Copywriting Prep: What to Write for Each Page of Your Website

Content is where most website projects stall. The design is approved, development is ready to begin, and then nothing moves because the copy isn't written yet. This guide breaks down exactly what needs to be written for each core page, so you can prepare efficiently and keep your project on track.

The Golden Rule of Website Copy

Every page should answer one question clearly: "Why should I care?" Whether it's your homepage, a service description, or your about page, visitors arrive with a job to do: figure out if you're the right fit. Good copy answers that question fast and guides them toward the next step.

Write for a single reader, not a crowd. Imagine your ideal client sitting across from you. What would you say to them in the first 30 seconds? That's your opening copy. Everything else supports it.

Homepage Copy

Your homepage has one job: make the right visitors want to go deeper. It doesn't need to explain everything. It needs to communicate enough to make someone say "this looks like what I need."

What to write:

• Hero headline: 6 to 10 words that communicate what you do and for whom. Not your tagline, a clear description.
• Supporting subheadline: 1 to 2 sentences expanding on the headline. What problem do you solve? What outcome do you deliver?
• Services summary: 3 to 6 lines describing your main service areas. Link to individual service pages.
• Social proof: 2 to 4 short testimonials or a client list. Numbers if you have them ("50+ projects delivered," "200% traffic increase").
• Call to action: One clear next step. "Get a Quote," "Schedule a Call," "View Our Work."

About Page Copy

The about page is often the second most visited page on a business website, and the most misunderstood. It's not about you in the sense of your biography. It's about you in the sense of why a client should trust you.

What to write:

• Your story: Why does this business exist? What drove you to do this work? Keep it relevant to the client's experience.
• Your approach: What do you do differently? What does working with you feel like?
• Credentials and experience: Years in business, notable clients or industries, certifications, awards.
• Team bios (if applicable): 2 to 4 sentences per person. Photo, name, role, one personal detail that humanizes them.
• Secondary CTA: An invitation to contact you or view your work at the bottom of the page.

Service Page Copy

Each service you offer deserves its own dedicated page. A single "Services" page with bullet points doesn't give search engines or visitors enough to work with. Individual service pages convert better and rank better.

For each service page, write:

• What it is: A clear description of the service without jargon.
• Who it's for: Describe the client who needs this specific service.
• What's included: Scope, deliverables, timeline. Specificity builds trust.
• Why it matters: The outcome, not the output. What changes for the client after working with you?
• FAQ: 3 to 5 questions you actually get asked. This content doubles as SEO material.
• CTA: A specific invitation relevant to this service.

Contact Page Copy

The contact page is often treated as an afterthought: just a form and an address. It shouldn't be. This is where interested visitors make their decision, and the right copy can be the difference between a form submission and someone clicking away.

What to write:

• A welcoming headline: Something that lowers the barrier. "Let's build something together" works better than "Contact Us."
• What to expect: When will they hear back? What happens next? Remove uncertainty.
• Alternative contact methods: Phone, email, and any social channels you actively use.
• Location details (if relevant): City, service area, or office address if clients visit in person.

Other Pages Worth Preparing

Depending on your site structure, you may also need copy for a portfolio or case studies page, a blog or resources section, a FAQ page, or location-specific landing pages. Each of these follows the same principle: answer the visitor's key question and give them a clear next step.

If writing isn't your strength, a professional copywriter is worth the investment. We can refer trusted writers who specialize in web copy and understand how design and content work together. Alternatively, our page planning guide will help you finalize which pages need content before you start writing.

Don't Wait for Perfect Copy

Rough drafts beat blank pages every time. Write what you know, even imperfectly. Your designer can work with draft copy during layout and flag where content is too long, too short, or missing. Waiting to write until you have time to write it perfectly is a reliable way to delay your launch by weeks.

Get the words on the page. Refine as you go. The content prep guide walks through the full picture of what to gather before your project begins.