Sitting down to write your website copy is one of those tasks which sounds straightforward until you actually try to do it. Suddenly you’re staring at a blank page wondering where to start & what you need to say.
The good news is that every page on your website has a job to do and once you understand what that job is then writing the content becomes a lot more manageable. Here is a page by page breakdown of what to include and a few tips to help you get it right.
What pages does a website need?
Every website is different, but here are the pages you might choose to include depending on your business:
Essential pages
- Home
- About
- Services
- Contact
- Legals
Additional pages depending on what fits your business
- Portfolio
- FAQ
- Blog
- Pricing
- Resources
- Press/features
- Events & workshops
- Shop
Legal pages
- Privacy Policy
- Cookie Policy
- Terms and Conditions
Before you start writing
Before you sit down to write it’s worth thinking about keywords. These are the words and phrases your ideal clients are actually typing into Google when they are looking for someone like you.
A few things worth considering before you write:
✦ What would your ideal client search for to find you? Think about the specific service, location, and the problem they are trying to solve. “Brand photographer London” is a keyword. “Wedding florist Surrey” is a keyword. Each page of your website has an opportunity to target a different one.
✦ If SEO is important to your business, it is worth speaking to an SEO specialist before you write your copy rather than after. They can help you identify which keywords to target and how to structure your pages in a way that gives you the best chance of ranking. Two specialists I ca point you towards are Amy at Mango & Wild (mangoandwild.com) and Jodie at Nowhere to No.1 (nowheretono1.co.uk) but please do your own research to ensure who you work with is the best fit for you.
✦ If writing your copy feels overwhelming, a copywriter can help. A good copywriter will not only find the right words, they will also make sure your copy is structured in a way that speaks to your ideal client and supports your SEO at the same time.
Getting these things in place before you start writing will save you a lot of rewriting later.
What to write on your Home Page
Your homepage is not the place to say everything. It is an overview – you might like to think of it as your shop window. You want to say enough that your potential clients know they have found the right business for them and that they want to keep reading.
Your homepage should include a few sentences on who you are, who you help and what you do.
Here’s are a rough structure to follow:
✦ An opening headline that speaks directly to your ideal client and what you can do for them. Avoid vague statements like “Wedding Photographer” and instead be very specific “Documentary wedding photography for couples who hate being told to pose.”
✦ An introduction to your Services or an overview of the main services you offer.
✦ Testimonials.
✦ A brief introduction to you.
✦ A portfolio section (If appropriate)
✦ ‘Who I work with’ Section
✦ Newsletter sign-up section
✦ Call to Action
What to write on your About Page
The mistake most people make is writing it entirely about themselves when really it should be about your client as well.
Your story matters and your credentials matter (and these should both be included) but never forget about your audience and ensuring that everything you say is relevant to them. The most effective ‘about pages’ connect your experience and personality to the value you bring to the people you work with.
A few tips: Include a photo of yourself – people buy from people and a great image builds trust instantly. Do not be afraid to let your personality come through. The right clients will connect with you because of who you are, not just what you do.
What to write on your Services Page
Your services page needs to do two things:
- Ensure that visitors understand what you offer
- Make it easy for them to decide whether it is right for them.
Be specific and avoid vague descriptions. It’s best to focus on the outcomes: what will your client have, feel, or be able to do as a result of working with you?
A few tips: Structure each service clearly with a name, a short description, what is included and an indication of the price. Address any common questions or hesitations within the copy itself – if people always ask the same thing before booking then answer those questions here. Include a call to action at the end of each service so visitors know exactly how to take the next step.
If you have more than 1 or 2 services…
If you offer more than one or two services then it’s worth having an individual page for each one rather than listing everything on a single services page. Here is why this matters:
✦ It keeps your services clear: a potential client looking for a specific service can land directly on the page that is relevant to them without having to scroll through everything else you offer.
✦ You can include all the detail you need for each service without making one very long and overwhelming page. Details such as pricing, what is included, your process, how it works, whos it for FAQs and testimonials.
✦ It is also much better for SEO. Each individual service page can be optimised for its own keywords which means you have a much better chance of showing up in search results for the specific services people are actually searching for. A single services page trying to cover everything will always struggle to rank well for any of it.
Think of your main services page as an overview or a menu that introduces what you offer and the individual pages are where you provide all of the details.
What to write on your Portfolio Page
Your portfolio page is where you prove everything you have said elsewhere on your website. It should showcase your best work.
What to write on your Legal Pages
Legal pages are not the most exciting part of building a website but they are very important. Legal documents can include: Privacy Policy, Cookie Policy and Terms and Conditions.
There are many providers and legal professionals who can help you with these documents. One provider I have previously used is Lucy Legal – they offer templates written specifically for small business owners in the UK. You can find them here: Lucy Legal (this is an affiliate link).
(Please note, this businesses operates independently from Lains Creative. While I trust and recommend them based on my experience, you are responsible for conducting your own due diligence to determine if they’re the right fit for your business. Any work you engage in with these businesses is directly between you and them.)
Of course there are other providers out there and the most important thing is that you have the right documents in place before you launch, wherever you get them from.
If you’re feeling stuck…
If the idea of writing your own website copy fills you with dread, you do not have to do it alone. Get in touch and we can talk about how I can help you find the right words for your website.
