What Is Website Copy? Every Page Has One Job

In plain English

Each page has one job. The homepage says what this is and who it is for; service pages explain and qualify; the about page builds credibility; contact removes friction.

The homepage is the hardest because it serves several audiences at once. The usual failure is trying to say everything, which results in saying nothing specific.

What to know

One job per page

Decided before writing.

Homepage orients

What this is, who for, where to go next.

Service pages qualify

Who it suits, who it does not, what it costs.

Consistent vocabulary

The same word for the same thing throughout.

Why it matters

Most business sites underperform because no page has a defined job. Assigning one to each, then cutting what does not serve it, improves a site more than a redesign.

Common mistakes

×A homepage attempting to serve every audience.

×Service pages with no pricing guidance.

×An about page about the company rather than the customer's confidence.

×Different terms for the same service on different pages.

FAQs

What should a homepage say?

What you do, who it is for, and where to go next. In that order.

How much copy does a service page need?

Enough to let the right person self-qualify and the wrong one leave.

WRITTEN BY TARIQ SALLAM

Marketing Consultant. Entrepreneur. Content Creator.

I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.

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