How to write good and clear website copy

Your business website copy, which is the text visitors see across your business website pages, including your homepage, about page, and services page, needs to be good and clear.

This is because good, clear website copy makes it clear who you are and what you’re selling. 

Good, clear copy matters because, without it, you won’t get enough online engagement. With a majority of shoppers heading online to make purchases, without good, clear copy that tells your business story simply, including the services you offer, you’ll lose sales to the competition. 

Browse the business websites of your competitors, and you’ll be surprised by how many fail to be clear in their copy about what their business is and the problems it solves. 

Now, take a look at your business website copy. Put yourself in a customer’s shoes and assume you know nothing about your business. Is your business website copy clear on what you’re selling?

Failing to state your services clearly in your website copy means potential customers could bounce off your website in frustration and head to your competitors. 

Here’s how to make your business website copy clear and look good so customers understand what you offer, starting with the ‘about’ page.

Writing good website copy – your ‘about’ page

On a business website, a clearly written ‘about’ page is key. Here, you need to clearly tell the story of your brand, including your personal story as the business owner, within it. 

Mention some of the clients you work with, and use the copy to steer readers towards the services you offer, including a ‘click here’ button which links through to your ‘services’ page.

Good, clear website copy – your ‘services’ page

Your services page is another important part of your business website to consider. As it highlights your products and services and encourages visitors to spend, the copy must be clear.

Make the copy clear by highlighting the problem customers are facing and the solution they are looking for. 

To start, bring in facts to convince them of the extent of the problem. For example, “according to X research, X percent of shoppers are looking for better X services online.” 

Next, bring in your business as the problem solver via the service you offer. For example, “our business is here to solve these problems via a first-rate delivery service that cuts down on delivery time.” 

This way, you use your clear website copy to present your business as the solution to customer needs, encouraging them to make a purchase. 

Clear website copy for your homepage

The homepage is a core page to make your business website copy clear. You will have customers at different stages of their journey viewing it, so it must include the entire essence of your business; who you are, what you do, what you believe in and the problems you solve.

If these are clearly stated in the homepage copy, all customers, including new and returning ones, will better understand your business and what it offers.

As an SME owner, you can be so knowledgeable about your business that you can overlook how simple things, like unclear and poorly written website copy, can make visitors confused about what your business offers. So, consider this: does your website copy need clearing up?

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