Home page, service pages, About page and landing pages
Most websites have the right pages. They just don’t give each page a job. Here’s what your header, service pages, About page and landing pages each need to do, with a simple checklist you can work through this week.
Henny Maltby25 years in marketing · Growth Hub Premier Partner
!Sound familiar? People visit, have a look around, and leave without getting in touch.
When a website isn’t bringing in work, owners usually blame the design. Much more often, it’s the words and the order things appear in.
Every page on your site has one job. Your home page header has a few seconds to tell people they’re in the right place. A service page has to sell that service. Your About page has to make people trust you. A landing page has to get one action, and nothing else.
I’ve pulled together what I’ve learned from 25 years in marketing and from building websites for small businesses, so you can check each page and fix what’s missing.
Every page needs a job. If you can’t say what a page is for, your visitors can’t either.
Try it today
This prompt works on your home page, a service page, your About page or a landing page. Pop your name and email in to get the full prompt, then copy it into ChatGPT or Claude and paste in the words from your page.
You’ll get a clearer headline, a list of doubts to answer and a better running order for the page, in about ten minutes.
You are an experienced UK copywriter who writes website pages that bring in enquiries for small businesses.
I want you to check one page of my website and tell me how to make it bring in more enquiries.
The page is my: [home page / service page / About page / landing page]
My business: [what you do and where]
My ideal customer: [who they are and the problem they want solved]
What they get after working with me: [the result]
The one action I want people to take on this page: [book a call / get a quote / buy / sign up]
Here is the page copy:
[paste the words from your page]
Please do the following:
1. Tell me in one sentence what a visitor would think this page is about. If it is not clear, say so.
2. Rewrite the headline in three ways, using words my customer would use, not industry jargon.
3. List any features I have described and turn each one into a benefit for the customer.
4. List the doubts a customer might have before getting in touch, and tell me where on the page to answer each one.
5. Tell me what proof is missing, such as reviews, examples of work or specific results.
6. Check the page has one clear next step, and suggest the button wording and where it should go.
7. Give me a new running order for the page, section by section.
Use plain, friendly UK English. Do not make up facts, figures or reviews. If you need information from me, ask before you rewrite.
The pages that matter
Before you write a word, be clear on the job each page is doing. Then everything on that page should help it do that job.
The top of your home page is the first thing anyone sees. It needs to say what you do, who it’s for and what to do next.
Its job: stop people leaving in the first few seconds
Each service gets its own page, written around the problem your customer has and the result you give them.
Its job: turn interest in a service into an enquiry
People buy from people. Your About page shows who’s behind the business and why you’re the right choice.
Its job: build enough trust that people get in touch
A page built for one campaign, offer or course, with one clear button and no distractions.
Its job: turn ads, emails and posts into sign ups or sales
Phone, email, a short form and what happens next. No hunting around, no long forms.
Its job: remove every reason not to get in touch
Each page ends with a clear button to book, call or buy, so nobody gets to the bottom and wonders what to do.
Its job: keep people moving towards an enquiry
Your home page header
This is where most visitors decide whether to stay. People scan a page in a rough Z or F shape, top left first, so put the most important things where their eyes land.
Keep it short. If someone can read your header and tell a friend what you do, it’s working.
Your service pages
Service pages are the ones most often left until last, and they’re the pages that actually sell. Here’s the 6 step process I use.
Give every service its own page. If you squeeze everything onto one long page, people can’t find the bit they want and Google can’t tell what each service is.
Your About page
People check your About page because they want to know who they’ll be dealing with. The best ones aren’t really about you. They’re about why you’re the right person for your customer.
Start with why the business exists and who you help. Then tell the story of how it started, the moment you spotted something your customers needed that nobody was giving them. Keep it short and real.
Say who you work with and where. Share what you stand for and how you like to work, so people can tell if you’re a good fit. Add real photos of you and your team, not stock pictures of people in suits shaking hands.
And don’t let the page just end. Finish with a button to book a call or see your services, so the trust you’ve built turns into an enquiry.
Want to write these pages yourself with AI?
Get a clear fix list for your own website, so more of the people who visit pick up the phone or fill in the form. The AI Marketing Academy opens on 14 November.
Your landing pages
A landing page should do one thing. Every extra link is another way out.
Before you publish
Run every page through this before it goes live. It takes ten minutes and catches most of the problems I see.
Your questions answered
The questions I’m asked most by business owners planning the pages on their website.
A clear headline that says what you do and who it’s for, a short line about the result you give people, one main button, a real photo and a reason to trust you. Further down, a short summary of your services, reviews and a final call to action.
Yes, for most small businesses. A separate page for each service helps people find what they want quickly, and it helps Google and AI search understand what you offer, so you can be found for each service.
A home page welcomes everyone and points them to the right place. A landing page is built for one campaign, offer or course and asks for one action, such as booking a call or signing up, with nothing else to distract people.
There’s no right answer. Showing prices can save time and put off people who aren’t a good fit. Leaving them off lets you price on the work involved. If you don’t show prices, explain what affects the cost and make it easy to get a quote.
The AI Marketing Academy
Build an AI marketing team that works for your business. You teach it, your agents do the work, and you stay in control.
Every page on your website can be working to bring you enquiries. The course that covers it is Why Your Website Isn’t Winning You Customers.
It’s real marketing, powered by AI, and it opens on 14 November.
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