Great website copy isn’t just about sounding professional – it’s about connecting with your audience, guiding them clearly, and getting them to take action. Whether you’re a plumber in Poole or a yoga teacher in Bournemouth, the words on your website need to speak directly to the people you’re trying to help. This guide breaks down how small business owners can write (or rewrite) copy that not only looks good – but works.
1. Know Who You’re Talking To
Before you write a single word, get clear on who your ideal customer is. Are they time-poor parents? Retired DIY enthusiasts? Local entrepreneurs? What are their worries, wants, and habits?
If you’re not sure, try this:
- Think of your favourite recent client.
- What made them trust you?
- What language did they use when they described the problem you helped them with?
This voice should inform the tone of your copy.
2. Focus on Benefits, Not Just Services
Too often, small business websites list what they do – but forget to explain why it matters. For every service or product you offer, highlight the benefit.
Instead of: “We offer boiler servicing and repairs.”
Try: “Stay warm and stress-free this winter with fast, reliable boiler repairs you can count on.”
3. Make It Easy to Read
People skim online. Break up your copy using:
- Short paragraphs
- Subheadings
- Bullet points
- Bold key phrases
Avoid jargon unless your audience expects it. Use everyday language, and if in doubt, read it out loud. If it sounds natural, it probably reads well too.
4. Include Clear Calls to Action
What do you want your visitors to do? Call you? Book a class? Request a quote?
Make sure every page has a clear, friendly call to action (CTA).
Examples:
- “Call now to book your free quote.”
- “See our gallery of recent work.”
- “Join the waitlist – places fill fast.”
5. Let Your Personality Shine
There are hundreds of businesses offering what you offer – but none of them are you.
Don’t be afraid to sound human. If you’re warm, chatty, and down-to-earth in person, let that come across in your copy. You’re not writing an academic essay – you’re having a conversation.
Use words and turns of phrase that reflect your personality. That’s what builds trust.
6. Don’t Forget SEO Basics
You don’t have to keyword-stuff your site, but you do need to:
- Use clear page titles (e.g. “Painter & Decorator in Bournemouth”)
- Add alt text to images
- Write meta descriptions that summarise each page in 1–2 sentences
- Include headings that reflect what your visitor might Google
Good SEO helps the right people find you.
7. Proofread – Then Proofread Again
It’s so easy to miss small mistakes when you’ve been staring at your screen too long. Always do a final proofread or, better yet, ask someone else to read it.
Even the best copy loses impact if it’s full of typos or clunky grammar.
Final Thoughts
Writing great website copy isn’t about being clever – it’s about being clear. Focus on your customer, speak their language, and guide them to take action. That’s how small business websites turn browsers into buyers.