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How to Write Content for Your Website Pages

For many small agency owners, providing creative services to clients comes naturally, whether it’s website development, design, or copywriting. But, when it comes to writing the copy for your own website, it becomes a bit more of a challenge.

Most website visitors will only spend a few seconds on one of your web pages before deciding what to do next. Will they want to know more about you and the services you provide? Or will they think “boring” or “I have no idea what this all means” and look elsewhere? That’s where compelling website content comes in.

Do you want to make your website content stand out from the crowd, capture your audience’s attention, and increase your online presence? Learn how to write content for your website pages that will give your readers all the info they need.


Get to Know Your Audience

It sounds simple, but so many business owners jump right into creating content before thinking about who they’re trying to reach.

Using the phrase “I help female entrepreneurs who are in their 30s” is not enough. Not one 30-year-old woman is the same.

  • Are they single or married? If they are single, are they dating?
  • Do they have kids? How about pets?
  • Are they building their business while still working a nine-to-five job?
  • What do they do for fun?
  • How do they keep fit and healthy?
  • What are their goals? What obstacles do they face trying to reach these goals?

Whether you’re planning your about page or services page, if you want your website visitors to keep reading and connect with you, you have to make it relevant to them.

Before you write any web page copy, ask yourself the following questions:

  • Who is your primary audience?
  • Do you have a secondary audience?
  • What search terms would they type into Google?

Once you know who you’re talking to and what keywords to use, you can write content that’s relevant to your target audience.

That brings us to…


The About Page

I decided to start with the about page as this is normally the second most visited page on any website (after the home page). Even though this is where site visitors come to learn more about you and your business, be careful of the “tell us more about yourself” trap that many people fall into.

When a recruiter asks this question, they don’t want to hear about your whole career path, hobbies, or love for arts and crafts. They want to know how you can help their organisation with your experience and skill set.

The same applies to your about page.

Of course potential clients want to know who you are, but they also want to know what problems you solve. The key is to not make the WHOLE page about you. Explain why people should do business with you. Paint a picture of what it’s like to work with you. What benefits can your services provide that clients will value?

Then, add a short personal intro that makes you likeable, approachable, and relatable. You can even add extra interesting info, like your love for coffee and obsession with sticky notes. Enhance your credibility with any qualifications, client testimonials and features in publications if you want to.

And remember to add a call to action at the end. What do you want your visitors to do after they read your about page? Do you want them to check out your services, sign up for your newsletter, or contact you? Use internal links to lead your readers there.

When potential clients feel a personal connection to your business’s story and the people behind it, they are likely to pursue the conversation further. So, do NOT treat this page as an afterthought.

The Services Page

The main goal of your services page is to show your prospects that you are the right person to solve their problems. This section defines the reason for your business’s existence. You want to make sure what you offer is the answer to their needs when people come to your website looking for solutions. If your site visitors are left confused after reading this page, they’ll just continue their search on Google.

Use a headline to hold your readers’ attention long enough to keep them reading your page. Next, describe your services in detail using service titles. The more you tell, the more you sell!

If you want to make sure everything makes sense, ask others to read your page. If they understand what you do and can explain it, then you’re good to go.

Make your readers feel comfortable contacting you by keeping a conversational tone and anticipating their questions.

The Contact Page

This page is not about just adding a contact form, although having a contact page along with other ways to contact you has its advantages:

  • You can ask for particular information in advance.
  • You can track submissions.
  • You can reduce the number of spam emails.
  • You can add a “thank you” page or message.

Make your prospects feel welcomed by adding your photo and a friendly paragraph as if you’re talking to them in person. It puts the reader at ease and reassures them that this is the right way to contact you.

Mention how long it usually takes you to respond to queries. This will put you at an advantage from a client service perspective, especially if you pride yourself on quick responses. Plus, your potential client will know they’re not wasting their time and energy.

Other info to include (if it applies to you) are your office hours and a map or directions to your place of business. Having office hours clarifies the question of whether it’s appropriate to call at a particular time.

Make it easy for your readers to get to your contact page by linking it from your home and services pages.

The Blog Page

Writing blog content is essential for one’s content strategy and a great way to talk directly to your target audience. While your website serves as your online business card, a blog post establishes you as a thought leader in your industry.

Writing content (or even adding video content) on a blog page gives you a chance to answer frequently asked questions, share information on new services, industry trends, company news, or provide your expertise in the content creation process. Plus, it helps to market your business and increase search engine optimization (SEO) rankings – especially when you write long-form content.

However, if you don’t keep this page updated with fresh content, it could have the opposite effects on your brand and search engine presence. Successful blog pages are ongoing journeys, not destinations. You must capture your potential customer’s attention and take them on a unique brand adventure with quality content. Over time, you will become known as the go-to resource that provides consistent and useful information.

Privacy Policy

With data protection regulations becoming more strict all over the world, a privacy policy is a must-have page on any website. Depending on what country’s regulations you have to adhere to, your privacy policy needs to outline:

  • What data you collect from site visitors.
  • How this data is shared, stored, and processed.
  • How site visitors can obtain a copy of all the data that your website collects from them.

It’s also a good idea to include a terms & conditions page. Where a privacy policy protects your site users’ rights, a terms & conditions page protects your website’s rights. It basically outlines the rules for using your site, information on which country’s law governs the agreement, copyright laws in place, and clauses that explain that you’re not responsible for any links to third parties.

The Home Page

You’re now ready to put your HOME PAGE together. This is the page most visitors will see first. It may be tempting to put a lot of information here, but if it fails to clearly communicate what you do and offer, your visitors won’t stay long, never mind check out other pages.

It’s not simply a copy and paste of your other web pages either. Keep it concise, use keywords (related to your business) and personalise your approach.

Write the copy from your ideal client’s perspective and explain:

  • Who you are
  • What you do
  • For whom
  • With what benefit (why should they care?)

Don’t forget to add a photo of yourself/your team, social proof and a few calls to action so your audience will know where to go next.




Feel like you still don’t have time to do all of this yourself? Prefer to have someone else take over the website copywriting?

Let’s hop on a Copy Connection Call. I would love to help you with any type of content needs. Read more about the services I offer here.

Or join the Naturally Write Startup Club Facebook group where I share weekly content writing tips with small business and creative agency owners.


  • Thalana Bradley

    Thalana provides white-label copywriting, editing and proofreading services for small creative agencies. As the founder (and pencil pusher) behind Naturally Write, her mission is to help others connect with their audience on a deeper level and feel heard and understood amidst the chaotic digital noise. She combines her love of learning and scientific research capabilities to craft content that leaves a lasting impression. She strives to teach and entertain, especially through her writing, and inspire others to do the same in their content marketing. When she's not having a staring contest with a blank page on her computer screen, you’ll probably find her eyes fixed on a different screen! She also loves going for walks, tackling logic puzzles that would leave others scratching their heads, and dominating PlayStation games (while still maintaining a perfectly professional demeanour, of course).

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