Write for the customer’s decision
Address what the visitor needs to understand: the problem, your service and whether it suits their situation. Use familiar words and concrete details.
Make the offer specific
Describe what is included, how the work typically proceeds and what a customer can expect. Avoid vague promises or claims you cannot support.
Structure copy for scanning
Use concise headings, short paragraphs and useful lists where they improve comprehension. Make the page easy to scan on a phone.
Give every page a clear next step
Invite the visitor to take a relevant action, such as reading a case study or getting in touch. Keep the action visible and explain what happens next.
End with a relevant next step
Invite visitors to take an action that fits the page, whether that is exploring a related service, reading a case study or getting in touch. Keep the action visible and explain what happens next.
Frequently asked question
How can I tell if my website copy is clear?
Ask someone in the intended audience to explain your offer, who it is for and the next step. Uncertainty in those answers shows where the copy needs clarification.