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What to Write on Your Business Website When You Have No Idea Where to Start
You've decided to build a website. Your developer asked you to "send the content" — the text that goes on each page. And now you're staring at a blank document, wondering what you're actually supposed to write.
This is the most common bottleneck in every website project we've ever done. Not the design. Not the budget. The content. Business owners know what they do — but translating that into clear, compelling website copy is a different skill entirely, and most people were never taught how to do it.
This guide gives you a page-by-page framework. Not generic advice — actual questions to answer, formulas to fill in, and examples of what good looks like versus what most Philippine business websites actually say.
The One Rule That Changes Everything
Before you write a single word, internalize this: your website is not about you. It's about your customer.
Most business websites spend 80% of their words talking about the company — its history, its values, its team, its awards. Visitors don't care about any of that until they've first decided you can solve their problem. Lead with them, not you.
Every page on your site should answer the visitor's silent question: "What's in it for me?"
Page by Page: What to Write
Your homepage has one job: convince the visitor in 5 seconds that they're in the right place and should keep reading. It needs three things above the fold (before scrolling):
- A headline that names the customer's problem or desired outcome — not your company name
- A subheadline that says who you help and how
- One clear button — "Get a Free Quote", "Book a Consultation", "Shop Now"
Below the fold, your homepage should cover: your core services (briefly), social proof (testimonials or client logos), a short explanation of how it works, and a repeated CTA. Think of it as a summary of the entire site — each section links deeper.
The About page is not your company biography. It's the answer to: "Why should I trust you specifically?" Answer these four questions and you have a solid About page:
- Who do you serve? Be specific — "small restaurants in Cebu", not "businesses across the Philippines"
- What problem do you solve for them? Name the pain, not the service
- Why are you the right person/team for this? Experience, credentials, a relevant personal story
- What do you believe in? One core value that sets you apart from competitors
Add a real photo of yourself or your team. Visitors trust faces. A name and photo converts better than a logo every time.
For each service, answer three questions:
- What is it? — in plain language, no jargon
- Who is it for? — describe the customer, not the service category
- What happens after they hire you? — the outcome, not the process
End every service description with a CTA — "Inquire about this service" or a button to your contact page.
Most contact pages are just a form. Make yours work harder:
- Set expectations — "We respond within 24 hours on business days"
- Reduce hesitation — "No obligation, no hard sell — just a friendly conversation about your project"
- Offer multiple ways to reach you — form + WhatsApp + email, because different customers prefer different channels
- Ask one specific qualifying question in the form — "What kind of project are you thinking about?" — so your response can be tailored
The 5 Pages Every Philippine Business Website Needs
- Home — your first impression and conversion hub
- Services — what you offer, for whom, at what outcome
- About — why you, why trust you
- Contact — multiple paths to reach you, with clear expectations
- Testimonials / Portfolio — proof that you've done it before
Everything else — blog, FAQ, pricing, case studies — comes after these five are solid.
The Words You Should Stop Using
These phrases appear on almost every Philippine business website and mean nothing to visitors:
- "We are committed to excellence"
- "Your trusted partner in [industry]"
- "World-class service at affordable prices"
- "We strive to deliver quality solutions"
- "Your one-stop shop for all your [category] needs"
Replace every one of these with a specific claim you can prove — a number, a named outcome, a real customer result. "47 websites delivered on time" beats "committed to excellence" every time.
A Practical Starting Point: The 20-Minute Content Draft
If you're still feeling stuck, try this: set a 20-minute timer and answer these 10 questions in plain conversational Tagalog or English, as if you were explaining your business to a friend over coffee. Don't edit while you write — just answer.
- What do you sell or do?
- Who is your ideal customer? (Be specific — age, location, situation)
- What problem does your customer have before they find you?
- What does their life or business look like after working with you?
- Why do customers choose you over your competitors?
- How does the process work? (Step 1, Step 2, Step 3)
- What do satisfied customers say about you?
- How much does it cost, or how does pricing work?
- What makes you qualified to do this?
- What should someone do if they want to get started?
Your answers to these 10 questions contain almost everything your website needs. A good developer or copywriter can turn these raw answers into polished web copy. And if you answered them honestly and specifically, the copy will be better than 90% of what's on Philippine business websites right now.
We Can Handle the Copy Too
When you build a website with KineticWeb.ph, we guide you through the content process — asking the right questions, structuring your pages, and making sure your copy works as hard as your design. You don't have to figure it out alone.
Let's Build Your Website