Most small business websites have the same problem. The design might be decent, the photos fine, but the words on the page read like they were written by a committee of robots who’ve never met a customer.
“We are a leading provider of bespoke solutions tailored to meet the unique needs of our diverse client base.”
That says absolutely nothing. And some version of it appears on thousands of business websites. It doesn’t tell anyone what you do, who you help, or why they should care.
Good news: writing decent website copy isn’t as hard as you think. You don’t need a marketing degree. You just need to follow a few principles and sound like an actual person.
Talk to one person
This is the most important thing. Don’t write for “customers” or “our target audience.” Write for one specific person — your best customer.
Imagine you’re explaining your business to them in conversation. Not presenting to a boardroom. Just talking.
If you fit kitchens, imagine someone who’s just bought a house and wants a new one. What would you actually say? Probably something like “We design and fit kitchens across Manchester. We handle everything from the initial design through to installation, including the plumbing and electrics.”
That’s good website copy. Clear, specific, sounds like a real person said it.
Lead with their problem
Nobody visits your website to learn about your company history. They visit because they have a problem they want solved.
Compare these two openings:
“Established in 2005, we are a family-run plumbing company based in Tameside offering a comprehensive range of services.”
Versus:
“Burst pipe at midnight? We’re the plumbers Tameside businesses ring when they need someone fast.”
The first is about you. The second is about them. Guess which keeps people reading.
Keep it short and scannable
People don’t read websites. They scan. Headline, first line of each section, bold text — five seconds, then they decide whether to stay or leave.
Short sentences. Short paragraphs — three or four lines max. Clear headings. Bold the important bits. If you’ve written a paragraph that’s eight lines long, break it up. Read it out loud — if you run out of breath, it’s too long.
Be specific, not generic
“We offer high-quality services at competitive prices” means nothing because every business says it. Specifics build trust.
“We provide excellent customer service.” (Generic.)
“We answer the phone within three rings and we’ll give you a quote within 24 hours.” (Specific. Believable.)
Numbers help. Years in business. Projects completed. Response times. Anything concrete that proves your claims rather than just asserting them.
Cut the jargon
Every industry has its own language, and when you’re immersed in it daily, you forget that normal people don’t speak it. Write everything at a level a smart 16-year-old would understand. If you must use a technical term, explain it immediately.
The exception: when your customers are technical and expect industry language. If you sell CNC machining to procurement managers, they know what 5-axis means. Know your audience.
Page by page
Homepage. Do three things quickly: say what you do and who for, show why you and not someone else, and tell them what to do next (ring, fill in a form, request a quote). The biggest mistake is trying to say everything. Your homepage is a gateway, not an encyclopaedia. For more detail, read our guide on what to put on your homepage.
About page. Usually the second or third most visited page. But it’s not really about you — it’s about what your experience means for the customer. “Chris has 20 years of web experience” is fine. “Chris has been building websites since he was 13, so he’s seen every platform, trend, and mistake going — so you don’t have to make them yourself” is better. Include real photos of real people.
Service pages. Each service gets its own page. Cover what it is (plain English), who it’s for, what problem it solves, how you deliver it, and how to take the next step. The key: translate every feature into a benefit. You’re not selling “responsive web design with CMS integration.” You’re selling a website that looks good on phones and lets you update it yourself.
The read-it-out-loud test
This is the single best quality check and it costs nothing. Read your copy out loud — actually out loud, not in your head. If you stumble over a sentence, it’s too complicated. If something sounds pompous, rewrite it. If you’d never say those words to a customer standing in front of you, don’t put them on your website.
When to get help
Writing your own copy is doable, and often produces better results than a generic copywriter who doesn’t know your industry. But if you’re paralysed by the blank page, can’t make it sound right, or simply don’t have time, a good web designer will handle the words alongside the design. That’s something we do as part of every project.
The bottom line
Good website copy isn’t about being clever. It’s about being clear. Say what you do, who you help, and say it in language your customers actually use. You don’t need to be a writer. You just need to be honest, specific, and willing to sound like yourself.
Frequently asked questions
How many words should a website page have?
Most effective business pages have between 300 and 800 words. Your homepage can be shorter if well-structured. Service pages tend to be longer because they need to answer common questions. Say what needs saying, then stop.
Should I write in first person or third person?
For most small businesses, “we” or “I” sounds more natural than “the company provides.” If you’re a one-person operation, “I” is fine. Either way, avoid writing about yourself as if you’re narrating someone else’s biography.
How do I know if my website copy is good enough?
Read it out loud. If it sounds like something you’d say to a customer, it’s probably fine. Then check: is it clear what you do? Is it obvious who you help? Is there a clear next step on every page? Yes to all three means you’re in better shape than most business websites.