How to Write Content For Your Website

Writing content for a website is one of those tasks that sounds simple until you are faced with a blank document and don’t know how to start.

Even though you have your elevator pitch down pat and a clear vision for your small to mid-sized business (SMB), translating that into compelling web copy is a whole new challenge. 

At its core, content is one of the most critical aspects of a website. It tells visitors about your business, services, or products, helps your website be found by search / AI algorithms, and ultimately determines if someone works with you or another business.

But creating compelling copy is not just a matter of writing the first thing that comes to mind. Instead, you need to approach website copy with a clear strategy and a specific audience in mind.

So how can you do that? Keep reading, and we’ll show you how!

AI or Non-AI?

Before discussing content writing strategies, we need to talk about the use of AI-generated content. 

Nowadays, if you want content quickly, you can use an AI tool such as Gemini, ChatGPT, or Perplexity, type in a prompt like “Write content for my RMT service page,” and it will start writing about anything and everything related to RMT services.

This can be a great starting point, as having some content to build around is a good way to get the wheels turning. However, we strongly suggest you do not use the AI output directly on your new website. 

While AI is excellent at generating text quickly, the copy lacks specific insights, local details, and a unique voice that make your business special and relatable. 

Because of this, we see these AI tools as more of an assistant. You can use them for research, writing a draft, or as an editor. But to create compelling content that converts readers into customers, you need to infuse it with your unique voice.

Tips for Writing Homepage Content

Let's start with the homepage content. In general, a homepage is the welcome page for your website. Not everyone will land on it (as some will go to specific pages via ads or search), but those that do are generally looking for information about the business (such as its services, reputation, and background info).

For Cityline Websites, most of our homepages are light on text and focus more on engaging design elements to capture the user's attention. However, since this page has less text, what you write and how it’s phrased are critical.

Most of our homepages generally follow a similar template, so I will break down the areas you need to write.

Section 1 - The Homepage Banner

The homepage banner is the very first thing most visitors will see when they enter your website. We write and design these to be a call-to-action, meaning they encourage the reader to take action (usually in the form of contacting you).

What works best here is a few short words that highlight your value proposition and encourage the reader to take action. 

Here is an example from one of the sites we worked on.

You can see that the text is short, sweet, and to the point.

If someone landed on this page and is looking for 3PL services in Toronto, they can instantly see that the business is offering it, and they just need to click a button to get started. 

That’s the idea of the banner text -  to make it extremely easy for interested people to contact you.

Section 2 - The Introduction

Now, we should make it clear that most users will scroll past the banner when they land on your website. They might not be certain what they need or are still researching service providers.

This is where the next section becomes critical. Right below the banner, we generally set up a two-column section (think picture on one side, and text on the other), where you can fully introduce your business to visitors.

Here is an example from the same website:

As a reader, if you didn’t know who 18 Wheels Warehousing & Trucking was before, you have a much better idea now. That's because we used this section to highlight their experience and infrastructure to fully illustrate their capabilities.

As a writer, it is also a chance for you to add important keywords (think locations like Toronto, Mississauga, or Brampton), as well as additional value-added services (such as food-grade warehousing or fulfillment services).

Adding these phrases helps readers understand the full scope of your business, and also lets you associate additional terms with your brand, which improves your visibility in Google and AI search platforms.

Section 3 - Other Homepage Sections

The banner and introduction section are standard across most Cityline Websites, but the rest of the homepage can differ depending on your design preferences and business type.

In general, there are a few additional sections we'll add to a homepage. These generally contain a limited amount of text, but I'll walk through each section just so you have a clear idea.

Service Overviews

If you are offering numerous services, we'll generally create a section where you can highlight each one. Here's an example from a healthcare site.

Don't worry about the images or the buttons, we'll take care of those. All you need to do in this section is write a couple of short sentences outlining each service. If you're not sure what to put for each blurb, you can highlight:

• Your experience
• Any specialized equipment
• Benefits of that service
• Ratings
• And anything else you think might be valuable

Additional CTA

For some of the sites we build, people will want to bring attention to a special offering, a portfolio of past projects, or a carousel of their top products. If this is the case, we add an additional CTA section to the homepage that is similar to the example below:

Just like the homepage banner, less is more here. You want to introduce the service and give a reason why the visitor should click on the button.

If you choose to add a standalone CTA for a specific product or service, we generally advise doing it on your most popular offering.

Testimonial Section

Most homepages we build have a testimonial slider, as long as you have enough reviews (minimum 5).

For this section, you won't have to add very much text. A simple heading along the lines of "What Our Customers Say" or "See Our Past Reviews" works perfectly here.

Here's an example:

Additional Contact Form

The final common homepage section to talk about is the contact form, which is generally placed at the bottom of the page.

The idea is that if someone has gone through your whole homepage and is interested, the contact form is there to get started.

For this, all you really need to write is a short sentence encouraging them to contact you.

See below for a great example.

Service Page Content Writing Tips

We've made it through the homepage!

But don't start celerating just yet, because the real work starts now. If your homepage serves as an introduction, consider each service page as a dedicated, in-depth pitch for a specific offering. 

For these pages, assume the reader already understands what the service is. Which means your job as a content writer is to focus on answering the single most important question: "Can this business solve my problem?".

This may sound a bit challenging if you aren't a sales-minded person. But the good news is, we have an effective template that will help you convey the most important details without having to explain everything. Here's how it looks.

Section 1 - The Banner

Just like the homepage, each service page features an image banner. Ideally, you want to include the title as well as a quick blurb. 

Here's an example for a service page on "Heating Services".

You can see that the exact service title is listed, along with the location, right away. Then, it's just a short sentence outlining specific heating services they provide.

The idea of the banner text is to be the first message they see. Except, instead of encouraging them to take action like you would on the homepage, you are showing that this content page is related to what they are looking for.

Again, remember the goal is to answer, "Can this business solve my problem?".

Section 2 - The Main Content

We're now at the section that will likely take the most time to do.

For Cityline Websites, our service pages are generally designed with 2 sections where you will put the bulk of your text.

The sections are structured so that there is an image on one side and text on the other, very similar to the homepage introduction.

Here is an example from a recent site we worked on to give you a clear visual.

Section 1:

Section 2:

While the visual may be helpful, you probably still have questions about what to write about for these sections.

Well, as Cityline Website's official content writer, I am going to share with you six of my favourite talking points for service pages.

1. Signs that you need the service (This shows that you understand their existing issue)
2. Reasons you need service (This creates urgency - if it's left on its own, problems happen)
3. Why work with us (Highlight specific equipment, experience, or features that help you stand out from competitors)
4. What we offer (This is an area you can highlight all of your services, which is also great for SEO)
5. Benefits of professional x (I like adding this section when I feel that the service itself adds value to a person/business compared to DIY)
6. Our service areas (If you serve multiple regions, adding specific local/community ties will make your business feel more personal)

In my opinion, almost any business can use those talking points when writing the copy for these sections of the service page. 

But you know your target audience best. If there is a common obstacle people face or a key selling feature that needs to be included, you have to make sure that it is highlighted in these two sections.

I'd also suggest using lists and even bolding/italicizing key details. Not everyone is going to read every word, so you want to make sure the key details are visible for those skimming the page.

As I said before, the goal of the service page is to answer the question, "Can this business solve my problem?". These two sections must show that you can.

Section 3 - The CTA

We always end the service page with a call-to-action, either in the form of a button or as a contact form. Lately, we've been using the contact form more often, so I'll talk about what type of content is needed there.

First, as always, let's look at an example.

I'd consider the above write-up a bit wordy, but the overall styling is consistent and generally how a service page CTA will look (colours subject to change).

What you want to do here is encourage people to contact you. In the photo above, I think the second paragraph does a great job of that. It highlights the risk of leaving problems alone, and makes it very low-friction (it's an easy-to-use online form, no need to call) to get started. 

Product Page Content

For those who run an ecommerce store through Cityline Websites, you will need to do some extra content writing. If you have your products listed on Etsy, Amazon, eBay, or another platform, you could reuse those descriptions if you'd like. But for those without existing product descriptions, here's what we need to do.

One key thing to mention early on is that for product pages, we have two text areas, the Short Description and the Product Description.

Here is how that looks in the backend.

If you've never worked with our CMS (Content Management System), this may look a bit confusing, but we will show you how this all works when the draft site is set up. For now, let's just talk about the content aspect.

Think of the small description as a tagline or a quick sales pitch. It should only be a single sentence, but it needs to convey the most important information about the product. It is the first text the reader sees, so you want it to be attention-grabbing.

Here is how it looks from a user perspective.

Underneath this is where the product description comes into play.

Think of this as the full write-up, which you can use to outline product specifications, return information, shipping details, and anything else a customer may be curious about.

In this case, they highlighted the material and what the package includes. Again, you have the freedom to add as much or as little as you like here, but this is valuable real estate that can give the reader an extra push to press the "Add to Cart" button.

Key Takeaways and First Steps to Get Started

We've almost made it to the end, and if you've stuck with me through this full article, give yourself a pat on the back. But before wrapping things up, I just wanted to share a few key takeaways that I hope can help you as you start writing content for your site. 

• Focus on the Reader's Problem: The core goal of all website copy, especially for SMBs, is to answer the visitor's most important question: "Can this business solve my problem?"
• Use AI as an Assistant, Not an Author: AI tools can help with research, drafting, or editing, but you must infuse the final content with your unique voice, specific insights, and local details to make it compelling and relatable.
• The Homepage is Your Welcome Area: Keep the Homepage Banner and Introduction short, highlight your value proposition, and make it extremely easy for interested visitors to take the next step (whether that's clicking on a CTA or visiting a service page).
• Service Pages are In-Depth Sales Pitches: For service pages, assume the reader knows what the service is. Your content must focus on how you can solve their problem(s). Use my talking points to convey selling features, create urgency, and help your business stand out from competitors.
• Don't Be Afraid of Lists and Bold Text: Use formatting like lists, bolding, and italicizing key details within your longer service pages or product descriptions to ensure readers who are skimming the page can quickly grasp the most important information.

Remember, your website content is your business's 24/7 salesperson, and what you write determines if a potential customer clicks on "Contact Us" or goes to a competitor's website. So, even though it may take time, every minute you spend refining your unique voice, adding local details, and nailing that core problem your customer needs solved is a direct investment in your business.

If You Need a Bit of Help, Cityline Websites is Here For You

Writing content isn't easy, and at times, you will be frustrated, especially if you are writing a lot of service pages or product descriptions. That feeling is totally normal, as crafting clear, compelling content that actually speaks to your audience takes real time, focus, and effort.

The good news is, when you work with Cityline Websites, you have a partner dedicated to your success. We know how much effort goes into writing great content, and we also know how hard it is to write about yourself.

That's why we don't just build your website. We're there to answer your questions, review your drafts, and provide feedback to ensure your copy hits all the right notes. And if you're really struggling, we can even do the heavy lifting for you.

So if you're ready to transform your website into a powerful lead magnet that converts visitors into customers, contact us now, and let's get to work.