The basis for knowing the value of a website is its structure, just as in civil construction it is necessary to know the size of the land, how many rooms, garage, swimming pools, among other structural information, to estimate the value of a website for our customers we need to know exactly what the structure of the site will be. Another item that influences is the visual reference, the complexity of the design can greatly modify the value of the site, but in this text we will export what we understand as a basic structure for Institutional Websites. 

Home

The initial or Home page is the most accessed page of the site, we usually work with it as an independent page of the site containing a summary of what is most important about the company with links to the pages of each topic in case the visitor wants to go deeper. 

We structure the home page with folds, the first fold being the visible part of your monitor or cell phone screen, and the second fold being the beginning of the end of the first fold to the end of the screen. 

• First Fold: Banner with the most relevant information on the site, best CTA (Call to Action), or seasonal highlight information. 
• Second Fold: Listing of services or products, usually blocks with information about each one, which can be a carousel. 
• Third Fold: Company text, company summary with link to full page. 
• Fourth Fold: Social proof, testimonial, or services performed. 
• Fifth Fold: CTA, a call to action like, contact us, or a free quote. 
• Sixth Fold: Address block with Google map. 
• Seventh Fold: Baseboard. 

A home page it may change according to the project, but its essence is basically this. 

About the company

We call this page the conversion aid page, because if the visitor liked the service information, the products and the style of the page, it is very likely that he will go to the about the company to go through the latest trust assessment to contact. 

We recommend having this page with a text about the company short and objective, highlighting in bold and/or icons the relevant competitive differentials for your audience. Also important is an image, which may vary according to the field of activity, example: lawyer, office photo; doctor, imposing photo of the doctor; clinics, photo of the establishment; industry, a photo of the physical location, wide, perhaps from a drone, etc.  

Services and Products

We serve many customers who have only four services, but also customers with a list of 300 products, the third most common structure on institutional sites is the services and products from the company. 

There are no secrets here, you need to think about your audience, how they understand your services and products, organize them in the best way and register. Each entry must have at least a title, description and a photo, real or illustrative. 

In some cases, we combine several services in one page, having a richer and deeper page with several services or with the category of products. Aesthetically it looks great, however, this means less links, less texts, easier for the business owner and poorer on Google, so if the goal is to have a strong presence in Google searches or to run sponsored link campaigns, we recommend creating of one page per service or product.

Social Proof

We also find it difficult to capture this information from customers, generally they understand the need, claiming to be easy to get, but in the end they don't deliver. What helps us the most and also helps the customer is when the company already has a record on Google Company Profile, because we remove the social proofs. 

Each branch has its specificity when exposing its social proofs, what is unanimous are the testimonials, evaluations and declarations. The second most used are projects, or performed services. 

This page is extremely important for the increase in conversions on the site, a site without traces of real people, is a weak credibility site.  

Blog

The best known and stigmatized name for the most dynamic part of your site is the blog, where the contents are published, can also be named in various ways according to their follow-up, articles, news, information, tips, or else, "stay in the know", "get informed", and other terms of communication more modern and young. O blog it may not be the most important, but it is the most strategic, in addition to the obvious communication with your audience, the texts within your blog done in a specific way, can be very powerful for audience acquisition, through Google. 

It is something very powerful, however, it takes a lot of work, it is not easy to get out of daily operations and write a text with good SEO and focused on a way that your audience will search on Google, the famous keywords. Nor is it cheap to pay a professional to write them. 

A recent alternative to solve this text creation problem is the Chat GPT, it can help you start or hone an idea to the point of transforming a list, or a small sentence into publishable text. 

Having a blog on the site is good and used with some wisdom, it can bring good hits in the medium term. 

Contact us

The page of Contact it is almost a heritage of the websites, every user knows that he will have the contact link to see the data of, believe me, Contact! 

On this page, there is usually a simple and small form, name, email, telephone and description, general contact information for the company, address, opening hours and for some segments, holidays and days off work are also exposed. 

Throughout your site, you will have the floating WhatsApp link visible at all times, CTA blocks with forms or buttons, and always links at the top and bottom of the contact page, even with such a possibility of getting in touch, it is highly recommended to have your contact page, as the visitor uses this page almost by reflex, without having to think about it.