If you’ve been reading the blog for a while now, you might have heard me say that your website should be your best “employee”.

That’s to say that your website should be highly functional.

A solid business site should attract and connect with your ideal audience (through SEO and great content); it should inform site visitors about your business and offers (on some variation of an about page + a “work with me” page); and it should give potential clients/customers options to connect further with you (via a contact page and opt-ins).

If your website is doing all of those things, it’s doing a good job and is definitely a “satisfactory employee.”

But, ideally your website would be a “stand-out” employee, right? One that goes above and beyond showing up and getting the job done. One that helps you grow your business and take things to the next level.

The good news is, your site can go from “satisfactory” to “stand-out” with the addition/optimization of three simple pages that most people forget.

In this post, I’m covering the three most overlooked website pages you can add/optimize to attract a bigger audience and retain more visitors on your site.

The Post Opt-In “Thank You” Page

Some people call this a “confirmation” page. Basically, it’s the page people see after they subscribe to your blog/email newsletter. (Or if they opt in to receive some sort of freebie that will be delivered to them via email. Like a checklist, ebook, worksheet, etc.)

Of course, this is a great place to build trust and likability by thanking the person who just gave you their information. But I recommend taking it a step further by adding share buttons so that people have an easy way to start talking about your business on social media.

If you’re already collecting email addresses on your website (which I hope you are!), you’ll likely be able to set up and add share buttons to the post opt-in “thank you” page within your email service provider tool.

Here’s an example of how you would set this up using ConvertKit.

1. Create your thank you page. You’ll want just a little bit of text, and a large share button! (You can create a click-to-tweet here.)

2. Create your ConvertKit opt-in form. Under the Main Settings tab, there’s a sub-heading that says, “What should happen when a visitor subscribes?” Underneath, you can opt to show a success message, OR redirect to another page.

You will want to redirect to another page, and type in the URL to the page you created in Step 1.

It’s that simple! You’ll upload the opt-in under the Incentive Email tab, so that they can get their download from you.

Post Checkout “Thank You” Page

If you have products and offers that people can buy directly on your site, you’ll likely have the option to add some sort of Post Checkout “Thank You” Page.

This is a great place to mention related offers, or even free content, that might interest that person who just finished purchasing something from you. Think about how Amazon always recommends related products both while you’re shopping, and then immediately after you check out. This is the same concept.

For Squarespace users, there’s currently not a great way to add this functionality to your shop. There is the option to allow users to leave reviews or ask questions (tutorial here), which could give helpful, additional insight and information to new customers.

For WordPress users, there are different plugins you can use to re-direct people to a new page after a check-out process is complete. WooCommerce is a popular e-commerce plugin that people use for their shop, and they have a re-direct option you can set up.

A Functional 404 Page

We’ve all been there. We click a link that’s embedded in a blog, a pin, or somewhere out there on the internet and we’re taken to a new page that…doesn’t exist.

Or maybe it does exist, but it no longer exists at the linked URL you clicked on. Because now you’re staring at a 404 page.

At this point, most of us click away. Never to return to that site.

However, you should know that it’s definitely possible to retain some of the site visitors who wind up on a 404 Page.

Often, you can keep them on your site if your 404 Page has options, or other places on your site for them to go. just by giving them

For example, you can add popular links, a contact form, or even a search bar so that people can find the information they were looking for in the first place. All you need to do is guide them.

Speaking of guiding them, you ultimately want as little traffic as possible reaching a 404 Page. An easy way to make sure your site visitors get where they need to go is to make sure you set up redirects if/when you decide to update links to any pages or posts.