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!
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.
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.
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.
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.
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.
As you grow, here are other pages you can add to your website with time!
Sometimes getting a second set of eyes and hands on your copy is exactly what you need… My pre-copy playbook is precisely what you need to see where you’re at with your copy, plan for how you want to elevate it, and even evaluate if it’s time to work with a copywriter.