What to Write for Every Page of Your Website (Before You Design)
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What to Write for Every Page of Your Website (Before You Design)
Design should follow message—not the other way around.
Here’s one of the most common mistakes I see when people build their website: they start with the visuals.
They pick a template. Choose some fonts. Drop in photos. Play with color palettes. Then comes the hard part—figuring out what to say. That’s when the second-guessing sets in. The flow feels off. Pages start to feel like placeholders. And that dream site? It never quite clicks.
Let’s shift that.
Your website isn’t a gallery—it’s a conversation. And your words lead that conversation.
Design is what carries your message—but your message is what actually connects, sells, and guides people toward working with you. When you know what you’re saying before you start designing, you save yourself time, energy, and the cost of reworking your site six times over.
This post will walk you through exactly what to write on every core page of your website—so you can go into your design process (or template customization) with total clarity.
What Happens When You Design First
When you design first and write later, you often end up:
Staring at placeholder copy and feeling overwhelmed
Trying to “fill in the blanks” with words that don’t feel quite right
Struggling to create flow or build a story that makes sense
Cramming your message into sections that weren’t made to hold it
Missing opportunities to guide, convert, or connect
On the flip side: writing your content before you design gives you a map. It helps you figure out what each page needs to say, what each section needs to do, and how your site can actually work for you—not just look good.
What website content to Write for Every Page (Before You Touch a Template)
Here’s a page-by-page breakdown of what to write, how to structure it, and why it matters.
Each section includes:
The purpose of the page
A breakdown of the copy it needs
Practical prompts and formulas to make it easy
Home Page Content
Purpose: Introduce, hook, and direct.
Think of your homepage like an airport terminal—it doesn’t need to tell someone everything, but it does need to get them to the right gate. That means giving them clarity right away on who you are, what you offer, and what they should do next.
What to include:
A clear value statement (what you do + who it’s for)
Formula: I help [who] [do/achieve what] through [your approach].
Example: I help wellness entrepreneurs grow booked-out practices through clear brand strategy and elevated Squarespace websites.
A short “why” or positioning statement
Formula: Because [your audience’s challenge] deserves [your belief or solution].
Example: Because your work deserves a site that reflects your brilliance—and helps more people find it.
Your primary call-to-action
Brief highlight of your core offer or service
Credibility booster (logos, testimonials, press mentions, results)
Navigation cues (where should they go next?)
About Page Content
Purpose: Build trust and connection.
This isn’t your resume. It’s the story behind the story—the bridge between why you do what you do and why someone should work with you.
What to include:
A personal story that connects to your “why”
What makes your approach or philosophy different
A short timeline or background (what brought you here)
A transition from story → solution (tie it back to how you help)
A CTA that leads into your work (services, lead magnet, booking)
Services Page Content
Purpose: Help visitors self-identify and take the next step.
Your services page isn’t just a menu. It’s a decision-making space. You want your reader to say: “That’s for me.”
What to include:
Brief intro or positioning statement
Clear breakdowns for each offer:
Who it’s for
What’s included
Results to expect
Optional: pricing or investment details
Testimonials or case studies that support the service
A clear CTA (inquiry form, scheduler, sales page)
Contact Page Content
Purpose: Make reaching out feel easy and inviting.
The contact page is often an afterthought—but it’s a key conversion point. Make sure it feels warm, clear, and not like a dead-end.
What to include:
Friendly headline (“Let’s talk” or “Ready to work together?” beats “Contact”)
Short message that sets expectations (when they’ll hear from you, what to include)
Contact form intro (especially helpful if you ask for detailed info)
Optional: alternate contact options, FAQs, location, response time
Blog or Resource Page Content
Goal: Sell your offer clearly, confidently, and persuasively.
“Write a headline that highlights the transformation of [your offer].”
“Create a problem → solution section for a sales page that helps the reader feel seen and supported.”
“List what’s included in my offer in a way that feels clear and high-value.”
“Write three CTA variations that feel empowering instead of pushy.”
“Draft a testimonial section introduction that reinforces trust.”
Sales or Landing Page Content
Purpose: Convert with clarity and confidence.
This is where your words need to work hard. Good sales page copy walks someone from “curious” to “I’m in.”
What to include:
Strong, benefit-driven headline
Subhead that expands the promise
A section for the problem / pain point → solution / transformation
What’s included + how it works
Social proof: testimonials, results, outcomes
Multiple CTAs throughout the page (not just one at the bottom)
Strategic Copy Layers to Strengthen Every Page
These are the principles that make your website copy not just readable—but effective.
Use clear hierarchy: Headline → subhead → short body → CTA. Guide the eye and make the path obvious.
Write for skimmers: People don’t read websites—they scan them. Use short paragraphs, bullet points, bolded highlights, and headers to make the message easy to absorb.
Speak your audience’s language: Use the words they use. Mirror their challenges, questions, and goals—then position your offer as the solution.
Think in sections, not essays: Each content block should do one job. Think modular. This also makes designing easier.
Copy isn’t decoration—it’s direction. Every word on your site should be helping your reader do something: feel something, understand something, or move forward.
Want Help Writing It All?
This post is a starting point—but if you’d love support with prompts, frameworks, and actual wording, I’ve got two options for you:
Copyspark: A tool I love that gives you plug-and-play copy templates for every page of your site.
A companion post with ChatGPT-powered prompts for writing website copy, page by page.
Related Reading
How to Simplify Your Website Without Losing the Vibe — for the design layer that works with your message, not against it.
What’s your website’s Value Proposition? (and why it matters more than you think.) — to build trust and mutual exchange between you and your audience.
Your website funnel isn’t just for Sales Pages: Here’s why every page needs a purpose — for creating a journey that leads your audience from hello to purchase.
Strategic Websites, done for you
Explore our Squarespace templates. Designed to look amazing and convert.
Meet Sarah
Sarah is an award-winning Designer, Creative Director & Brand Strategist for global companies turned entrepreneur. She’s passionate about empowering entrepreneurs & small business owners with tools and services that transform the way they build their brands and businesses.