How to Plan and Write Your Website Content
Planning and writing the content for your website is one of the most challenging parts of the design process for most people. My clients often struggle with this step, but it’s essential in order for the site design to come together. Without high quality content that reflects your brand and speaks to your dream clients, a good design won’t convert.
Start with a Sitemap
Before you start writing content for your website, you need to know which pages will be included? This may be provided by your website designer (if the design is limited to a specific number of pages) or you can list them out yourself.
Common pages include:
Homepage
About
Services
Contact
Resources
Blog
Policies
Shop
Goals & Call-to-Action
Next, you need to determine the main goals of your website. Write out the most important things you want people to do on your site in order of importance. Example: First, I want the audience to see my work, then learn more about me, and then dig into each service type. Before booking, I want them to read the FAQs and then up for a call.
You will also need to know the main call to action that will be repeated on the site (this makes it easier to write them later). What do you want to use as your phrase to get people’s attention? You should also determine the formatting if it’s important to you. Example: “Register Now >>”
Homepage / Welcome
This is the page on your website that most people will see, so you want them to understand what you do, what they’ll find on your website, and what the next steps are. This is where your favorite content & photos should go, as well as the most important things for visitors to check out. It’s also a great place to include some testimonials.
Content Tips
Images
I recommend having an image for each section of your homepage, including some of your favorite photos. If you have a lot of images to start, label the ones that are “must haves” so you know that those are the most important.
Copywriting
You need a headline that your audience (and search engines) can read to learn about what your business does. If this is the only sentence that people read, what is it?
You want to make sure to have an introduction to each section of the homepage. For example, if you want a section that leads the viewer into the about page, writing 1-2 sentences to preview what they will find on that page is helpful.
The homepage copy is more about highlighting the important sections of your site than the little details. Brief descriptions are great.
About Page
About pages, whether about your company or about the team is a place you can talk about yourself and how you’ve helped previous clients. Beyond just a bio, consider adding a few fun items to your about page. How about fun facts? Or a press section with companies you have worked with. And I always recommend testimonials.
Content Tips
Images
Images should include some behind the scenes photos, as well as headshots and team photos. If you have some candid images of you at work, those are great to include as well.
Copywriting
Your about page is about you, but it’s also about how you can help your clients.
When writing your bio and team history, make sure that it’s fun! Add in some fun facts about how you got started and things you enjoy. Share about what makes your company different. This is your chance to pull people in.
This is a great place to include testimonials if you have them. It great to include images of your clients. You can also include a press section highlighting the places you’ve been featured.
Not sure what to write? I recommend checking out other About pages you love for inspiration.
Services Page
A services page is an important part of your website as it talks in more detail about what you offer to your clients. You can organize this in different ways, but you always want to make sure that an interested client has enough information to know that you can offer what they need and what to do next.
Content Tips
Images
You don’t need a lot of images, but having some good branded images always helps. You want to add interest to the page with images and graphics.
Copywriting
If you have pre-made packages for clients, this is where you can share them. It will help when talking to clients because they already know what types of work you do and the timeframe they should expect.
You’ll need to decide if you want to post your prices. The goal is to make sure you aren’t getting inquiries from people well below your price range. Even if you don’t have a set price, including a range can be helpful.
Keep things in bullet point form. You want this page to be easy to read and for visitors to find what they need quickly.
Focus on the benefits your clients receive from working with you.
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Contact Page
Contact pages are simple to create and often don’t have much content, but they do have a strategy. You want to be sure to prompt visitors to reach out, but also answer common questions for them. It’s also important to include other ways that interested visitors can contact you, like an email address and phone number.
Content Tips
Images
You only need one image. You want to be sure that it communicates to the client and fits your brand without being too busy.
Copywriting
What questions do you need to ask in a form? Get the information you need without overwhelming visitors. You can also make some questions optional.
FAQs are a great way to answer questions like: how long will it take you to respond? Where are you located? What is your availability? This doesn’t have to look like a list of questions and answers, but having the content is helpful.
A good auto-reply email is the best thing your business can do for itself. Consider using a CRM and have templates ready to go so that when you receive an inquiry, you can respond quickly and without stressing out.
Sales Page
Sales pages are the hardest to write because they include so many things! You need to talk about your product, include testimonials, share details, pricing, and answer questions all on one page. Only include the MOST important information so visitors don’t get overwhelmed. And make sure to use keywords to get your sales page noticed.
Content Tips
Images
You want to include images of your product. We can help you choose the best options, so share as many as possible. You’ll also want to include some branded images for different sections.
Copywriting
Describe your product/service in a way that focused on what your clients gets out of it. What problem are you solving? How is your product different? Can you share examples?
Make sure you have an FAQ section and all the details someone will need to make a decision. You want to include ALL the information a visitor needs on one page.
This is a longer page, so you can include more details about your process and timeline. Let clients to know what to expect when purchasing your product/course/ workshop/service.
If you want more design tips for your sales page, check out this Process to Profitability interview with Christi Cooper.
Blog
A blog or podcast is great for adding a personal touch to your website, educating your audience, and improving your SEO. If your project includes a blog or podcast, you’ll want to have at least 3 posts ready to go.
Start by determining which content you want to include on your main blog page, including a headline, category list, or recent posts.
You also want to know the main categories for your blog posts and any information you want to include in a sidebar (if you want one).
Shop
Having an eCommerce website means a whole lot more content that you need to prep. You want to take some time to think about and write your content around the data you need to include for selling a product and the data needed for an eCommerce store generally. This includes overall store information and each product’s details.
Content Tips
Images
You need a minimum of one image per product. More images are always better. If you have variables (colors, etc.), make sure to include an image of each. Make a note of the main image, as that will be the one that shows up in the shop.
Copywriting
You need to know all of the following for each product in your shop. I recommend creating a spreadsheet with columns for each so you can keep a running list of every product and make sure you aren’t missing any important information.
Product name - this should be descriptive, but not too long. Think about how people search for your product.
Product variables - including a variable name and different prices (if applicable)
Price - and sale price if needed
Product description - think about SEO and write your description to sell
Fast facts - including size, shape, material, etc.
Shipping information - how is the product shipped, how long does it take to arrive? What is the price for shipping?
Quantity - for each variable, how many do you have available?
Form questions - do you need information other than name, email, and address? What questions do customers need to answer?
Keep it Simple
Perhaps the most important thing I can tell you about writing copy for your website is to keep it simple. You want to convey the most important information to visitors so that your dream clients/customers will take the next steps towards your website goals.
When you include too much information, it is confusing and overwhelming for visitors and they will often leave your site and find what they need elsewhere. This is especially true when it comes to an online store or course – the more steps someone has to go through to checkout, the more likely you are to lose them along the way.
