Design gets attention, but words win customers. Most business websites talk about the company (‘we are a leading provider of…’) instead of the customer’s problem. Conversion-focused copy is clear, specific and organised around the questions a buyer asks before getting in touch.
1Start With the Customer’s Problem
Before writing, list the problems your customers have, the words they use to describe them, and what they fear about choosing the wrong provider. Use those words in your headlines. A cleaning company might write ‘Office cleaning that is done before your team arrives’ instead of ‘Professional cleaning solutions’.
2Write Headlines That Say What You Do
Your main headline should tell a visitor, in a few seconds, what you offer, for whom and where. Clever slogans can sit in the subheading. Clarity beats creativity when someone is comparing three tabs of competitors.
3Structure Every Service Page
- Headline with the service and location
- Who it is for and the result they get
- What is included, in plain bullet points
- How the process works, step by step
- Proof: reviews, results, logos, certifications
- Pricing guidance or what affects the price
- FAQs and a clear call to action
4Make the Call to Action Obvious
Use action words that describe the next step and what the visitor gets, such as ‘Get a free quote’ or ‘Book a 15-minute call’. Repeat the call to action after each major section, and explain what happens after they submit.
5Prove Every Claim
Replace vague claims like ‘high quality’ or ‘best service’ with evidence: years in business, number of projects, a specific client result, a named review. Specific proof is more persuasive and more trustworthy.
6Edit for Scanning
Most visitors scan. Use short paragraphs, descriptive subheadings, bullet points and bold key phrases sparingly. Read the page on your phone; if it feels like a wall of text, cut and split it.
Frequently Asked Questions
How long should website copy be?
Long enough to answer the buyer’s questions. Service pages that rank and convert often have 600 to 1,500 words, organised with clear headings.
Should I write my own website content?
You know your business best, so your input is essential. A copywriter or agency can turn that knowledge into clear, persuasive and SEO-friendly pages.
Does website copy affect SEO?
Yes. Search engines read your text to understand what each page is about. Copy that answers real questions with the words customers use helps you rank.
What is the most important part of a web page?
The headline and the first screen. If they do not quickly tell visitors they are in the right place, most will leave.
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