How to Write Website Content That Helps Your Business Stand Out
If your website sounds like everyone else’s, it won’t help you get chosen.
The internet is full of the same recycled phrases:
“We offer a professional, reliable service…”
“Our customers are at the heart of everything we do…”
“We go above and beyond…”
You’ve probably seen it. Maybe you’ve even written it.
But here’s the thing: people don’t remember generic. They remember specific, real, human content. Content that sounds like you.
Here’s how to write website content that actually helps your business stand out.
1. Be Clear About What You Actually Do
You’d be surprised how many websites bury this.
Right at the top of your homepage or service page, tell people:
What you offer
Who it’s for
Where you work (if local)
✅ Example: “I install custom garden offices across Hampshire for people who want more space without moving house”.
If your visitor has to scroll or guess to figure that out, they’ll probably leave.
2. Say It the Way You’d Say It
Your tone is part of your brand.
Are you chatty? Straight-talking? Friendly? Formal? Use words you’d actually say in conversation - just cleaned up a little for clarity.
✅ Avoid: “We pride ourselves on excellence”.
✅ Try: “We turn up when we say we will, and we do the job properly”.
That sounds human and it builds trust.
3. Talk About What Matters to Them
Don’t just list features - talk about how your service helps people.
Instead of: “We offer BIAB, hard gel and gel polish.”
Try: “Want nails that last longer and feel stronger? I offer BIAB and hard gel, ideal if you’re done with chipping and flaking.”
Show you understand what they need. Solve their problems before they even ask.
4. Show, Don’t Just Tell
Don’t just say you’re great - prove it!
Use photos of your real work
Share customer reviews
Mention specific results or outcomes
Talk about the why behind what you do
Even little details help people remember you.
✅ Example: “I started this business after getting tired of trades who don’t call back. So now I make it a point to reply within 24 hours - every time”.
That’s more compelling than any polished marketing phrase.
5. Make It Easy to Take the Next Step
Once someone’s interested, make it simple to act:
Add a clear call to action (CTA) at the bottom of every page
Link to your Contact page, booking form, or services
Tell them what happens next (e.g. “I’ll get back to you within 24 hours”)
✅ No one wants to chase you or guess how to book.
Your Words = Your First Impression
Your website is often the first place people meet your business. So your content isn’t just words - it’s your handshake, your hello, your “this is why we’re different”.
You don’t need to be flashy. You just need to sound like yourself, be clear about what you offer, and talk to your audience like a human.
Need Help Writing Content That Sounds Like You?
Whether it’s your homepage, service pages, or blog posts, I can help you write content that feels personal, ranks well, and helps your business stand out.
👉 Let’s work together and turn your website into a tool that actually brings in business.
Why is it important to be clear about what my business does on my website?
Clarity helps visitors quickly decide if your service fits their needs, reducing bounce rates.
What’s the best way to prove my business is trustworthy?
Using real photos, customer reviews, specific outcomes, and honest explanations builds stronger trust than generic claims.
How do I make it easy for visitors to take the next step?
Clear calls to action and easy-to-find contact or booking links guide visitors smoothly towards conversion.
