Design catches the eye; copy makes the decision. Yet most sites carry the same text: we are an industry leader with years of experience and a dedicated team. That says nothing — your competitor writes it too.
Rule 1: the first 5 seconds
A visitor wants three answers: What is this? Is it for me? What do I do now? If they cannot find them, they leave. So the headline is not Welcome, it is concrete: Appliance repair in your town — same day.
Rule 2: about them, not you
Count the we and the you in your text. If we dominates — rewrite. Not: we offer a wide range of services. But: you get the site in 3 weeks, fully set up.
Rule 3: concrete beats general
- Not fast delivery → Yes: delivery within 24 hours in these towns
- Not quality workmanship → Yes: a 2-year warranty on everything
- Not competitive prices → Yes: from 12,000, no hidden costs
Numbers and place names can be verified — that is why they are believed.
Rule 4: the obstacle before the buy button
Every buyer has one fear. Find it and answer it right there: what if I do not like it? → the returns policy next to the button. Can I edit it myself? → you get video training. That is conversion without a cent of ads.
Rule 5: one CTA per screen
Three buttons with different messages = none get clicked. Decide the main action and repeat it.
Rule 6: proof, not promises
Real reviews with names, photos of finished work, numbers (over 200 clients), partner logos. One real testimonial beats three paragraphs of self-praise.
The phone test
Read your copy aloud as if explaining to a client. If it sounds stiff — it reads that way too. The best copy sounds like a normal conversation.
The shortest advice
Write your copy as answers to the questions clients ask you every day. Those questions are your homepage.