Copy is often the part of a new website that waits the longest. Yet it decides whether visitors understand what you offer. These principles help when writing.
From your customers' point of view
Instead of starting with the company history, start with the question your customers have. What do they get from you, and what changes for them?
Specific, not generic
Almost everyone says things like “quality and service come first”. Better is what only applies to you: what exactly you do, for whom, where, and how working together works.
Easy to scan
- Headings that make sense on their own.
- Short paragraphs with one idea each.
- Lists instead of long sentences for enumerations.
- A clear next step at the end of every page.
Good for Google and AI assistants
Describing clearly what you offer and where also makes it easier for search engines and AI assistants to place your business correctly.
How a service page is structured
- A heading that says what you offer and for whom.
- A short introduction with the most important benefit.
- What exactly is included, in short points.
- How working together works.
- Answers to the questions customers keep asking.
- A clear next step: call, enquire or book an appointment.
Common mistakes
- Phrases like “quality” or “customer focus” without evidence.
- Jargon your customers don’t use.
- Long paragraphs without subheadings.
- The same copy on several pages.
- No hint about what visitors should do next.
Writing copy with AI?
AI tools can help with collecting ideas and wording. But they don’t know your business, your customers or your experience. Copy that only comes from a tool often sounds interchangeable. Read every text critically and add what only you know: examples, processes and your own perspective.
Read your copy out loud once. What feels bumpy usually reads that way too.
