ThemeSmith
ThemeSmith
Content Guide
The design gets them to look. The words get them to act. This guide shows you exactly what to write for every section — with templates, real examples, and the mistakes to avoid.
Hero
About
Services
Testimonials
Portfolio
Contact
FAQ
Seven essential sections. Each one explained with templates and real examples.
Your website is made up of sections — each with a specific job. Here's what to put in every one, with fill-in-the-blank templates and real examples you can adapt.
Your first impression — make it count
The hero is the first thing visitors see. You have about 3 seconds to tell them what you do, who you serve, and what to do next.
What to include
Template
Real example
Award-winning kitchens, designed around your life.
From concept to completion in 8 weeks. Free design consultation in our Cambridge showroom.
Book Your Free Consultation
Mistakes to avoid
Your story — the human behind the business
People buy from people. Your About section should make visitors feel like they know you. Be specific, be real, skip the corporate speak.
What to include
Template
Real example
Our Story
We started Nonna's Kitchen because our grandmother's recipes deserved a home outside our family kitchen. 15 years later, we serve 200 covers a night in the heart of Bristol.
Mistakes to avoid
What you offer — clear, specific, benefit-led
List every service with enough detail for someone to know if it's right for them. Lead with benefits (what they get), not features (what you do).
What to include
Template
Real example
Our Services
Full Kitchen Design & Installation — Complete kitchen design with 3D visualisation and professional installation by our in-house team. For homeowners who want a kitchen that works as hard as they do. From £12,000.
Mistakes to avoid
Social proof — let your customers sell for you
Testimonials are the most persuasive content on your website. Real quotes from real people with real results. Three strong ones beat thirty vague ones.
What to include
Template
Real example
What Our Customers Say
"They transformed our tired 1960s kitchen into a space we actually want to cook in. The design process was seamless." — Sarah & Tom Henderson, Cambridge
Mistakes to avoid
Show your work — proof beats promises
If your work is visual, show it. A gallery of your best projects lets visitors judge quality for themselves. Every image should have context.
What to include
Template
Real example
Recent Projects
The Miller Residence — A complete kitchen renovation for a family of five. Open-plan design with a 3-metre island, handless cabinetry, and Silestone worktops. Completed in 7 weeks.
Mistakes to avoid
Make it easy — remove every barrier
Your contact section should answer three questions instantly: how to reach you, where to find you, and when you're available.
What to include
Template
Real example
Book Your Free Consultation
Ready to start your kitchen project? Call us on 01234 567890, email hello@example.com, or fill in the form below. We reply within 24 hours.
Mistakes to avoid
Answer objections before they become barriers
A good FAQ answers the questions that stop people from buying. Think about what customers ask before they commit.
What to include
Template
Real example
Common Questions
Q: How long does a kitchen renovation take? A: Most projects take 6-8 weeks from design sign-off to completion. We'll give you an exact timeline during your free consultation.
Mistakes to avoid
Small changes in how you write make a massive difference in how people respond. Here are five transformations that turn forgettable copy into content that converts.
Before
We offer high-quality services at competitive prices.
After
Hand-built oak furniture, delivered in 6 weeks. Prices from £800.
Specifics build trust. Vague claims feel like every other website.
Before
We use premium Italian marble and German-engineered hinges.
After
Your kitchen surfaces resist stains, scratches, and heat — still looking perfect after 10 years.
Customers don't buy materials. They buy the result those materials deliver.
Before
Our company was founded in 2010 with a mission to deliver exceptional service.
After
I started this business in my garage in 2010. Today we're a team of twelve, and we still answer the phone ourselves.
People connect with people, not "companies". First person builds trust.
Before
We are extremely passionate about delivering innovative and cutting-edge solutions that leverage the latest technology to transform your digital presence.
After
We build websites that bring in customers.
If you can say it in 8 words, don't use 28. Clarity always wins.
Before
Services are provided across the South East region with great attention to detail.
After
We cover London, Kent, and Surrey — and we're always on time.
Active voice is direct and confident. Passive voice hides who's doing what.
Same restaurant, five completely different personalities. Your tone of voice shapes how people feel about your brand before they ever visit. Which one sounds like you?
Harrison's has served refined British cuisine in the heart of Mayfair since 1987. Our head chef holds two Michelin stars. Reservations recommended.
Confident, knowledgeable, measured. Establishes expertise without being cold.
Best for: Law firms, financial services, medical practices, consulting
"professional tone"Pull up a chair — you're family here. We cook hearty British food using ingredients from farms we've known for decades. No fuss, just food that makes you feel at home.
Approachable, conversational, like talking to a trusted friend.
Best for: Cafes, family businesses, childcare, local services
"warm friendly tone"The best steak in London. Period. Dry-aged for 45 days. Fire-grilled to perfection. Book tonight or regret it tomorrow.
Punchy, confident, cuts straight to the point. No waffle.
Best for: Fitness, sports, nightlife, streetwear, tech startups
"bold direct tone"Good food, great vibes, zero pretension. Come for the burgers, stay for the cocktails, leave planning your next visit. Dogs welcome, obviously.
Fun, relaxed, full of personality. Makes people smile.
Best for: Pet services, kids brands, creative agencies, bars, events
"casual playful tone"An intimate dining experience where seasonal ingredients meet classical technique. Each dish tells a story of provenance and craft. Six courses, paired with wines from our private cellar.
Sophisticated, understated, every word chosen carefully.
Best for: Luxury brands, fine dining, jewelry, boutique hotels, weddings
"elegant refined tone"Gather these before you create your website. The more you provide, the better your site will be. Don't worry if you're missing a few — ThemeSmith's AI can work with what you have.
Business name and tagline
How you want to be known, and a one-line summary of what you do
List of services or products
Everything you offer, with brief descriptions and pricing if possible
Your story
How you started, why you do what you do, what makes you different
Contact details
Phone, email, address, opening hours, social media links
3-5 testimonials
Real quotes from real customers, with names and context
Photos
Your team, your space, your products or work — real photos, not stock
6-10 FAQ answers
Questions customers actually ask before buying or booking
Social media links
Instagram, Facebook, LinkedIn — wherever you're active
Competitors to reference
Websites you admire (optional but helpful for our AI)
Awards or credentials
Certifications, memberships, press features, review scores
You've got the content playbook. Now describe your business in your own words and let our AI turn it into a website that works.