Skip to content
Knowledge base
What do I put on my website?
A Practical Guide to Content, Structure, and Optimisation
Building a website is more than just choosing colours and clicking “publish.” Your website is the digital front door to your business, and what you put on it determines whether someone becomes a customer — or bounces away forever.
This guide explains the types of content you need for an effective website, how to structure it, and how to optimise everything — from text to images — to ensure fast loading times, good SEO rankings, and a professional impression.
Whether you’re creating a one-page business card site or a multi-page professional portal, the principles here will apply.
Essential Website Content Every Business Needs
While every website is different, most effective business websites contain a few core sections:
Homepage
Your homepage should immediately explain who you are and what you offer. It needs a clear headline, a short description of your services, and ideally a visible call-to-action (CTA), such as “Book a Consultation” or “See Our Work.”
First impressions count — your homepage must be fast, clean, and easy to understand within seconds.
About Us
Build trust by introducing your team, your history, and your mission. Even a small paragraph with a photo or logo can humanise your brand and build credibility.
This is especially important for service-based businesses — clients want to know who they’re dealing with.
Services or Products
Break down exactly what you offer. Be specific. Rather than “We offer construction services” write:
“We build and renovate residential homes, office spaces, and retail interiors across Prague and Central Bohemia.”
Structure your services in clear sections, with optional icons, images, or pricing.
Contact Page
Include a contact form, phone number, email address, and physical location (if relevant). Add a Google Maps embed for bonus trust signals and better local SEO.
Testimonials or Case Studies
If available, publish real quotes or photos from past clients. This adds credibility and builds social proof.
FAQ Section
Anticipate common questions and answer them in a simple, friendly tone. This is both helpful for visitors and a great SEO opportunity (Google loves Q&A sections).
A good example of an optimised website design
Brief FAQ section at the end of a “Services” section
Eye-catching call-to-action (CTA) included
Optional (But Powerful) Additions
Structuring Your Website for Clarity and Navigation
Even a one-page website should follow a logical flow:
Multi-page websites should use clear menus and a consistent structure. Every page should have:
Use short paragraphs, bullet points, and spacing — no one reads walls of text.
Writing Website Text That Works (and Ranks)
Good website text has to do two things:
Here’s how to do both:
Write for Humans First
Use plain, conversational language. Explain what you offer clearly. Avoid generic buzzwords like “solutions” or “cutting-edge innovation” unless you also explain what that means in practice.
→ Instead of:
“We leverage automation to deliver integrated web solutions.”
→ Try:
“We build websites that save you time by integrating calendars, forms, and automation.”
Use Keywords Strategically
Think about what someone would type into Google when searching for your business. For example:
Incorporate these phrases naturally into your headlines and paragraphs. Don’t force them — Google detects spammy writing.
Include Location-Based Terms
For local businesses, always mention your service area. Phrases like “available in Prague and Brno” or “serving the entire Czech Republic” help search engines connect you to local searches.
Image Optimisation — Fast Sites Win
Large, unoptimised images are one of the top reasons websites are slow — and slow websites lose visitors.
Follow these best practices:
We optimise every image for our clients before launch — fast, efficient, and visually sharp.
Technical Content Checklist
Use this list to prepare your content before website creation:
✅ Logo (preferably vector or high-res PNG)
✅ Business description (1–2 short paragraphs)
✅ Full list of services or products
✅ At least one image per section (ideally high-res but optimised)
✅ Contact details (email, phone, address)
✅ Legal info (e.g. company name, ID, terms if needed)
✅ Testimonials, case studies, or reviews
✅ Any specific images or branding you want to include
✅ A preferred CTA (e.g. “Get in touch”, “Book a quote”)
Frequently Asked Questions
What if I don’t have good photos or text yet?
No problem. We can use placeholder content and work with you to refine the final version later. Many businesses launch with just the basics.
Can you help me write or rewrite my website content?
Yes — content writing is part of our custom services. We’ll make sure your text is clear, persuasive, and optimised for search engines.
I have everything in a Word doc or email — can you use that?
Absolutely. Send us whatever you have, and we’ll structure and format it properly.
Do I need a lot of content for SEO?
Not necessarily. Quality matters more than quantity. A focused one-page site with well-written text and proper headings can outperform a bloated, low-quality multi-page site.
🛠️ Get started with pros
Not sure where to start? Let us help you structure your website from the ground up — with all the technical and creative work handled by professionals.
We build fast, SEO-ready, modern websites tailored to your content — or we’ll help you create it from scratch.
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.