Most small business websites can adequately consist of five basic pages and the copy can follow a particular structure in any industry.
In Step 1, the focus was on planning. Click here to read Step 1 or click on the link at the end of this article. Writing website copy is more of an art than a science; however, there are guidelines to follow. A website cannot convey everything about a company. It should pique the interest of the reader and compel action.
Write a company slogan or concise statement that shows capabilities and a geographic area served if a business operates locally. Try to limit the home page to 75 words total.
Write a slogan based on your company’s mission statement and vision statement. I wrote a slogan for a coffee company that simply said on the home page “Welcoming, Satisfying, Enriching.”
The image was large and supporting copy of about three key sentences invited the reader to click to the product page.
A consultant who works in a particular area like the San Fernando Valley north and east of Los Angeles may write on the home page “Proven Track Record Serving San Fernando Valley Clients for 10 Years.”
A headline and descriptive sub-heading can go on the services page. For a B-to-B client working with contractors I wrote “Professional Solutions with a Personal Touch” and then described the services. Use sub-pages if the description of services is going to run much longer than 250 words.
Visitors to websites skim for information. Decisions are based on first impressions.
About Us Page
A heading, sub-heading allows the company to relate its story in about 250 words. Write why the company got started, needs it meets in its niche, successes and why it’s beneficial to select for doing business.
If biographies are needed for senior management then consider writing those on sub-pages or else include the first paragraph of about 75 words on the company and then have headshots with about 40 to 50 words on the management team that mentions capabilities.
Keep this page simple. Have a phone number, email address, and social media contacts listed as well as a street address with map if possible.
Place links to industries and relevant nonprofit organizations like educational institutions that add to the visitor’s body of knowledge. Or make it a Tips page. Some companies may use this a place to offer giveaway items.
Don’t make writing website copy a grueling process. Keep it simple with concise words and do not try to say everything about the company. Only write was essential for the prospective customer to make an informed decision about doing business.
Also read How to Write Business Website Copy Step 1