Website Content Templates
The single biggest reason a local business website "doesn't work" isn't the design — it's that the copy is bad or generic. These templates give you a starting point for every page type, with the strategic notes on what each section needs to do.
Universal rules
Every page should answer three questions in the first 5 seconds of viewing:
- What is this business? (Plain language. Not "innovative wellness solutions" — "yoga studio.")
- What can I do here? (Buy / book / call / order)
- Should I trust this? (Reviews, photos, social proof)
Every page should have one primary CTA above the fold. Multiple CTAs = no CTAs.
Always write second person (you, your) not third person (the customer, our clients). It's how you talk in real conversation.
Read every paragraph aloud before publishing. If it sounds like a brochure, rewrite it.
Home page template
Hero section
Headline (max 12 words): What you do + who for + the result
- Bad: "Innovative solutions for modern healthcare"
- Good: "Pediatric dental care that doesn't make kids cry — Phoenix, AZ"
Subhead (max 25 words): The proof, the specificity, the differentiator
- Bad: "We serve our community with excellence and integrity."
- Good: "We've made 4,000+ kids actually look forward to the dentist. Sedation, gentle dentistry, and Saturday hours since 2014."
CTA (one main + one secondary):
- Primary: "Book your child's first visit" (the conversion you most want)
- Secondary: "(602) 555-0123" (clickable, for the impatient)
Hero image: Real photo of the team or the work, not stock if at all possible.
Trust strip (under hero)
Three to five quick proofs:
- Years in business: "Family-owned since 2014"
- Volume: "4,000+ patients"
- Awards: "Best of Phoenix 2023"
- Reviews: "4.9★ on Google (217 reviews)"
- Insurance: "Most insurance accepted"
What you do (services)
3–6 services as cards or a grid. For each:
- Service name
- 1–2 sentence plain-English description
- Starting price (if appropriate)
- "Learn more" or "Book this" CTA
Strategic note: Don't list every service. List the ones you want to attract. A specialist who lists 14 services looks like a generalist.
How we're different
Three bullets, each 1 sentence. Examples:
- "Same-day appointments — call before noon, in by evening."
- "Flat pricing. Quote you on the phone, not after the visit."
- "Family-owned for 18 years. You'll see the same face every visit."
Reviews / social proof
3–4 quotes pulled from Google or Yelp. Always attribute (first name, last initial, source). Don't fake them.
About / story (1 paragraph max on home page)
Three sentences:
- Who started it / when / why
- What you stand for
- Where you're headed (or where you serve)
Link to a longer About page for the curious.
Visit / contact strip
- Address (clickable for directions)
- Phone (clickable to call)
- Hours
- Map
Final CTA
Don't trail off. End with the same primary CTA from the hero.
Services page template (one per major service)
Hero / intro
Headline: "[Service name] in [city]" — search-engine friendly Subhead: Plain-English description of who it's for and what to expect Quick facts:
- Typical cost: $X – $Y
- Time required: ~X minutes
- Insurance: accepted / not accepted
- Bookable online: yes/no
What's included
A bulleted list of what they get for the price. Be specific.
What it's like
A short narrative — a paragraph or two on the experience. Eases first-time anxiety.
Frequently asked
3–5 FAQs specific to this service:
- "How much does it cost?" (give a real range)
- "How long does it take?"
- "Do I need to prepare?"
- "What if I have [common condition]?"
- "Can I cancel?"
Booking CTA
The whole point of this page.
About page template
Story (3 paragraphs)
- The origin — when it started, why, what problem it was solving
- The journey — what's changed, what you've learned, what stayed the same
- The now — who you are today, what you stand for, where you're going
Team
Photo + name + role + 1-sentence bio per team member. Skip if you're solo or you don't have professional photos. Bad team photos hurt more than no team photos.
Values (optional, only if real)
3–5 values, each with a sentence on what it means in practice. Avoid abstract corporate values ("Excellence!"). Be specific:
- ❌ "We value quality"
- ✅ "We don't use shortcuts. If a job needs an extra hour to do right, it gets the extra hour at no charge."
Community
What you do beyond the transactional work — local sponsorships, charity work, partnerships. Not bragging — context.
CTA
Soft: "Visit us" or "Book a consultation." Different from the home-page hard CTA.
Contact page template
Most important: actual contact info above the fold
- Phone (big, clickable)
- Email (clickable)
- Address (clickable for directions)
- Hours
Form (secondary)
3–5 fields max:
- Name
- Phone OR email (let them pick — preference matters)
- Message (open-ended, "Tell us what you need")
- (Optional) Best way to reach you
Don't ask for:
- Mailing address (you don't need it)
- Date of birth (creepy)
- "How did you hear about us?" (use Analytics for this, don't make customers do your job)
- Multi-page intake forms (kills conversion)
What happens next (set expectations)
"We'll call you back within 1 business day." or "Same-day responses, M–F."
Map
Embed a Google Maps embed pointing at your location.
Don't forget
- Parking info if relevant ("Free parking in the lot behind us")
- Public transit if applicable
- Accessibility ("Wheelchair accessible main entrance")
FAQ page template
The FAQ page is secret SEO gold. Each question is a search query someone is making. Answer them as you'd answer in a conversation.
Question format
- Phrase as a real question, not a topic
- ❌ "Pricing"
- ✅ "How much does [service] cost?"
Answer format
- 2–4 sentences max
- Lead with the answer, then the nuance
- Link to deeper pages where useful
- Use schema.org FAQPage markup so Google shows snippets
Categories (group your FAQs)
- Pricing & payment
- Booking & scheduling
- Service-specific
- Insurance / billing
- New customers
- Cancellations / changes
Testimonials page template (separate from home-page reviews)
If you have 10+ great testimonials, dedicate a page.
Structure
- Hero: "What our clients say" — straightforward
- Grid of testimonials, each with: quote, name, role, photo (optional), source link
- Mix of formats: short pull-quotes + longer case-study-style
- CTA at the bottom: "Become our next happy client"
Bonus: video testimonials
If you can get them, even one is worth 10 written ones. Tools like Senja make it easy to request.
Blog post template (when you do SEO content)
If you're running a blog as part of SEO strategy:
Headline
Specific, keyword-aware, not clickbait
- ❌ "5 Tips That Will Change Your Life"
- ✅ "How to choose a pediatric dentist in Phoenix (a 2026 guide)"
Intro (3 sentences max)
- The question this post answers
- Who this post is for
- The 1-line summary of the answer
Body
- Use H2s for sections, H3s for sub-sections
- Bullet lists where you have lists
- Tables where you have comparisons
- Internal links to related services / pages
- One image at minimum, properly alt-tagged
Schema markup
Article schema, BreadcrumbList schema, optionally HowTo or FAQPage if relevant
CTA at the end
A single soft CTA back to the relevant service page
Length
- 800–1,500 words for most local-business topics
- Don't pad. Google rewards completeness, not word count.
"Book now" / scheduling page template
If you have an integrated booking system:
Above the fold
- "Book your [service]" — clear and simple
- The booking widget itself, not buried
- Phone number for people who'd rather call
Below the booking widget
- What to expect at the appointment
- Cancellation policy
- "Need to reschedule? [Link / phone]"
Voice & tone cheat sheet by industry
Restaurants
Warm, sensory, food-forward. Talk about ingredients and craft, not "experiences." Avoid restaurant jargon ("locally-sourced") and just describe what's actually true ("the lettuce was at the farmer's market this morning").
HVAC / plumbing / electrical
Plain-spoken, blue-collar-respectful, ROI-aware. Lead with what you'll do and what it'll cost. Owners want to know you'll show up, do the job, and not surprise them on price.
Dental / medical / vet
Calm, reassuring, expertise-on-demand. Address the anxieties: pain, cost, time. Avoid clinical jargon — translate it.
Legal
Plain-language, never alarmist, never promising outcomes. State your specialties clearly. Use "we" not "the firm."
Salons / med spas
Aspirational but accessible. Show real results, not stock photos of perfect models. Price transparency builds trust in this industry.
Fitness studios
Welcoming first, ambitious second. Most prospects are intimidated. Lead with "no judgment / first class free / try before you commit."
Real estate
Personal brand front and center. Local expertise > corporate brand. Show neighborhoods you know, properties you've sold, families you've helped.
A common mistake: writing for SEO over humans
The best content checks both boxes — it answers a real question (good for humans) using natural language (good for SEO).
Bad SEO writing:
"Looking for a Phoenix pediatric dentist? Phoenix pediatric dentistry is hard to find. Our Phoenix pediatric dentists are the best Phoenix pediatric dentists for your child. As Phoenix pediatric dentists..."
Good SEO writing:
"Choosing a pediatric dentist in Phoenix is harder than it should be. Our team has been doing this for 18 years — we've seen 4,000+ kids, and we know how to make a first visit not suck. Here's what to look for, what to expect, and what to ask."
Same keywords. Same SEO value. Reads like a human. The second one converts.
When in doubt
If you're stuck on what to write, ask the client this question and write what they say verbatim:
"If you were sitting next to a stranger at a dinner party and they asked what you do, what would you say?"
Whatever they say — that's the home page hero copy. The way real people talk about their work is almost always better than what they'd write down.