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Website copy for a small business

Written by Jack Harrington and Gabriel Pozo, the founders of Urban Media, Melbourne. Updated .

Good website copy does three jobs: it tells a stranger what you do in five seconds, it answers their next question, and it makes asking for a quote easy. It does not need to be clever.

General guidance from the studio, from how we write launch websites.

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Homepage

  • A headline that says what you do and where, in plain words.
  • One line on who it is for and why you.
  • One main button, such as Get a quote or Book a call.
  • Three proof points: real photos, real results, real reviews.

Services pages

  • One page per service, with the service named in the title and heading.
  • What is included, what is not, and how it works step by step.
  • A price or a starting price, or how pricing is worked out.
  • Real questions answered at the bottom.

About page

Say who is behind the business, why you started it and what you stand for. A real photo of the team does more than a paragraph of adjectives.

Contact page

Make the form short, show a phone number and email, and say how fast you reply. Test that every enquiry reaches a real inbox.

Rules that keep it clean

  • Write the way you talk to a customer, in short sentences.
  • Cut hype words and say the specific thing.
  • Use your brand voice guide so every page sounds the same.

Where Urban Launch fits

Urban Launch writes the website copy as part of the website step, in your brand voice, with the pages and questions your customers actually search for.

Official sources

This guide was checked against these official pages on 15 October 2026. Rules change, so confirm on the source before you rely on a detail.

More guides for new businesses

All of them are on the guides page.

Who is behind this

Jack Harrington and Gabriel Pozo, the founders of Urban Media, on a shoot in Melbourne

Urban Launch is built and run by Urban Media (ABN 28 169 446 902), a Melbourne studio founded by Jack Harrington and Gabriel Pozo. Urban Media makes video, design and websites for clients including Box Hill United, Brighton Grammar and Porsche Club Victoria.

If you want to talk to the people doing the work, call 0456 785 904. More about who we are, and how to check us, is on the About page.

Jack Harrington, co-founder of Urban Media, on how Urban Launch works. Captions are on screen.

Common questions

What should I write on my business homepage?
A plain headline on what you do and where, who it is for, one main button and three proof points such as photos, results and reviews.
How many pages does a small business website need?
Most need a homepage, one page per main service, an about page and a contact page, with more added as you grow.
Should I show prices on my website?
A price or starting price helps the right customers self-select and saves you time on the wrong enquiries. If you cannot, explain how pricing is worked out.
How long should website copy be?
As long as it takes to answer the visitor's next question, and no longer. Short, specific sentences work best.

Start with a Launch Call

Live and generating enquiries within 45 days, or we keep working at no extra cost until you are. The Launch Call is where we check it is the right fit before we book anything in. For a real example, read the Airwize case study (12 conversions, meaning leads that became sales, in the first month of Google Ads from $70 of ad spend, our figures). You can also read how a launch package compares with hiring separately, or go to the packages and prices on the homepage. If you are setting up from scratch, see the business start-up package.

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More: Brand and website package, Melbourne, Startup package for a new business, Melbourne, Branding, website and photography package, Melbourne.