Good website copy answers three questions fast
Within a few seconds, a visitor wants to know: what do you do, is it for me, and what should I do next? Clear copy answers all three at the top of the page, before anyone scrolls. Clever slogans can come later. Clarity comes first.
Write about the customer, not about yourself
Weak websites talk about the company: "We are a leading provider with a passion for excellence." Strong websites talk about the customer: "Book a family checkup on Saturday, close to home." Count how often you write "we" compared with "you". If "we" wins by a lot, rewrite.
What each page needs
Homepage
A headline that says what you do and for whom, a short list of main services with links, proof such as reviews or client logos, and one main call to action repeated down the page.
About page
Why the business exists, who is behind it and how you work. Real names, photos and details build trust far more than general statements about values.
Service pages
One page per main service. Explain the problem, what is included, how the process works, who it suits, common questions and how to start. A dedicated page for each service also gives search engines a clear page to show for that service.
Contact page
Make it easy: a short form, your phone, email, address and hours, and a line on what happens after someone gets in touch.
Make it easy to scan
- Use descriptive headings that make sense on their own.
- Keep paragraphs to two to four sentences.
- Use bullet lists for features, steps and what is included.
- Write button text that describes the action, such as "Book an appointment".
Website copy and SEO
Use the words customers search for in your headings and opening paragraphs, especially your services and location. Give each page a unique title tag and meta description. Then read every page aloud: if a sentence would sound strange in conversation, simplify it.