You’ve got your Notion workspace set up. You’ve sourced your photos. You’ve even learned what alt text is. But now you’re staring at your homepage template and the placeholder text says “Welcome to Our Amazing Company”. At this point, you want to throw your laptop into the Pacific Ocean.
Hold my bubble tea—we’re going to fix this.
Here’s the truth nobody tells you about website copy. You don’t need to be an experienced writer to write good copy. You need to know what goes where, why it matters, and what your reader wants to hear based on the market research you’ve done. That’s it. The rest is structure + your own voice.
Copy is what stalls the process. Not the design. Not the tech. The copy. Because people freeze when they have to write about themselves and their business.
So this is the guide I wish I could hand every client before we start. Page by page, section by section—what to write, where to put it, and why.
In this post, you’ll learn:
- The one question every page on your site must answer
- Homepage copy: the exact sections and what goes in each one
- About page: how to make it about them while telling your story
- Services page: features vs. benefits (and why benefits always win)
- Contact page: it’s simpler than you think
- Copywriting formulas you can steal (PAS, FAB, BAB)
- The words and phrases to avoid
This pairs well with my ethical photo sourcing guide (coming soon!) because your copy and visuals are a team. And no, this isn’t a $997 course. It’s a blog post. Because this knowledge shouldn’t be gatekept.
The One Rule for Every Page
Before we get into specific pages, here’s the rule that governs all of them:
Every page should help the readers answer: “What’s in it for me?”
Your visitor landed on your site because they have a problem, a need, or a curiosity. They don’t care (yet) about your journey, your certifications, or your favourite font. They care about themselves. Your job is to show them—quickly—that you understand their world and can help.
Ann Handley said it best: “Readers will read what you write only if something’s in it for them.”
Your personality matters. But personality is the delivery method, not the message. The message is always: here’s how I help you.
What Do You Put on Your Homepage?
Your homepage has one job: make the visitor stay and take the next step. That’s it. Not tell your life story. Not list every service. Not win a design award. Just: stay + click.
Remember—94% of first impressions are design-related and visitors decide in 0.05 seconds. Your copy and visuals need to work together from the first scroll.
Section 1: The Hero (Above the Fold)
This is the first thing anyone sees. It needs three elements:
- Headline—What you do + who it’s for, in one clear sentence
- Subheadline—The benefit or transformation they’ll get
- Call-to-action button—The one thing you want them to do next
Example:
Headline: Custom websites for creative business owners who are done with DIY drama
Subheadline: Finally get a site that looks as good as the work you do—without learning to code
CTA: Book a free discovery call
What NOT to do:
- ❌ “Welcome to my website!” (they know where they are)
- ❌ “I’m passionate about helping people achieve their dreams” (vague, says nothing)
- ❌ No CTA at all (where do they go?)
Section 2: The Problem (I See You)
Show your visitor you understand their struggle. Use their language—the words they’d use in a DM to a friend, not corporate jargon.
This is where the PAS formula shines: Problem → Agitate → Solution.
Example:
You bought a template three months ago. It’s still sitting there with demo content because every time you sit down to work on it, you end up with 47 browser tabs open and zero progress. You just wanted a website, not a second degree. (That’s the Problem + Agitate.)
That’s exactly why I built a process that takes you from “I don’t know where to start” to “oh wow, it’s live” in two weeks. (That’s the Solution.)
Section 3: What You Offer (Keep It Simple)
List your 2–3 main services or offers. Not everything you’ve ever done, just the core stuff. Each one gets:
- A clear name
- One sentence explaining the benefit
- A link to the full services page
Section 4: Social Proof
Testimonials, client logos, results, press features—whatever you’ve got. Even one strong testimonial is better than none.
Pro tip: The best testimonials describe the transformation, not just the praise. “Ayesha built me a beautiful website” is nice. “I went from dreading my website to getting three enquiries in the first week after launch” is powerful.
Section 5: The CTA (Again)
End the page with another clear call-to-action. Same one as the hero, or a secondary option like a freebie opt-in.
Rule of thumb: Every homepage should have at least 2 CTAs—one above the fold, one at the bottom. Don’t make them scroll back up.
What Should Your About Page Say?
The most common mistake on About pages? Making it an autobiography. Your visitor doesn’t need your full timeline. They need to know three things:
- You understand their problem (empathy)
- You have the skills/experience to solve it (authority)
- You’re someone they’d want to work with (personality)
The About Page Formula
Open with them, not you:
“You’ve been meaning to update your website for months. But between running your business, managing clients, and trying to have a life, you keep pushing it ‘next quarter.’ Been there, done that.”
Then introduce yourself:
“I’m Ayesha—a developer and web designer with a Computer Science degree. I left the corporate world because I was tired of watching the tech industry ignore creative business owners, talk down to them, and overcharge them.”
Show your credentials without being boring:
- Education and experience (briefly)
- Who you’ve worked with
- What makes your approach different
End with personality:
- What you do outside of work
- A fun detail that makes you human
- Something that connects you to your audience
Your Brand Messaging Style Guide voice adjectives should show up here. If your brand is educational, whimsical, feminine, and empathetic—this page is where those words come alive.
How Do You Write a Services Page That Sells?
Your services page is where browsers become buyers. The biggest mistake? Listing features instead of benefits. Yep, I’ve been there too. Here’s a little reminder of what that could look like below.
Features = what it is. Benefits = what it does for them.
| Feature ❌ | Benefit ✅ |
|---|---|
| Custom Showit website design | A website that looks like you hired an agency—but was built just for you |
| 3 rounds of revisions | You’ll love the final result, guaranteed |
| SEO setup included | People will actually find you on Google |
| Mobile responsive | Your site looks flawless on every device your clients use |
Services Page Structure
For each service or package:
- Name it clearly—No clever names that nobody understands. “Signature Website Design” beats “The Phoenix Experience.”
- Who it’s for—”Perfect for creative business owners who need a professional site but don’t have the time (or desire) to DIY”
- What’s included—Bullet points, scannable
- The transformation—What their life/business looks like AFTER
- Social proof—A testimonial specific to that service
- CTA—”Book a discovery call” or “Get started”
- Investment/Pricing—Your choice whether to include this. If you don’t, make it easy to enquire.
Use the FAB formula here: Feature → Advantage → Benefit. Start with what it is, explain why that matters, then paint the picture of how it changes their situation.
Contact Page: Simpler Than You Think
Your contact page doesn’t need to be complicated. It needs to be:
- Easy to find (in your main navigation, always)
- Clear about what happens next (“Fill out this form and I’ll get back to you within 48 hours”)
- Warm, not corporate (“I’d love to hear about your project” beats “Submit an enquiry”)
Include:
- A short form (name, email, message—max 4-5 fields)
- Or a direct booking link (Calendly, Acuity, etc.)
- Your email address as a backup
- Response time expectation
Skip: Phone numbers (unless you want calls), physical address (unless you have a studio), and 15-field forms that feel like a tax return.
Copywriting Formulas You Can Steal
You don’t need to invent your own structure. These frameworks have been working for decades. Pick one that fits and fill in the blanks.
PAS (Problem → Agitate → Solve)
The classic. Identify the problem, make it feel urgent, present your solution.
Best for: Homepage hero sections, email subject lines, ad copy, service descriptions.
BAB (Before → After → Bridge)
Paint the “before” picture (their current struggle), show the “after” (life with your solution), then explain the bridge (how you get them there).
Best for: About pages, sales pages, testimonial framing.
FAB (Features → Advantages → Benefits)
Start with what it is, explain why it matters, then show how it improves their life.
Best for: Services pages, product descriptions, package breakdowns.
AIDA (Attention → Interest → Desire → Action)
Grab attention with a headline, build interest with relevant info, create desire by showing the benefit, call them to action.
Best for: Landing pages, email sequences, sales pages.
These four formulas will cover 90% of your website copy needs. Once you’re comfortable with them, there are plenty more frameworks out there to explore—but start here.
Words and Phrases to Avoid
Some words sound professional but mean nothing. Kill them:
| Instead of… | Try… |
|---|---|
| “Welcome to my website” | [Jump straight into what you do] |
| “I’m passionate about…” | Show the passion through your work, don’t declare it |
| “One-stop shop” | Be specific about what you actually offer |
| “Synergy” / “leverage” / “optimise” | Speak like a human |
| “We cater to all your needs” | Name the specific needs you solve |
| “Quality service” | Describe what quality looks like for you |
| “Don’t hesitate to reach out” | “Send me a message—I’d love to hear about your project” |
And remember your Never List: no “cheap,” no “DIY websites,” no “templates,” no “boring,” no “toxic positivity.” Stay on brand.
How Your Copy, Photos, and SEO Work Together
Your website isn’t copy OR photos OR SEO. It’s all three, working together:
- Copy tells them what you do and why it matters → [this guide]
- Photos create the visual trust before they read a word → how to source them ethically [coming soon!]
- SEO makes sure the right people find you in the first place → the no-gatekeeping SEO guide [coming soon!]
- Notion holds all the pieces so your brain doesn’t have to → DIY project management with Notion [coming soon!]
They’re a system. And this blog covers all of them.
TL;DR: What to Write on Every Page
| Page | Main Job | Key Formula |
|---|---|---|
| Homepage | Make them stay + click | PAS (hero), social proof, 2x CTA |
| About | Build trust + show personality | BAB (their struggle → your solution → the bridge) |
| Services | Convert browsers to buyers | FAB (feature → advantage → benefit) |
| Contact | Make it easy to reach you | Warm, clear, set expectations |
Every page answers: “What’s in it for me?”
Every page has: At least one clear CTA.
Every page uses: Their language, not yours.
Okaythanksbye. 💛
Not sure your copy is landing? That’s exactly what my website audit is for. Or if you’d rather just hand the whole thing to someone—that’s what I do. Slide into my DMs.
Related Posts:
- Brand Identity Before You Build—Your brand voice makes copy writing 10x easier
Further Reading:
- F-Shaped Pattern of Reading on the Web by Nielsen Norman Group—Why people scan (not read) your pages, and how to write for it
- Copywriting Formulas: The Ultimate Guide by Copyhackers—200+ formula examples if PAS, FAB, and BAB leave you wanting more
- Copywriting 101: How to Craft Compelling Copy by Copyblogger—A free beginner course on headlines, benefits, and writing for the web
- Everybody Writes by Ann Handley—The go-to book for non-writers who have to write anyway
