Brainstorming website content for a small business can seem like a daunting process.

You might start looking at competitors’ website pages…

And feel confident about what website structure will work for you…

…until you open up a blank document and the words don’t come spilling out.

In practice, writing website content isn’t as easy as you’d imagine.

And what to put on a website for business unfortunately isn’t a one size fits all approach.

BUT there is website content that your business needs regardless of your size or industry.

Here are 6 key items that you undoubtedly need to add to your website pages.

1. A homepage that establishes authority

Let’s start with the basics. A strong homepage is a nonnegotiable website page that you’ll need.

Your homepage should start with a clear headline of what you have to offer. The headline needs to empathize with your client’s pain points and get them interested. Hook your client in by connecting with them and showing them that you are the answer to their problem!

After you hook your client, your homepage should clearly define what you do. Steer clear of marketing jargon and speak directly to your customer. Answer the questions: How do you serve your clients? And who are you?

Information about yourself and references to “I” should be minimal on your homepage. Focus on your client and use “YOU” more than “I.”

Once you’ve stated what you do, think about a call-to-action (CTA) that makes sense for your sales funnel.

Do you want to educate your client on your offers (“Learn more”)?

Are there any free offers available? (“Download an e-book”)

Or are you selling a specific product? (“Shop Now”)

Regardless of your CTA, be sure to include it at least twice on the page. One above the fold so the customer sees it immediately and another at the bottom. Make it as easy for your prospective client to stay engaged on your website.

Last, use your homepage to establish authority through social proof. Showcasing client testimonials or logos will go a long way in converting prospects.

2. A personalized contact page

Surely you would never dream of leaving a default website template for your contact page…

It’s important to customize your contact page to match your tone of voice. Humanize your content so your visitor knows a REAL person will be handling their request.

Secondly, be intentional about what information you need and keep it simple.

Ask for the information that will help you respond to their request and nothing more. At this point, your prospect is looking for the path of least resistance. Help them by simplifying your contact form.

Lastly, include the next steps. Will you be in contact within 48 hours? Does this include business days only? Can the client expect an email or phone call? Be more specific than “Thanks for submitting your form, we’ll be in touch.”

3. An overview of your services or programs

Equally important to the home page and contact page is the overview of your services. Aside from your homepage, this will likely be one of the highest traffic pages of your website.  

Your website structure should include a page that only focuses on your services. A high-level overview of what you offer is a great place to start. Answer the question, “What’s in it for me?” and get organized with it. Bulleted lists are always a win!

Similar to a homepage, you need to have a clear CTA. Inform your clients how to enroll, purchase, or contact you. Again, make this as easy as possible and include the CTA directly on the page. Don’t leave it up to your customers to find out the next step- do it for them.

4. A personalized about page

Another must-have is a personal about page. This is your golden opportunity to connect with your audience. Share a story or the root reason for why you do what you do.

Unlike the other pages, this is all about YOU. Start with the basics questions and answers like…

Who are you?

Do you have a team?

Why do you love what you do?

Show that you are human and connect with your audience.

Also, a photo is non-negotiable. Show your face and build trust with prospects that discover your website.

5. Blogs that showcase your expertise

Obviously, I can’t share must-haves for website content without including a blog.

A well-maintained blog will showcase your expertise to clients. Add value by writing content in your area of specialty- your clients will appreciate it. Take advantage of this direct line of communication with your audience.

Equally important, regularly publishing a blog will provide SEO benefits. I talk all about the importance of how a small business blog can grow your business here.

A high ranking in Google will increase your website traffic and help deliver quality leads. Not only is this a cost-effective form of marketing, but it also supports long-term growth.

For more information on blog writing, you can check out this article on SEO copywriting.

6. Relevant and common FAQs

Last but certainly not least, one of your website pages needs to include FAQs. This can be on your services page, your about page, or any other website page that makes sense.

As a business, you need to answer objections early on and show prospects that you know your process. This will help build trust, establish credibility, and connect with your target audience.

A dedicated space in your website structure for FAQs will also help save time in the long run. Your FAQs will prevent customers from contacting you with questions. Give your customer the self-service option they want!

Overall, your website content will be unique to your business but it doesn’t have to be a challenge.

Take a day to block off your calendar and write content that is valuable, intentional, and sounds like YOU.

I hope this helps you answer the question of what to put on a website for business!

If you’re over the DIY and don’t have time for website content- I’m also here for you!

I’m Lindsay- a Columbus, Ohio copywriter (with clients all over the world). I’m happy to help you nail down your website strategy and write mind-blowing website content. Feel free to contact me to get started.