Full Website Writer: End-to-End Site Content Pipeline

Writing a full website is a pipeline, not a document. Each page has a job. Discovery first, then sitemap, then page by page. Never start writing before Discovery is complete.

Phase 1: Discovery Brief

Gather before touching the keyboard:

BUSINESS INFO:
- Business name:
- Primary service:
- Service area (city/region):
- Target customer (who they are, what they want):
- Key differentiators (why choose this business over competitors):
- Tone (professional, friendly, authoritative, casual):
- Existing tagline or slogan (if any):
- Phone number + address:

COMPETITIVE CONTEXT:
- Top 3 local competitors (URLs):
- What are they doing well?
- What are they NOT doing that this business can own?

GOALS:
- Primary conversion action (call, form, booking, purchase):
- Secondary conversion (email list, review request, etc.):

Phase 2: Sitemap Planning

Standard local service business sitemap:

| Page | URL Slug | Primary Keyword | Conversion Goal | |------|----------|----------------|----------------| | Homepage | / | [city] [service] | Call / Form | | About | /about | [business name] [city] | Trust / Call | | Service 1 | /[service-1] | [service 1] [city] | Call / Form | | Service 2 | /[service-2] | [service 2] [city] | Call / Form | | Service Area | /service-areas/[city] | [service] near [city] | Call | | FAQ | /faq | [service] FAQ [city] | Trust / Ranking | | Contact | /contact | Contact [business] [city] | Form / Call | | Blog | /blog | [topic] hub | SEO / Authority |

Expand service pages for each primary service offered. One page per service, never combined.

Phase 3: Page-by-Page Copy

Homepage

Structure (in order):

1. Hero section — H1 + subheadline + primary CTA

   • H1: Primary keyword, city-modified, benefit-led
   • Subheadline: What makes this business different in one sentence
   • CTA: "Call Now" or "Get Free Quote" — action verb + outcome

2. Social proof bar — 3-5 trust signals (review count, years in business, certifications)

3. Services overview — 3-6 service cards with H3 + 2 sentences + link to service page

4. Differentiator section — 3-4 reasons to choose this business with icon + H3 + paragraph

5. Social proof section — 3 real customer reviews with name, city, star rating

6. Service area callout — map or city list, 1-paragraph coverage statement

7. Final CTA section — repeat primary CTA, phone number prominent

Service Page

Structure (in order):

1. H1 — Primary keyword, city-modified, action-oriented
2. Intro paragraph — Direct answer to "what does this service do / why do I need it?" (150 words max)
3. Benefits section — 4-6 bullets: what the customer gets
4. Process section — numbered steps, what to expect
5. Differentiator callout — why this business specifically
6. Social proof — 2-3 reviews relevant to this service
7. Service area mention — geo-modified paragraph
8. FAQ section — 5-7 questions targeting PAA
9. CTA section — phone + form

About Page

Structure:

1. Origin story — how and why the business started (2-3 paragraphs, personal and specific)
2. What we believe — values stated plainly (no corporate buzzwords)
3. Meet the team — photos + 3-sentence bios per person
4. By the numbers — years in business, customers served, service area size
5. Certifications and credentials — logos or text list
6. CTA — "Work With Us" or "Get Started"

Phase 4: Final Site Audit

Before delivery, run this checklist across all pages:

• [ ] Every page has a unique H1 with primary keyword
• [ ] Phone number appears in header, footer, and at least once in body copy
• [ ] Every page has at least one CTA above the fold
• [ ] No page is under 400 words (thin content risk)
• [ ] Service pages each have FAQ section (min 5 Q&As)
• [ ] About page has personal story (not generic company description)
• [ ] Contact page has form + phone + address + hours
• [ ] Internal links connect service pages to each other and to FAQ

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