Writing Good Website Copy: Convince Instead of Bore

You've put a lot of money and effort into a beautiful website, and still hardly anyone gets in touch. Often that's not down to the design but to the words. Most company copy reads the same: "For 20 years we have been your competent partner for quality and reliability." Sentences like that sound tidy but say nothing. They bore instead of convince. In this article I show you how, as an SME, you can write website copy that speaks to customers and ultimately leads to an enquiry, entirely without marketing waffle.

Why most web copy doesn't work

The most common mistake is also the most human one: we love to talk about ourselves. About our company, our history, our values. The problem with that: at that moment the person searching isn't interested in you. They have a concern and want to know whether you can solve it.

Imagine someone lands on your page with a wet cellar. What helps them more: "Our family business stands for tradition" or "We usually dry out your cellar within three days"? The second sentence talks about the customer and their problem. That is exactly where the focus belongs.

Write about the customer, not about yourself

The simplest rule for good website copy: turn every sentence from "we" to "you". What's in it for the reader? Which problem do you take off their hands?

• Before: "We offer a broad range of services." After: "You get everything from a single source, from the first draft to installation."
• Before: "Quality comes first for us." After: "We work so cleanly that you don't have to tidy up after us."

You'll notice: it isn't about beautiful words but about a different direction of view. As soon as you consistently think in terms of the benefit to the customer, convincing copy almost writes itself.

Specific beats general

Vague promises fizzle out because everyone makes them. "Fair prices" is claimed by the whole industry. Concrete statements, by contrast, stick and build trust:

• Instead of "fast delivery", better "usually with you within 48 hours".
• Instead of "experienced team", better "over 400 bathrooms remodelled in the Winterthur region".
• Instead of "individual consultation", better "we come by, take measurements, and you receive your quote within a week".

Numbers, places and examples turn an empty platitude into a credible statement. You don't have to invent anything, just write down what you do anyway.

How a good text is structured

Nobody reads websites word for word. People skim. That's why the text that also works during quick scrolling wins.

• Start with the most important thing: the first sentence should immediately make clear what you do and for whom. Skip the long introduction.
• Meaningful subheadings: anyone who only reads the headings should still grasp the thread.
• Short paragraphs: two to four sentences are enough. Large blocks of text put people off.
• Lists for enumerations: they give the eye something to hold onto and make benefits graspable at a glance.

Write the way you speak

The fastest route to likeable copy: imagine a customer is sitting across from you and asks what you do. How would you answer? Certainly not with "We realise holistic solutions." More likely: "I build websites for small businesses that finally want to be found online."

Exactly this tone belongs on the page. Write in complete, simple sentences. Avoid technical terms your customers don't use. And at the end, read the text out loud, wherever you stumble, the reader stumbles too.

Every page needs a goal

Good copy leads somewhere. With every page, consider: what should the person do afterwards? Call, request a quote, book an appointment? Tell them, in a friendly but clear way. A simple sentence like "Give me a call, I'll take 15 minutes for your concern" often works better than any big button with no words around it.

Three steps to better copy

You don't have to rewrite everything at once. Start small:

• The home page first: read the first paragraph and check whether it's about the customer rather than about you.
• Cut the platitudes: search for "competent", "quality", "reliable" and replace them with something concrete.
• Read it aloud: does it sound like a real person or like a brochure? Smooth it out until it sounds natural.

Writing good website copy is no magic trick, it's above all honest listening to what your customers really need. If you'd like a second opinion on it, or straight away a page where copy and design fit together from the start, feel free to get in touch via the contact form. And if you'd like to dive deeper, you'll find plenty of practical tips about websites and Google in my other articles.