What to write on your website when you're not a writer

The words are the part of a website most owners dread, which is why so many sites say things like "we are passionate about delivering quality solutions" and nothing at all like "we fix boilers in Sheffield, usually same day". You don't need to be a writer. You need to answer questions.

Page by page

• Home: who you are, what you do, where you do it, and what to do next. Someone should understand all four in ten seconds. "Smith & Co. Plumbing and heating across north Leeds. Call for a same-day quote." That beats any slogan.
• Services: one section or page per thing you sell, in the words customers use. Say what's included and give price guidance if you possibly can. "From £X" filters out time-wasters and builds trust with everyone else.
• About: not your mission statement. Your face, your story in three sentences, and why you're the safe choice. People buy from people.
• Contact: every way to reach you, how fast you reply, and the area you cover. Make the phone number tappable.

The mistakes that cost enquiries

• Writing about yourself instead of the customer's problem.
• Vagueness about prices, areas, or what you actually do.
• Walls of text. People scan. Short paragraphs, clear headings.
• No next step. Every page should end with a way to contact or book.

One test before you publish

Read it aloud. If you wouldn't say the sentence to a customer's face, don't make them read it.

The words are half the job. Whether the site delivers them quickly on a phone is the other half, and that part is measurable in about a minute with the free SiteMOT check.