What to Write on Your Website: A Clear Guide for Small Biz Owners

By Barbara,4.6 min read,

July 2, 2025July 2, 2025

Don’t leave your customer hanging by the entrance – Welcome them on your website

Don't leave your customer hanging by the entrance - Welcome them on your website

Because Confused Visitors Don’t Click — They Leave

You finally launched your small business. You’ve got the logo, the offer, maybe even a few loyal customers. But when it comes to your website, you stare at the blinking cursor and think:

“What do I even say here?”

The truth? You don’t need a fancy site with 17 pages and scroll-triggered animations.

You need words that connect.

Words that make it clear who you are, what you offer, and why it matters.

In this post, we’ll walk through exactly what to write on your website—page by page—and how to do it in a voice that sounds like you (not a generic business generator).

1. Your Homepage: Be Clear Before You Try to Be Clever

The homepage is your first impression. People decide in under 5 seconds whether to stay or bounce. So clarity wins over cleverness—every time.

What to include:

A clear headline: Say what you do, who it’s for, and hint at the value
A short subhead: Add a human layer—what problem do you solve?
1 strong CTA: “Book a call”, “Shop now”, “See packages”—make it obvious
Trust signals: A short testimonial, a logo bar, or a line like “Trusted by 500+ customers”

Example:

Headline:

“Brand design for bold small businesses”

What do you write on your website?

Subhead:

“We help you stand out—with visuals that actually reflect who you are.”

CTA:

“See our work”

And yes—you can absolutely use your voice here. Make it warm, make it quirky, make it sharp. Just make it clear.

2. Your About Page: Less Bio, More Belief

Too many About pages start with “Hi, I’m Sam…” and end with a résumé. But people aren’t just buying your background—they’re buying your beliefs.

What to include:

Why you started: Tell the story behind the brand
What you believe in: Your values, your way of working, your “why”
Who you help: Be specific about your audience
A friendly photo: Because people buy from people

Bonus tip: If writing about yourself feels weird, write it in the third person or as “we”—then go back and make it sound conversational.

3. Your Services or Products Page: Speak Benefits, Not Buzzwords

Here’s where most small businesses get stuck: they list everything they do, but forget to show why it matters.

People don’t buy features—they buy outcomes.

Instead of saying:
“Weekly social media content and reporting”

Say:
“Grow your audience with strategic content—and get back hours in your week”

What to include:

A short description of your offer: Make it skimmable, not dense
What’s included: List key features or deliverables
Who it’s for: Speak to your ideal client’s pain points
Pricing or a CTA to inquire: Don’t make people dig

And use formatting wisely. Break up text with headings, bullets, and whitespace.

4. Your Contact Page: Remove the Friction

This is where people want to say “yes” to you. Don’t make them work for it.

What to include:

A warm line of copy: “Let’s chat” is better than “Submit inquiry”
A simple form (name, email, message)
Other ways to reach you: email, Instagram, phone—whatever works for your biz

If you offer consult calls, use a tool like Calendly and embed your scheduler right on the page.

5. Testimonials: Use Real Voices, Not Generic Praise

Nothing builds trust like social proof. But don’t settle for “She was amazing!” Ask better questions and feature testimonials that show transformation.

Ask clients things like:

“What was the challenge before working with me?”
“What changed for you after we worked together?”
“What would you tell someone who’s considering this?”

Place testimonials:

Sprinkled across your site, not just on a dedicated page
Near calls-to-action, so they reinforce the decision to act

6. Blog or Resources Page (Optional but Powerful)

You don’t need a blog, but it can work wonders for SEO and building trust—especially if you sell a service.

What to post:

Helpful how-tos (“How to pick a brand name that actually works”)
Behind-the-scenes (“A look at how we design custom icons”)
Client wins (“How Jess booked out her offers after her rebrand”)

Don’t aim for quantity. Aim for clarity. One great post a month is plenty.

7. Copywriting Tips for Every Page

✅ Use “you” more than “we”
Make it about the reader—their goals, their pain points, their results.

✅ Write like you talk
Skip the fluff. Read it out loud. If it sounds weird, rewrite it.

✅ Include one CTA per page
Too many choices = no action. Guide the next step.

✅ Don’t be afraid to be specific
“Affordable branding services” is vague. “Bold brand identity for under $2,000” is actionable.

✅ Trust your tone
You don’t have to sound like a Fortune 500 brand to be taken seriously.
You have to sound like you.

Final Words: Your Website Is a Conversation

Your website isn’t a digital brochure—it’s your side of a conversation.
It’s how you greet people, guide them, and show them they’re in the right place.

So keep it simple. Keep it clear.
And don’t wait for “perfect copy” to hit publish—clarity builds trust faster than polish ever could.