Website copy that turns visitors into enquiries

A visitor on your website is asking three quiet questions: is this for me, can I trust them, and what happens next. Copy that answers those three questions calmly will out-perform clever writing every time.

Write in your customer's words

Read your enquiry emails, your reviews and your text messages from customers. Use those words. If customers say "leaky basement", do not write "moisture ingress remediation".

Be specific

Specific detail is what makes a claim believable.

• Vague: "fast, reliable service".
• Specific: "we reply to every quote request within one business day".

Specifics also protect you. You only publish what you can deliver.

Structure each page the same way

A page that converts usually follows this shape:

1. A clear headline naming the outcome.
2. One or two lines explaining who it is for.
3. What is included, in plain points.
4. Proof: photos of your work, a client comment, a relevant project.
5. Common questions answered honestly, including price ranges if you can.
6. One clear call to action.

Cut the warm up

Delete the first sentence of most paragraphs. Website writing rarely needs an introduction, and the second sentence is usually the real one.

Say what happens after they click

Reduce the risk of contacting you. "Send a short message and we will reply within one business day with next steps, no obligation" removes more hesitation than another paragraph about your values.

Read it out loud

If you would not say a sentence to a customer standing in front of you, do not put it on your website. Reading out loud catches almost every stiff or inflated line.

Then leave it alone for a day

Come back and cut ten percent. The page will be better every time.

Writing is where a website succeeds or fails, so it is where we start with every project. If you want a quick check on your current pages, run them through our free website scan and see what a reader is likely to take away.