Write for your visitor, not for yourself
Website content should address what your visitors need to know. What questions do they ask? What concerns do they have? What information do they need before contacting you?
Start with your visitor's perspective. Write answers to their questions, not just descriptions of your business.
Homepage copy guidelines
Your homepage headline should state what you do in plain language. Avoid jargon and vague claims. The subheadline should clarify the benefit. The body copy should address the visitor's situation and guide them toward the next step.
Keep the homepage focused. Do not try to cover everything. Link to detail pages for specific information.
Service page copy guidelines
Each service page should explain what the service includes, who it is for, how the process works, and what the visitor should do next. Include proof like testimonials or case studies when possible.
Write in short paragraphs with clear headings. Visitors scan before they read. Make it easy to find the information they need.
About page copy guidelines
Your about page should tell your story in a way that builds trust. Focus on how your background helps your clients, not just your biography. Include credentials, experience, and what makes your approach different.