What Content Do I Need to Give My Web Designer?
Creating a new website is an exciting step for any small business.
However, providing your web designer with the right content can be daunting. Your designer has requested the website's "copy"—the words on each page—and photos. This content is crucial for creating an engaging and effective website that represents your business well. Without it, the project can stall, leading to delays and frustration.
In this edition of Whiskers of Wisdom, you will unearth:
The essential pages your website needs.
The key information for each page.
Practical tips to organise your content effectively.
Let's explore what content you need to provide to keep your project on track.
Home Page
Home page for a plumbing website, SGR Plumbing and Heating.
The home page is your website's first impression, so it needs to be impactful and clear. It's where visitors decide whether to stay and explore or leave. To make your home page effective, you need to provide several key elements: a headline, subheadline, introduction, call to action (CTA), and high-quality images.
Headline and Subheadline
The headline is the first thing visitors see. It should clearly state what your business offers. Keep it concise and compelling.
Example: "Reliable Boiler Services and Installations Essex"
The subheadline provides a bit more detail, giving visitors a reason to stay and learn more.
Example: "Your trusted local plumbing and heating experts"
Introduction Paragraph
Your introduction should welcome visitors and give a brief overview of your business. This is where you build a connection and convey your value.
Example: "Welcome to XYZ Plumbing. We provide top-notch services to keep your pipes flowing smoothly. With over 20 years of experience, our team is dedicated to solving your plumbing issues efficiently and effectively."
Call to Action (CTA)
A CTA guides visitors on what to do next. It should be clear and compelling, directing them towards the next step.
Example: "Contact us today for a free quote!"
Effective CTAs are essential for converting visitors into customers. Make sure your CTA stands out visually and is easy to find.
Images
High-quality images are crucial for making your website visually appealing. They should be relevant and professional, helping to tell your story and build trust.
Example: Photos of your team at work, your office, or satisfied customers. At the last resort, your web designer can use stock images, but these are used as a last resort in case your images are not the right kind (one of you washing up instead of installing a sink), or, the quality isn't good enough.
To create an effective home page, ensure you have:
A clear and compelling headline.
A descriptive subheadline.
A welcoming introduction.
A strong CTA.
High-quality, relevant images.
Providing these elements to your web designer will help create a home page that captures attention and encourages visitors to explore further.
About Page
My about page on the Business Success Dojo
The About page is where visitors learn more about your business and connect with your story. It builds trust and credibility. Here, you need to provide a compelling narrative about your business, introduce your team, and share your values and vision. High-quality images of your team and workplace will add a personal touch.
Your Story
Your story should outline the history and mission of your business. This section helps visitors understand who you are and what you stand for.
Example: "Founded in 2010, XYZ Plumbing has been serving the London community with dedication and expertise. What started as a small family business has grown into a trusted name in plumbing services. Our mission is to provide reliable, high-quality plumbing solutions with a focus on customer satisfaction."
Team Bios
Introducing your team humanises your business. It shows the real people behind the services, making your business more relatable.
Example: "Meet John Doe, our lead plumber with over 20 years of experience. John is passionate about providing top-notch service and solving complex plumbing issues. Our team also includes Jane Smith, our friendly customer service manager, who ensures every client feels valued and heard."
Values and Vision
Sharing your values and vision helps visitors align with your business philosophy. This section should convey what drives your business and your commitment to your customers.
Example: "At XYZ Plumbing, we believe in honesty, reliability, and excellence. Our vision is to be the go-to plumbing service in London, known for our integrity and outstanding customer service. We are committed to continuous improvement and staying updated with the latest industry practices."
Images
High-quality images of your team and workplace add a personal touch. They make your business feel more approachable and real.
Example: Include photos of your team members working, group photos at company events, or candid shots in the office. These images should be professional yet natural, reflecting your business's personality.
To create an engaging About page, ensure you include:
A compelling narrative about your business's history and mission.
Introductions to key team members with brief bios.
A clear statement of your values and vision.
High-quality images of your team and workplace.
Providing these elements to your web designer will help create an About page that builds trust and connects with your audience on a personal level.
Often on a trade website, some services are more compelling and the business owner doesn't want an about page. Often this is because they don't have a decent photo of themselves. If we can't persuade them that an About page is a good thing, we will add an About section to the home page. If we have service-based landing pages on the website, we'll add about sections there. About pages build trust, so if you don't have one then we will add in about sections.
Services Page
Services page for Manor Decor. As you can see there's service descriptions, benefits to the customer, about me section, testimonials, FAQs and the process section making it easy for the prospective customer to call the business.
The Services page is where you detail what your business offers. Clear, concise service descriptions help potential customers understand how you can meet their needs. Each service should be explained in terms of what it is, the benefits, the process, and a call to action (CTA). High-quality images add visual interest and credibility.
Service Descriptions
Begin with a brief overview of each service. Ensure your descriptions are straightforward and highlight what makes your service unique.
Example:
Leak Repairs: "We provide quick and reliable leak repair services to prevent water damage. Our team uses the latest technology to identify and fix leaks efficiently."
Drain Cleaning: "Our professional drain cleaning services ensure your pipes are clear and free-flowing. We tackle everything from minor clogs to major blockages."
Emergency Plumbing: "Available 24/7, our emergency plumbing services are here to resolve urgent issues. Fast response and effective solutions to minimise disruption."
Benefits
Explain why customers should choose your services. Focus on the advantages and how they solve specific problems.
Example:
Leak Repairs: "Prevent costly water damage and save on utility bills with our efficient leak repair services. Our skilled plumbers guarantee a thorough job."
Drain Cleaning: "Avoid inconvenient blockages and maintain a healthy plumbing system with our thorough drain cleaning. Enjoy peace of mind knowing your pipes are in top condition."
Emergency Plumbing: "Our 24/7 availability ensures you’re never left in a plumbing crisis. Quick, effective solutions minimise downtime and stress."
Process Explanation
Describe how the service works. Break it down into simple steps to make it easy for customers to understand.
Example:
Leak Repairs: "1. Schedule an appointment online or by phone. 2. Our plumber arrives and assesses the leak. 3. We provide a detailed quote and start the repair. 4. Leak fixed, area cleaned, and follow-up advice given."
Drain Cleaning: "1. Call us to book a drain cleaning service. 2. Our technician inspects your drains. 3. We use specialised equipment to clean and clear the pipes. 4. Final inspection to ensure everything flows smoothly."
Emergency Plumbing: "1. Call our emergency hotline. 2. Plumber dispatched immediately. 3. Issue diagnosed and repaired on the spot. 4. Follow-up to ensure no further problems."
Call to Action (CTA)
Encourage visitors to take the next step with clear and compelling CTAs.
Example:
Leak Repairs: "Contact us today to fix your leaks and save on repairs!"
Drain Cleaning: "Book our drain cleaning service now and avoid future blockages!"
Emergency Plumbing: "Call our emergency hotline for immediate plumbing assistance!"
Images
Include high-quality, relevant images that showcase your services. Authentic photos of your team at work or happy customers are best.
Example:
Leak Repairs: Photos of a plumber fixing a pipe.
Drain Cleaning: Images of the cleaning process.
Emergency Plumbing: A plumber arriving at a customer's home at night.
Best Practice Tips
Be Clear and Specific: Avoid jargon and keep descriptions simple.
Highlight Unique Selling Points: What sets your service apart?
Use Bullet Points: For easy reading and quick comprehension.
Incorporate Testimonials: Positive feedback can reinforce trust.
Update Regularly: Ensure information is current and accurate.
To create an effective Services page, ensure you include:
Clear, concise service descriptions.
Highlighted benefits of each service.
A simple explanation of your process.
Compelling CTAs to encourage action.
High-quality images to support your text.
Providing these elements to your web designer will help create a Services page that clearly communicates what you offer and encourages visitors to become customers.
Contact Page
The Contact page is crucial for turning visitors into customers. It should make it easy for them to get in touch with you. Key elements include a contact form, your contact details, a map, business hours, and clear calls to action (CTAs). High-quality images can also make the page more inviting.
Contact Form
A simple, user-friendly contact form is essential. Keep it short and only ask for necessary information to encourage more submissions.
Example:
Fields: Name, Email, Phone Number, Message
Tip: Include a message field for specific inquiries.
Example Contact Form:
Name: [_________]
Email: [_________]
Phone: [_________]
Message: [_________]
GDPR Consent to Contact
Contact Details
Provide clear and complete contact information. This includes your phone number, email address, and physical address if applicable.
Example:
Phone: 020 1234 5678
Email: info@xyzplumbing.co.uk
Address: 123 Plumbing Lane, London, SW1A 1AA
Map
Embedding a Google Map helps visitors find your location easily. It adds credibility and makes your business seem more findable.
Business Hours
Clearly state your business hours. This ensures visitors know when they can reach you.
Example:
Monday - Friday: 9am - 5pm
Saturday: 10am - 2pm
Sunday: Closed
Call to Action (CTA)
Encourage visitors to contact you with clear, compelling CTAs. Make sure these stand out on the page.
Example:
"Call us now for a free consultation!"
"Send us a message and we'll get back to you within 24 hours!"
Images
High-quality images can make your Contact page more engaging. Consider using photos of your office or team members answering calls.
Best Practice Tips
Keep It Simple: The simpler your form, the more likely visitors will fill it out.
Be Accessible: Offer multiple ways to contact you (phone, email, form).
Be Clear: Make sure your contact details are easy to find.
Encourage Action: Use strong CTAs to prompt visitors to get in touch.
Myth Busting
For some reason there are a few myths around contact pages that keep on surfacing. Let's get these busted...
Myth 1: "A long contact form gathers more useful information."
Reality: Long forms discourage submissions. Keep it short and relevant. Do you really need 14 different phone numbers on the form? their address at the enquiry stage?
Myth 2: "Visitors will find the contact details in the footer."
Reality: Many visitors look for a dedicated Contact page. Make it easy for them.
Myth 3: "Maps are unnecessary if your address is listed."
Reality: Maps help visitors visualise your location and find you more easily. If you embed a Google Map it's easy for people to get directions and work out timings.
To create an effective Contact page, ensure you include:
A simple, user-friendly contact form.
Clear contact details.
An embedded Google Map for easy location finding.
Clearly stated business hours.
Strong, visible CTAs.
High-quality images to enhance engagement.
Providing these elements to your web designer will help create a Contact page that encourages visitors to reach out and connect with your business.
Testimonials Page
The Testimonials page is vital for building trust and credibility with potential customers. Showcasing positive feedback from satisfied clients reassures new visitors about the quality of your services. Key elements include customer quotes, names, photos, star ratings, and calls to action (CTAs).
Customer Quotes
Customer quotes are the heart of your Testimonials page. They provide authentic insights into the experiences of past clients.
Example:
Quote: "XYZ Plumbing fixed our leak quickly and professionally. Highly recommended!"
Name: Jane Smith
Service Used: Leak Repairs
Best Practice Tips:
Keep It Real: Use genuine quotes from real customers.
Be Specific: Highlight specific services or outcomes.
Ask for Permission: Always get approval from customers before publishing their testimonials.
Customer Names and Photos
Including names and photos adds a personal touch and increases credibility. It shows that real people trust your business.
Example:
Name: John Doe
Photo: A smiling photo of John
Quote: "Exceptional service from start to finish."
Best Practice Tips:
Use Real Photos: Avoid stock images. Authentic photos build trust.
Include Full Names: Full names are more credible than initials.
Star Ratings
Star ratings provide a quick visual representation of customer satisfaction. They make it easy for visitors to gauge overall feedback at a glance.
Example:
Service: Emergency Plumbing
Rating: ⭐⭐⭐⭐⭐
Quote: "Quick response and excellent service."
Best Practice Tips:
Show High Ratings: Highlight top-rated reviews.
Be Honest: If you include ratings, ensure they are accurate.
Call to Action (CTA)
Encourage visitors to leave their own testimonials. Make it easy for them to share their experiences.
Example:
"Share your experience with us! Submit your testimonial here."
"Loved our service? Leave a review!"
Best Practice Tips:
Make It Easy: Provide a simple form or link for submissions.
Show Appreciation: Thank customers for their feedback.
Images
High-quality images of your team at work or happy customers enhance the authenticity of your testimonials. Sometimes your testimonials are on other platforms like Checkatrade or Google My Business. If that's the case you can take screenshots of these to add to your website and then link back to them.
Example:
Image: A plumber fixing a pipe with a smiling customer nearby.
Caption: "John, a satisfied customer, with our lead plumber, Mike."
Best Practice Tips:
Use Real Scenarios: Capture genuine moments.
Maintain Quality: Ensure all images are clear and professional.
To create an effective Testimonials page, ensure you include:
Authentic customer quotes highlighting specific services.
Customer names and photos for a personal touch.
Star ratings for a quick overview of satisfaction.
Clear CTAs encouraging new testimonials.
High-quality, relevant images.
Providing these elements to your web designer will help create a Testimonials page that builds trust and credibility, encouraging new visitors to choose your services.
Are testimonial pages essential? Yes and no. I've spent 20 minutes writing about the benefits of them, but you can blend them into your services pages, your contact pages and elsewhere on your website. Having a testimonial page makes it easy to share the content on social media, having the testimonials on services pages helps customers make booking decisions!
Practical Tips for Organising Your Content
Organising your content effectively is crucial for a smooth web design process. It helps ensure clarity, coherence, and consistency across your website. Here are some practical tips to help you organise your content efficiently.
Be Clear and Concise
Clear and concise content is easier to read and understand. Avoid jargon and long-winded explanations.
Example:
Before: "Our company offers a plethora of diverse plumbing services that cater to various needs."
After: "We offer a wide range of plumbing services."
Use Headings and Bullet Points
Headings and bullet points break up text, making it more readable. They help visitors quickly find the information they need.
Example:
Service Offerings: Leak Repairs Drain Cleaning Emergency Plumbing
Provide High-Quality Images
Images enhance your website’s visual appeal and provide context. Ensure all photos are professional and relevant to your content.
Example:
Before: Low-resolution images.
After: High-quality photos of your team at work and happy customers.
Stay Consistent
Consistency in tone, style, and formatting is key to a professional-looking website. Use the same font, colours, and writing style throughout.
Example:
Consistent Tone: Friendly and professional.
Consistent Style: Short sentences and active voice.
We always use this tone and style for our trade websites as it's the one that has the most impact. No one books the plumber who sounds like they've swallowed a dictionary.
Proofread
Always proofread your content for errors and clarity. Mistakes can undermine your credibility and confuse your visitors.
Example:
Before: "We provide excellent servics to all our custmers."
After: "We provide excellent services to all our customers."
Use Simple File Naming Conventions
When sending files to your web designer, use clear and simple file names. This makes it easier for them to identify and organise your content.
Example:
Before: IMG_1234.jpg
After: team_photo.jpg
Organise Files by Category
Group your content files into categories such as text, images, and videos. Create separate folders for each section of your website (e.g., Home, About, Services).
Example:
Folder Structure: Homehome_text.docx home_image.jpg, About about_text.docxteam_photo.jpg, Services services_text.docxservice_image.jpg
Provide Context
Provide your web designer with context for each piece of content. Explain where you think each text or image should be placed on the website.
Example:
Context for Image: "This image should appear at the top of the Home page, below the headline."
Most websites have what's known as a hero section. This is a wide and narrow, or landscape image. If you send a verticle image for your hero section it will look weird. If you get into the habit of taking all your photos "landscape" (tilt your phone to the side rather than snapping in the portrait position) you will find you have lots of images to choose from.
Best Practice Tips
Be Organised: Use folders and clear file names.
Be Detailed: Explain where you think each piece of content belongs.
Be Thorough: Proofread and ensure all content is high quality.
Be Clear: Use concise, easy-to-understand language.
Effective organisation of your content is essential for a seamless web design process. By being clear, concise, and consistent, you help ensure your website is professional and engaging. Remember to use headings and bullet points, provide high-quality images, proofread your text, and organise your files logically. This preparation will make it easier for your web designer to create a website that truly represents your business.
Providing your web designer with well-organised, clear, and concise content is essential for creating an effective and engaging website. By understanding what content is needed for each key page—Home, About, Services, Contact, and Testimonials—you can ensure your website project runs smoothly and efficiently.
To summarise the most important takeaways:
Essential Pages and Their Content: Know the key pages (Home, About, Services, Contact, Testimonials) and the specific content needed for each.
Organising Content: Use headings, bullet points, and high-quality images. Keep your content clear, concise, and consistent.
Providing Context: Explain where each piece of content should be placed. This helps your web designer understand your vision.
Now that you have a clear understanding of the content needed for your website, the next step is to gather and organise your materials. Once your content is ready, you'll be well-equipped to collaborate with your web designer, ensuring a smooth and successful website project.
Ready to take your website to the next level? Explore our course on SEO optimisation to attract more visitors and grow your business.
Kevin
P.S. Our 99 Quid Website Offer includes copy on your home page, your services page and your contact page. We focus on your website so you can focus on your business.
