A good website will sell your products and services effectively with as little content as possible. People don’t have time to read websites, they scan them and pick out the important points on them.

In this guide we’re going to explain what content you should have on your website and why you need it.

The aim of this is to help you supply great content to us so we can build the most effective website possible for you. We’re assuming here your business has a number of products or services it provides. If you only do one thing (repair iPhone screens for example) you could probably have a great one-page website to explain your offering in full.

The anatomy of a good website

Your website is an online salesperson. People will land there and will want to see that you can do what they are looking for. As you’re not talking to them your website need to show them you can help quickly and effectively. Less really is more in the modern world of web design as people spend no more than 2-3 seconds on a page before they go somewhere else.

It needs to sell your services to visitors and give them a reason to get in touch with you. Depending on your individual business the content on your pages will vary but the message is always the same.
These are the main things your site needs to say to every visitor:

Who you are

How long you’ve been established, how many people work there, history of the company, achievements you’ve made.

What you do

Think headlines rather than a list of services but make sure you describe all your products or services in enough detail for someone to make a decision.

How you can help

Solve a problem they have so they have a need to call you.

Why they should use you

Reliability factors to assure them you can do the job. How long established, clients you’ve worked with, case studies, gallery of your work, testimonials, associations you belong to, checkatrade reviews etc…

The layout

All sites are made up of 3 simple areas. The header and footer are the same on all pages of the site and the content area changes on each page depending on the information page the visitor is on.

The header:

You header is the area at the top containing your logo and your site navigation to the various pages of your site. Sometimes here there is a little more information like a phone number or possibly email address. Modern sites tend to have very small headers with just a logo and navigation as they work best on mobile and tablet devices. Your phone number and ways to get in touch will be in your page content. Over 50% of all web traffic is mobile now so it’s important the header is uncluttered and small as there is little room on a mobile screen.
The navigation to your sites pages here will possibly have drop-downs to other pages organised in sections. That really depends on the number of pages you have.

The content section:

This is the main area of the website that appears under the header. This is where all your various pages of content are displayed. Typically content areas are either full width across the page or they will have a sidebar which contains key information. For larger sites the sidebar can also have navigation to other pages in a section.

The footer:

The area at the bottom of the site what usually has just your copyright information and usually social network icons. Some have a deep footer and others just a thin one. It really depends how many pages your site has as to whether you need a big deep footer section.

Types of pages you could have

Your site will need a homepage and a contact page. Those are core to all sites. Keep the contact page simple with business information and a form to get in touch along with your phone number. If people are here they’ve already decided to get in touch so simple is better.


While important it is not typically where a decision to contact you is made. That is done on the product or service pages on your website.

A good homepage will have a slideshow promoting 3-4 of your core sales messages or products/services. If not a slideshow it should have a good strong image and message at the top telling the visitor what you do. Good images to represent each point with a big headline on the slideshow is all you need along with a button to drive the visitor further into your site when they see a slide they are interested in.

It will often have a short introduction to your business and who you are.
Take a look at our homepage as an example: https://www.samsonwebdesign.co.uk/

Then have blocks or columns which are designed to drive the visitor to the service or product they are interested in. We call them image drivers.

The most effective websites have targeted pages for each service the business provides as well as supporting pages to offer further information and reliability factors.

Product & Service pages:

These pages will contain information about what your business does. These are designed so people land on them they instantly know what the page is about, what you offer and can find out whether it’s for them.
These are your sales pages and need to quickly communicate your offering . A good product or service page is made up of the following elements:

  • Strong headline (shout what you do)
  • Good image (show them visually what you do)
  • 1 – 2 paragraphs of text (information about what you do)
  • Bullet points or icons (simply show a list of services or benefits)
  • Prices (if applicable show how inexpensive you are)
  • Call to action (button to get in touch or phone number or both!)

About you & Selling yourself:

Pages that help sell you as a business. You may do a great job of selling your products or services but so will a lot of other companies. Why should they buy from you?

  • About the company (who you are, what you do, why your great)
  • Meet the staff (put a face behind the business, people buy from people)
  • Testimonials (show happy customers)
  • Case studies (some great work examples you’ve completed)
  • Gallery of work (graphically show your work, images of jobs completed)

How Many Pages Do You Need

Think about what you have to say and the pages we’ve listed above. If you have enough to say to fill a page then create one. If you have just started and have no information to say about your company then don’t have a page for it.

If you are a service or trade business you should have at least a services page listing all the products/services you offer. Ideally however you should have a page for each service so you can offer more detail and help sell the product to the visitor.

Why a page for every service?
Think about your website visitor. If you are a plumber and offer 15 services like boiler repair, central heating installation, pipework, leak detection & repair etc which is best for the visitor:

  1. Making me look down a long list of services and then saying next to nothing about what you do for me.
  2. Having a page I can easily navigate to explaining exactly what my problem is, how you can fix it and examples of what you’ve done before

I know which page would make me pick up the phone!

Let’s use our website as an example.

We’re a web design and marketing business. We could have built a single services page which listed out all we offer with a paragraph of text and an image.

Something like this:

HEADLINE: Business Website Design

CONTENT: We design and build amazing websites for businesses of all shapes and sizes. Whether you are a plumber of a builder, solicitor or accountant we can build you the perfect website.

IMAGE: A great looking website on a screen

Or this page here:


That page gives a great overview of what we do, what you get, what’s in it for you and give prices and a call to action (button and phone number) to generate an enquiry. That’s all you need.

Hopefully that demonstrates the benefit of a dedicated page for your products or services.

We can say a lot more about each service with a page and really sell what we do. These pages will convert more visitors into phone calls than a simple list.

A headline selling a benefit and a paragraph of text with an image is all you need. If you have 3 or 4 benefits then just list them all on the page.

If you need help planning out your pages or you would like us to help with copywriting get in touch.

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