Your website shouldn’t just look pretty—it should work for you.
Most businesses either skip the crucial website pages altogether or fill them with generic, confusing copy that leaves visitors clicking away instead of signing up, booking, or buying.
Your website should be your topmost salesperson, not just a digital brochure.
In this article, we’ll walk through the essential pages every website needs—and how to write them in a way that supports your marketing and sales funnel.
So your site doesn’t just look good—it performs.
Before You Start: What Kind of Business/Website Do You Have?
Here’s a quick reference so you can skim accordingly and feel seen:
| Business/Website Type | Must-Have Pages |
| Service Business (coaches, designers, consultants) | Home, About, Services, Contact, Blog/Resources |
| SaaS | Home, Features, Pricing, About, Demo/Free Trial, Support |
| E-commerce | Home, Shop/Product, About, Contact, FAQ/Returns, Checkout |
Creative Professional (artists, photographers, authors) | Home, Portfolio/Gallery or Books, About, Contact, Blog/Behind the Scenes, Press/Events, Shop (if applicable) |
Next, we’ll cover the common must-haves that work for every business..
1. Home Page: Yes, First Impressions Matter!
What’s the Goal: Tell people what you do, who you help, and why they should care – fast.
Your homepage has one job: keep people from bouncing. You’ve got about 5 seconds to make it crystal clear what you’re about before they click away forever.
What to Include:
- Headline that clearly says what you do (not something vague like “We help businesses grow”)
- Who is it for (niche or persona hint)
- High-level benefits or outcomes they’ll get
- Clear call-to-action (book, buy, explore, etc.)
Copy tip: Treat this page as your elevator pitch, but visual and skimmable. If your mom/friend can’t figure out what you do in 10 seconds, neither can your visitors.
Red flag check: If your homepage is giving more “confused visitor” vibes than “sold!”, this might be a sign your messaging needs a complete overhaul. You clearly need a strategic messaging and content audit to pinpoint exactly what’s not working and get a clear roadmap to fix it.
2. About Page: Not Just Your Story, But Why It Matters
What’s the Goal: Build connection and trust without being boring.
Your About page isn’t your autobiography – it’s where visitors decide if they want to work with you. If you enticed your reader with the Home Page, this is usually where they come to (before/after your services), so make it count!
What to Include:
- Who you are and what you believe
- Why you do this work (your story or mission)
- Who you help (be specific)
- Behind-the-scenes glimpses or fun facts that make you human
Copy tip: It’s not just about you – it’s about what your story means for them. Connect your experience to their outcomes.
3. Services/Product/Features: ‘What You’re Offering’ Page
What’s the Goal: Help people understand what you sell and why it’s the right one for them.
People don’t stick around to solve riddles on your offerings page. Say it simply and directly, or just lose them.
What to Include:
- Clear breakdown of what’s included (no mysterious packages)
- Who each service/product is for
- Benefits over features (any day!!!)
- Pricing or clear next steps
Copy tip: Lead with transformation, not just tasks or technical specs. Instead of: “We provide space planning, sourcing, and styling,”
Try: “We turn everyday rooms into spaces you never want to leave.”
For SaaS: Use comparison tables or feature highlights that show real value.
For E-commerce: Write product descriptions that focus on benefits and include care details that build the reader’s confidence.
4. Contact Page—Because You Actually Want Them to Reach Out
Goal: Make it stupidly easy to connect—no hunting for hidden email addresses.
You’d be shocked how many businesses make it nearly impossible to contact them. Then they wonder why their phone isn’t ringing.
What to Include:
- Simple contact form and direct email link. For contact forms, you can use simple WordPress plugins or ConvertKit (now called Kit) if you’re a creator.
- Social media links like Instagram and LinkedIn, whatever is relevant to your business
- Office hours or response time expectations
- Phone number (if you actually answer it)
Copy tip: A friendly call-to-action goes a long way. “Let’s chat” beats “Submit form” every time!!
Recommended Read: 6 Website Copywriting Mistakes That Are Costing You Money and How to Fix Them
5. Trust-Building Page—Case Studies or Testimonials
Goal: Overcome doubts and give social proof before they even ask.
This is where you tackle the elephant in the room—all those objections swirling in their heads that they’re not saying out loud.
What to Include:
- Real customer stories or detailed reviews
- Common objections answered honestly
- Industry credibility markers (logos, press mentions, certifications)
- Before/after examples or case studies
Copy tip: Answer the questions people aren’t asking out loud but are definitely thinking. Things like “Will this actually work for someone like me?” or “What if I’m not tech-savvy?”
Speaking of trust-building, if you’re not sure which pages are actually working for you (or secretly working against you), a comprehensive website audit can reveal the gaps that are costing you conversions. Sometimes the issue isn’t just a copy—it’s your entire strategy.
Getting Your Website Strategy Right
We get it—DIY-ing your website can feel empowering. And sometimes, it works just fine.
But if you’re stuck in a loop of tweaking, guessing, and hoping for the best… it might be time to bring in some backup.
Here are a few signs your website could use professional help:
Your bounce rate is sky-high. Visitors land, look around for a second, and then leave. That usually points to confusing design or copy that falls short of the mark.
You’ve asked your friends (or your mom) what they think—and they’re still not sure what you do. If your message isn’t clear right away, people won’t stick around to figure it out.
You’re getting traffic, but no one’s converting. No sign-ups, no bookings, no emails. It could be that you’re ranking for the wrong keywords or your content isn’t aligned with what people need.
You’ve been editing the same pages for months—and nothing’s changing. If you’re circling back to the same copy or layout over and over, it’s probably time for fresh eyes.
Your competitors’ websites make yours look like it’s stuck in 2010. Enough said.
If any of that sounds familiar, don’t stress—but do take action.
Start with a content or website audit. An expert can look at your site from the outside, spot the gaps in your messaging, SEO, and user flow, and show you where you’re losing people (and money).
The difference? You’ll stop guessing what to fix and start using strategy and data to build a site that actually converts.
6. Bonus Pages You Might Need Based on Business Type
Not every business needs every page, but here are the additional landing pages that might make sense for your type of business:
For Service-Based Businesses:
- Individual conversion/landing pages
- Booking/scheduling page (Make it obvious. Make it simple. Make it one click away. If someone’s ready to take the next step, your site should make it effortless.)
- Portfolio or work samples (show, don’t just tell)
- Blog or resources (establish expertise)
- Lead magnet download page (grow that email list)
For SaaS Products:
- Demo booking page (let them see it in action)
- Knowledge base or help docs (reduce support tickets)
- Pricing calculator (help them self-qualify)
- Product updates/changelog (show you’re actively improving)
For E-commerce:
- Detailed shipping and returns policy (reduce cart abandonment)
- Category and individual product pages (organized browsing)
- Gift card options (additional revenue stream)
- Customer account/wishlist pages (encourage return visits)
Recommended Read: AI Prompts to create unique landing pages for your business
Guidelines for Writing Website Copy That Actually Converts
Now that you know what pages you need, let’s understand how to write them so they actually work:
Make it skimmable: Use headers, short paragraphs, and bullet points. People scan first, read second.
Clarity beats cleverness every time: Your clever wordplay might win awards, but clear communication wins customers. Save the puns for your social media.
Benefits before features: Don’t lead with what you do – lead with what they get. “Increase your revenue by 30%” hits harder than “We provide comprehensive marketing services.”
Use their language, not yours: Write like your customers talk, not like your industry talks. If they say “help me get more customers,” don’t write about “customer acquisition optimization.”
One goal per page: Each page should have one main action you want people to take. Don’t confuse them with seventeen different options.
Test your assumptions: Just because you think something sounds good doesn’t mean your audience agrees. Pay attention to where people drop off and adjust accordingly.
To Sum Things Up!
Creating website pages that actually convert isn’t just about following a template. Be it design or copy, you need to get the craft right so that taking action feels like the obvious next step.