In website projects, the thing that causes the most delays isn't code. It's copy. The design is ready, the pages are built, but the About page is still empty because nobody knows what to write. Most business owners say something similar at this stage: 'I can explain my work, but I can't write it.'
You actually can. The hard part is usually the blank page itself. Below are questions for each page; once you answer them, most of the text is already there. These are roughly the questions we ask clients when we work together.
Start by writing the visitor's question
Every page exists to answer a question someone brought with them. Before you start, write that question at the top of the blank document:
- Homepage: What does this business do, and is it right for me?
- Service page: How do you do this, how long does it take, what does it cost?
- About: Can I trust these people?
- Contact: What's the fastest way to reach you?
When you finish, go back and check: was that question answered? If not, it doesn't matter how nice the sentences are.
Search engines and AI assistants work in a similar way. A paragraph that answers a question directly in its first sentence has a better chance of being quoted.
Homepage: the five-second rule
On the first screen, without scrolling, visitors should see what you do, who you do it for and where, plus the next step.
An example makes the difference obvious. A weak first screen: 'The address of quality and trust. Customer-focused innovative solutions.' That line would read the same in any industry, which means it says nothing. A strong one: 'Boiler servicing and repair in Nilüfer, Bursa. We give you a written price before we come.' The reader knows within two seconds whether they're in the right place. Only write a promise like that if you actually keep it.
Don't try to say everything on the rest of the homepage. It's a shop window. Short service summaries (each linking to its own page), a few concrete references, a four or five step outline of how you work, and contact details. The detail lives on the service pages.
A question template for the About page
On most sites, About is the dullest page. It opens with 'Founded in 20XX, our company has made customer satisfaction its principle...' and nobody reaches the second sentence. Yet the person opening this page has one question in mind: who are these people, and can I trust them?
Answer these briefly:
- How did you get started? One paragraph is enough, but make it real.
- Who do you work with? Who don't you work with?
- What do you do differently? Not 'we care about quality' but a concrete practice you genuinely follow, such as 'We make a free check-up visit 30 days after every renovation.'
- Who is on the team, and what does each person do?
- Where are you based, and which areas do you serve?
- What verifiable numbers can you share? How many years you've been doing this, how many projects you've delivered. Don't write a number you can't document, or claims like 'industry leader' that you can't prove.
Write the answers in the first person plural, in short paragraphs, and add a real photo. Between 400 and 600 words is enough for most businesses.
How to structure a service page
These are the pages that actually sell, and they deserve the most effort. Give every important service its own page. We usually build service pages on this skeleton:
- Title: the service name, ideally with a location or audience. Not 'Our Services' but 'Home cleaning in Kadıköy'.
- First paragraph: who it's for, what they get, what the next step is. Three or four sentences.
- Scope: what's included and what isn't. Stating the exclusions prevents arguments later.
- Process: the steps from first conversation to delivery.
- Time and price: a fixed price, a range, or the factors that set the price.
- Proof: a reference, photo or short example for that specific service.
- Frequently asked questions: three to five.
- One clear call to action.
The easiest way to fill this in is to recall the questions you hear on the phone. Think of a hair salon in Kadıköy writing its keratin treatment page. Customers call and ask the same things: how many hours does it take, how long does it last, when can I wash my hair afterwards, can it be done on coloured hair? The answers to those four questions are the page.
Use your customers' words. People don't search for 'heating systems technical service solutions'; they search for 'boiler repair'. Let that phrase appear naturally in the title and first paragraph, but don't cram it into every sentence.
There's no strict rule on length. A simple service can be explained in 300 words; one with a complicated process and pricing easily fills 800. The test: does the visitor reach the end and still need to call you with the same questions?
Contact and FAQ pages
The contact page should be short. Address, map, phone, WhatsApp, opening hours, and how quickly you reply. If there's a form, three or four fields are enough; next to it, link to the privacy notice explaining how personal data will be used. One more line is worth adding: 'If you share these details, we can get back to you with a quote faster.'
The FAQ page should come from real questions, not ones invented at a desk. Look through the last few months of WhatsApp messages and emails and mark the questions that came up three times or more. Always put the answer in the first sentence and explain afterwards. We covered how FAQ sections help in search and AI answers in a separate article.
Common copywriting mistakes
- Writing for everyone. Copy that opens with 'to all our individual and corporate customers' speaks to nobody.
- Piling up adjectives. 'Professional, reliable, high-quality, fast' in a row means none of them sticks.
- Passive corporate language. 'Services are provided' instead of 'we do it'.
- Wall-of-text paragraphs. On mobile, a paragraph longer than five lines gets skipped.
- Copy taken from another site or a template. It lowers both trust and search visibility, and can raise copyright issues.
- Conflicting information between pages: 'delivered in two days' in one place, 'one week' in another.
- Typos, especially in titles and first paragraphs.
We explained when to start preparing copy, alongside logos and images, in our pre-project preparation checklist. One tip: your copy doesn't have to be perfect. Collecting the answers to the questions above as bullet points, or even as voice messages, is a good start. If you work with Kodyva, you can also get help with copywriting; the scope is settled at the quote stage. What matters is that the information comes from you.
Frequently Asked Questions
Is it a problem to have AI write my website copy?
It can help with a first draft, but the output is usually generic enough to fit any business. You need to rewrite it with your own prices, timelines, location and real examples, and check every fact. Otherwise you may end up with the same sentences as your competitors, or publish something inaccurate.
How many words should a service page have?
There's no fixed number. Most service pages land between 300 and 800 words. The test is whether visitors finish the page with their basic questions (scope, process, timing, price) answered.
Blog posts are for general information only and are not a substitute for legal, financial or technical advice.