Design catches the eye, but website copy is what persuades. It’s your business’s voice when you’re not there to explain. And it’s often the most neglected part of a site.

You don’t need to be a professional copywriter to write good copy. You need to know your customer — and nobody knows them better than you. Here’s a practical method.

Start with the customer, not with yourself

Most copy starts with “Our company was founded in…”. Visitors, however, are looking for a solution to their own problem. Before writing, answer:

  • Who is your ideal customer?
  • What problem do they have when they look for you?
  • What worries them or makes them hesitate?
  • What will change for them if they work with you?

These answers are the raw material for every page.

Benefits, not just features

“We use modern equipment” is a feature. “The check-up is completed in one visit, with no waiting for results” is a benefit. For every feature, ask “so what does the customer gain?” and write the answer.

Write plainly and specifically

  • Plain language: the way you’d talk to a customer in your office, without technical terms you don’t explain.
  • Specific: instead of “excellent service”, say exactly what you do — “we reply to every message the same business day”.
  • No exaggeration: phrases like “the best in the market” don’t persuade. Your work and your reviews do.

Structure for skimming

Online, visitors skim before they read. Help them:

  • headings that say something meaningful, not just “Services”,
  • short paragraphs with one idea each,
  • lists for steps, benefits and what’s included,
  • bold only for what truly matters.

Answer objections

Think of the questions you hear on the phone: how long it takes, what the customer needs to provide, what happens if something goes wrong. Answer them on the page or in an FAQ section. Every answer removes a reason to hesitate — and adds content that helps on Google.

One clear next step

Every page should end with a call to action that says exactly what will happen: “Book an appointment — we confirm the same day” is far more inviting than a bare “Submit”.

Copy and SEO

Google tries to show the pages that best answer a search. Use the words your customers use naturally — in the title, the first paragraph and one heading — without forced repetition. Copy written for people first is usually the best for Google as well.

A quick checklist

  1. Does the first sentence tell visitors what you do and for whom?
  2. Do you talk more about the customer than about yourself?
  3. Are there specific examples, projects or reviews?
  4. Is it easy to read on a phone?
  5. Is the next step obvious?

If you want a website where the content is planned together with the design from the start, talk to M. Dimopoulos — you can get in touch here.