From Home to About: What to Say in Each Section of Your Website

Estudio CKS
Apr 14
3 min read

Updated: Apr 15

Words matter. A lot!

Especially when it comes to a website, social media, or any channel where you only have a few seconds to make an impact, build trust, and give that little push that leads to action.

That said, writing to sell isn’t the same as trying to convince at all costs. What really works is copy that connects — that honestly reflects what a brand has to offer and supports the user throughout their journey.

In this article, we’ve gathered practical tips, ideas we apply every day at Estudio CKS, and simple formulas that can lend a hand when writing the copy for each section of your website.

Website Copy Structure That Tends to Work

When copy has a clear structure, everything flows more smoothly. Below is a quick section-by-section guide that can serve as a starting point:

Clear and Compelling Headline

Ideally, speak directly to the reader. It works best when it presents a benefit or solves a problem.

Subheadline

Reinforces the main idea. It adds value when it expands on or explains the headline.

Argument or Value Proposition

This is the space to explain what’s being offered and for whom. What solution is being provided? The more direct, the better!

Proof or Validation

Testimonials, numbers, results, examples, or success stories — anything that helps build trust and credibility is a plus.

Call to Action (CTA)

It should be clear, visible, and empathetic. It doesn’t need to be urgent or aggressive, but it should guide the user: Should they write to you? Watch a video? Explore a product?

Writing Tips by Section

Technology for Impact, México, desarrollado por Estudio CKS.

For the Home Section

Action verbs help communicate with energy.
We always recommend making it clear what the brand does right on the first screen.
We often say that the homepage is like the “front page of a newspaper”: that’s where the big headlines should go.
Generic phrases like "leading company in..." tend to say very little. We prefer using them as prompts to craft copy that truly reflects the essence of the business.

Cybermapa, Argentina, desarrollado por Estudio CKS

For the About Section

Telling the story with a friendly, approachable tone helps create a stronger connection.
A brand’s “why” often has more impact than a timeline of events.
Showing the team, sharing behind-the-scenes details, and speaking in the first person all help make the communication feel more human and relatable.

Bitácora Consultora, Argentina, desarrollado por Estudio CKS

For the Products or Services Sections

Often, the most compelling aspect isn’t what the product does, but how it improves the user’s life.
If there are reviews, results, or experiences, it’s worth sharing them — they help build trust.
Phrases that spark imagination can be very effective too: “Can you imagine solving this in just minutes?”

❌

Common Communication Mistakes You Should Avoid

Talking only about the brand, without considering who's on the other side.
Using jargon or empty phrases that sound good but say nothing.
Not having a clear objective for the website: Is it to generate leads? Sell? Schedule consultative sales calls?
Leaving the user without a clear next step — that is, not including a call to action (CTA) to guide them.

Writing great copy isn’t about having magic formulas — it’s about being clear on what you want to say, who you're saying it to, and what you want to happen next.

When content reflects what a brand truly is, it creates genuine connection and supports the user. That’s when communication stops being just a task… and starts becoming an experience. It’s not about sounding perfect — it’s about sounding authentic.