3 Website Pages Every Online Service Provider Needs (And What to Write on Each)

Disclaimer: This post includes affiliate links.

If you’re a new online service provider, you’re probably relying on freelancing platforms, social media, or referrals to land new clients. And that’s a fantastic way to start! But at some point, you’re going to want to create your own website. 

Having a website gives you more power over the conversation you have with potential clients. It can help you not only attract more clients but also better clients — clients in your niche who can actually afford your services. 

My first website completely transformed my business. It was a catalyst for my business growth, giving me the confidence to raise my rates, start working exclusively with dream clients, and position myself as an authority in the copywriting space.

If you’re ready to create your website, you’re probably wondering where the heck to start. Before you hire a website designer or start digging around the internet for a website template to use, you need to think about what you want your website to say. 

To help you get started, here are the 3 website pages you need as an online service provider, and the most important copy to write for each.

1) Homepage

When writing your website copy, I always recommend starting by outlining (or “wireframing”) your homepage. At the end of the day, your homepage is the single most important page on your website, so we’ve gotta give it the time and attention it deserves!

I like to think of your homepage as the welcome mat for your website. You need to establish a great first impression, reassure your reader that they’re in the right place, and make it crystal clear where to go next.

It’s said that you have about 15 seconds to capture someone’s attention when they land on your website — sometimes less! So, when planning your homepage copy, you need to think about the single most important thing you want to communicate to your reader and make sure that message appears front and center. 

Your homepage should focus on the most important info your reader needs to know, and nothing else. Don’t make it super long, and don’t try to squeeze in half a dozen freebies and a long-winded bio. 

You don’t have to write all the content for this page right away, but it’s a good idea to at least plan out how you’re going to structure it. Then, as you write the other pages for your website, you can grab bits and pieces of content for your homepage.

The most important copy to include on your homepage

• An attention-grabbing headline that explains what you do and who you do it for. The “how” and “why” of what you do can wait. It’s more important to make your reader know they’re in exactly the right place as soon as they land on your page.
• A call to action above the fold. You want this to be both (a) an important action you want your reader to take and (b) an action your reader is ready to take, even if they’ve just landed on your website.
• An explanation of your services. This could be a brief overview of the services you provide or a clear breakdown of all the different ways of working with you. Think about what makes the most sense for your dream client.
• A short bio or introduction to you. Keep it short and concise, and focus on the parts of your story that will resonate most with your reader.
• Social proof. This often looks like client testimonials, a banner listing the places you’ve been featured in (like podcasts or articles), or both!

2) About Page

When I write website content for my clients, I typically start with the homepage. But if you’re DIY-ing your website copy, I’d recommend starting with the about page. 

Why? My Kindergarten teacher, Mlle Wagg, actually said it best. I was 4 years old at the time, so my memory probably isn’t spot on. But I’ve never forgotten what she said to my class when we were taking WAY too much time to color in our worksheets:

“Always focus on the big parts first. If you save them for last, you won’t want to do it.”

Somewhere down the line, someone probably taught you the same thing: it’s always better to get the ‘big parts’ — the things that challenge you — out of the way first when your mind is fresh. Then you can focus on the things that come easier to you.

None of us really like talking about yourselves, which means most of us dread writing our about page. But your website visitors want to know who you are! In fact, some potential clients will only reach out to you if they already have a sense of who you are and whether or not you’ll vibe, so don’t neglect this important page. 

The most important copy to include on your about page

• An attention-grabbing headline that lets them know they’re in the right place. The first section of your about page should be all about the reader, not you. Use the headline to create connection and make them feel understood. 
• A brief introduction or elevator pitch. Some people will only scroll through your about page until they hit a bio and then they’ll move on. Make sure to have a concise statement that sums up who you are, what you do, who you do it for, and why that matters to your reader.
• Your story. Tell your reader the story about how your business came to be, and make sure that it has a beginning, a middle, and an end. Don’t forget to use headings to chop up the text for better readability.
• A call to action. If someone’s taken the time to read your entire about page, don’t make them scroll allllll the way back up to your menu to take the next step! Decide on the most important next step you want your reader to take and create a clear call to action asking them to take it.

3) Services Page

This should come as no surprise, but as an online service provider it’s crucial to have a services page — also referred to as a “work with me page” or a “hire me page”. 

To start with, you’ll likely want to list out all of your services on a single page. Eventually, as your packages and product suite grow and evolve, you can stick with a brief statement for each service with a link to a sales page for more information. (You can check out my copywriter services page for an example.)

Whatever approach you choose, it’s super important to keep the information clear and concise. Address your reader’s pain points, talk about the transformation you provide with your services, and clearly lay out the next steps they need to take if they want to hire you.

The most important copy to include on your services page

• Copy that addresses the reader’s pain points. Acknowledging the problems your reader is facing is the easiest way to make them feel understood. 
• The features of your services. Far more important than a clever name, you need to explain the tangible aspects of your packages. What does your client actually get when they invest in your services?
• The benefits of those features. This is the biggest mistake I see on service pages. Don’t simply list out the features of your service. You also have to explain why those features are important. How is your client going to benefit from each particular feature?
• Social proof. This is the most important place to include client testimonials on your website. Most readers will want to see proof of your work before reaching out, so be sure to pick testimonials that really speak to the value of your services.
• A call to action. Seeing a common thread here? You need to clearly spell out the next step that your reader needs to take to get the conversation started. You can:
  • Redirect them to a contact form where you can gather more info. You can use a simple contact page or a more sophisticated tool like Dubsado.
  • Redirect them to a checkout page where they can pay a deposit for your services, using a tool like Thrivecart.
  • Redirect them to a calendar where they can book a call with you. Again, Dubsado is a great tool for scheduling calls.

Other important pages

These are the three most important pages your website needs if you want to start attracting more (and better) clients for your online business. However, other important pages you’ll want to consider include:

• A contact page. Some people will look for a contact page right away, without reading anything else on your website. Make sure that it’s easy to find.

• A privacy policy. If you’re collecting information about visitors on your website (including their name and email address in a contact form), you need to protect yourself with a privacy policy. The Contract Shop has some great templates to help you get that up and running quickly. 

Wondering where to start?

If you’re looking for some extra guidance on writing website copy that connects with and converts dream clients, check out my FREE Website Copy Roadmap. It walks you through the most important steps to take before you start writing your website content, so you can write better copy in less time.

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