Your website has a simple job: help the right visitor understand what you do, who you help and what they should do next.
Make the headline specific
Visitors should not have to decode a clever slogan to work out your offer. State the service, the audience and the benefit in everyday language. The supporting line can explain how you deliver it.
Show the work, not just the adjectives
Words like innovative, tailored and results-driven can describe almost anyone. Replace them with your process, examples, deliverables and the problems you solve.
Give every page one clear next step
A homepage might lead to services or a contact page. A service page should explain the scope, who it's for, how the process works and how to enquire. Make the next step obvious without repeating ten competing calls to action.
Write for scanning
- Use headings that answer real customer questions.
- Keep paragraphs focused on one idea.
- Explain unfamiliar terms.
- Include proof where you can verify it.
- Make contact information easy to find.
Don't forget search intent
Useful SEO copy starts with understanding the words a potential customer uses when searching for a service. Work those terms naturally into the page title, heading and helpful body copy.
For help with service pages and website copy, explore my services.