If you’re not a website copywriter like me, it’s hard to know what to say on your website, and it can be a minefield knowing where to start.
You know what you do, but turning it into words that sell (and sound like you)? That’s another story. You’re second-guessing every word, and knowing that you’re not really hitting the mark.
It’s a tricky process, for sure. But it’s worth either spending some time to get it right, or hiring someone who can help you (like me). Because when you get what you say (your messaging) and how you say it (your structure) right, you’ll be:
- Attracting the right people
- Growing your business 24/7
- In front of people actively looking for your services
It’s the difference between losing potential clients because they’re confused about what you do, and people getting in touch, EXCITED and ready to sign on the dotted line.
Let’s get into what to say on your website, how to say it (so people actually read it), and where to put key messages across your core pages
Getting your messaging right – what to say on your website
When you get your website messaging ‘right’, you’re portraying your business as the right choice for your ideal-fit clients. They can see themselves in your copy, gain trust and connection with you, and feel positive that you’re the person to help them.
So when it comes to what to say, you need to make it clear on your website:
- Exactly what you do – your services
- How you do it – your process
- Why it matters – your customer results
- What you’re like to work with – your personality/values
- What to expect – your service details (like cost, timeline, etc.)
Essentially, your aim is to leave readers without any hesitation that you are the right person for them. As a service provider, that’s even more essential than it is for other types of businesses like e-commerce.
Keep reading for a breakdown of what to say on each core page of your website…
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Formatting matters – how you say it
What you say is important, but how you say it is equally important.
When you’re thinking about your website copy, you need to make sure that scan-readers with short attention spans can understand it (as that’s the reality of most website visitors).
How do you make your message easier to read?
No matter what you write, you want to structure your message in a clear, compelling way that’s easy to read. To achieve this, use:
- Headers and multiple subheaders to break down your copy
- Bullet points to shorten long lists of information
- Clear sentences in plain English, avoiding jargon
Although I’m a copywriter, it’s important to also consider how to use design to make key points stand out more, visually. But that’s not my area of expertise, so let me know if you need a recommendation – I know quite a few lovely, talented designers.
How long should each page of copy be?
Many people struggle to know how much information is ‘enough’ while getting the balance right and not rambling. This is a ‘How long is a piece of string’ type answer… because it’s the truth.
I’ve worked with companies that have aimed for 300 words on a page, as that’s enough to portray what they do and encourage people to get in touch. Whereas I’ve also written copy for service providers who want to include all the information about their packages to reduce sales call friction, resulting in service pages that are over 1500 words long.
The thing to ask, with every word on your page, is ‘Is this relevant to my customer?’ and ‘Is it adding something valuable?’.
As long as you structure it in a cohesive, clear, and manageable way, you can have as many words as you like.
Where to say it – the structure for your website’s messaging
Now, the slightly trickier part of getting your messaging right on your website for most service providers… knowing how to structure their website copy.
How do I write for real people (not a perfect user journey)?
Something to know about websites: Your potential customers most likely won’t enter your website where you expect them to, and they certainly won’t follow a straight line from A to B.
By that, I mean you have people visiting your website from all different angles and won’t follow a perfect user journey.
Take these scenarios:
- Person 1: They’re looking for help on a topic you’ve covered in your blog post, so find your website through Google search (or an AI search). They then click on your about page to learn more about your company, and check out your service page.
- Person 2: They’re looking to hire someone for what you do, so head to Google and find your service page. Once they’ve read your service page, they might be feeling kinda convinced but need some more context, so jump back to your home page, check out what else you do, and get in touch.
Both of these people have different search intents – Person 1 is looking for educational content, while Person 2 is looking to buy.
Neither of them landed on your website’s home page, read your about page, then your services, and got in touch. They’ve jumped between key pages, and you can’t predict every route people are going to take.
This leads me to an important point: You need to reiterate core messages across all pages of your website, so that no matter where people land, they know what you do, who you do it for, and why it matters.
Repetition is a good thing on your website. You will want to rephrase what you say on each page, but you need to tick those key points multiple times.
What’s the right page structure for a service-based business?
Knowing what’s ‘right’ for you is a tricky one to answer without speaking to you directly to learn about your business and your goals (want to chat about my 121 copywriting services? Get in touch).
But generally speaking, as a service provider, here are the most common website pages, and what to say on each of them:
(If you’re reading this as an e-commerce or another type of business, please adapt the pages to suit your goals.)
What to say on your home page
Although not everyone will land here, think of this as your welcome mat, summarising your offer and leading people into the door. This way, anyone who does come here has enough context and guidance for choosing their next step.
Include:
- Header (hook): What problem do you solve or transformation do you offer? Tell people in a clear, concise, and punchy way.
- Intro blurb: Who is this for? Why does it matter? Talk directly to your ideal customers – think about their pains, fears, worries, goals, and desires.
- Service buckets: Which service is right for them? Explain your different offers – or your top 3 – so people can choose what’s next.
- CTA buttons: What should they do next? Have different options, meeting people where they’re at.
- Intro to you: Short blurb linking to your about page and introducing your expertise/personality/approach.
- Testimonials: Glowing reviews from previous clients to build trust.
Want my free, tried-and-tested website copy template for your home page? Click here to get your free copy.
What to say on your about page
This is where you go into more detail about who you are as a business, building trust with your ideal clients. It should be customer-focused and tell your story in a way that makes them think, ‘you get me’.
Include:
- Your story: What is it about your past experiences that make you right for your ideal clients? It could be a relatable story of you being in their shoes before, or your timeline of your professional experience and how your skills have developed.
- Your values: What’s important to you, and how does that relate to your ideal clients?
- Your promise: Why does everything about your business and your approach relate to the main transformation you provide to clients? Use the about page to reinforce your offers.
- CTA: Encourage people to take the next step, and don’t forget to link back to your service pages.
- Testimonials: Glowing reviews from previous clients to build trust.
What to say on your service pages
Service pages are also known as sales pages. Go into detail about what you do, who it’s for, why it matters, and how to buy. Ideally, you should have a page per service level, as your customer pain points and goals will differ.
Include:
- Service overview: What is it, who is it for, what does it do? Paint a clear picture in the readers’ minds to showcase the value of your offer.
- Results section: What’s possible after working with you? Highlight the transformation you can help them achieve.
- Break it down: Key features, outcomes, or steps. Answer the ins and outs of how your service works and what’s included.
- CTA: Encourage people to take the next step – how to sign up, apply or book.
- Testimonials: Glowing reviews from previous clients to build trust.
Not sure how to write your service page? Grab my free service page copy template here or check out my service page copy checklist.
What to say on your contact page
Your contact page should provide clear and simple information about how to get in touch with you. Don’t forget to recap your main ‘promise’ for a final trust-building cue.
Include:
- Contact options: Email, form, calendar link (if applicable). Don’t overwhelm people, but make sure you’re not forcing people to call you (not everyone likes a phone call!).
- Reminder of promise: Recap why they should get in touch. What is it the first step towards?
What if writing your website copy still feels overwhelming?
If you’re thinking, ‘This all makes sense… but I still don’t know how to bring my message to life,’ that’s totally normal. Even with plenty of guidance, it’s hard.
But you don’t have to figure it out alone.
I specialise in writing website copy for service-based businesses that:
- Want their words to sound like them (but better)
- Need help turning messy thoughts into clear messaging
- Are ready to turn visitors into ready-to-buy clients
If that sounds like you, get in touch for a no-pressure friendly chat to see what you need.
Go from twiddling your thumbs looking for leads to being booked up and in demand.
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