Extra, Extra! Read All About It! Crucial Web Pages to Include on Your Agency’s Website & How to Write Them

Need to overhaul your digital agency’s website or looking to create one from scratch? Find out what pages to include and how to write them in this blog.

Abby Wood


Filed Under:

General, Strategy

Abby Wood

Abby Wood

The Content Lab

Originally from Cambridge, England, Abby now lives in Ireland with her partner Nick and their border collie Bosco. A content strategist and copywriter for over 12 years, she's founder of The Content Lab (a white label content agency) and Content Goodies (providing white label content templates for agencies). She's also co-founder of Ireland Website Design (a full service eCommerce agency) and LearnRight (a white label LMS solution).

Website Design Wireframe 2023 11 27 05 25 19 Utc
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I love me some slick, aesthetically pleasing web design.

But what’s the point in spending time and energy making your digital agency’s website look fabulous if it doesn’t do its job properly?

Website visitors need to be able to navigate your entire site, find all the info they’re looking for, and ultimately complete your desired calls to action with ease for it to succeed.

In fact, 88% of website visitors won’t return to a website following a poor user experience, so if you aren’t thinking about your users when developing your website, they won't think twice about you, either.

What pages should a website have anyway? (Plus a few little examples)

Your website informs your audience’s first impression of your digital agency.

And you don’t need to jump backward through hoops while breathing fire and simultaneously shaking a martini to impress them. (Unless you can actually do that, in which case, have you considered the circus instead of the digital agency world?)

But seriously, positive user experience is essential if you want to hear oohs and aahs from those who land on your website.

How do you do that? Through a well-thought-out structure and layout that makes navigation and access to information a breeze.

A bunch of different pages can be included on your digital agency’s website, depending on your services and who you serve.

But here are the key website pages you should include for a seamless experience worthy of a round of applause.

1. Homepage 

Ok, duh. Every website has one… But (most likely) your homepage is the first page your audience will come in contact with. So make sure it's great!

Treat it as the window into your agency. Give a brief summary of it all – solutions to pain points, the benefits of your services, and who you are as an agency.

Your homepage is a launchpad for the rest of your website, so make sure to engage your audience and make navigating the rest of your site absolutely irresistible, darling.

Example: Exhale Design Co: It’s to the point, looks great, and is expertly aimed toward their target audience.

2. About page 

I get it, sometimes it’s awkward to talk about yourself. But humanizing your brand is super important if you want to connect with your dream clients on an emotional level.

Site visitors are looking to get to know a little more about your agency, the faces behind it, your company history, your brand identity, and your agency values.

Giving this personal insight into your agency makes it easier for your audience to trust and connect with you, ultimately allowing them to imagine partnering with you going forward.

Bonus points if you have an office dog! Don’t forget to include them, because honestly, isn’t the great thrill of life the potential to encounter a dog at any moment?

Example: Wunderstars: Tells you exactly who Nicole is as a person and a professional, and why she does what she does.

3. Services page

Depending on the service your digital agency provides, an entire page dedicated specifically to services might not be necessary – sometimes, a section on the home page is enough!

But if you’ve got a few that you offer, or need to get into the details of what your clients can expect, then a services page is a must.

Use clear, concise language to let your potential clients know exactly what you can offer them, how your services solve their problems, and what they can expect working with you.

Example: OGAL Web Design: Clearly outlines their specific services while highlighting the benefits. The dream.

4. Contact page 

Don’t overlook this page! Many digital agencies simply view it as a place to whack a contact form and nothing more.

But it’s actually a great opportunity to show off your personality and your gratitude to your audience for reaching out to you.

Along with all relevant information, don’t forget to include the next steps they should take in your ‘thanks for submitting page' so they clearly understand your process.

Example: Squiddly: Packed full of personality and animated fish. What’s not to love?

5. Clients/portfolio page

Give your audience a little taster of what they could have if they work with you.

Whether you’re including previous projects or case studies, allow the quality of your work to shine through, and don’t forget to include some wonderful client testimonials, too!

Let your success stories speak for themselves, illustrating the value your agency brings to the table.

To quote Mama Ru, you’re a winner, baby!

Example: Crushing Pixels: Examples of previous projects broken down by niche? Yes, please.

6. Pricing page

Whether or not you advertise your prices online is entirely up to you, so this is a personal choice.

A pricing page can help attract the right kind of clients to your agency, whether you’re after a more high-end or budget-friendly audience.

If you’re just getting started, you want to leave room for your prices to increase, so maybe it’s better to skip the pricing page until you’re more established and have a solid roster of clients.

7. Blog page

Hey, I'm the owner of a copywriting agency (here’s our blog page for a little inspiration), so maybe you think I'm a little biased.

But the truth is, blogging is super beneficial for your agency.

It helps keep your website content fresh, boosts SEO, and establishes you as guru, master, knower of all things in your niche – which your ideal clients will be very happy to see!

What should you consider when writing each web page? With a couple more bonus website examples!

Beyond the specifics of the content for each page, there are some important things to bear in mind when writing your web pages.

I’ve been writing web content for over a decade – so you know you can trust me!

Let’s dive in, shall we?

1. Showcase your unique personality

Using your web content to showcase what makes your digital agency so special is essential – especially for a small business website.

Write in your unique brand voice that communicates who you are as an agency and resonates with your target audience.

Innocent Drinks does a fantastic job on this, with some excellent storytelling, too.

2. Show your audience what your partnership would be like

Give your potential customers an idea of what working with you would be like.

Make it clear who you’re for and who you’re not. Your audience will appreciate you being upfront, and you’re more likely to attract the right kinds of clients in the process.

EMTWO’s Don’t Hire Us page is an amazing example of this. They’re not afraid to lay it all out in terms of who would be the best fit for their agency.

3. Answer questions that may be a barrier to sales

Using an active voice, address your audience’s pain points and demonstrate how you’re the solution to their problem.

Don’t leave any room for doubt! Put their minds at ease about anything that may be keeping them from converting into sales.

4. Don’t copy and paste content

Big old personal pet peeve of mine right here!

Not only does copying content from elsewhere online hurt your search results, but it also makes your audience less likely to trust and connect with you. Plus, the bad karma will get you!

5. For the love of anything you consider holy, spell check

Ok, maybe I spoke too soon. Pet peeve alert once again!

Whatever you do – scan your content for spelling and grammar mistakes! There are tons of useful online tools (take Grammarly, for instance), so there are no excuses, even if writing isn’t your forte.

6. Finally, search engine optimization

Pepper relevant local keywords throughout your web text, paying special attention to headings and page titles.

Although SEO is super important, web writing is about your audience first and search engines second, so it’s good to bear that in mind, whether you’re writing from scratch or simply refreshing existing content.

Looking to connect with other digital agency owners to talk all things web design and development?

Creating your digital agency’s website is a big deal.

Need to talk it through with other like-minded professionals?

Join The Admin Bar Facebook Group today! We’re meme-loving website nerds, and we think you’ll love it here!

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Abby Wood

Abby Wood

The Content Lab

Originally from Cambridge, England, Abby now lives in Ireland with her partner Nick and their border collie Bosco. A content strategist and copywriter for over 12 years, she's founder of The Content Lab (a white label content agency) and Content Goodies (providing white label content templates for agencies). She's also co-founder of Ireland Website Design (a full service eCommerce agency) and LearnRight (a white label LMS solution).

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