Digital Marketing Agency Website Content: What to Write on Each Page

Digital marketing agency website content page by page: homepage, service, case study, about and process copy built on proof, not claims, with a before/after.

Written by the Miriad team with AI assistance. Figures link to their sources; the example is illustrative, not a real case. Updated 2026-10-21.

TL;DR: Write every page of an agency website by replacing claims with proof. Instead of "data-driven", show the report a client gets. Instead of "results", show one figure with its period and source. The homepage names the client type and one result; service pages list deliverables and how the work runs; the about page names the people; the process page says where AI is used and who checks it.

Read the homepage of almost any digital marketing agency and you will find the same words: strategic, creative, data-driven, results-focused, passionate. None of them is false, and none of them helps a prospect decide. A prospect cannot check "passionate". They can check a deliverables list, a named team member and a figure from a client's booking system. This article covers what to write on each page. The page structure itself is in the marketing agency website template, and both belong to our guide to marketing agency AI and staying different when everyone uses it.

What should a digital marketing agency website say before anything else?

Before anything else, the site should say who you work for and show one piece of proof that you have helped someone like them. Every page after that should keep swapping claims for evidence. A useful test for each sentence: could a prospect check it? If not, rewrite it or cut it.

Claim What to write instead
"Data-driven marketing" "Every client gets a one-page monthly report with three numbers and what we change next"
"Proven results" "A four-shop bakery chain: weekday morning sales at the new shop up from about 60 to 95 transactions in six months, from their till system"
"A team of experts" "Anna plans the campaigns, Mark writes and edits, and both check every post before it goes live"
"Tailored strategies" "We start with a two-hour workshop and a written brief you approve before we spend anything"
"Cutting-edge AI" "We use AI for first drafts and data summaries; a person reviews every piece before you see it"

The rewrites are sample copy for fictional clients; use your own figures. Each rewrite is longer than the claim, and that is fine. Prospects who are close to hiring read every line; the specific version is what they remember.

Homepage copy: what to write in the first screen and below

The first screen needs a headline naming the client type and the service, a sub-line with the problem in the client's words, one proof line, and one call to action. Below it come three case study cards, a short "how we work" summary, the team, and a contact block that says what happens after someone writes.

A homepage content plan with rough lengths:

  1. Headline (6–10 words): client type and service. "Paid social and local search for physiotherapy clinics."
  2. Sub-line (15–25 words): the problem, in the words clients use on calls.
  3. Proof line (20–30 words): one figure, period and source, linked to the case study.
  4. Call to action: one, specific. "Book a 20-minute review of your Google profile."
  5. Case study cards (3 × 30 words): client type, problem, one result.
  6. How we work (60–90 words): onboarding, review steps, reporting.
  7. Team (two lines per person): name, role, what they check.
  8. Contact (40–60 words): what happens after the form, and when you reply.

If you have a slogan, it can sit above or below the headline, but it does not replace it. Slogans for a marketing agency covers how to write one that is not generic.

What should a service page say?

A service page should say who the service is for, what the client gets each month, how the work runs, what it does not include, one piece of proof, and how you price it. Write it for one client type at a time. A page titled "Social media management" says less than "Social media management for independent fitness studios".

The sections, in order:

  • Who it is for: client type, size, situation. One paragraph.
  • What you get: the deliverables, as a list with numbers (posts, videos, reports, calls).
  • How it runs: onboarding, monthly rhythm, approval steps.
  • What is not included: ad spend, photo shoots, anything you charge separately.
  • Proof: a short case study excerpt with a link to the full one.
  • Pricing approach: a starting price or the way you calculate it.
  • Questions clients ask: three to five, answered plainly.

Partner badges belong here only if they are current. Google Partner status requires an optimization score of at least 70%, at least USD 10,000 in ad spend across managed accounts over 90 days, and at least 50% of account strategists certified (Google Ads Help, 2026). If you do not meet it, write which person holds which certification instead.

What goes on the case study, about and process pages?

Case study pages tell one project from problem to result, including what did not work. The about page names the people who will do the work and what each one checks. The process page explains how a project runs, where AI is used, and who reviews every output. Together they answer one question: can I trust these people?

Case study page: problem in the client's words, starting point with a figure, three to five decisions with reasons, the result with period and source, one honest limit, and the client's approved quote. In Hungary, the unfair commercial practices act blacklists submitting false consumer reviews and claiming reviews come from real customers without reasonable checks (Fttv., 2026), so every quote on the page needs a real, approving client behind it.

About page: a photo and two lines per person, the year the agency started, the niche, and one sentence on why. Skip the mission statement unless it says something a competitor could not.

How we work page: client onboarding steps, the monthly rhythm, how approvals work, a plain sentence on AI use, and what the client needs to provide. Many prospects already have an in-house team: the ANA found that 82% of its member advertisers had an in-house agency in 2023 (ANA, 2023). A short section on "working with your in-house team" (who owns what, how files are shared) answers a question that prospects with their own team are likely to have.

Example: one service page before and after

A before-and-after shows the method on a real-length page. The service page below belongs to a fictional three-person agency selling social media management to fitness studios. The "after" version is longer, but every added sentence answers a question a studio owner asks on a sales call.

Example (illustrative, not a real case):

Part Before (112 words) After (284 words)
Title Social Media Management Social media management for independent fitness studios
Opening "We craft engaging content that grows your community and drives results." "For studios with one to three locations that fill January and lose trial members by March."
Deliverables not stated 12 posts, 4 short videos, community replies on two platforms, one monthly report, one call
Process not stated Onboarding workshop, content calendar sent by the 20th, approval within three days, posting from the 1st
Not included not stated Ad spend, photo shoots, paid influencer fees
Proof "Trusted by leading brands" Excerpt from a studio case study: trial-to-member conversions over six months, from their booking system
Price "Contact us" A stated starting price per month on a six-month minimum

The owner checks each "after" line against the case study and the package sheet before publishing. Two sentences are cut because they could not be backed.

How do you use AI to draft website content without making it generic?

Give the AI your proof before you ask for copy: case study capture sheets, package sheets, team notes and the client words from sales calls. Ask it to write only from those. Then check every claim, and the page title, meta description and image alt text as well, because those are what search engines and prospects see first.

Google's guidance on AI-generated content says that generating many pages without adding value may violate its scaled content abuse policy, and that titles, meta descriptions, structured data and alt text should be fact-checked before publishing (Google, 2026). For an agency site, the risk is less about volume and more about sameness: twenty service-and-town pages with the same text are a warning sign.

A prompt that keeps the draft grounded:

Write the service page for (service) for (client type).
Use only the attached package sheet, case study and call notes.
Use the client phrases from the call notes in the opening.
For every claim, add the source file in brackets.
Do not use: data-driven, results-focused, passionate, cutting-edge.
List any question from the call notes the page does not answer.

Some digital marketing agency website ideas that come from proof rather than claims: a public sample of your monthly report with the numbers blurred, a "what we turned down and why" page, a short video of the onboarding workshop, a niche glossary, and a changelog of how your process changed over the year.

If you want help with the copy itself, page by page, our Copywriting Pack is in preparation. Get notified when it launches. For the wider strategy, see the marketing agency AI guide.

FAQ

How much text should an agency service page have?

Enough to answer what a prospect asks on a first call, which for many services is 400 to 900 words. Length is not the goal: who it is for, what is included, how it runs, what it costs and one piece of proof are. If a section has nothing specific to say, cut it rather than filling it with general claims.

Should we publish prices on our agency website?

A starting price or a clear pricing approach saves time on both sides. Prospects who cannot afford it do not book calls, and those who do arrive with realistic expectations. If your work varies too much for a single figure, explain how you calculate the price, for example by deliverables and review steps, and give one typical package.

Should our website say we use AI?

Yes, in a plain sentence on the process page: which steps use AI, and who reviews every output. Prospects assume you use it anyway, so saying how you control it builds trust. Avoid making AI the headline, because most agencies use it and it does not tell a prospect why they should pick you.

Sources

Related articles

Products from Miriad

CopyConversion Copywriting Pack — sales page copy

Write sales pages that sound like your customers, not like a chatbot.

39 USD

Get notified

See all prompt packs