The Ultimate Website Copywriting Guide: What to Say on Each Page

Your website looks amazing. It loads fast. It’s beautifully designed. But... when it comes to what to say, you're stuck.

What do I write on my homepage?
How much text is too much on my About page?
What should I say on the Contact page besides... “contact me”?

Good news: You're not alone and you're in the right place.

In this guide, we'll walk you through exactly what to write on each key page of your website, with real-world examples, helpful prompts and proven tips.

Let's make your website not just look good, but speak to your visitors in a way that converts.

🏠 1. Homepage – First Impressions Matter

🧠 Goal: Tell people what you do, who you help and why they should care.

Your homepage is the “hook”. You've got 5–7 seconds to make someone stay.

✅ What to include:

• Clear headline: Say what you do in one strong line.

• Subheading: Add a little detail about how or for whom.

• Call-to-action (CTA): What should they do next?

💡 Example:

Headline:
Launch Your Website in Hours, Not Weeks

Subheading:
SEO-ready website templates for startups, creators, and indie hackers.
⁠⁠
CTA Button:
Browse Templates

✍️ Bonus tip:

Avoid clever but vague headlines like "Redefining the future of digital". Be clear, not cute.

👋 2. About Page – Build Trust, Show Personality

🧠 Goal: Help visitors know, like and trust you.

People do business with people. Your About page should humanize your brand and share your why.

✅ What to include:

• Your story (how you started, what motivates you)

• Your mission or values

• A photo (if personal brand) or team section

• A soft CTA (e.g. “See our work” or “Get in touch”)

💡 Example:

We started building website templates after watching too many founders struggle with clunky page builders. Our goal? Help you launch fast and look pro.

Today, our templates are used by over 1,200 businesses across 22 countries.

✍️ Bonus tip:

Write like you speak. It's okay to be casual, friendly and even a little quirky if it fits your brand.

🛍️ 3. Product or Services Page – Sell Without Sounding Salesy

🧠 Goal: Explain your offer, show the value, and lead to action.

This is where visitors evaluate: Is this for me?

✅ What to include:

• What you offer (with benefits, not just features)

• Visuals or examples (screenshots, mockups, or demo)

• Pricing or next steps

• Testimonials or trust signals

💡 Example:

Template Name: LaunchPad Pro – Startup Landing Page Template

LaunchPad Pro helps you go live with a sleek, responsive landing page in under an hour. Built with Next.js and TailwindCSS, it’s SEO-optimized and easy to customize.

⚡ Blazing fast performance
🎯 Conversion-focused layout
🔍 Built-in SEO meta tags

[Live Demo] [Buy Now]

✍️ Bonus tip:

Use benefit-focused bullet points not just features. Think “what’s in it for them?”

📞 4. Contact Page – Remove the Friction

🧠 Goal: Make it easy and inviting to get in touch.

Don’t just slap a form on the page and call it a day.

✅ What to include:

• A warm intro (“We’d love to hear from you” beats “Contact us”)

• What to expect (response time, what to include)

• Form + optional alternative (email, chat, social)

💡 Example:

Let’s Talk

Got a question, a custom template request or just want to say hi? Drop us a message. We usually reply within 24 hours.
⁠
⁠[Contact Form]

Or email us at: hello@yourdomain.com

✍️ Bonus tip:

Even here, your tone matters. Avoid robotic or generic language. Keep it human.

📄 5. Blog Page – Educate, Inspire, Attract

🧠 Goal: Provide value, boost SEO, build credibility.

If you run a blog (which you should!), the page itself needs to encourage exploration.

✅ What to include:

• Clear intro: What your blog is about

• Categories or featured posts

• Search or filter option (if lots of posts)

💡 Example:

The Launch Journal

Actionable tips on building, launching and growing your online presence without tech headaches.

Latest Post: “The 7 Best Tools to Launch Your Website Without a Developer”
Popular Topics: Website Tips, SEO, Startup Tools

✍️ Bonus tip:

Use blog post titles that promise clear value. E.g. “How to ____”, “The Best ___ for ___”, etc.

🧾 Summary: What Goes Where (Quick Reference)

🧠 Final Tip: Copywriting Isn’t About Being Clever—It’s About Being Clear

If you take one thing away from this guide, let it be this:

Clear always beats clever.

Your goal is to guide your visitor not impress them with your vocabulary. Write like you're having a conversation. Use simple words. Be helpful. Be human.

And hey if you're using one of our templates, most of these elements are already baked in. Just follow the guide above, plug in your content and go live 🚀

👉 Explore our website templates beautifully designed, SEO-ready and built to convert.