Website Pages - Copywriting Guide

Website Pages

Different pages address different questions/concerns. Each page on the website should be designed to address the main questions your customer has. Below are common website pages, and which questions they should be geared to answer:


Home Page:

Typically the first point of contact for the visitor. This pages number one objective is to answer the first question in the conversion pathway, and direct your visitor onto the next step in the pathway. It quickly answers their number one concern of the visitor to keep them on the website. Different types of customers may have different pathways they need to go down. For this reason home pages can often be used directory e.g. Are you customer type A, B, or C. This will dictate where they click and what pathway they will go down.

About Us:


This page answers questions such as:

  •  Who are they?
  •  Are they any good?
  •  Can I trust them?
  •  Are they in my area?
  •  What person will I be dealing with?
  •  Are they an established company?

This page is vital in building up trust and credibility with visitors. In the internet, you cannot shake a person’s hand, or look then in the eye, so this is your only way of letting the visitor feel they know you. An about us page can be subcategorised into different sections, such as:

  • Company History
  • Company Philosophy
  • Company Culture
  • Team Members Profiles
  • Mission Statement
  • Key Points Of Difference
  • Customer Feedback/Testimonials

A good about us section helps a company to gain trust and credibility in the eyes of a visitor. Without this, it is unlikely they will enquire or purchase from you.

Services Page:

A services page is vital for answering the question “Do they provide what I am looking for?.” It is unlikely that a visitor will contact a company they don’t think offers what they need. A services page should provide a description of the different types of services you provide, and the types of markets you service. Eg. Do you do both residential and commercial? Do you service all vehicles or do you specialise in motor bikes? A good service page will make it easy for the visitor to identify that you provide exactly what they need. If you have a large number of services, using a sub-menu system will make it easier for the visitor to navigate this without scrolling down one long page trying to find what they are looking for.

Contact Page:

The most important page for a lead generation website. This is the page that they will arrive at in the final step of the conversion pathway. We strongly recommend having both your contact information, and the option of filling in a form. Some clients prefer to call while others prefer to deal over email so it’s important to give the customer this choice.

A note: Make sure not to have a form that is too long and detailed. Remember the main objective is to obtain their details and the basic nature of their enquiry. You don’t want to put people off by making it too hard to fill in the form.

Prices Page:

This type of page works well if your customers are very price conscious, or if one of your major selling points is your competitive price point. The only downside of a price page is that it can stop people calling you or filling in the form if they feel it is out of their budget. They may also just be shopping around to get a general idea on price. If they call or fill in the form to find out, you’re able to discuss their need with them, and possibly find a solution for them that is within budget. A prices page may or may not be a good idea for your business. Testing and Measuring (we’ll cover this later) this page for its effectiveness may be a good idea.

Portfolio/Gallery Page:

This kind of page is used to answer the question: “Are they any good?” Artists, Photographers, Designers, Hotels/Accommodation, are all businesses that need this kind of page. The use of an image gallery with enlargeable images will give visitors confidence in the quality you can deliver.Make sure your images are good quality shots, as amateur images can convey the wrong message and lose possible conversions.

Products Page:

For wholesalers or Ecommerce Online Stores, this page is vital to showcase the range of products. Easy navigation is the key. Map out your products into categories, and (if you have a large number of products) subcategories. The product grid should have links to “Buy Now” and “Details” for Ecommerce shops, or “Enquire Now” and “Details” for Wholesalers. These links are important to convert visitors to leads and sales.
Other Possible Pages:

There are lots of other possible pages for your website than those listed above. A few are listed below. The main point of other pages however is always to drag people back into your conversion pathway, and get them back on course. For example, an FAQ page should have links back into the main conversion pages like Services or Contact.

Frequently Asked Questions (FAQ): This page can be a good way for highly analytical visitors to get the information they need

News: A great way to get visitors to return to the website is to have new, relevant information to bring them back! Updating your site regularly also helps achieve higher search engine rankings.

Articles: Articles your company has written about your industry is a great way to gain credibility with visitors as experts in your field. This also helps with Search Engine Optimisation (we’ll talk about this in another tutorial).

Members Areas: Good for clubs and organisations needing to share confidential information within their membership group.

Trust & Credibility

Trust and credibility is essential for visitors to enquire or purchase. With all of your pages, there are a number of content options you can use to establish this. These are listed below:

  • Testimonials (both written and filmed)
  • Professional Certifications
  • Partnerships
  • Big Name Clients
  • Privacy Policy
  • Guarantees
  • Returns Policy
  • Secure Payment Gateway
  • Terms Of Trade
  • Photos of Staff/Premises (ensure high quality)
  • Detailed About Us
  • Video (professionally done)
  • Offices/Location