MARKETING · · 6 min read
How to write website copy that turns visitors into enquiries
Most small business websites talk about the wrong person. A practical guide to headlines, proof, calls to action and copy people actually read.
Marcus · SEO & Content Strategist
Most websites talk about the wrong person
Read the homepage of almost any small business and you'll find a lot of "we". We were founded in, we pride ourselves on, we are passionate about. Your customers don't care yet. They care about whether you can solve their problem, how quickly, and what it'll be like to work with you.
Good website copy flips the focus from you to them. Here's how.
Lead with the outcome
Your headline has one job: tell people they're in the right place. Say what you do, who it's for and why it matters, in plain language.
"Innovative solutions for modern businesses" says nothing. "Family dentistry in Hawthorn with same-week appointments" says everything a nearby parent needs to know.
Answer the questions people are already asking
Before anyone enquires, they're silently asking:
- Do you do what I need?
- Do you work with businesses or people like me?
- Can I trust you?
- What does it cost, or roughly what am I in for?
- What happens after I get in touch?
Every key page should answer these, in roughly that order.
Write like you talk
Read your copy out loud. If it sounds like a brochure, rewrite it. Short sentences. Everyday words. One idea per paragraph. If you wouldn't say "leverage our holistic approach" to a customer on the phone, don't write it.
Show, don't claim
Everyone says they're professional, reliable and customer focused. Proof is what separates you:
- Real project examples with photos and a short story
- Reviews and testimonials with names, where your industry allows them
- Specific details, such as how long jobs take, what's included and who will look after you
- Logos of businesses you've worked with
Make the next step obvious
Every page needs one clear call to action, repeated where it makes sense. "Book a free consult", "Get a quote in 24 hours", "Call now". Pick one primary action per page and make the button impossible to miss.
Then reduce friction. Shorter forms get more enquiries, so ask only for what you need to respond well.
Structure for skimmers
Most visitors skim before they read. Help them:
- Use descriptive headings that make sense on their own
- Keep paragraphs short
- Use lists for steps, features and inclusions
- Put the most important information first
Write for search, but not for robots
Use the words your customers actually type into Google, including your services and suburbs, naturally throughout your pages. One page per core service gives each one a chance to rank. But write for the person first. Copy stuffed with keywords doesn't convert, and it doesn't rank well either.
A quick test
Hand your homepage to someone who doesn't know your business and give them ten seconds. Ask them what you do, who it's for and what they should do next. If they can't answer all three, your copy has work to do.
Want fresh eyes on your website copy? Book a call and we'll walk through your key pages together.
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WRITTEN BY
Marcus · SEO & Content Strategist
Plans the keywords, pages and articles that help clients get found on Google and in AI search.