Most website copy is about the business. "We were founded in 2009, we value quality, we are a team of driven professionals." The visitor does not read that, because it is not about them. Good copy is about the customer: what they want, what they are afraid of, and what they have tomorrow if they say yes.
Six rules
- Write "you", not "we". Unless you are a notary. "You" reads like a conversation.
- Start with the result. Not "we offer personal training" but "Stronger in six weeks".
- Short sentences. One thought per sentence. Read it out loud; if you run out of breath, the sentence is too long.
- Cut the filler words. Quality, professional, passion, unique, tailored, solution. They mean nothing any more, because everyone uses them.
- Be concrete. Not "fast delivery" but "at your door tomorrow". Not "sharp prices" but "€499".
- One button per page. And say what happens when someone clicks: "Book a table", not "Submit".
A quick test
Read your homepage and replace your business name with your competitor's. Does the text still fit? Then it says nothing. Good copy can only be about you.
If you get stuck
At Scrollvio we write the copy, in your tone, from a short questionnaire. You read it and say what needs to change. You do not have to write a word yourself, but if you want to, these rules help.
Scrollvio builds websites for a fixed price: €499 for one page, €1,750 for a business site. Copy, imagery and Google setup included, and the site is yours. Not happy? Money back.
Start your site