Creating a website for your small business is a huge step – congratulations! It can be overwhelming to know where to begin and what exactly you’re going to need! But here’s the thing… especially when you’re just getting started, you don’t have to have a massive website. Really, there are just four core pages you absolutely need!
Whether you’re DIYing your website copy or you’re currently looking for a copywriter and just trying to figure out what you need, then this post is for you!
#1: Home Page
Most important is, of course, your home page! Your home page is what I like to think of as the primary master menu that gives your visitors all the essential information they need to know. But your home page is also like the first chapter of a really great storybook that introduces the reader to your offer while guiding them precisely where you want them to go next (aka to the other pages of your website!)
What you need to know above all else with your home page is the 3-second rule: if your reader isn’t engaged and met with the information, they need to understand exactly what you offer and why, within 3 seconds, they’re likely to bounce away from your website. This is why your website header is so important!
You want to make sure that the top header on your website home speaks to this and makes it incredibly clear what you’re here to offer. You’ll have your main headline within that top header, a subheader that will explain in more detail or offer a catchy slogan or mission, and finally, a call to action (CTA) button.
Home Page Essentials:
- A clear explanation of what you do, why you do it, and who you’re here to help
- A reflection that you understand and know what your ideal client is currently experiencing, making them feel validated, seen and heard so that they know they’re absolutely in the right place
- A light overview of your services, with a call to action (CTA) button that takes them to your services or work-with-me page
- A light bio or ‘about’ section that introduces you and/or your company’s team and has a CTA to take them to your about page
- An opt-in or sign-up form to get them on your email list (this can either be a newsletter sign-up or a freebie/ lead magnet opt-in)
- Testimonials and/or reviews from your happy clients that really speak to the transformation of your offer
- A place where they can explore your other resources, as first-time visitors often aren’t necessarily ready to buy right away.
- A footer with the legal elements you need to protect yourself! This differs by country but includes your privacy policy, your terms and conditions, and your disclaimer.
Your Home Page is the most important page of your website, so check out this home page checklist!
#2: About Page
This is the second-most important page on your website because it’s often the second-most visited! Why? Because we’re nosy! Aka… Because of the know, like, trust factor. For visitors to opt in to an offer on your website, they need to feel that they know, like and trust you!
In the online business space, this is why your about page is even more important. Your lead isn’t meeting you in-person, face-to-face, so they need to know you’re actually a real person who can genuinely help them and their business! Someone they know they can trust!
This is why taking the time to craft a compelling, personal, engaging about page is essential! The funny thing is that even though this is an ‘about me’ page, it’s really about your ideal client, which makes the copywriting part of it tricky!
What do I mean by this? Your reader is always the hero! So even on your about page, you want to position yourself as the guide here to listen to their experience and support them on their journey! So when you’re selecting which parts of your story to tell on your about page, consider the stories that speak to elements that bond you and your ICA … elements you genuinely have in common. Focus on those, and the about copy will be speaking to the reader.
About Page Essentials:
- A dive into your experience that makes you qualified for what you do (this shouldn’t read like a resume, but it’s important to let your reader know you’re actually qualified for the job!)
- A photo of you, and a picture of your team if applicable (remember what we said about the know, like, trust factor!)
- A bridge that links your experience with what your ideal client avatar (ICA) is current experiencing
- A clear reflection of the ideal client. and why they’re here and how you’re absolutely the right one to support them
- The values that are fundamental to you and your brand
You can include other things on your about page that are definitely not required but popular: an about me quiz, a favourite things section, and a timeline of your business journey.
#3: Work With Me/ Services Page
Now it’s time to create your offer page! I call this a service or a work-with-me page because it depends on what you offer (for example, a service page is more for service providers while a work-with-me page is more for a coach). But overall, there’s not much that differs between them other than the name!
This is where you’re going to be highlighting the ways that your readers can work with you! Again, you want to emphasize the reader’s everyday experience (what they’re feeling, etc.)
As you develop your signature programs and offers, you may create individual sales pages for each, which you would then feature and link in this work with me page.
Service Page Essentials:
- The packages and offers you currently want to be enrolling clients into (meaning, you don’t have to list every single thing you offer! I suggest capping your offers at five max)
- The features and benefits of each offer
- The pricing of each offer (I believe in always including the price for full transparency because it can be really frustrating for people to have to reach out just for the price. It’s good to let your prospect know what to expect! If you have custom pricing, just put a ‘starting at’ price, so they know if you’re in their budget)
- Samples of your work (if you’re a service provider)
- Testimonials and client reviews that highlight your work and approach
- A clear call to action for them to take the next step (this depends on your own process, but could be for them to book a free call or to buy directly)
- A short bio about yourself that links to your about page
- A dive into your process, approach or signature framework
- An opt-in to a free resource to convert readers to your email list if they’re not yet ready to purchase
#4: Contact Page
Finally, you need a way your prospects can reach out to you either to ask a question or book you! This is what your contact page is for.
Contact Page Essentials:
- A form to gather the lead’s information (I recommend having this connected to your CRM to store all of their info in one safe and secure place!)
- Your typical response time
- Any contact information for how you want to be reached
Other Pages You Can Have On Your Website
As you grow, here are other pages you can add to your website with time!
- Individual sales pages for your signature programs
- A Blog for engaging, long-form, SEO-friendly content
- A portfolio page that showcases your work (if you’re a service provider)
- A resource library that showcases your freebies and other tools to support your visitor
- A podcast page
DIYing Your Copywriting? Be Sure To Ask Yourself These 5 Questions First!
There are some very important questions to ask yourself and elements you need to gain clarity on before you begin DIYing your own copy in your creative business. This free workbook is here to guide you through that process!
Other Copywriting Posts You’ll Love
My 3 Top Copywriting Tips For Entrepreneurs Who Hate Writing
What Exactly Is Copywriting & Why Does it Matter?
Homepage Copy Checklist for Creatives
5 Tips for Writing Website Copy Quickly
3 Magic Copywriting Phrases to Convert Readers into Buyers
