Your website is the place to tell your dream clients who you are, what you do, and why they need your help ASAP. So figuring out what content you really need can be stressful. You want to make sure you have enough information to inform potential customers. But you also don’t want information overload for your website visitors or have content that isn’t optimized for search engines. After working with small businesses on their websites, I realized there was a clear list of website content.
Before you begin writing your website copy, there are a couple of things you need to do!
First, choose the voice you want to speak in and stick to it! Are you a sassy southern belle? Make sure to talk that way! Are you a polished professional with a hint of sarcasm? Infuse that style into your website copy!
As you write, make sure to stick to first or third-person (aka “I help you” and “she helps you”). And if you’re a one-person show, decide between singular or plural (aka “I help you” and “we help you”).
Next, be clear when you write. Don’t use confusing or complex language unless your audience knows those words too. Stuffy, fluffy wording is not welcome here. And finally, make sure to cut through the clutter of what you’re saying. The best rule of thumb is to keep it short and simple.
Need help clarifying your brand voice? Discover your story with my brand messaging workbook here!
Finally, there are some SEO guidelines to keep in mind as you start writing content for your website. Those guidelines include having a headline (H1 tag) on each page and a minimum of 300 words. Make sure to write in shorter paragraphs, too, not huge blocks of copy. Shorter paragraphs help with readability and keep the visitor engaged on the page.
Now that you’ve got the guidelines for starting let’s dive into copywriting advice for each page of your website!
First impressions count, and your homepage is usually your first impression on visitors. A website homepage should clearly guide visitors on the journey you want them to take. It’s there to let people know they’re at the right place and set the tone.
Use your homepage to provide flow, and make it obvious what your visitor is supposed to do next. One easy way to do that is to include clear, big, and obvious calls to action (CTA). Your home page may allow for several different CTAs. However, many you have, make it easy for the user to choose by making CTA buttons large and easy to click.
For your homepage’s copy, some things you’ll need are:
A short description of what you do and who it benefits
A short description of your services
A short description of you and what it’s like to work with you
Your brand’s vision or mission statement
A section to sign up for email newsletter
These are all a chance to show off your voice, and your personality and introduce your website visitors to you!
After a little bit (okay, a LOT) of websites that have been written and rewritten, I’ve learned that your about page isn’t actually about you (or me!).
Ultimately you’re the guide and the friend. You’re providing a path to success, and your customer is the hero in this story.
An about page that’s a brain dump of unrelated and irrelevant facts – like obsession with caffeine, your fluffy puppy, or Gilmore Girls – may fill the page, but it won’t convert your visitors into customers. You’re telling them lots of fun facts, but it’s not giving people the context of who you are and why you’re the best person to help them get where they need to go.
An about page that’s written with converting customers in mind can show off your skills while simultaneously helping your dream client see themselves on the page and how they can achieve their goals with your help.
When you write out your copy for your about page, think about what information is most important to your reader. That information needs to be placed above the fold. The user is on your about page for a reason. Make sure you answer their questions without making them scroll.
And on your about page, include at least one CTA. Remember, most people aren’t just looking for your life story. They’re looking for an opportunity to engage with you.
For your about page’s copy, some things you’ll need are:
Your story/how you got started
A few personal facts about you (so your site visitors can relate)
your company values, vision, or mission
your credentials, certifications, and experience
the future your dream client is looking for, and how you can get them there
Your services page is one of the most important pages of your website. This is the page where you bring your prospective clients from where they are today to where they want to be.
Use this page on your website to answer questions and make it super clear what you do and how it benefits your visitor.
What are your services or products?
What are their main features and benefits?
How can they help your dream client achieve their goals?
If you are a service-based business, be sure to outline the next steps in the process clearly. Explain how they’ll work with you and what they can expect if they’re hiring you.
After you set those expectations, use this page to also encourage your prospective clients to contact you or learn more.
For each of your services, include the following:
Name of each service offered
Price of each service
Deliverables of each service
Your process and timeline
Link to schedule an appointment or contact you
Having a blog is a massive plus to Google and other search engines. But aside from getting a good ranking from robots, a blog can help you build relationships and share value. It’s a free, simple way to continue bringing people back to your website.
For your blog page’s copy, some things you’ll need are:
Short description of your blog and what you’ll be posting about
A list of your blog categories
A list of your blog tags
A call to action to read the latest blog or subscribe to get notified when you post new blogs
OPTIONAL: a quick sidebar bio to introduce yourself to people who find you directly from your blog
You don’t need a ton of copy on your blog page, but what does matter is having content on your blog! I recommend having at least 3 keyword-focused blogs on your site from the start. So when you launch your site, your visitors can get a feel for you, your brand, and your experience in your industry.
Rave reviews can be the “make or break” moment for potential clients to book your services. You should be using testimonials to help establish your credibility.
You’re responsible for answering customers’ FAQs, describing your services, and making the process simple and easy on your website. But having testimonials are the cherry on top, sweetening your services and sealing the deal.
Testimonials work because they aren’t strong sales pitches. They come across as an unbiased voice and establish trust. On a testimonial page, you’re using real people to show success in your product or service.
For your testimonial page’s copy, some things you’ll need are:
At least 3 of your best testimonials
An image of the person giving the testimonial for credibility
A description, link, or image of the service you provided (if possible)
At its core, your contact page is a simple web page that features a contact form designed to collect potential client information.
Whatever you do with your contact page, make it extremely easy to contact you. Your dream client has scrolled through your site and decided you might be a good fit! You want to make sure it’s as easy as possible for them to connect with you and get started on an awesome new partnership!
For your contact page, include the following:
Any contact information you want to include, like your email address and phone number
A contact form, with all fields you need to know from your prospective client
How long it will take for you to respond (E.g., 24-48 hours or 1-2 business days)
Business hours (if applicable)
Company address – even if you work with companies worldwide, it’s important to list your location on your website.
Use CTAs that allow the user to contact you easily since that’s why they came to your Contact page. Make the CTA obvious and an exciting button to click. When you use language that is gratifying their intent instantly, like” Chat now!” or “Email now!” they’re even more likely to click that button!
The above list covers the basics of your website content. But if you want to build an engaged audience and have people coming back to your website, here’s one more thing you need…
Start with an irresistible lead magnet. A lead magnet is an offer or resource for customers to subscribe. This could be a long-form downloadable PDF, checklist, or guide. It can tell users how to do something related to your services, or it could be as simple as a discount code.
Once you have your lead magnet built, it’s time to collect emails from your website visitors! Use an opt-in form, pop up, or landing page on your site to get customers to sign up for your emails. Then you can send them emails with updates on your services, new blog posts, or whenever you have a sale. Having their email will help you bring them back to your site, so you can continue building a relationship and giving them value!
Whew, you made it! There was a lot there, but know you’ve got an outline for writing alllll your website copy!
Now that you’ve read through the list, it’s time to get to work writing! Go through this list page by page, whether you already have a website or you’re building a new one.
If you need help clarifying your brand voice before you start writing or writing copy for your site, I’m here to help!