At TM, we take on some pretty amazing clients. They’ve helped build the new Shinola Hotel in downtown Detroit, worked on the Selfridge Air National Guard Base, helped thousands of people find a happy place to call home, and also helped thousands of people find their perfect job.

Aside from choosing us to be their web partner, there’s one important thing that all these companies have in common. Each one had the massive task of writing compelling, descriptive website copy in order to stand out from the crowd and showcase their capabilities, culture, and portfolios.

From our smallest clients to our largest clients, from job placement to engineering companies, writing website copy is a huge undertaking. We’ve been asked countless times by clients, “Where do we start?” “What should I worry about first?” “What goes where?

Thankfully, the majority of our clients enlist our help in this process and we’re able to walk them through step-by-step. For those that don’t, it’s most often the copywriting stage that holds projects up the longest. This blog will stand as a resource and a reminder for many of those different steps, general content areas, and most common tips I give during each copywriting project. Enjoy!

Site Structure

Each website has its own unique site structure, that’s completely dependent upon the services or products offered, as well as company aspects and goals that have been deemed most important.

For example, our client Motor City Electric Co. is constantly looking for dedicated employees to join their growing company. Ensuring that their company culture was apparent, as well as having “Join Us” in the main navigation was important to them. Oftentimes, companies will put this section in the website’s bottom navigation, since it’s not as important to them.

Once you’ve decided on a site structure, you’ve essentially written an outline for yourself. Keep in mind that site structure can change throughout the copywriting phase to accommodate additional pages, or get rid of pages that have a lower priority level. The copywriting process is a fluid one, so be prepared to be flexible.

A simple site structure would look something like this:

  • Home
  • About Us
    • Careers
    • Culture
  • Services
    • Website Development & Design
    • Digital Marketing
    • Consulting
  • Portfolio
  • Contact Us
  • Blog

The pages in bold are called Parent Pages. Each page below is called a Child Page. Some site structures can become very long, with tertiary pages that are internally linked from each child page.

When a client has a lot of pages they need displayed in their navigation, we use this as an opportunity to call out the most important blocks, while still highlighting others – just a little more subtly. A great example of this the Police Officers Association of Michigan website.


As a differentiator, the navigation on Edward Rose & Sons is a bit more simple, since different call-outs are more important to their success.

Edward Rose & Sons main website navigation
Communities, Careers, About Us, FAQ and Resident Services are all in Edward Rose & Sons main website navigation. Right below it, we’ve created a large search call out, so potential new residents can easily search for their next home.

Decide on your site structure first and go from there.

Page Structure

When writing copy for your website, it’s extremely important to pay attention to the design of the website too. In the discovery process, you should have the conversation with the design team about how much content you anticipate your website to hold. This varies drastically from client to client.

If you’re going to have a website that holds a large amount of content, the page structure and design comps will be different than one that doesn’t. Also make sure to familarize yourself with buzzwords like:

  • Main Navigation: located in the header (or the top) of a website, the main navigation houses buttons that lead to the most important parts of a website. Often, the main nav will have pull-down menus that give you additional website pages to visit.
  • Home Page Banner: the home page banner is one of the most important parts of your website’s home page. It’s often the first thing that will draw a customer/client’s attention and should highlight the most important service, deal, or blog.
  • Rotating Banner: a rotating banner can live anywhere on a website. Its function is to highlight multiple important parts of the website at the same time, like customer reviews. Your home page banner can also be a rotating banner.
  • Call-to-Action: a CTA is content that’s written to entice a person to action such as Buy Now, Call Now, or Contact Us.
  • Bottom Navigation: the bottom nav of a website will house additional pages that aren’t as important as the main nav. Often times this will include Our Terms or Blog.

Suggested Read: Make Your Buttons Convert: Types & Best Practices.

Home Page Content

This is a personal preference, but I always leave writing content for the Home Page until the last. (I come up with blog titles last and write my introductory paragraphs last, too.) Working this way, I find that it’s much easier to have a comprehensive grasp on what the most important Call-to-Actions are going to be for each client.

For POAM, the “Hot Issue” is extremely important, especially in times when controversial legislation is gaining traction or POAM needs its members to be in Lansing for a rally. For Edward Rose & Sons, it’s pretty obvious: search for your next home, pay rent online, and answer common questions.

If you already have a good idea of what’s going to be the most important for your business, say bi-weekly sales or showcasing your portfolio pieces, those will be the most important call outs on your website’s home page.

The Home Page will also be home to a lot of buttons (mentioned above, but also linked below in case you missed it) so make sure you’re creating the right Call-to-Actions for your visitors.

Suggested Read: Make Your Buttons Convert: Types & Best Practices.

About Us Page Content

The About Us section is one almost every website will have. In the About Us section, you’ll tell people things like:

  • Who your company is
  • How long you’ve been around
  • Company’s value prop
  • What makes you different from other companies
  • Company history & story
  • Company culture
  • Company philosophy & purpose
  • Community involvement

What’s most important to your company, what you want to highlight, and how much you want to say will determine what you choose to put in the About Us section of your website.

Careers Section

In order to write great website content for your careers section, give a description of your company and its professional environment to start. Detail if your company has received any outstanding achievement awards, if you offer competitive compensation, benefits, and career growth.

Make sure you express what kind of people you’re looking for to join your team. Should they be energetic, self-motivated, be quirky individuals, like to work alone, or in well with your company? Depending on the size of the company, you might list job opportunities directly on the Careers page. Or, you might build a search function for individuals to search for jobs by City, State, Country, Job Title or specific Keyword – like our client G-TECH did.

G-TECH’s career page, “Work At G-TECH” boasts a search function for all job seekers. They input search criteria, click the search button, and are served results for all jobs that match their requirements.

Culture Section

In order to attract new, young, talented individuals companies are building out the “Culture” portion of their websites. Since you generally spend 5 out of 7 days per week at work, it’s important to work at a company you feel comfortable at, can feel a part of, and ultimately become at home at.

In your culture section, you can share information about your Community Involvement and Impact, like how employees went and volunteered together, company cookouts, competitions, and more.

Services Page Copywriting

When writing website copy for the services your company provides, approach the task with an outside perspective. Ask yourself these three questions:

  1. What would I, as a customer, need to know about the service?
  2. Am I explaining our services in a way that someone outside my company can understand?
  3. Have I used enough/too many buzzwords?

You want to ensure you’ve educated potential customers enough, without overloading them with too much information. Copy about your company’s services should be straightforward, simple, and to the point.

Choose your main services, then work down from there. For example, we use Website Development & Design, Digital Marketing, and Consulting as our three main services. Then, we dive a little deeper and talk about specific services that fall under those three defined umbrellas. It would look something like this:

  • Services
    • Website Development & Design
      • Ecommerce Website Development
      • Custom Website Development
      • Custom Online Software
      • Website Audits
    • Digital Marketing
      • Social Media
      • Search Engine Optimization
      • Search Engine Marketing
      • Email Marketing
      • Content Marketing
    • Consulting & Training
      • Third Party Integrations
      • Software Scopes & Discovery
      • Internal Team Review & Management
      • Digital Marketing Consulting

Your “Services” section can also be named something else entirely. For example, Motor City Electric Co. chose to name their section “What We Do”.

MCE’s What We Do section and drop down menu, describing each of their services.

Portfolio Copywriting

There should be an entire blog dedicated to writing portfolio pieces. It’s true that marketing departments have been writing project profiles, case studies, and portfolio pieces since… the beginning of marketing, probably. However, when creating a portfolio section for your website, it’s completely up to you how you build it out, populate it, and write about the great work that you’ve done.

For large construction-type companies, like Barton Malow and Spalding DeDecker, we created an interactive portfolio experience that allows website visitors to filter projects. Barton Malow’s filters include: Market, Office, State, LEED Status, and Service. Spalding DeDecker’s filters include: Market, Expertise, Location, and Date.

spalding dedecker project gallery
Spalding DeDecker’s project gallery filters projects by Market, Expertise, Location, and date. This makes it easy for visitors to select projects that are most like their own industry, or project scope.

It’s very possible, too, that you might not need a Project Gallery at all. It all depends on your specific needs, which is one of the reasons why we love building custom so much! It’s truly the only way to give our clients exactly what they need.

Contact Us Page Copywriting

You might chuckle and think that this section is a no-brainer, but you’d be surprised!

  1. Address: If you have a brick and mortar location or have clients coming to visit your office you’ll want to include your business address on the Contact Us page. However, if your business is strictly online, this is unnecessary.
  2. Phone number:
  3. Email:
  4. Contact Us form: these days, it’s sometimes hard to get people on the phone. Many times, people feel much more comfortable contacting your business through a contact form and receiving an email or a call back. Your contact forms can be as simple, or as long and secure as you need them to be.

G-Tech gives us a great example of a more complex Contact Us page.

G-TECH does a great job displaying all of their office locations, with pertinent contact information. They’ve also included a contact form with an additional security measure to cut down on spam inquiries.

Another client of ours, a small accounting firm, wanted to keep their Contact Us section simple, yet interactive. For their website, the most important thing was just to create a site where current clients could go and see that they were represented well online.

The super simple contact portion of the Braun & Associates website makes it easy for clients to contact the firm and to get directions while they’re on their way to a meeting.

For more website copywriting tips, Contact Us anytime. We’re always here to help you navigate your copywriting projects, or provide a little help along the way!

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