The Complete Website Content Guide

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

Answer the following questions:

  • Who is your target audience?
  • What benefits your product/service offers to your customers/client?
  • What differentiates you from your competitors?

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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