Website copywriting tips: what your About, Services, and Contact pages should actually say

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You need a website, that much is clear. But before you can write a single word for it, or before a designer can build it, you need to know your brand. Not perfectly and not set in stone for eternity, but enough to answer one question: who do you want your clients to be, and what problem are you solving for them?

Don’t let this paralyze you! Websites are meant to grow and evolve, just like your business does. But you can’t build something that connects with the right people if you haven’t thought about who those people are. Spend the time and do the work. It will be worth it.

Then, once you know your brand, the website copywriting tips in this post will actually make sense to use.

The question that drives all good website copy

Frame everything on your website around this: what is your customer’s problem, and how do you fix it?

Are you providing a product that takes a pain point off their plate? A service that saves them time or money? Are you the answer to something they have been searching for? Look at your ideal customer through that lens and your website copy will make the emotional connection that actually leads somewhere.

Good website copywriting is not about you. It is about them. It is about what you can do for them. Keep that at the centre of every page.

Your About page is not actually about you

Whether you despise talking about yourself, or maybe you love sharing your hobbies, your kids, your adventures a wee bit too much, this section can be overwhelming to some. They get caught up in telling their readers about themselves.

Wait…what? Isn’t the About section meant to be about you?

Not really. To put it harshly, no one cares about you, haha! They care about about how you can help them. Frame it in that context on you’re well on your way!

Lead with who you help and what you do for them, not your credentials.
Tell your story in a way that shows why it matters to the client.
Make it easy to understand what working with you actually looks like.

Your Services page needs to speak their language

Lay it out and SIMPLIFY. Don’t assume people know your lingo, know your product, and know what you do.

The more straight forward you can make your content to digest, the more likely you will engage them enough to take the next step, which equates to business for you.

Don’t be too broad, consider your market, and keep who are you trying to reach at top of mind. How do they absorb content? In what tone? Give them enough information about your service or product that they feel like they’ve got a good handle what you or your product/service can do for them.

Because remember, that’s what people ultimately want…to know what you can do for them. How is your service going to benefit them?

Your Contact page is a connection page

The Contact page is where visitors come when they are ready to act, but also sometimes just to find your phone number. Either way, do not waste it.

Use it as one last opportunity to reinforce that you are the solution. Remind them what you do and who you help. Make it easy to reach you in multiple ways. Think of it less as a form and more as a handshake.

The whole site should be building to this moment. Knowing your target audience upfront is what makes every page on your site, including this one, land with the right people.

For more on writing website content that connects and converts, Copyblogger has been a trusted resource in the content marketing space for years.

Need help figuring out your brand before the site can start?

Get in touch with us, we can help!
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Written by: Brenda Sargeant

Brenda runs Unlimited BS Web Design out of Central Alberta, where she builds WordPress sites for businesses and non-profits. She loves to share her knowledge about industry BS in an easy to understand way so business owners know what they’re paying for. Her clients have been sticking around since 2011, which she takes as a sign she’s not the worst to work with. Find her on Google.

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