Website copywriting: how to write pages that sell

Most small-business websites are written about the business. The ones that convert are written for the customer — about their problem, in their words, with an obvious next step.

Lead with the customer's problem

Open each page with the visitor's pain or goal, not your history. 'Emergency plumbing, same day' speaks to a need; 'Established in 1998' does not.

Be specific and concrete

• •Swap vague claims ('quality service') for specifics ('same-day, upfront pricing').
• •Use plain words over jargon and buzzwords.
• •Back claims with proof — reviews, numbers, guarantees.

Guide to one action

Every page should make the next step obvious and easy. Confused visitors don't convert — clear ones do.