“We deliver quality.”
“The customer is always our top priority.”
“We offer professional solutions.”
There isn’t necessarily anything wrong with those sentences.
The problem is simply that they could appear on almost any website.
When the text is too general, it says very little about why a customer should choose your company in particular.
Good website copy doesn’t have to be clever or creative.
Above all, it should make the company easy to understand.
Start with what the customer wants to know
Many websites start with the company:
We were founded in…
We have many years of experience…
We specialize in…
That could very well be relevant.
But a first-time visitor often asks a more fundamental question:
Can you help me find what I’m looking for?
That is why the most important pages should make this clear right away:
- What the company offers
- who this applies to
- What problems you solve
- What the customer can expect
- how to move forward
The company’s history can come later.
“Quality” doesn’t really tell you much
Words like “quality,” “service,” “flexibility ,” and “professional” are used so often that they almost become invisible.
That doesn’t mean they can never be used.
But they become much more powerful when you show what they mean in practice.
Instead of:
“We deliver high quality.”
For example, a manufacturing company might write:
“We machine workpieces up to 14 meters long and handle both single pieces and small batches.”
That tells the customer something specific.
And specific information makes it easier to assess whether the company is a good fit for the job.
Write in a way that reflects how the company actually operates
The best copy is often already within the company.
It’s just not on the website yet.
These are the things the employees explain over the phone.
The questions customers always ask.
The difference between two solutions, which the salesperson explains over and over again.
The information the customer must provide before a quote can be prepared.
If the same questions are answered over and over again, there’s a good chance the answers should also be available on the website.
Use the words your customers use
Companies often have their own language.
Abbreviations.
Product Names.
Technical terms.
Names of processes that make perfect sense internally.
But the customer might be looking for something entirely different.
If the company refers to a service by one name, while customers consistently use a different term, it’s worth including both on the page.
This makes the text easier to understand and can also make it easier to find in search results.
Don’t just write to Google
Of course, SEO matters.
If you want to be found for a specific service, Google needs to be able to understand what the page is about.
But the text doesn’t get any better just because the same keyword is repeated in almost every sentence.
Start by writing something that helps the visitor.
Then use the relevant words naturally in, for example:
- Page Title
- headlines
- body text
- internal links
- SEO Title and Description
The search engine must be able to understand the text.
But people still have to want to read it.
Show the difference instead of just claiming it
If everyone writes:
“We’re flexible.”
It’s hard to know who that actually is.
So explain what flexibility means.
For example:
“We handle both one-time projects and ongoing production.”
or:
“You’ll have the same point of contact from the first meeting through to the final solution.”
The last one is also a good example of something I use myself at Studio LP.
“Personalized service” is a general term.
“One dedicated contact from start to finish” explains what the customer actually gets.
You don’t need to write everything on the front page
Another classic mistake is trying to explain the entire company on a single page.
The result is often a very long front page, where the most important messages get lost.
The front page should, first and foremost, provide an overview.
The individual subpages can provide in-depth information on services, products, processes, and frequently asked questions.
This makes the website easier to use and also allows for more targeted content.
Read the text without the logo
Here’s a simple test.
Imagine if the company’s name and logo were removed from the page.
Could the text just as easily belong to a competitor?
If the answer is yes, it is probably too general.
Then try asking:
After reading this page, what do we know about the company that we didn’t know before?
If the answer is “not much,” the text probably lacks specific details.
You don’t have to sound smart
Business texts sometimes become more complicated than they need to be.
The goal is not to impress the customer with the wording.
The goal is for the customer to quickly be able to think:
This is what they do.
This is relevant to me.
I know what I need to do next.
If the text does that, it’s already well on its way.
