Website Copywriting Tips for Small Businesses: 12 Rules That Work

Most small business websites fail because of the words, not the design. If visitors don't understand what you do within a few seconds, a beautiful layout won't save you. These twelve rules help you write copy that's clear, credible and gets people to act.

1. Write for one reader

Picture a specific customer and write to them. "You" and "your" should appear more than "we" and "our".

2. Lead with a clear headline

Say what you do and who it's for, in plain words. "Brand strategy for start-ups that want to raise" beats "Creating tomorrow's brands today".

3. Put benefits before features

Features say what something is. Benefits say what it does for the reader.

Feature: "Fixed-price packages." Benefit: "Know exactly what it'll cost before you start."

4. Use plain language

Short words, short sentences, no jargon. If a ten-year-old couldn't follow the gist, simplify it.

5. Be specific

"We help businesses grow" says nothing. "We help London restaurants fill quiet midweek tables" says something. Use numbers, names and details you can stand behind.

6. Show proof

Back up claims with client names, short quotes, results, awards or case studies. Without proof, copy is just claims.

7. Answer the obvious questions

What does it cost? How long does it take? What happens next? Who is it not for? A short FAQ saves people from guessing.

8. Make the next step obvious

Every page needs a clear call to action, with words that say what happens: "Book a 30-minute call", not "Submit".

9. Structure for scanning

People skim. Use clear headings, short paragraphs and bullet points. Put the most important information first.

10. Match your tone of voice

Your copy should sound like your brand across every page. See our tone of voice guide.

11. Write for search, without stuffing

Use the words your customers use, in headings and naturally in the text. Don't repeat a phrase unnaturally. Helpful, clear writing is what both people and search engines favour. Our guide on SEO for small businesses covers the wider picture.

12. Edit hard

Write a rough draft, then cut. Remove filler words, repeated points and anything that doesn't help the reader. Read it aloud, and fix anything you trip over.

A before and after

Before: "We are a passionate, award-winning team of creative professionals delivering innovative, bespoke solutions to a diverse range of clients."

After: "We design brands for start-ups that want to launch with confidence. Our clients get a clear strategy, a distinctive identity and a website that's ready on day one."

The second version says who, what and the result.

Page by page

• Homepage: what you do, who for, proof and a clear next step. See our homepage checklist.
• Service pages: the problem, your approach, proof, price approach and FAQs.
• About page: why you exist, who's behind it and why customers can trust you. See about page examples.
• Contact page: make it easy and say what happens after. See contact page best practices.

Common mistakes

• Starting with the company history
• Using the same words as every competitor
• Hiding the price approach and the process
• Writing long blocks of text
• Forgetting to update old pages

Frequently asked questions

Should I write my own website copy?

You know your business best, so a first draft from you is valuable. A professional can sharpen it, particularly the homepage and key service pages.

How long should website copy be?

As long as needed to answer the reader's questions, and no longer.

Can you help?

Yes. See our website design work, or book a consultation.