How To Write Content For A Website: A Page-By-Page Breakdown

Whether you’re building a new website or updating an existing one, this blog post will help you understand what content to include on each page of a website. 

From an informative home page to a sales-focused landing page, we’ll explore the key points you should include on each website page.

The Different Pages on a Website



Service-Based Businesses

Home Page

Focus Of The Page

The focus of the home page is to introduce the business, provide an overview of the services and showcase the unique selling points. A potential customer should be able to visit the website and find a basic overview of everything on the homepage.

What To Include

As it’s the first page someone will typically view on a website, this page must include the most important information such as:

• Testimonials/Google reviews
• Photos of finished projects
• Photos of the team/business owners
• A brief overview of the business
• A brief overview of the services 
• Content highlighting the problems customers face and how the business can fix them
• The process of working together
• Reasons to choose the business

About Page

Focus Of The Page

A well-thought-out about page should go deep into the story of the business. Focus on the story of how and why the business was started and the people involved. Potential customers like to see photos of the people behind the business as it builds trust. Try to avoid repeating content from the home page such as the services and focus on the brand story.

What To Include

Getting the content on the about page right will help build credibility, trust and connection with customers. Here are a few points worth including:

The year the business was established: If the business has been operating for a long time, highlight that. 

The business owner/owners: Who are they, what are they passionate about, what is their expertise?

Photos: Include photos of the business owners/directors and the team.

Brand story: Tell potential customers how and why the business was established. 

Brand ethos: Tell customers about the values the business stands for.

Community Involvement: Include information about the business's sponsorships or partnerships with community/charity organisations. 

Service Page

Focus Of The Page

Service pages are one of the most important pages on a website as they provide more in-depth information about a specific service and provide an additional opportunity to rank keywords on Google. 

It’s important to ensure every service page is unique and only focuses on one service. Combining multiple services on the same page can confuse Google if the services are not closely related.

What To Include

At a minimum, a service page should include the following information:

• An overview of the service
• The process of the service being delivered
• The benefits of the service
• Photos of the service before, during and after

You may also include testimonials from previous customers who have used the service.

Landing Page

Focus Of The Page

Landing pages are typically set up for Meta or Google ads as a sales page that a customer lands on after clicking on an ad. They contain highly specific information targeting at selling a service. The content is generally written with a sales goal in mind.

What To Include

A landing page should highlight the features and benefits of the service being advertised. A few key points to include:

Key Features: Highlight the key features of the service 

Benefits: Highlight the benefits of using the service 

Testimonials: Feedback from previous customers

Results:  What the service has achieved for previous customers

Photos/videos: High-quality photos of finished projects 

Enquiry Form: An easy-to-use contact form 

Contact Information: Include a contact phone number, email address & business address/locations

Location Page

Focus Of The Page

Location pages are typically used as an SEO tactic to rank the business for multiple locations. This works best for businesses with multiple locations (stores) rather than businesses that service multiple locations. A location page should highlight the location the business services or is based in. 

You can set up location pages for multiple services, however services in smaller areas won’t have much search volume and therefore it’s best to only use location pages for key services.

Ensure the content and images on each location page are unique to avoid any cannibalisation issues. 

What To Include

Location Pages should include as much localised content as possible, including:

Prominent Locations: This can include street names, landmarks, parks etc. This helps Google recognise the location intent of the page.

Photos: Include photos from projects undertaken in the specific location.

Enquiry Form: Include an easy-to-use contact form for customers to get in touch.

Contact Information: Include a contact phone number, email address & business address/locations

Content: Include written content about the business and services offered in the location.

Gallery/Project Page

Focus Of The Page

A gallery/project page is a great way to showcase the high-quality work on offer.

What To Include

Include the best images and videos of work both before, during and after a project was completed. While this page is focused on showcasing images and videos, it can help to include a small 25-50-word introduction to accompany the images.

For example: “Check out our recent projects. From decks to luxury homes, see for yourself our high-quality workmanship.”

Blog Page

Focus Of The Page

Blogs are one of the most underrated aspects of a website. They not only provide invaluable information for potential customers but also help feed the Google algorithm and rank your website higher. 

If you consistently write high-quality blog posts that are unique, keywords related to the blog post will increase in rankings. 

Ensure you internally link from the blog post to the relevant service page to maximise the impact it has on the overall website.

What To Include

A well-structured blog post should include one H1 and a mix of H2 and H3 tags. Aim for at least 1000 words of content and conduct competitor research to determine if the blog post needs to be longer. It can help to use AI to produce the content, however ensure it’s edited to a high standard.

Include a call to action at the end of the blog post telling readers to get in touch for assistance.

Blog topics can be anything from how-to guides to exploring the benefits of a particular service. 

Contact Page

Focus Of The Page

The focus of the contact page is straightforward - to get potential customers to contact you. Whether you want phone calls, emails or form enquiries, this is the page to provide all your contact details.

What To Include

A contact page should include a brief section of content telling potential customers what to do. It can include an enquiry form, address/map, contact details and potentially a photo. 

E-Commerce Website Pages

Category Pages

Focus Of The Page

A category page is designed to group relevant products into categories for SEO purposes. By grouping products together on a page, you have a stronger chance of ranking keywords and customers finding your website.

An example of a category page would be when a jewellery website has a specific page for pearl rings. Optimising a page for the keyword diamond rings gives you a better chance of ranking for keywords with high search volume.

What To Include

A category page should include the following information:

• The key products from that category
• High-quality product images
• Informational content about the category (where do the opals come from etc)

Product Pages

Focus Of The Page

The purpose of a product page is to showcase a specific product. The goal of this page is to convert a website visitor into a customer so it’s crucial to include high-converting content and images.

What To Include

A product page should include high-quality images or videos of the product, a brief content description about the features/benefits of the product and testimonials from other customers.

It must also have a clear buy now button to make purchasing as simple as possible

Shop Pages

Focus Of The Page

A shop page is your online storefront. Website visitors should be able to explore all your products and use filters to locate products efficiently. 

If this page isn’t easy to use, potential customers will quickly leave the website.

What To Include

A shop page should include:

• All the products 
• Product filters for easy navigation
• It can include a brief piece of content (25-50 words)

Conclusion

There’s a lot that goes into building a website and even more to get it ranking highly on Google.

From website copywriting to designing pages, if you follow the information in this blog post, you’ll create a high-converting website that Google loves.

For professional assistance bringing your website to life, get in touch with On The Move Marketing.