The Complete Website Content Guide

This Compete Website Content Guide will help you if you are building a website and don’t know where to start. 

So you’ve started designing your new website. Sweet! 

👉🏽  Now what?

Let’s give you the best chance of nailing your website’s content — how about that?


Enter the Complete Website Content Guide!


Below you’ll find a handy questionnaire to guide your new website content planning and writing. Plus, your project will flow much more easily from there.


From defining what your message is, to determine what pages you need, and the content for each page. It doesn’t matter if you are using WIXSquarespace, WordPress, or any other platform, this is the basic you need before even starting to build the website. Let’s jump in!

Complete Website Content Guide:


First Step

Write down the answer to these general questions before anything, it will make the process SO MUCH easier:

  1. What do you want people to do when they visit your site? What is the #1 thing?
  2. Who is your target audience? Are there any distinctive customer segments you are targeting that differ from each other?
  3. What does your “bread and butter” customer look like at this point in your business? What does your ideal customer of the future look like?
  4. What is your primary value proposition? What makes you THE choice in your niche?
  5. What aspect of your pitch has been, in your opinion, the most effective at selling customers to your business?
  6. What are the primary problems and challenges customers come to you to solve?
  7. Is there an early-bird benefit, deadline or scarcity to help create urgency?
  8. Do you have direct competitors that you are wanting to outperform?
  9. How are you better than your competitors?
  10. In addition to direct competitors, are there any alternative options your potential customers are considering?
  11. How are you better than those alternatives?
  12. Are there any businesses that you want to emulate in some way?

Second Step

Define your website’s purpose. What is your goal? 

It could be one or a combination of the reasons below and others:


  • Promote your brand?
  • Sell products?
  • Get new clients?
  • Earn money with affiliate links?
  • Blogging
  • Creating a mailing list
  • Services booking online
  • Online Portfolio

Third Step

Plan your website structure. What pages do you need?

The most common pages are:


  • Home
  • About
  • Services
  • Portfolio
  • Blog Page -> Categories -> Blog Post
  • FAQs
  • Shop -> Categories -> Product Page
  • Contact

Please keep in mind that it’s better to have no more than 7 navigation labels and make sure their name is self-explanatory. 

For example, use “About” instead of “Get to Know Me”, “Contact” instead of “Get in Touch”, etc.

Don’t try to be creative when naming navigation labels, as readers usually scan for familiar names.

Also, it’s good to avoid unnecessary drop-down menus.

Complete Website Content Guide:


  • Make it relevant to your target audience.
  • Make it clear by avoiding jargon and using short sentences. Focus on the reader by using “you/your” more often than “I/my”.
  • Make it valuable by putting the reader’s need first, solving problems, answering questions, and giving actionable tips.
  • Make it trustworthy by correcting your grammar and spelling, not overusing superlatives and exclamation marks. Also, make sure to support your claims with evidence such as research, examples, quotes, etc.
  • Make it well-formatted and scannable by using headings, short paragraphs, text highlight (bold, italic, etc.), and using lists and bullet points.

Complete Website Content Guide:



A clear tagline and a paragraph that explains:

  • Who you are
  • What you do
  • What’s the benefit your readers can get from what you offer

For example: (What/Who you are). I (what you do)(for whom)(benefits you/your service can provide).


The primary focus here should be answering the question: “How can you help your customers?”.

A good about page should include:


  • Your photo or of your team
  • A short personal introduction
  • Your mission
  • What problems you solve
  • Who you can help
  • Credibility proofs as qualifications, awards, experience, endorsements, testimonials, quantified results (book sales, number of clients/projects completed).


It should include a short description of what you offer and for whom.

Items to include for each service:


  • Service title
  • Brief description
  • Pricing optional
  • Link to a call to action (how would you like to reader to go about contracting that service? Online booking, schedule a call, fill out a form, etc.?)

Creating a dedicated page for your major services can help bring traffic to your website. It can also be helpful when sharing your services on social media.



Individual Services Key Points:


  • Service title
  • Summary of the service
  • Who is can help
  • What is the benefit
  • What’s its importance
  • What are the problems it will solve
  • What makes the service unique




  • Pricing optional
  • Link to a call to action (how would you like to reader to go about contracting that service? Online booking, schedule a call, fill out a form, etc.?)


Having a blog is very helpful in showing knowledge and authority in your industry. It’s also a great way to increase traffic to your website, which can generate sales, new clients, collecting emails, etc.


Having a FAQ page is optional. It might be better to answer common questions on specific pages in most cases. But if you think it would be good for your business or industry-specific, here are some main things to keep in mind:


  • Make it scannable
  • List questions first
  • Don’t duplicate existing content
  • Keep your answers short and direct
  • Link to Contact page in case you readers still have questions


You should have more than just a contact form on your contact page. 

It should include:


  • Your photo
  • A friendly paragraph about what readers can get by contacting you
  • How long does it usually take to respond
  • Other forms of contact (physical address, social media, email address, phone number, etc.)
  • If it applies: office hours, driving directions, or a map

Complete Website Content Guide:




Displaying testimonials on your website is a very powerful tool to back up all your claims. It’s even more effective if added in context, such as on your home, about, service, and portfolio pages. A great client testimonial should have:


  • Short and direct
  • Specific
  • Preferably should contain the full name and a headshot of the client
  • Contains a URL or social media links to show that it comes from a real person

Complete Website Content Guide:


Terms and Conditions

Private Policy

Affiliate Disclaimer -> if your website contains affiliate links

Shipping and Returns -> for online stores

Payment Methods -> for online stores

I hope this guide helps you to create an amazing website. If feel like you need extra help, feel free to book a call with me. Check out the services I offer here.

AFFILIATE DISCLAIMER – Some of the links listed above are my affiliate links, which means I may get a commission (at no additional cost to you) for recommending the product. All links above are tools that I LOVE and have personally tested, currently use, and highly recommend.


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