Five signs your website copy is costing you customers

Most small business websites don't have a design problem. They have a words problem. The site looks fine, but visitors leave without getting in touch because the copy doesn't tell them what they need to know. Here are five signs that's happening to you.

1. Your headline could belong to anyone. "Quality service you can trust" or "Solutions for your business" tell a visitor nothing. Your headline should say who you help and what you do. Try reading it with your company name removed. If it could be a plumber, an accountant or a florist, rewrite it.

2. It talks about you, not your customer. Count how many sentences start with "We". Visitors arrive with a problem: a leaking roof, a messy set of accounts, a brand that looks dated. Start with their problem, then show how you solve it.

3. Nobody can find the price. You don't have to publish every figure, but a starting price or a clear "from" figure helps people decide whether to get in touch. When there's no price at all, many visitors assume it's too expensive and leave.

4. There's no obvious next step. Every page should end with one clear action: book a call, request a quote, order now. If visitors have to hunt for your contact page, some won't bother.

5. It's full of words that sound impressive but say little. "Innovative", "bespoke", "cutting-edge" and "in today's fast-paced world" fill space without adding meaning. Replace each one with a fact: how long a job takes, what's included, who it's for.

The quick fix Read your homepage aloud as if you were a first-time customer. Wherever you'd ask "so what?", add a specific answer.

Want a second pair of eyes? My Homepage Copy service rewrites your homepage in up to 700 words, and the Business Clarity Pack adds your LinkedIn profile too.