Tips for writing 4 kinds of web pages

How to write a webpage? An important question if you have a website — your words can literally ‘spell’ the difference between success and failure.

But what is failure? We live in a PC world and don’t like to talk about failure much — we’re all winners, right? Anyway, which ever way you sugar coat it, your website fails if it doesn’t

  1. attract visitors
  2. engage visitors when they arrive
  3. get a commitment.


The words that a copywriter creates for a website have impact on all three of these factors.


There are several types of webpage, and they all must be written differently.

In this post I summarise four previous blogs that explain the differences between four types of web pages.

Home page

A good place to start.

Your Home page has two key functions:

  1. clearly explain what your website is about and how you add value
  2. navigate visitors to other parts of your website.

For these reasons, as a copywriter, I always write the Home page last because its job is to tie in all the other pages.

Learn more on how to write a Home page in my blog How a web copywriter creates a great Home page.

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About page

Your About page could possible be your most important page. Why? Because it is about building trust. Let’s face it: these days, anyone can build a website and call themselves a “business.” Your About page is where you tell visitors about the people in your organisation— their backgrounds, qualifications and interests etc.

Maybe it’s because Kiwis are a modest breed, but I see a lot of websites that either don’t have an About page or don’t say very much — this isn’t good.

Learn more on how to write an About page in my blog Five key elements a freelance writer includes in an About page.

Products or services page

If a visitor lands on your products or services (P/S) page, they’re much more likely to be interested in what you offer than if they land on, say, Home or About. This is because they’ve already indicated an interest by getting there —  they could have arrived on your P/S page first through a Google search; they might have clicked a link from your Home page.

For this reason, your P/S page should be written in a stronger sales format than your other pages; it needs to get a commitment.

Learn more on how to write a products and services page in my blog How to write a web page for products or services.

Landing page

In theory, any web page can be classified as a landing page. However, if you are running a marketing campaign, like Google Adwords, it pays to create a page that is specific to that campaign. A good landing page matches your external advertising, is written in a strong sales format and is designed to get a commitment.

Learn more on how to write landing pages in my blog Ten ingredients web copywriters use for great landing pages.

What do you think? Has this been helpful? If so, please share. I welcome your comments.


  1. I guess that blogging is different right Andrew? I don’t have a home page or I do but it’s just my last six blog posts.

    Now I have an About Page and a Hire Me page as well as some resources but I don’t have a service that I’m promoting like you are. Not my consulting is what my hire me page consists of but I think it really comes in handy more after they’ve read through a lot of my content and need further assistance.

    These are great tips though because I don’t really consider myself a very good copy writer. I prefer to leave that up to the pros.

    Thanks for the tips and enjoy your weekend.


    1. Hi Adrienne, thanks for your feedback. Is your “Hire me” page not a services page? Surely it’s no different that someone hiring me as a copywriter? Basically, what I’m saying with pages that offer a particular product or service is that they should be geared to getting a commitment (usually a phone call or email). Also, unlike your Home or About pages, they should be very specific.

  2. Great blog Andrew, thanks. I also notice that many companies treat their home page like their about page by going into their history and experience when all the visitor wants is a solution to their problem.

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