Website Copywriting

The 4 Website Pages You Absolutely Need

You’ve done the thing.

You’ve finally decided to make your dream of taking your offerings online and putting them out there for all the world to see. There’s just one problem: building your website is turning out to be way harder than you thought it would be.

You go online and see people’s websites doing all the things.

There’s homepage, the about page, the services, and the contact page. But on top of that they’ve got a blog with approximately one million posts, sales pages breaking down their offerings step by step. There’s a coaching page. A podcast page. Testimonials, reviews, and what it’s like to work with me. And don’t forget the unlimited free resources and the shop that’s unquestionably killing the sales game.

Oh – and don’t forget the lead magnet collecting emails down there at the bottom, reminding you they’re on top of their email list, too.

When it seems like all the leaders in your industry are doing all the things, how do you know the right way to start?

First – breathe. There is no right way, but there’s absolutely a quicker path to publishing your website.

You don’t need a million website pages to run a successful online business. And the best part about website platforms is that, for the most part, they allow you to work on adding more pages as they become ready to launch. Phew.

Today I’m breaking down the four pages you need on your website – no ifs, ands, or buts.

And if you’re ready to commit to publishing over perfectionism, I’m here to tell you that you can launch your website confidently in one. short. week.

Trust me – it’s not as hard as you think. All it takes is consistency, clarity, and maybe a little time blocking. But if you’re ready to get yourself out there into the world, all you have to do is start writing.

Tips for writing a beginner website

Know that it’s probably going to be temporary

As you and your website grow, there will unquestionably be things you want to change. You may update to a new, fancy template, hire a professional copywriter to nail down your messaging, or figure out the best

2. Don’t be afraid to start small

Unless you’ve got a team of writers, designers, and marketers behind you, there’s no way to do everything at once – so start small. Maybe that means you only launch one service or expected best-selling items in your shop. Maybe it means you hold off on putting up a blog to give yourself time to focus on other things. Whatever it is, know that the only difference between an unfinished site and an unpublished site is that an unpublished site will never bring in new clients or sales. And from my experience as a website copywriter and designer, I can tell you without question that almost everyone considers their website to be unfinished.

3. Use copywriting formulas that work

Okay, I know what you’re thinking – but this isn’t a biased tip. It’s just science. Copywriting is basically words that help your customer see the value in your work and the problem you help them solve. It’s more than possible to DIY your own copy. The more time you put into crafting a message that is designed to convert, the less work you’ll have to do on the backend.

Here are the 4 website pages you absolutely need – no ifs, ands, or buts.

The Homepage

I’m calling this “the homepage,” but it *might* look different based on your type of business. If you’re a freelancer, your homepage should state clearly what you do, introduce yourself, provide back-up proof/reviews (if you have them), and lead clients to the next steps. However, if your business is primarily an online store, the homepage will obviously be set up to allow customers to scroll through your products or offerings.

Tips to writing a great homepage: Keep it short and sweet. You don’t have to say everything here. Make it clear what you do with attention-grabbing headlines that speak your intention clearly, and then let your reader move on. You want your reader to check out the other pages on your site – no need to front-load them with too much information.

The About Page

This is where you’re giving your clients an idea of what it’s like to work with you. You may have heard the saying “Your about page isn’t about you” before, and it’s half true. The best about pages go two things: they make the reader feel understood, and they leave the reader feeling like they know you. You can accomplish this by centering your ideal client in the way you talk about your offer.

Tips for writing a great about page: Open your about what you can do for your clients to make their lives better before you start talking about yourself. This page is all about building trust and credibility: that starts with helping your client see that you see them, understand them, and know all about the problem they’re dealing with. We build trust by building understanding. Then, back it up with your story, your credentials, and reviews, testimonials, or facts that back up your legit-ness.

For more information on how to write a great about page, check out my blog: The Ideal About Page Template.

The Services or Sales Page

The services or sales page is your change to zero in on the benefits of your offer. What is it that you’re actually offering your clients? Talk through the benefits, spell out the deliverables, and always include prices if you can. (For those with custom packages, having a “Starting at” range is very helpful.)

Tips for writing a great services or sales page: show the transformation. Your goal here is to find people that truly could benefit from your services or offer. To do that, you need to be honest and upfront about the unique benefits you bring to the table. What makes you special in the crowded online world? If you’re a freelancer or coach, starting with three offers is typical (a low, a mid, and a high price offer); however, you could also start with one service, or market yourself as someone who’s open to doing it all. There is no right or wrong when you’re just starting out. The goal here is to offer something your audience needs. Perhaps you have a

Contact Page

This should be short, sweet, and simple. Either include the ways you can be reached (phone or email) or include an integrated contact form if your web host supports it.

Tips for writing a contact page: Include your full first and last name and any necessary information potential clients might need. How long will it take to hear back from you? What hours are you available over the phone? If you have a physical business, what is your address? And last but not least – write a little friendly invitation for interested clients to reach out to you.

There you have it! The four pages you absolutely need on your website are a homepage, about page, services/sales page, and contact page. (And one last design tip? Keep them in that order in your website’s header menu. Your most important call-to-action button should always live in the top right corner of your website.)

Are you building a beginner website from scratch and struggling to get it published? Comment below your questions or what you’re struggling with. I’m happy to help!

Cheers to good copy,


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meet your website's new favorite twin team.

Madison & Haley here!

We've got a thing for color-coded spreadsheets, green smoothies, and making websites actually work. When we're not getting mistaken for each other, we write the words that help small business owners thrive financially doing what they love.

ABOUT the authors


Madison & Haley Enos are full-time website copywriters and Showit designers for coaches & creatives.


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