Spiralic Writing: How 30+ Service Pages Changed The Way I Think About Copywriting
“It’s much easier for me to write my services pages. But I get so stuck when it comes to my homepage. Whyyyyy??”
I hear this often. I’ll tell you why.
Last year, I wrote over 30 service pages for my copywriting clients and it transformed the way I think about copywriting.
Historically, when writing a website, I’d take a LINEAR approach. It tells us to write pages in the order that clients read them.
That means: Homepage → About page → Service pages → Contact.
But after my service-page-palooza, I’ve been embracing what I’m calling a SPIRALIC approach to writing websites. (Spiralic = like a spiral)
The spiralic approach to copywriting involves starting from your core inspiration and working outwards.
For you, that's probably your service pages or sales page. It represents the heart of your work.
Spiralic Energy In Action
🖌️ Try this: Draw a spiral and notice where you start. You don’t start on the outside right? You start at the center.
Now, without controlling or forcing, allow your spiral to easily and naturally take shape into what it’s meant to be–loopy and wide, or tight and symmetrical. It can almost feel hypnotic.
This is the energy of a spiralic approach to writing.
Less forcing, more flowing.
Less controlling, more allowing.
Less generating, more revealing.
Working spiralically means starting with your service pages and working through whichever pages make the most sense for you to write next.
Trust the right copy for your home page will be revealed as you work through the unique spiral of your website.
If you need more convincing on why starting with service pages makes your entire copywriting process 1000x easier, read on.
Spiralic Writing: 5 Reasons To Start with Your Service Pages
1. Build confidence and flow.
When you start with your service pages, you’re already tapping into what you know best: how you serve your clients. The writing flows more easily because you’re already in the zone, talking about your work. This sets the tone for the rest of your site.
2. Takes the pressure off.
The pressure is off when you’re not obsessing over the homepage. The service page feels less like the “face” of your brand and more like a space to explore and be specific about what you offer. Perfectionism takes a back seat, and progress speeds up.
3. Niche with low risk.
Service pages give you unapologetic permission to get laser-focused on who you want to help and how. Want to speak directly to newly divorced parents? Go for it. Work with neurodivergent women? Own it. The service page lets you be as specific as you need to be.
4. Uncovers gold for your homepage.
By the time you’re done writing 2-3 service pages, you’ll have all these juicy nuggets of messaging that can create a solid framework for your homepage. You’ll intuitively know what pieces are important to showcase on your homepage. (And if you can’t tell which are the most important, I can help with that.)
5. Makes it bite-sized.
Most therapists and wellness professionals feel overwhelmed at writing a homepage and just avoid it– or endlessly tweak it. When you just started with writing a service page – something super niched and exciting to write about – you can mark one thing off your list, and feel inspired to move on to the next.
If you’re a sensitive or neurodivergent soul with an expansive relationship to time and creativity, this might work great for you. (Here are some other tips for neurodivergent writers.)
Starting with a services page doesn’t mean you won’t eventually have to write your homepage—but it will be SO much easier to do.
Ready to give it a try?
Does this spiralic approach make sense to you?
Does permission to start with your service pages feel easier or harder to you?
