Write These Pages First: How to Plan Your Website Content in the Right Order

If you’ve ever opened a blank Word document and thought, “Right, let’s write the homepage,” before you’ve even planned your site, stop right there. Writing your homepage first is one of the biggest traps business owners fall into when creating a website.

In our last post, we talked about why your homepage isn’t actually the most important page on your site — it’s the shop window that showcases what’s inside. Today, we’re going to look at what is important: the pages that fill that shop, the ones that turn curious visitors into paying customers.

The Mistake Everyone Makes

When people start writing their website, they almost always begin with the homepage. It feels like the obvious place to start — after all, it’s the first thing visitors will see, right?

But without the rest of your content in place, the homepage becomes a guessing game. You don’t yet know what you’re linking to, what you’re summarising, or what your main calls to action will be. The result is usually a page that’s either far too vague or bursting with every idea you’ve ever had about your business.

Writing the homepage first is like trying to write a book cover before you’ve written the book. You’re forced to summarise something that doesn’t exist yet.

The Better Way to Build Your Website

Here’s the truth: a homepage is an overview. It should pull snippets and signposts from the other pages on your site. That means those pages need to exist first. When you build your site in a logical order, everything suddenly clicks into place.

The simplest sequence looks like this:

About Page
Services or Products Page
Contact Page
Homepage (last)

This might sound back-to-front, but it’s the method professional web designers and copywriters use all the time. You start with the pages that do the heavy lifting, then finish with the page that ties them together.

1. Start With Your About Page

Your About page sets the tone for your whole website. It tells people who you are, what you stand for, and why they should trust you. It’s not about your life story — it’s about showing visitors the person or team behind the brand and what drives you to do what you do.

Think of it as your foundation. Once you’ve written your About page, you’ll know your voice, your values, and how you want people to feel when they interact with your brand. That voice will flow naturally into every other page you write.

Pro tip: Don’t start your About page with “We” or “I”. Start with what your customer cares about. For example, “You need a website that looks professional and actually works — that’s where I come in.” Then tell them who you are and why they can rely on you.

2. Next, Write Your Services (or Products) Page

Once your About page is nailed down, it’s time to tackle what you actually sell or offer. The Services page is where most conversions happen, so clarity here matters more than anywhere else.

Each service or product should have its own short section — ideally with a clear headline, a few sentences that describe the benefit to the customer, and a link to learn more or book.

Too many businesses treat their Services page like a technical specification sheet. But visitors don’t care how clever your process is; they care about what it does for them. Write from the user’s perspective: what problem does it solve? How will it make their life easier, better, or more profitable?

Once your Services page is done, your homepage suddenly has purpose. You can summarise these services in a neat grid or carousel, each one linking through to the full detail. It’s how you turn browsers into leads.

3. Then, Create Your Contact Page

This might seem simple, but your Contact page is where friction can either kill or close a conversion. Think of it as the checkout counter in your digital shop — the last step before someone buys, books, or enquires.

Don’t just stick a form on a blank page. Add a short paragraph that reassures people they’re in the right place. Tell them what happens next when they reach out — for example, “I’ll get back to you within 48 hours” or “We’ll arrange a quick call to talk about your project.”

If you have a physical location or serve a local area, include a short map or mention your service area for local SEO (“Based in Sale, working with businesses across Manchester and Cheshire”).

Once these three pages are written, your homepage practically writes itself.

4. Finish With the Homepage

Now that the rest of your site exists, you can build a homepage that ties it all together — a clean, directional summary of everything you’ve written. Take snippets from your About page, pull key benefits from your Services, and feature your main contact call to action.

Instead of trying to guess what will go where, you’re now editing and curating content that already exists. That’s why the best homepages are written last: they’re built from real material, not ideas floating around in your head.

When visitors land on your homepage, they’ll instantly see who you are, what you offer, and where to go next. And when they click deeper, the pages they land on will match what you promised up front.

A Quick Exercise: Map Your Website Like a Shop

If you’re struggling to visualise this, grab a notebook and sketch it out. Think of your website like a physical shop:

Window display: Homepage (eye-catching teasers, short summaries)
Shop aisles: Services or Products pages (where people browse and decide)
Staff introduction: About page (your personality, credibility, and trust)
Checkout counter: Contact page (how they pay, book, or enquire)

Every piece has a purpose, and the homepage only works properly when the rest of the “shop” exists. Build the inside first, and your window display becomes effortless.

SEO Benefits of Writing in Order

From a search engine perspective, writing your core pages first helps you structure your internal linking properly. When Google crawls your site, it follows links from your homepage down into your other pages. If those deeper pages already exist, your homepage can pass link authority to them immediately.

It also ensures your keywords are distributed naturally. Your Services page can focus on your main search terms (“Web Design Manchester,” “SEO Consultant Cheshire”), while your homepage uses supporting phrases and context. The result: better visibility, less keyword stuffing, and a more natural reading experience.

How This Saves Time and Stress

Writing in this order saves hours of frustration. Instead of rewriting your homepage every time you think of something new, you can just slot that information into its proper place. By the time you get to the homepage, you’ll already know which snippets are worth featuring.

It also makes collaboration easier. If you’re working with a designer, they’ll know what content exists and how to structure layouts around it. If you’re working with an SEO specialist, they’ll have the right pages to optimise from day one.

And if you’re doing it all yourself? You’ll avoid that paralyzing “where do I start?” moment entirely.

In Summary: Build From the Inside Out

Your website isn’t a single page — it’s an ecosystem. The homepage sits at the centre, but it relies on everything else around it to function properly.

So write from the inside out. Build the pages that explain, persuade, and convert first. Then craft a homepage that ties it all together into something that feels effortless and professional.

If you missed the first post in this series, start there. Next time, we’ll dig into one of the most misunderstood parts of any website — the About page.

Until then, remember: write your website in the same order you’d build your business — from the inside out.

You said:
write the next one

ChatGPT said:
Title:
What Makes a Great About Page (and Why It’s Not Really About You)

Description:
Your About page isn’t your autobiography — it’s your customer’s reassurance. Learn how to write an About page that builds trust, connection, and credibility.

Tags:
about page, website copywriting, small business website, brand storytelling, customer trust, website content strategy, user experience, hia web design, wordpress, seo content writing

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What Makes a Great About Page (and Why It’s Not Really About You)

Most business owners dread writing their About page. It’s the digital equivalent of being asked, “So, tell me about yourself,” and freezing halfway through your own name. You either ramble on about your background or clam up completely.

The good news? Your About page doesn’t have to be awkward — and it definitely doesn’t have to be all about you. In fact, the secret to a great About page is flipping the focus so it’s really about your customer.

This post is part of our Website Content Series. If you missed the previous one, start there — it explains why you should build your site’s content in the right order before even touching your homepage.

Why the About Page Matters More Than You Think

When visitors click “About”, they’re not nosy — they’re cautious. They’re looking for reassurance. They want to know there’s a real person (or team) behind the brand, that you’re credible, and that you understand what they need.

In short, your About page is a trust-builder. It’s where strangers decide if you’re someone they’d like to work with, buy from, or contact. It bridges the emotional gap between curiosity and commitment.

Think of it as your digital handshake. Not too short, not too long — confident, friendly, and human.

It’s Not a CV — It’s a Connection Builder

Too many About pages read like CVs or press releases: “Founded in 2010, we pride ourselves on excellence, innovation, and quality service.” You can almost hear the tumbleweeds rolling through.

Instead, your About page should sound like a conversation. You’re not applying for a job — you’re inviting someone into a relationship. Focus less on listing qualifications and more on showing understanding.

For example:

Weak: “HIA Web Design was founded in 2010 and has over 25 years’ experience in the web industry.”

Better: “I’ve been building websites since the days of AOL dial-up. What started as a hobby became HIA Web Design — now helping over 200 UK businesses build websites that actually work.”

One sounds like a brochure; the other sounds like a human. People connect with people, not bullet points.

Start With Your Reader, Not Yourself

The first line of your About page shouldn’t be about you at all. It should be about the visitor. They’ve clicked to learn whether you “get” them — so start by showing that you do.

For example:

“You need a website that looks professional, ranks well on Google, and doesn’t give you a migraine to update. That’s exactly what I help businesses like yours achieve.”

Only then do you introduce yourself. This simple flip instantly reframes the page around their needs, not your résumé.

What to Include on a Strong About Page

Let’s break it down. A great About page typically includes these five elements:

1. A Customer-Focused Opening

Lead with empathy — describe your customer’s pain points, problems, or goals. This shows you understand their world before you ever talk about your own.

2. Your Story (Briefly!)

Now it’s your turn. Tell them who you are, how you got started, and why you care about what you do. Keep it human and conversational — not a corporate timeline of events. One or two short paragraphs are usually enough.

3. What Makes You Different

Every business says they’re friendly, reliable, and professional. That’s table stakes. What’s your real differentiator? Maybe it’s your process, your personal touch, your local expertise, or your long-term support. Spell it out clearly — and back it up with evidence where possible.

4. Proof and Credibility

Add in any credentials, awards, or trust signals — but don’t just list them. Explain what they mean for your customer. For instance, “As a verified WordPress professional, I make sure your site runs smoothly and securely.”

5. A Call to Action

Every About page should end with a next step. People are often most ready to act after they’ve read your story. Guide them toward what to do next — whether that’s getting in touch, viewing your services, or reading your latest posts.

The Power of Personality

It’s tempting to write like a business — formal, polished, detached. But your personality is what sets you apart. Don’t strip it away. Whether you’re a solo designer, a tradesperson, or a growing company, people buy from people they like and trust.

Inject warmth into your writing. Use “I” or “we” naturally. If you’re known for being straightforward and honest, let that tone shine through. If you have a touch of humour or local charm, include it — it makes you memorable.

Think of tone as your written body language. It tells readers more than your words alone ever could.

SEO Bonus: About Pages That Rank

Most About pages quietly pull in search traffic, especially for branded or local terms. Include natural mentions of who you are, where you’re based, and what you do.

For example: “I’m Virginia, founder of HIA Web Design in Sale, South Manchester. I help businesses across Manchester, Cheshire, and beyond with professional web design, hosting, and SEO.”

This line alone gives Google context about your business, while still sounding perfectly natural to a human reader.

How to Keep It Real (and Avoid Cringe)

Skip clichés: Words like “passionate,” “innovative,” and “cutting-edge” mean nothing without proof. Show, don’t tell.
Use real photos: Stock images make your About page feel generic. Even a well-lit phone photo of you at work is more authentic.
Tell a true story: Why did you start your business? What problems were you trying to solve? Real motives resonate.
Keep it short: Aim for 400–600 words. Anything longer feels like oversharing; anything shorter feels impersonal.

Formatting for Readability

Break your content into small, scannable sections. Use headings, bullet points, and short paragraphs. The easier your page is to read, the longer visitors will stay on it — and the more likely they’ll click through to other pages.

Consider adding a testimonial or short quote here too — something that reinforces what you’ve said about your values or service quality.

“Ginny made building our website easy. She explained everything clearly, never used jargon, and really cared about getting it right.”

— A real HIA Web Design client

Bring It All Together

Your About page is your chance to humanise your business. It’s not about bragging or listing credentials; it’s about building connection and trust. When done right, it makes visitors think, “Yes — these are my people.”

Write it like you’d speak to a potential client in person: honest, confident, and focused on how you can help. Once that page feels solid, your next step is your Services page — the practical follow-up that turns trust into action.

If you missed the earlier posts in this series, you can catch up with Your Homepage Isn’t the Star of the Show and Write These Pages First.

Next up: we’ll dive into The 5 Most Overlooked Pages That Can Make or Break a Website — and why skipping them can quietly cost you customers.

Until then, take another look at your About page. If it feels stiff or self-centred, rewrite it as a conversation. Talk to your reader, not at them — and you’ll be amazed how much stronger your message becomes.

You said:
write the next one

ChatGPT said:
Title:
The 5 Most Overlooked Pages That Can Make or Break a Website

Description:
Think your homepage and services page are all that matter? Think again. Discover five often-ignored website pages that quietly build trust, boost SEO, and win more clients.

Tags:
website pages, web design strategy, website optimisation, website trust signals, seo tips, small business website, wordpress, website content, user experience, hia web design

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The 5 Most Overlooked Pages That Can Make or Break a Website

When most people plan a website, they focus on the big three: Homepage, Services, and Contact. Those pages are essential, of course — but they’re not the whole story. There are a handful of less glamorous pages that quietly do the heavy lifting behind the scenes.

Skip them, and your site can feel thin, unfinished, or untrustworthy. Include them, and you instantly stand out as a business that’s professional, transparent, and genuinely helpful.

This post continues our Website Content Series. If you missed the previous one — What Makes a Great About Page (and Why It’s Not Really About You) — start there for guidance on writing the page that builds trust first.

Why These “Extra” Pages Matter

These pages aren’t decorative extras; they’re trust accelerators. They answer questions before someone has to ask, reduce doubt, and subtly persuade visitors that you’re the safe, smart choice. They also give search engines more content to crawl — helping your site rank higher without feeling “salesy.”

Let’s look at the five that make the biggest difference.

1. The FAQ Page — The Silent Salesperson

A well-written FAQ page saves you time, calms anxious buyers, and boosts conversions. Instead of treating it like an afterthought, think of it as your secret sales assistant: always polite, always available, and never tired of answering the same questions.

Start by writing down every question customers have ever asked you. Then group them into categories like pricing, process, timing, or technical issues. Answer each one honestly and conversationally.

For example, instead of: “We endeavour to respond promptly to all enquiries.” Try: “You’ll usually hear back from me within 48 hours — often sooner.”

Bonus: each question naturally includes long-tail search phrases (“How long does a web design project take?”) that help your site show up in Google’s featured snippets.

2. The Testimonials or Reviews Page — Proof Beats Promise

Everyone says they deliver great service. Only a few can prove it. Testimonials provide that proof. They’re powerful because they’re not you talking about yourself — they’re other people vouching for you.

You can scatter short quotes across your homepage and service pages, but also create a dedicated Testimonials page. It gives potential clients the chance to binge on reassurance before enquiring.

Include real names, photos, and company details wherever possible (with permission). Generic reviews like “Great work, thanks!” are better than nothing, but specific ones are gold: “Ginny rebuilt our website in two weeks, explained everything clearly, and doubled our leads within a month.”

Pair this page with your About page for maximum credibility — one shows who you are, the other shows why people believe in you.

3. The Process or “How It Works” Page — Setting Expectations

If you offer a service that involves steps — discovery calls, deposits, drafts, reviews, or training — a Process page can save you countless emails and headaches. It tells people exactly what to expect when they work with you.

Lay out your process in plain English and show that you’re organised. For example:

Enquiry: You fill out a short form or send me an email.
Proposal: I send a clear quote with timelines and costs.
Design & Build: You see progress updates and can request revisions.
Launch: Once you’re happy, your site goes live — and you get 30 days of support.

It’s simple, but it does wonders for client confidence. You instantly look more professional, transparent, and dependable.

4. The Case Studies or Portfolio Page — Show, Don’t Tell

This is where you prove your results. Screenshots, before-and-after examples, short write-ups — anything that shows how your work makes a difference.

Case studies are especially useful for businesses that rely on expertise or creativity (web designers, marketers, tradespeople, consultants). Instead of just saying “I build great websites,” you can show the transformation and talk about the problem solved.

Keep each case study short: problem → process → result. Add real numbers where possible (“increased traffic by 40%,” “saved them £300 a month,” etc.) and link back to your relevant service pages.

From an SEO perspective, case studies also create fresh, keyword-rich content that keeps your site active — which Google loves.

5. The Privacy / Terms / Policies Page — Boring but Essential

Yes, it’s dull. Yes, it matters. These pages show you’re serious about professionalism and compliance. Whether it’s GDPR, cookies, refunds, or disclaimers, visitors (and regulators) expect to find this information easily.

Even a basic Privacy Policy reassures clients that you handle their data responsibly. A clear Terms & Conditions page protects both sides of the transaction. And a Cookie Policy keeps your site legally compliant — especially important for anyone using analytics or contact forms.

You don’t need to sound like a lawyer. Write it in plain English and link it in your footer where people expect to find it.

Bonus: The “Thank You” Page — The Forgotten Conversion Tool

Okay, this makes six — but it’s too valuable to skip. A Thank You page is what visitors see after they fill in a form, make a purchase, or sign up. Instead of just saying “Thanks,” use it strategically:

Confirm their next step (“I’ll reply within 24 hours”).
Offer a bonus (download, free guide, or quick tip).
Link them to your social media or latest blog posts.

Every Thank You page is another chance to keep people engaged — and Google can track it as a conversion goal in Analytics.

How These Pages Work Together

Each of these pages reinforces the others. The FAQ reduces friction before someone contacts you. The Process page sets expectations once they do. Testimonials and Case Studies prove the decision was smart. The Policies page reassures them you’re legitimate.

And that Thank You page? It gently loops them back into your content ecosystem — perhaps your homepage or service pages.

Individually, each page might seem small. Together, they create a seamless customer journey from curiosity to conversion.

SEO & UX Benefits

Search engines reward websites that provide comprehensive, user-friendly information. These extra pages give Google more internal links, more keywords, and more context. Users stay longer, bounce less, and build trust faster — all ranking signals that matter.

From a human perspective, these pages also reduce your workload. Clear FAQs mean fewer repetitive questions. A transparent process means fewer awkward client misunderstandings. Everyone wins.

In Summary: The Little Pages With Big Impact

Your website isn’t just a portfolio — it’s an experience. And the pages most people overlook are often the ones that make visitors feel safe enough to buy.

If you already have your main pages written — homepage, About, Services, and Contact — spend a few hours creating these five (well, six) extras. They might not be glamorous, but they’ll make your site stronger, smarter, and more trustworthy.

Up next in this series, we’ll tackle something that ties all of this together: Calls to Action That Actually Get Clicks.

Until then, take a look at your site map. If any of these pages are missing, add them to your to-do list. Your visitors — and Google — will thank you.