Creating a Website for a Business: Ultimate Step-by-Step Guide

With your site structure set and design ready, it’s time to add the text content. Good copywriting matters. You want to keep things clear and appealing for new visitors. Here are some best practices for writing content, following StoryBrand principles:

Homepage Header Text:

Make your headline clear and concise. Avoid vague phrases like “Innovating Solutions for Tomorrow.” Instead, use something like “IT Support Services that Keep Your Business Running, 24/7.” Keep it short and easy to understand.

You can add a subheading for more detail. Use a friendly tone and focus on the customer. Use “you/your” more than “we/our.” Make your call-to-action (CTA) button stand out with a contrasting color and larger font. Use action words like “Get Started Now” or “Claim Your Free Consultation.”

Stakes/Problem Section Text:

Write short statements about the problem that tap into your audience’s fears. Use emotional language they understand. Make each point brief and impactful.

Value Proposition/Benefit Statements:

Create 3 key benefit statements that focus on outcomes. Imagine life after using your product or service. Follow this formula: “Benefit (so you can __).” Use simple words and avoid jargon. Differentiate benefits by covering various aspects, such as time, money, or peace of mind.

About/Guide Section Text:

When writing an “About Us” blurb or guide, connect with your customers. Start with 1-2 sentences showing empathy (you understand their situation). Then add 1-2 sentences of your authority (why you’re qualified).

For example: “We know how frustrating it is when your website crashes. As business owners, we’ve felt that pain too. That’s why our certified IT team has spent over 10 years helping companies maintain 99.9% uptime​. We’ve assisted over 500 clients in staying online and secure.”

This approach recognizes the client’s issue and boosts your credibility. 

Plan Section Text:

Write your steps clearly and directly. Start each step with an action verb to imply the customer will take this action.

For example:

1. Schedule a demo. Book a 30-minute demo call at your convenience.

2. Tailor a plan. We’ll create a custom marketing plan for your goals.

3. Grow your business. Watch your traffic and sales rise with our ongoing support.

The first part (“Schedule a demo”) can be the title, and the second part is the short description. Keep the tone optimistic, especially in the last step, to highlight success. Make each step sound easy and reassuring.

Even if the actual implementation has more steps, you’re giving a clear, high-level path.

If you add a lead magnet sign-up on your homepage, clearly say what users get and that it’s free.

For example: “Free Guide: 5 Secrets to [Desired Result]. Enter your email for instant access to our exclusive guide.” Highlight the value: what problem does this free resource solve, or what quick win does it offer?

Also, add a small privacy note (e.g., “We respect your privacy and won’t spam you.”). On the sign-up form, the button can say “Download Now” or “Get the Free Guide.” If the lead magnet is a webinar or consultation, change the wording to “Reserve My Spot” or “Get My Free Consultation.”

After users sign up, deliver the lead magnet with an automatic email or an immediate download link. Also, plan a follow-up email sequence to keep the conversation going. This is part of making the most of the lead magnet.

Calls to Action (CTAs) throughout:

Add calls to action (CTAs) throughout your pages. Use them wisely, along with the main header CTA and any footer or contact CTAs.

For example, after describing your services, say “Ready to experience [Benefit]? Get a Quote Today »” (linking to your contact or quote form).

StoryBrand recommends having a clear, direct CTA at agencyboon.com. Have a standout menu button that leads to the same action (many sites use “Contact Us” or “Get Started” in the nav).

Consistency is important. Choose one main CTA phrase and use it often so users always know the next step. Make secondary CTAs, like lead magnets, smaller or less noticeable than your main one. This helps keep users focused and avoids confusion.

Testimonials/Success Story Content:

Keep testimonials short and specific. Instead of saying, “They did a great job,” highlight concrete results. For example: “Within 3 months of working with [Your Business], our web traffic doubled, and we saw a 30% sales increase. The team’s expertise is outstanding – we now feel in control of our marketing!” – Happy Client Co.

Include the person’s name, photo, and company for authenticity. One strong testimonial can be more convincing than many vague ones. If you have multiple, use a slider or a few stacked quotes. Ensure they reinforce the key benefits you promise as social proof of your story.

About Page Content:

On your About page, share more of your story. Explain why you started and what values drive your business. Always connect it back to the customer. For example: “Ever since I was a kid, I loved drawing home designs. I became an architect to help families create their dream homes. That’s why at [Firm Name], we focus on listening to your needs first…”

Introduce your team members with short bios, keeping them relevant to clients (e.g., “John Doe, 10 years of experience in landscaping”). End the About page with a CTA like “Think we might be a fit for your project? Let’s talk!” and include a button.

Service/Product Page Content:

For every service page, do this:

• Define the service.

• List client benefits.

• Briefly explain the process.

• Add a call to action (CTA).

Use headings and bullet points for easy reading. For example: “Social Media Management” – “We manage your social presence to boost your brand online.”

Then, list bullet points:

• Daily posts on all major platforms

• Engaging content creation

• Monthly analytics reports

Under the heading “Why It Benefits You,” explain how this saves you time and attracts customers. If you have clear pricing, display it here (like packages or starting prices). Many small businesses use “Contact us for a quote” if pricing varies.

Tone and Voice:

Keep the tone consistent across all pages. It should align with your brand personality. Generally, a friendly and professional tone works best for a business website. Write as if you’re speaking directly to the customer. Use second person (“you”) often to focus on the reader.

For instance, instead of saying “Our software uses cutting-edge AI,” say “You’ll save hours because our software uses AI to automate tasks.”

Skip complicated terms or “internal speak” unless your audience knows them. If you need to include technical details (like product specs), provide context or use them sparingly.

Length:

Keep each section of the homepage short. It’s fine if the homepage is a bit long, but each section should be brief. People often scan instead of reading everything. Break text into chunks with headings, as you plan to do with StoryBrand sections.

On other pages, you can add more detail, but keep it simple. For instance, a service page can have a few short paragraphs or sections, not just a block of text.

On-Page SEO in Content:

As you write or revise, include relevant keywords naturally. Your main keyword is “creating a website for a business.” For your site, consider what terms your customers might search for.

Use these in your headings and body text when it fits. For example, if you are a florist in Austin, use phrases like “Austin florist” or “flower delivery in Austin.”

We’ll discuss more SEO details in the next step, but keep this in mind while writing to reduce heavy editing later.

After Writing

After writing, proofread everything closely. Read it out loud to catch awkward phrases or run-on sentences. Look for spelling and grammar errors. These mistakes can hurt your credibility if not fixed.

The Hemmingway App is a helpful app for writing. It will proofread your work, help you rephrase sentences, and ensure your tone and reading level are suitable.

It’s also helpful to have someone else, like a colleague or friend, read your content too. They might notice things you missed or tell you if something is unclear. Remember, clarity is more important than cleverness.

It’s better to be clear than to use creative wording that confuses the reader. Also, make sure your messaging is consistent across the site. Don’t contradict yourself between pages or use different stats in various places.

Finally, make sure all content connects to your main story. The customer has a problem. You have the solution. With your guidance, they can take action and succeed.

If a section doesn’t support that narrative or your site’s purpose, think about removing or reworking it. Every element should help drive toward your conversion goal or build trust with the visitor.