You’re ready to create your small business website. Like all savvy creative brand owners, you’re hiring a professional website copywriter and website designer to ensure this task is done at the highest possible standard. But, before you can hop on a discovery call with your website copywriter, you need to decide how many pages your website needs, and what these pages will be about.
Your website’s layout and page structure will change and develop as your business grows. But, if you want to launch your website correctly (to increase reach, revenue, and authority), you need to tackle these 5 core pages first.
What pages does my website need? Advice from a professional website copywriter
Home, About, Services/Experience, Contact, and portfolio are the necessary website pages for any creative small business.
How to write your Home Page
This is the home of your business. Consider your Home Page as an introduction to your business where you have the opportunity to tell your audience what you do, how you do it, and who you do it for. But, remember, people have short attention spans, so you need to be clear and concise when sharing this information!
For a website copywriting business like Cupid Copy, this is what my Home Page says:
What I do: write website copy
How I do it: through connection-focused, strategic website copy
Who I do it for: creative brands including website designers, interior designers, and wedding businesses
How to write your About Page
Your About Page is where you connect with your dream clients. These personal, human connections are what inspire truly aligned conversions with dream clients. This means, your About Page must be the perfect balance of your and ideal buyer.
Start by positioning yourself as the solution to your dream client’s problem, show them how you can fulfil their desires, and hone in on your uniqueness to prove you’re their perfect-match person for the task at hand.
To learn my complete formula for crafting an About Page that converts, including the exact copy structure I use, you can click here.
How to write your Services Page
The biggest mistake I see small businesses and creative brands make when it comes to writing a conversion-friendly Services Page is not approaching it as a conversation between you and your dream client.
This page should be structured as an understanding, informative, and persuasive chat where you show your dream client you empathise with their situation, have a proven solution, and invite them into the offer. It shouldn’t be a list of deliverables or an opportunity for you to guilt trip your audience.
Here are a few website copywriting examples you can take inspiration from:
How to write your Contact Page
The Contact Page is a hugely underrated website page. This is where your dream client goes to book with you and close the sale, so don’t abandon them at the last minute! Use this web page to remind them why they’re there and why they need you. And, if they decide not to book this time, give them another way to continue their journey with you — a blog, newsletter, or back to a core website page.
Bonus tip: Add an FAQ to your website copy on the Contact page to make sure your potential client has all the information they need and is empowered to make their decision.
Here are a few website copywriting examples you can take inspiration from:
How to write your Portfolio Page
As a creative, your portfolio is an important part of the selling process. But, your portfolio alone isn’t enough to sell. The reality is, hundreds of other talented creatives are sharing images of their work on their business website.
This over-exposure to all things pretty means your dream client isn’t swayed by aesthetics alone. You need great communication via your website copy to go alongside your imagery. As mentioned, it’s this website copy that connects with your dream clients on a human level. And, it’s this human connection that inspires aligned conversion.
Instead of just showing them your work, tell the story behind it, bring them in on the process, and make them want to live this experience themselves.
Popular additional website pages
These are the core website pages every business needs, whether you’re a website designer or a wedding business. However, you can add additional pages to your website to enhance the impact of your website copy and keep serving your community to the best of your ability.
Stand out and improve your website copy with these additional web pages:
- Blog
- Resources
- Testimonials & awards
- Features & press
- Events
- Terms and conditions
- Disclosure
- Freebie pages
- Certifications/verification
Not all of these pages will suit your business model and purpose. However, if they’re appropriate, you can add them to your website, write engaging copy, and increase your website performance with their help.
If you found this post useful, I know you’re going to love: How to write persuasive content for your website
