What’s Included in Website Copywriting?

You need a website that does more than just sit there. It has to speak for you. That’s what website copywriting does—it gives your business a voice.

But what’s actually included in website copywriting? What are you paying for?

Here’s what to expect, what to ask for, and how to know it’s done well.

1. Homepage Copy

Your homepage is usually the first thing visitors see. Good copy here does two things fast:

• Tells people what you do
• Shows them where to go next

A homepage should answer these questions within five seconds:

• What is this site about?
• Who is it for?
• Why should I stay?

Example:
If you run a construction supply company in Nairobi, the homepage should clearly say what products you stock, who you serve, and how to place an order—no fluff.

2. About Page

People want to know who they’re dealing with. Your About page should:

• Share your story (briefly)
• Highlight your experience or values
• Show why you’re different

It’s not just about you—it’s about why your business matters to the person reading.

If you’re a web developer or software development agency, talk about how your work helps clients grow or solve real problems. Keep it human, not salesy.

3. Service or Product Pages

This is where conversions happen.

A service or product page should:

• Explain what the offer is
• Clarify who it’s for
• Show how it helps
• Include proof (testimonials, stats, results)
• End with a clear call to action

Each page should focus on one specific offer.

Let’s say you offer USSD app development in Kenya. Don’t just say, “We build USSD apps.” Instead, show how they help banks, schools, or SACCOs serve customers faster, even without the internet.

4. Calls to Action (CTAs)

You can have the best site in the world, but if you don’t tell people what to do, they’ll leave.

CTAs are the prompts like:

• “Get a Quote”
• “Book a Demo”
• “Call Now”
• “See Our Pricing”

Every page needs at least one. They should feel natural and match the content.

If someone reads your web design services page, they should find a CTA that says something like “Let’s build your website” or “Schedule a free consult.”

5. FAQs

Answering common questions saves time and builds trust.

An FAQ section can cover:

• Pricing questions
• Process details
• Tech-related concerns (like payment integration or mobile responsiveness)
• Support after launch

If you run a professional web design firm in Kenya, answering things like “Will I own my domain?” or “Can I update the site myself?” builds credibility fast.

6. Blog Posts or Articles

Not all copywriting packages include this, but they should.

Blogs help with:

• SEO (targeting useful keywords)
• Educating potential clients
• Building trust

Example: A software development company might publish articles like:

• “How to Choose Between a Website and a Web App”
• “Benefits of Payment Integration for Online Stores in Kenya”
• “What is USSD and How Can Your Business Use It?”

It’s not just writing—it’s marketing.

7. Headlines and Subheadings

These are often overlooked, but they’re what people read first.

A strong headline:

• Grabs attention
• Sets expectations
• Encourages people to keep reading

For example, instead of writing “Our Services,” say “Web Design and Development That Gets You More Clients.”

8. SEO Copywriting

Website copywriting often includes basic on-page SEO. This means:

• Using relevant keywords naturally (like “web design company in Nairobi”)
• Writing meta titles and descriptions
• Structuring content with H1, H2, and H3 tags
• Optimizing for search intent

Done well, this helps your site rank for what your customers are actually searching for.

9. Contact Page Copy

Many people treat this as a form and nothing else. But good copy here:

• Encourages the visitor to reach out
• Explains what happens after they contact you
• Builds confidence (by showing response time, office hours, or phone support)

If you’re offering services, this page should tell people how quickly you can start and what info you need from them.

10. Microcopy

This includes:

• Button labels
• Form field instructions
• Error messages
• Navigation prompts

It’s small, but powerful. Done right, it makes your site easier to use and more human.

Think about the difference between:

• A button that says “Submit”
• And one that says “Send My Quote Request”

Which one would you click?

What Should You Ask a Copywriter?

Before hiring someone, ask:

• What’s included in the package?
• Do you handle SEO?
• How much do you research my industry or audience?
• Will you collaborate with my web designer or developer?
• Can I see writing samples?

If you're working with a web design agency, ask if copywriting is part of the service or if it's separate. Many web design firms offer bundled packages, but not all do.

Final Thoughts

Your website copy shouldn’t just fill space. It should work.

It should attract the right people. Answer their questions. Help them decide.

A good copy is clear, honest, and helpful. That’s what your customers need.

At The Code Pot Technologies, we work with businesses in Kenya and beyond to build websites and web applications that don’t just look good—they say the right things, to the right people.

Need help writing or rewriting your website? Let’s talk.