo": "{{LOGO URL}}",
"telephone": "{{PHONE NUMBER}}",
"email": "{{EMAIL ADDRESS}}",
"sameAs": [
"{{URL #1}}",
"{{URL #2}}"
],
"url": "{{WEBSITE URL}}",
"image": "{{IMAGE URL}}",
"description": "{{BUSINESS DESCRIPTION}}",
"address": {
"@type": "PostalAddress",
"streetAddress": "{{STREET ADDRESS}}",
"addressLocality": "{{CITY}}",
"addressRegion": "{{STATE ABBREVIATION}}",
"postalCode": "{{ZIP CODE}}"
}
}
</script>The About Us page is also quite important. Users find this page valuable because it can help them to get to know the company better and build their trust in it. How many times have you not done business with a company because you didn’t know enough about them? I have!
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "AboutPage",
"name": "{{BUSINESS NAME}}",
"alternateName": "{{AKA NAME}}",
"description": "{{BUSINESS DESCRIPTION}}",
"specialty": "{{DESCRIBE SPECIALTY}}",
"relatedLink": "{{RELATED PAGE URL}}",
"about": "{{ABOUT US DESCRIPTION}}",
"publisher": {
"@type": "Organization",
"name": "{{BUSINESS NAME}}",
"logo": "{{LOGO URL}}",
"telephone": "{{PHONE NUMBER}}",
"email": "{{EMAIL ADDRESS}}",
"sameAs": [
"{{URL #1}}",
"{{URL #2}}"
],
"url": "{{WEBSITE URL}}",
"image": "{{IMAGE URL}}",
"description": "{{BUSINESS DESCRIPTION}}",
"address": {
"@type": "PostalAddress",
"streetAddress": "{{STREET ADDRESS}}",
"addressLocality": "{{CITY}}",
"addressRegion": "{{STATE ABBREVIATION}}",
"postalCode": "{{ZIP CODE}}"
}
}
}
</script>A FAQ page helps educate your users, but also reduces customer support inquiries. You can use the FAQPage template on your FAQ pages, or any page that contains FAQs on it.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "{{QUESTION #1}}",
"acceptedAnswer": {
"@type": "Answer",
"text": "{{ANSWER #1}}"
}
},
{
"@type": "Question",
"name": "{{QUESTION #2}}",
"acceptedAnswer": {
"@type": "Answer",
"text": "{{ANSWER #2}}"
}
},
{
"@type": "Question",
"name": "{{QUESTION #3}}",
"acceptedAnswer": {
"@type": "Answer",
"text": "{{ANSWER #3}}"
}
},
{
"@type": "Question",
"name": "{{QUESTION #4}}",
"acceptedAnswer": {
"@type": "Answer",
"text": "{{ANSWER #4}}"
}
},
{
"@type": "Question",
"name": "{{QUESTION #5}}",
"acceptedAnswer": {
"@type": "Answer",
"text": "{{ANSWER #5}}"
}
}
]
}
</script>Pages that display team members and their roles also help build trust with users. It also shows your team you are proud of them. Usually, it’s best to have a parent page that lists all team members, but also child pages so that each team member has a dedicated page about them.
This isn’t necessary for all types of businesses. At the very least, I recommend listing founders and management on these pages.
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"@id": "{{WEBSITE URL}}",
"name": "{{BUSINESS NAME}}",
"logo": "{{LOGO URL}}",
"sameAs": [
"{{URL #1}}",
"{{URL #2}}"
],
"url": "{{WEBSITE URL}}",
"image": "{{IMAGE URL}}",
"description": "{{BUSINESS DESCRIPTION}}",
"employees": [
{
"@type": "Person",
"name": "{{FULL NAME}}",
"alternateName": [
"{{AKA NAME #1}}",
"{{AKA NAME #2}}"
],
"familyName": "{{LAST NAME}}",
"givenName": "{{FIRST NAME}}",
"worksFor": "{{BUSINESS NAME}}",
"jobTitle": "{{JOB TITLE}}",
"colleague": [
"{{COLLEAGUE URL #1}}",
"{{COLLEAGUE URL #2}}"
],
"image": "{{IMAGE URL}}",
"gender": "{{GENDER}}",
"nationality": "{{NATIONALITY}}",
"sameAs": [
"{{URL #1}}",
"{{URL #1}}"
]
},
{
"@type": "Person",
"name": "{{FULL NAME}}",
"alternateName": [
"{{AKA NAME #1}}",
"{{AKA NAME #2}}"
],
"familyName": "{{LAST NAME}}",
"givenName": "{{FIRST NAME}}",
"worksFor": "{{BUSINESS NAME}}",
"jobTitle": "{{JOB TITLE}}",
"colleague": [
"{{COLLEAGUE URL #1}}",
"{{COLLEAGUE URL #2}}"
],
"image": "{{IMAGE URL}}",
"gender": "{{GENDER}}",
"nationality": "{{NATIONALITY}}",
"sameAs": [
"{{URL #1}}",
"{{URL #1}}"
]
},
{
"@type": "Person",
"name": "{{FULL NAME}}",
"alternateName": [
"{{AKA NAME #1}}",
"{{AKA NAME #2}}"
],
"familyName": "{{LAST NAME}}",
"givenName": "{{FIRST NAME}}",
"worksFor": "{{BUSINESS NAME}}",
"jobTitle": "{{JOB TITLE}}",
"colleague": [
"{{COLLEAGUE URL #1}}",
"{{COLLEAGUE URL #2}}"
],
"image": "{{IMAGE URL}}",
"gender": "{{GENDER}}",
"nationality": "{{NATIONALITY}}",
"sameAs": [
"{{URL #1}}",
"{{URL #1}}"
]
}
]
}
</script><script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"@id": "{{WEBSITE URL}}",
"name": "{{BUSINESS NAME}}",
"logo": "{{LOGO URL}}",
"sameAs": [
"{{URL #1}}",
"{{URL #2}}"
],
"url": "{{WEBSITE URL}}",
"image": "{{IMAGE URL}}",
"description": "{{BUSINESS DESCRIPTION}}",
"employee": [
{
"@type": "Person",
"name": "{{FULL NAME}}",
"alternateName": [
"{{AKA NAME #1}}",
"{{AKA NAME #2}}"
],
"familyName": "{{LAST NAME}}",
"givenName": "{{FIRST NAME}}",
"worksFor": "{{BUSINESS NAME}}",
"jobTitle": "{{JOB TITLE}}",
"colleague": [
"{{COLLEAGUE URL #1}}",
"{{COLLEAGUE URL #2}}"
],
"image": "{{IMAGE URL}}",
"gender": "{{GENDER}}",
"nationality": "{{NATIONALITY}}",
"sameAs": [
"{{URL #1}}",
"{{URL #1}}"
]
}
]
}
</script>A Contact Us page is critical if you want to be contacted! Adding ContactPage Schema tells search engines the correct contact information for the business.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ContactPage",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "{{CONTACT PAGE URL}}"
},
"publisher": {
"@type": "LocalBusiness",
"@id": "{{WEBSITE URL}}",
"name": "{{BUSINESS NAME}}",
"logo": "{{LOGO URL}}",
"telephone": "{{PHONE NUMBER}}",
"email": "{{EMAIL ADDRESS}}",
"sameAs": [
"{{URL #1}}",
"{{URL #2}}"
],
"url": "{{WEBSITE URL}}",
"image": "{{IMAGE URL}}",
"description": "{{BUSINESS DESCRIPTION}}",
"address": {
"@type": "PostalAddress",
"streetAddress": "{{STREET ADDRESS}}",
"addressLocality": "{{CITY}}",
"addressRegion": "{{STATE ABBREVIATION}}",
"postalCode": "{{ZIP CODE}}"
}
}
}
</script>Service pages can help you rank for the services you offer. They also help users convert if you do them right.
If you offer multiple services, I recommend having a parent service page that lists all of your services. The parent service page should link to child service pages. The child service pages should go into detail on each service that you offer.
Example:
- Parent Service Page: HVAC Services
- Child Service Page: A/C Repair
- Child Service Page: A/C Installation
- Child Service Page: A/C Maintenance
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Service",
"serviceType": "{{SERVICE TYPE}}",
"provider": {
"@type": "LocalBusiness",
"name": "{{BUSINESS NAME}}"
},
"areaServed": {
"@type": "State",
"name": "{{STATE NAME}}"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "{{GENERAL NAME OF SERVICES}}",
"itemListElement": [
{
"@type": "OfferCatalog",
"name": "{{SERVICE #1}}",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "{{CHILD SERVICE #1}}"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "{{CHILD SERVICE #2}}"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "{{CHILD SERVICE #3}}"
}
}
]
},
{
"@type": "OfferCatalog",
"name": "{{SERVICE #2}}",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "{{CHILD SERVICE #1}}"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "{{CHILD SERVICE #2}}"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "{{CHILD SERVICE #3}}"
}
}
]
}
]
}
}
</script><script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Service",
"serviceType": "{{SERVICE TYPE}}",
"provider": {
"@type": "LocalBusiness",
"name": "{{BUSINESS NAME}}",
"address": {
"@type": "PostalAddress",
"streetAddress": "{{STREET ADDRESS}}",
"addressLocality": "{{CITY}}",
"addressRegion": "{{STATE ABBREVIATION}}",
"postalCode": "{{ZIP CODE}}"
},
"telephone": "{{PHONE NUMBER}}",
"geo": {
"@type": "GeoCoordinates",
"latitude": "{{LATITUDE}}",
"longitude": "{{LONGITUDE}}"
},
"url": "{{URL}}",
"logo": "{{LOGO URL}}",
"image": "{{IMAGE URL}}",
"priceRange": "{{$000 - $000}}"
},
"areaServed": {
"@type": "State",
"name": "{{STATE NAME}}"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "{{GENERAL SERVICE NAME}}",
"itemListElement": [
{
"@type": "OfferCatalog",
"name": "{{SPECIFIC SERVICE NAME}}"
}
]
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "{{PUT A SINGLE DIGIT, WHAT THE AVERAGE RATING IS OVERALL (1-5)}}",
"ratingCount": "{{PUT A SINGLE DIGIT HERE, HOW MANY REVIEWS TOTAL ARE ON THE PAGE}}"
},
"review": [
{
"@type": "Review",
"author": "{{REVIEWER ONE NAME}}",
"datePublished": "{{YEAR-MONTH-DAY (xxxx-xx-xxxx)}}",
"reviewBody": "{{THE REVIEW CONTENT THAT REVIEWER ONE LEFT}}",
"reviewRating": {
"@type": "Rating",
"bestRating": "5",
"ratingValue": "{{PUT A SINGLE DIGIT, WHAT THE AVERAGE RATING IS (1-5)}}",
"worstRating": "1"
}
},
{
"@type": "Review",
"author": "{{REVIEWER TWO NAME}}",
"datePublished": "{{YEAR-MONTH-DAY (xxxx-xx-xxxx)}}",
"reviewBody": "{{THE REVIEW CONTENT THAT REVIEWER TWO LEFT}}",
"reviewRating": {
"@type": "Rating",
"bestRating": "5",
"ratingValue": "{{PUT A SINGLE DIGIT, WHAT THE AVERAGE RATING IS (1-5)}}",
"worstRating": "1"
}
}
]
}
</script>