Write for your customers, not about yourself
Anyone who lands on your website has questions: am I in the right place? What do I get? What does it cost? What happens next? Good website copy answers exactly these questions – in that order.
Sentences like “We are a young, motivated team” answer none of them. Instead, write what your customers get out of it: “You get a fixed date and a fixed price – before we start.”
Cut the clichés
“Your competent partner”, “quality and service”, “innovative solutions” – phrases like these appear on so many websites that nobody reads them any more. Replace them with something concrete:
- instead of “fast service” → “call-back the same day”
- instead of “fair prices” → “fixed price from €1,290”
- instead of “many years of experience” → what you’ve actually done
Concrete statements can be checked. That’s exactly why they build trust.
The headline decides
The most important headline on your homepage should say what you offer, for whom and where. “Electrical installation for new builds and renovations in Worms” helps visitors and search engines. “Welcome to our website” helps nobody.
Short, clear, skimmable
Hardly anyone reads a website word for word. Most people skim and stop where something concerns them. Make it easy for them:
- short paragraphs with one idea each
- meaningful subheadings
- lists instead of long enumerations in running text
- active sentences: “We’ll call you” instead of “You will be contacted”
Build trust
People buy from people. Show who is behind the business, with names and real photos. Explain the process, state prices or at least starting prices, and answer common questions directly on the page. Every open question is a reason to close the website again.
One next step per page
Every page should say clearly what happens next: book an appointment, call, request a quote. One clearly visible button in the right places achieves more than five different options side by side.
Copy that Google understands
Write in the words your customers type into Google – not in your industry’s jargon. Give every important service its own page with its own page title and a short description. And let search terms flow in naturally rather than repeating them. If you also want to be found locally, keep your Google Business Profile up to date as well.
If you’d like support
In our website projects, we first clarify what your site should achieve and arrange the content so visitors immediately find what they’re looking for. How we support you with the copy is something we discuss in the intro call. More under Web design – and what a website costs is covered in How much does a website cost?.