What is Footer Content and How Do You Write One?

Footer content has been one of the most confounding things to land on my desk in my entire writing career.

Several years ago, when I was freelancing as a content writer, an agency asked me to produce a series of – what they called – ‘footer content’.

Back then, I had no idea what footer content was and crazily enough, recently I asked members of our Facebook group what footer content is and no one seemed to have a salient answer.


Luckily for me, over the years I’ve managed to perfect the art of ‘footer content writing’ for SEO and today, I’m passing this knowledge on to others.

But first…

What is Footer Content?

We can’t start writing something if we have no idea what it is. Even a quick search on Google returned a result of – well, ‘non-results’ on the matter.

So I’m going to ahead and pioneer the definition of footer content.

Footer content is a short, blurb-like content that is commonly placed in the footer section of a web page, although sometimes it has also been found to be placed on other areas of a web page. It is largely used in graphics-heavy websites – such as e-commerce, hotel, or portfolio websites – to insert natural text keywords for search engine optimization (SEO) purposes.

Some of the best footer content examples can be found on e-commerce sites like Zalora.


Okay, now that we know what it is, it's time to learn how to write it.

How to Write Footer Content

1. Look at The Page Where the Content Will Appear

Sounds simple, right? Yet many writers don’t understand the importance of LOOKING at the page they’re writing about and WHERE their content will appear.

Knowing how the page looks like gives you much-needed context about the page you will be writing for, like what other elements are on the page and whether your footer content will be interacting with other content.

2. Identify the Visitor’s Intent When They Land on the Page

What is the visitor’s intent when they land on this page? Are they still in research phase or are they ready to buy?

Footer content may be just a block of SEO text to some people, but it doesn’t mean that it shouldn’t serve a human purpose. How will your content serve your visitor’s purpose?

3. Identify Where Your Actual Content Will Appear on the Page

Where will my footer content appear? Is it at the bottom of a product category page or in the header of a brand page? This could mean the difference in writing “browse our products below” or “browse our products above.”

 Image: Cult Beauty takes an alternative approach by placing the 'footer content' at the top of the page.

Image: Cult Beauty takes an alternative approach by placing the 'footer content' at the top of the page.

4. Write the Footer Content

Depending on the website, footer content can be as short as 100 to 300 words, or more. Here’s a template we use with our writers:

Paragraph 1: Mention pain points the reader may be having and how their problem can be solved. Around 50 – 100 words.
Paragraph 2: What kind of [keywords] are in this [category]? What products can visitors find? What brands are available? What are the best-selling products? 100 – 150 words.                     
Paragraph 3: Close with a call to action. E.g. Buy baby products in Singapore at [website] today! Around 50 words.

Remember to also include:

  • Any related keywords, tags, or categories
  • Mention brands or product names if it is an e-commerce site. If there are too many on the page, mention the more popular/best-selling products.
  • Finish with a CTA (call to action)

Here's a Footer Content Example

Image: Example of footer content (click to enlarge)

Got a question about footer content? Comment below.

This article was written by Camelia Zulkifli, Co-founder, HotCopy Asia.