What To Write On Each Page Of A Small Business Website

Before writing your site, give each page a job. The homepage introduces the business; the services and pricing pages explain the offer; the contact page tells the visitor how to take the next step.

For fill-in structures covering those pages and an about page, The Website Copy Kit provides page-by-page templates.

Homepage: Say Who It Is For

The headline should name what you do and for whom, so visitors can check whether it fits their needs. Underneath, give one sentence of detail and one clear next step, such as seeing services or getting in touch. Leave the full story for other pages.

A hypothetical example: "Bookkeeping for independent physiotherapy clinics" is clearer than "Financial solutions that work for you."

About Page: Connect Your Story To The Customer's Problem

Use the about page to give customers relevant background. Say who you are, why you do this work and what you have done that is relevant. Keep it tied to what the customer needs. A long personal history with no link to the service reads as filler.

Services Page: Describe What They Get

List each service with who it is for, what is included and how the work runs. Use concrete nouns, such as a monthly report or a two-page audit, rather than adjectives such as "premium" or "tailored".

Pricing Page: Remove The Guesswork

Visitors want to know whether they can afford you. Show how you charge, what each option includes and what is not included. If you work on quotes, say what affects the quote and how to ask for one.

Contact Page: Make It Easy

Give the simplest way to reach you, say what happens after someone writes and how soon they can expect a reply, and tell them what to include in a first message. Only promise a reply time you can keep.

Check Each Page Against One Question

Read each page and ask what you want the visitor to do next. If the answer is unclear, the page is not finished. Also read it aloud. Anything you would never say to a customer in person should be rewritten.

If You Want Templates To Fill In

The product page for The Website Copy Kit lists page-by-page copy templates for a homepage, about page, services page, pricing page and contact page, a headline set for each, and a fill-in checklist. It is a PDF download, aimed at owners who write their own site and want a clear structure to fill in.

Review the product page before buying. Bring your service details, pricing approach and contact process so you can fill the templates with facts about your business.