Copy examples by page type
Nine pages carry almost all of the persuading a small business website does. Each one below has ten worked examples and a note on when each is the right one, plus a version written for every trade on the site.
- About us page examples An About page has to answer one question fast: why you rather than the other three quotes. These are ten different answers to it.
- Bio examples: short, professional, and by trade A bio is read by someone deciding whether to trust a person, not a company. Length and person matter more than polish.
- Tagline and slogan examples A tagline earns its place by saying the one thing you want remembered. Ten angles here, not ten rewordings of one.
- Services page examples A services section has two jobs: help the right person recognise their problem, and stop the wrong enquiry before it reaches you.
- Website headline examples for your homepage The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
- Call to action examples for websites Most calls to action fail because they ask for more commitment than the visitor is ready to give. These vary the ask, not just the verb.
- Elevator pitch examples An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.
- About me page examples An About me page is read by someone judging a person rather than a company, which is why it is first person even when the business is not.
- FAQ page examples An FAQ page is where the objections go that the rest of the site is too polished to name. Answer the money question first or the visitor leaves to find it.