Website copy has to work for visitors who arrive on any page, with different questions and little patience. Each page has its own job. A homepage orients, a services page explains and persuades, an about page builds trust, a pricing page removes uncertainty. Writing a site page by page, with each page's job in mind, produces far better results than writing one long brochure and splitting it up.
Start With Research and Messaging
Before writing any page, gather customer language from interviews, reviews and sales calls, and agree your core messaging: who you serve, what you offer, why you are different and how you prove it. Every page then draws on the same foundation, so the site tells one consistent story.
What Each Page Needs
| Page | Job | Must include |
|---|---|---|
| Homepage | Orient and direct | Clear value statement, proof, routes to key pages |
| Services or product pages | Explain and persuade | Problem, solution, outcomes, process, proof, call to action |
| About | Build trust | Why you exist, who you are, what you believe, credentials |
| Pricing | Remove uncertainty | Prices or pricing approach, what is included, FAQs |
| Case studies | Prove results | Specific outcomes for clients like the visitor |
| Contact | Make contact easy | Simple form, what happens next, response times |
| FAQ | Answer objections | Real questions with direct answers |
Writing Services Pages
Services pages often do the most commercial work, and many sites neglect them. A strong services page names the problem the service solves, describes the outcome, explains how you work in clear steps, shows proof from similar clients, answers common questions and ends with a clear next step. Give each distinct service its own page rather than listing everything on one.
Write for Scanners
- Headings that make sense alone.
- One idea per paragraph, kept short.
- Bullets for lists of benefits or deliverables.
- Buttons that say what happens next.
Calls to Action
Every page should offer an appropriate next step: a consultation on a services page, a trial on a product page, a related case study on an about page. Match the commitment to the visitor's likely readiness, and keep the primary action consistent across the site.
SEO Basics for Website Copy
Give each page a unique title and meta description that describe its content in the words people search, use one clear main heading, and write naturally about the topic in enough depth to be useful. Avoid creating many near-identical pages for small keyword variations or for different towns, which search engines can treat as low quality or doorway pages.
A Practical Process
- Research: interview customers, review sales calls and study competitors.
- Messaging: agree positioning, value proposition and pillars.
- Sitemap: decide which pages exist and the job of each.
- Page briefs: for each page, note the audience, purpose, key messages, proof and call to action.
- Draft: write the most important pages first, usually the homepage and core services.
- Review: check accuracy with subject experts and test clarity with people outside the company.
- Launch and measure: track engagement and conversions, and refine.
Writing an About Page People Read
About pages are visited more than many teams expect, often by prospects checking whether a company is credible and by candidates. Explain why the company exists, who it serves, what it believes and who is behind it. Use real photos and names where possible, mention relevant credentials and experience, and connect the story to what customers gain. Avoid long histories that read like a corporate timeline.
Common Website Copy Mistakes
- Writing about the company instead of the customer's problem and outcome.
- Vague claims without proof.
- Copying structure and phrasing from competitors.
- Thin services pages that do not explain what is included.
- No clear next step on key pages.
- Many near-duplicate pages created only for keywords.
Frequently Asked Questions
Research your customers, agree core messaging, give each page a clear job, write clearly for scanners, support claims with proof and end every page with a relevant next step.
Typically a homepage, services or product pages, about, case studies or results, pricing or how you price, contact, and FAQs.
Long enough for each page to do its job. Services and product pages often need more depth than visitors expect; homepages and contact pages should be concise.
You can, using customer research and clear structure. A professional copywriter can help when you need an outside perspective or more persuasive, polished copy.