How to Write Content for Your Business Website (Homepage, About and Services)

On this page

1. Before you write: know your reader
2. Homepage
3. About page
4. Service pages
5. Writing tips that work
6. SEO basics for your content
7. Stuck? Start with this

Content is usually what holds website projects up, and what decides whether visitors contact you. You don't need to be a professional writer. You need to answer your customers' questions clearly. Here's what to write for each main page.

Before you write: know your reader

Write down who your ideal customer is, what problem they have, and what they worry about before hiring someone like you (price, quality, reliability, time). Every page should answer those worries. Write the way you'd explain things to a customer in person: simple words, short sentences.

Tempted to let AI write it all? Read using AI tools for website content responsibly first.

Homepage

Your homepage has one job: make visitors instantly understand what you do and guide them to the next step.

1. Headline: what you do, for whom, and where (for example "Industrial control panels manufactured in Pune").
2. Supporting line: the main benefit or what makes you different.
3. Call to action: one clear button like "Get a Quote" or "Book a Consultation".
4. Services overview: short summaries linking to each service page.
5. Proof: client logos, testimonials, numbers you can back up, certifications.
6. How it works: 3–4 simple steps.
7. FAQs and a final call to action.

Detailed walkthrough: how to write a homepage that converts.

About page

People buy from people. Your about page should build trust, not list your company history in detail.

• Who you are and why you started
• Who you help and how
• Your experience, qualifications and approach
• Real photos of you, your team or your premises
• A call to action at the end

More detail: how to write an About page that builds trust.

Service pages

Create one page for each main service. These pages do the heavy lifting for both enquiries and Google rankings.

• Headline naming the service (and location, if local)
• The problem the customer has, in their words
• Your solution: what's included and how it works
• Benefits, not just features: what changes for the customer
• Proof: examples, case studies or testimonials for this service
• FAQs about price, timeline and process
• Call to action

For a full walkthrough, see how to write service pages that rank and convert.

Writing tips that work

• Use "you" more than "we". Focus on the customer.
• Keep paragraphs short (2–3 sentences), and use headings and bullet points.
• Be specific: "Delivered in 2 weeks" beats "fast delivery".
• Only use claims and numbers you can back up.
• Add a call to action after every major section.

Avoid these common copywriting mistakes.

SEO basics for your content

• Use the words your customers search for naturally in headings and text.
• Give every page a unique title and meta description.
• Link between related pages (for example from the homepage to each service page).
• Add descriptive alt text to images.

Before publishing each page, run through the on-page SEO checklist.

Stuck? Start with this

Write down the 10 questions customers ask you most often, and answer each in a few sentences. You'll have the raw material for your homepage, service pages and FAQ. A good developer can then shape it into pages; see what's included in a WordPress website project.