{"id":3382,"date":"2026-09-21T16:50:50","date_gmt":"2026-09-21T14:50:50","guid":{"rendered":"https:\/\/studiolp.dk\/website-text-how-to-avoid-sounding-like-everyone-else\/"},"modified":"2026-09-21T18:20:32","modified_gmt":"2026-09-21T16:20:32","slug":"website-text-how-to-avoid-sounding-like-everyone-else","status":"publish","type":"post","link":"https:\/\/dev.studiolp.dk\/en\/website-text-how-to-avoid-sounding-like-everyone-else\/","title":{"rendered":"Website Text: How to Avoid Sounding Like Everyone Else"},"content":{"rendered":"\n

\u201cWe deliver quality.\u201d<\/strong><\/p>\n\n

\u201cThe customer is always our top priority.\u201d<\/strong><\/p>\n\n

\u201cWe offer professional solutions.\u201d<\/strong><\/p>\n\n

There isn’t necessarily anything wrong with those sentences.<\/p>\n\n

The problem is simply that they could appear on almost any website.<\/p>\n\n

When the text is too general, it says very little about why a customer should choose your company in particular.<\/p>\n\n

Good website copy doesn’t have to be clever or creative.<\/p>\n\n

Above all, it should make the company easy to understand<\/strong>.<\/p>\n\n

Start with what the customer wants to know<\/h2>\n\n

Many websites start with the company:<\/p>\n\n

We were founded in\u2026<\/em>We have many years of experience\u2026<\/em>We specialize in\u2026<\/em><\/p>\n\n

That could very well be relevant.<\/p>\n\n

But a first-time visitor often asks a more fundamental question:<\/p>\n\n

Can you help me find what I’m looking for?<\/strong><\/p>\n\n

That is why the most important pages should make this clear right away:<\/p>\n\n

    \n
  • What the company offers<\/li>\n\n\n\n
  • who this applies to<\/li>\n\n\n\n
  • What problems you solve<\/li>\n\n\n\n
  • What the customer can expect<\/li>\n\n\n\n
  • how to move forward<\/li>\n<\/ul>\n\n

    The company’s history can come later.<\/p>\n\n

    \u201cQuality\u201d doesn\u2019t really tell you much<\/h2>\n\n

    Words like \u201cquality<\/em>,\u201d \u201cservice<\/em>,\u201d \u201cflexibility<\/em> ,\u201d<\/em> and \u201cprofessional\u201d<\/em> are used so often that they almost become invisible.<\/p>\n\n

    That doesn’t mean they can never be used.<\/p>\n\n

    But they become much more powerful when you show what they mean in practice<\/strong>.<\/p>\n\n

    Instead of:<\/p>\n\n

    \u201cWe deliver high quality.\u201d<\/strong><\/p>\n\n

    For example, a manufacturing company might write:<\/p>\n\n

    \u201cWe machine workpieces up to 14 meters long and handle both single pieces and small batches.\u201d<\/strong><\/p>\n\n

    That tells the customer something specific.<\/p>\n\n

    And specific information makes it easier to assess whether the company is a good fit for the job.<\/p>\n\n

    Write in a way that reflects how the company actually operates<\/h2>\n\n

    The best copy is often already within the company.<\/p>\n\n

    It’s just not on the website yet.<\/p>\n\n

    These are the things the employees explain over the phone.<\/p>\n\n

    The questions customers always ask.<\/p>\n\n

    The difference between two solutions, which the salesperson explains over and over again.<\/p>\n\n

    The information the customer must provide before a quote can be prepared.<\/p>\n\n

    If the same questions are answered over and over again, there\u2019s a good chance the answers should also be available on the website.<\/p>\n\n

    Use the words your customers use<\/h2>\n\n

    Companies often have their own language.<\/p>\n\n

    Abbreviations.<\/p>\n\n

    Product Names.<\/p>\n\n

    Technical terms.<\/p>\n\n

    Names of processes that make perfect sense internally.<\/p>\n\n

    But the customer might be looking for something entirely different.<\/p>\n\n

    If the company refers to a service by one name, while customers consistently use a different term, it\u2019s worth including both on the page.<\/p>\n\n

    This makes the text easier to understand and can also make it easier to find in search results.<\/p>\n\n

    Don’t just write to Google<\/h2>\n\n

    Of course, SEO matters.<\/p>\n\n

    If you want to be found for a specific service, Google needs to be able to understand what the page is about.<\/p>\n\n

    But the text doesn’t get any better just because the same keyword is repeated in almost every sentence.<\/p>\n\n

    Start by writing something that helps the visitor.<\/p>\n\n

    Then use the relevant words naturally in, for example:<\/p>\n\n

      \n
    • Page Title<\/li>\n\n\n\n
    • headlines<\/li>\n\n\n\n
    • body text<\/li>\n\n\n\n
    • internal links<\/li>\n\n\n\n
    • SEO Title and Description<\/li>\n<\/ul>\n\n

      The search engine must be able to understand the text.<\/p>\n\n

      But people still have to want to read it.<\/p>\n\n

      Show the difference instead of just claiming it<\/h2>\n\n

      If everyone writes:<\/p>\n\n

      \u201cWe\u2019re flexible.\u201d<\/strong><\/p>\n\n

      It’s hard to know who that actually is.<\/p>\n\n

      So explain what flexibility means.<\/p>\n\n

      For example:<\/p>\n\n

      \u201cWe handle both one-time projects and ongoing production.\u201d<\/strong><\/p>\n\n

      or:<\/p>\n\n

      \u201cYou\u2019ll have the same point of contact from the first meeting through to the final solution.\u201d<\/strong><\/p>\n\n

      The last one is also a good example of something I use myself at Studio LP.<\/p>\n\n

      \u201cPersonalized service\u201d<\/strong> is a general term.<\/p>\n\n

      \u201cOne dedicated contact from start to finish\u201d<\/strong> explains what the customer actually gets.<\/p>\n\n

      You don’t need to write everything on the front page<\/h2>\n\n

      Another classic mistake is trying to explain the entire company on a single page.<\/p>\n\n

      The result is often a very long front page, where the most important messages get lost.<\/p>\n\n

      The front page should, first and foremost, provide an overview.<\/p>\n\n

      The individual subpages can provide in-depth information on services, products, processes, and frequently asked questions.<\/p>\n\n

      This makes the website easier to use and also allows for more targeted content.<\/p>\n\n

      Read the text without the logo<\/h2>\n\n

      Here’s a simple test.<\/p>\n\n

      Imagine if the company’s name and logo were removed from the page.<\/p>\n\n

      Could the text just as easily belong to a competitor?<\/p>\n\n

      If the answer is yes, it is probably too general.<\/p>\n\n

      Then try asking:<\/p>\n\n

      After reading this page, what do we know about the company that we didn’t know before?<\/strong><\/p>\n\n

      If the answer is \u201cnot much,\u201d the text probably lacks specific details.<\/p>\n\n

      You don’t have to sound smart<\/h2>\n\n

      Business texts sometimes become more complicated than they need to be.<\/p>\n\n

      The goal is not to impress the customer with the wording.<\/p>\n\n

      The goal is for the customer to quickly be able to think:<\/p>\n\n

      This is what they do.<\/strong>This is relevant to me.<\/strong>I know what I need to do next.<\/strong><\/p>\n\n

      If the text does that, it’s already well on its way.<\/p>\n","protected":false},"excerpt":{"rendered":"

      \u201cQuality, service, and professional solutions\u201d could appear on almost any website. See how more specific wording makes the company easier to understand\u2014and remember. <\/p>\n","protected":false},"author":1,"featured_media":3383,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52],"tags":[],"class_list":["post-3382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-content"],"acf":[],"_links":{"self":[{"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/posts\/3382","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/comments?post=3382"}],"version-history":[{"count":1,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/posts\/3382\/revisions"}],"predecessor-version":[{"id":3384,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/posts\/3382\/revisions\/3384"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/media\/3383"}],"wp:attachment":[{"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/media?parent=3382"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/categories?post=3382"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.studiolp.dk\/en\/wp-json\/wp\/v2\/tags?post=3382"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}