Right, I summarised all the suggestions as a 'check list' to be used in trying to get more info/pages from my clients.
This is going to be invaluable for me, so may be of use to you guys also. Apologies to anyone whose ideas I have incorrectly paraphrased.
It is no longer a list for smaller sites - but nevertheless, here goes:
(in no particular order)
* Home page
A summary page - this needs to tell the visitor what you offer and detail what they can hope to find in your site. If a key phrase is important it needs to be mentioned here.
* Company History
Self Evident, but a good opportunity to mention all your key phrases again and to present your company as a 'solid' concern.
* Quality and Certifications Page
Any Qualifications, Certifications, Quality Awards, BS or ISO standards, Investors in People awards etc. Another chance to convince the prospective customer. This page can be 'linked to' directly from the main 'sales pitch' page.
* Testemonials Page
Testemonials from satisfied customers. A chance to convince the prospective customer. This page can be 'linked to' directly from the main 'sales pitch' page.
* About Us page
On a smaller site, this can replace a number of other pages, eg Quality, History etc
* Location Details
Address, Map, Directions etc
* Contact Details
Fax, e-mail, phone etc. Can include a mini-directory for all your departments or points of contact.
* Product/Services pages
For good search engine ranking, each distinct product or service should have its own page. For the smaller site, these pages need to detail every key phrase that it relevant. These can be your main traffic grabbing pages.
* News and press release page
An opportunity to communicate with your visitors. May include a link to your mailing list (if you don't have one, why not!). Another opportunity to mention some of the key phrases. May contain links to individual press release pages. This can be a "user maintained" page.
* Enquiry page
The most important page of the lot. Make the form easy to use but make sure you get all the information you need
* Mission statement page
If you have a mission statement, why not put it on its own page.
* Investor info
If you have investors and shareholders, use this page to keep them informed. Can include Annual Reports, strategy information, contact details for your Investor Relations Manager etc.
* Product comparison/cross reference page
Listing all of their major competitors products and showing whay yours is better.
* Privacy pages
If you are collecting data via enquiry forms use this page to tell your potential customers that you won't abuse the information that they are providing.
* Customer service page
If you already have a customer base using the internet, give them a page with an enquiry form to report problems, ask questions etc
* FAQ page
A good Frequently Asked Questions Page can be a valuable way of answering questions that might otherwise be an obstacle to a sale.
* Links page
Although called something like 'further information', 'trade associations' etc.
A chance to link to all the product manufacturers, trade associations and professional bodies. Also an opportunity to provide return links to sites that have agreed to link to you.
* Line card
A directory of the major brands stocked or sold. A simple bulleted list of the manufacturer's name and a listing of some of the brands they manufacture or distribute. If the manufacturer have websites, link to them. A simple page that will full of keyword phrases and brand names.
* Board of Director Info
A 'vanity' page that gets more visitors than most people imagine.
* Employment Opportunities
This can be another 'user maintained'page.
* Resources Page
Plant/factory equipment - important in the manufacturing industry. Another opportunity to get relevant keywords into the site.
Another 'selling' page, and an opportunity to mention those products and keyphrases again.
* Recently completed projects
Details, pictures, background information. Why were you chosen, how did you use your uniques skills to solve problems and complete the projects etc.
* A page for any unique keyword phrase that is not already covered.
Some phrases cannot be 'shoe-horned' into the main site and still succeed on the search engines. If a phrase is very competitive, or very unique, build a page around it.
Phew - any other ideas are welcome