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how to write a website

Hey small business owner 👋 

In the world of online business, having a website is essential. Your website is the first stop for future clients and customers to get to know and buy from you, so having all the right information in one place is important.

Scroll down to read more about the power of websites and what pages I recommend starting out with (plus a juicy resource to help you with your website copy!)


How important is it for me to have a website as a small business?

While you can get away with not having a website when first starting out as a small biz, it’s definitely something I would recommend setting up sooner rather than later.

Third-party websites like Etsy or social media like Instagram are great ways to start getting your name out there, but they have their limits. On these platforms, you’re also drowning in competition and algorithms, which can make it harder to stand out from the crowd.

Having your own website is a great way for people to discover you outside of social media, a place where you’re in complete control of how you tell your story and display your products, and not to mention a space you actually own and don’t have to worry about disappearing tomorrow (so long as you pay your domain fees!)

How many website pages should I have?

There is no ‘right’ number of website pages, as it all depends on what you do and sell as a small business. It also depends on how long you’ve been around–when you’re first starting out, you only need the basics, but as you grow, you’ll naturally start adding to your website so that people can learn more about you and your journey.

Scroll down to read more about the 5 website pages I recommend starting out with:

Homepage 🏠

You only get one shot… one opportunity… at a first impression.

Your website’s Home Page is the first introduction each visitor will have to your business. Before they buy from you, they’ll likely land on your homepage first to get an idea of what you sell, why that matters to them, and how they can benefit from what you have to offer.

Tips for a good Homepage:

  • Your copy needs to make sense to everyone visiting your website, whether they’re coming from social media or a search engine. Assume everyone is a stranger and has no pre-existing context about you (so no inside jokes).
  • Make sure you’re using language your customers would use to find you and fold in those keywords into your copy.
  • Break up text with lots of images or short videos that represent you and your brand (ideally avoiding any stock photos – even good quality photos taken on your phone will do!)
  • Include 2-3 calls-to-action (CTAs) that compel people to click into different areas of your website, such as your About page or Services page.


About Page 📝

An About page tells your readers all about you and can set you apart from your competitors in a positive way. 

It should cover all aspects of your small business and you as an entrepreneur, including the products or services you offer, how you came into being as a business, your mission and values, and your plans for the future. 

Examples of great About pages:

Your About page shouldn’t be overlooked – not everyone who stumbles across your website will come from social media or have pre-existing knowledge about you. You need a place where people can learn the basics about you, and your About page is a perfect opportunity to tell a compelling story about your business.

Other tips for About pages:

  • Your About page isn’t just about you – it’s about your customers and clients, too. Make sure you communicate somewhere on the page the issues or challenges your ideal customer faces, and how your business sets out to address them and create solutions.
  • Don’t forget your keywords. Think about what your ideal customer is typing into Google to find your business – use resources like Moz Keyword Explorer or Answer the Public for ideas based on your niche.
  • Nobody likes a wall of text, so try to make the page as visually compelling as possible. Add personality-packed images, graphics, or even videos that make you stand out from the crowd.
  • Don’t punch down. Your aim shouldn’t be to tell people why you’re better than everyone else – focus on values that make you unique and get really specific about who your business is for. There’s no such thing as too niche – it’ll actually help the right people find you!


Contact page 📞

This is the page where website visitors can get in touch with you. It should have a contact form, an email address, business hours… whatever is relevant.

When it comes to a copy, usually the simpler the better. Some businesses add FAQs (frequently asked questions) or links to popular blog posts that may help answer some common questions you get about your business or to get people them further along the buying journey.

Other tips for Contact pages:

  • Make sure it’s easy to find in the navigation so that visitors can quickly get in touch with you.
  • Explain why someone should contact your business and set expectations for response times (eg. two business days).
  • Include an email or a short form so visitors can get in touch with you on their first attempt.
  • Have a call-to-action to provide visitors with another action to take if they choose not to complete the form (eg. linking back to your services, a blog page, or a booking page)
  • Link to active socials (Instagram, TikTok, LinkedIn) to give visitors other ways to engage with the business.

Services Page 🛠 (for service-based businesses)

Whether you have one or multiple offers, your Services (or Work With Us) page is a one-stop shop for information on your services.

It acts like a 24/7 salesperson on your website, its role being to attract, qualify, and sell to the right people.

While you can create separate, more detailed pages for each of your services, a central Services page should provide all important information at a glance so that everyone who stumbles across the page knows if your services are a good fit for them.

Tips for a good Services page:

  • Use your keywords and the same language as your audience to make your services findable on search engines and easy for your customers to understand what you’re offering.
  • Anticipate and answer their questions. Think back on your last few sales calls and what questions they asked you. Did they express any concerns or ask for particular details? Factor this into your services page.
  • It’s ultimately up to you whether or not you list your pricing upfront. It can be an effective way to set expectations and weed out people with lower budgets. Alternatively, you can wait to discuss pricing on a call, especially if the price range varies depending on the level of support a client is after.
  • Keep tweaking it. This page is not set in stone, and as your business evolves, so will your services. Make it a habit to check back on this age at least a couple of times a year to make adjustments and experiment.

Product Page 🛍️ (for product-based businesses)

No matter if you sell digital products to download or physical products you can post, it’s important to have a page for your products with copy that’s descriptive, searchable, and tells a story.

Good Candles are a great example of a company that does product pages well. Their tone of voice is consistent, each product tells a story, and you can easily find information about scents and candle care instructions.

Example: Reading Books Soy Wax Scented Candle White

Tips for a good Product page:

  • Keep your ideal customer in mind. Who is this product for? How will it improve their life? What features will excite them the most?
  • While you want to include keywords, you don’t want to overstuff your descriptions and sound like a computer. Use natural language and tone, like something you would use in a real conversation, to help your customer connect with your brand.
  • Tell a story. Yes, even in your product descriptions! Make it easy for the customer to imagine having this product in their life.
  • Make the page easy to scan. Include bullet points, short paragraphs, different size fonts, and highlight important bits in bold.
  • Add keywords to your images’ alt text and file names! This not only makes the page more accessible to anyone using screen readers, but also makes a huge difference in boosting your page’s SEO.


Privacy Policy 💻

A Privacy Policy lets website visitors know how you handle their personal information and data (such as email addresses or cookies). It is a legal requirement, as UK GDPR states that all organisations must process personal data lawfully, fairly and in a transparent manner.

You don’t need to link this in your website’s main navigation (aka the top bar) but it does need to be accessible – most businesses put this at the bottom of each web page.

You also shouldn’t write this one yourself! It should be drafted by a lawyer, which you can read more about in our blog post about contracts to protect your small biz. We also have an affiliate code for 10% off!


Other great (but optional) web pages

I’ve covered the basic pages that are great to start out as a small business, but once you become more established, you can start to think about adding more such as:

💡 Blog page – Having a blog is not only great for your website’s SEO, but provides extra resources for your website visitors and establishes you as an authority in your industry.

🗣️ Testimonials / Reviews page – As you start to collect more feedback from clients and customers, having a central page to keep these is a great way to build your credibility (although I also recommend sprinkling in testimonials and social proof throughout your whole website as well).

📰 Press page – If you’ve been invited to any podcasts and panels, or have written articles or guest posts on other blogs or publications, this is a great place to add all your links to see where people can find you! Another great authority builder.

So, what's next? 🤔

Now you know which pages your website needs, the next step is to actually sit down and write all the copy. Need a hand with that? Lucky for you, The Content Club has website copy templates available for you to get started with writing your website so that you don’t have to start completely from scratch!

We also have 100’s other resources, such as caption templates, workshops, group coaching, and community support–all for just £30 a month! (And no fixed term, cancel your subscription whenever you want.)

Click here to get access to your website copy templates.

I'm Jess Bruno


I’m on a mission to shake up the content marketing game for small business owners. When you’re rolling with me as your social media strategist – you can say goodbye to stress and hello to fun, easy, and effective content creation that actually brings in sales!