Copy that works has one characteristic: it talks about the customer, not about you. “We are a dynamic company with many years of experience” says nothing to anybody.
The test is simple: count how often “we” appears and how often “you” does. If the first wins, you know what has to change.
Want a view on your copy?
Send us two pages and we will return what would change the enquiries.
What to write on each page
Every page has a different job. The same copy everywhere means none of them does it.
| Page | Its job | The first thing it says |
|---|---|---|
| Home | Makes clear what you do and for whom | What problem you solve |
| Service | Sells one specific service | What the customer gets |
| About | Builds trust | Why they should trust you |
| Contact | Reduces risk | How fast you reply |
| FAQ | Answers objections | Price, timing, guarantee |
The second row is where the sale happens. You need one page per service, not a single “Services” page with six paragraphs.
The home page in three sentences
A visitor decides within seconds. Give them:
- What you do, without professional jargon.
- Who for, with a specific audience or area.
- What to do now, with one button.
An example, from vague to specific:
Before: “Comprehensive digital presence solutions for modern businesses.”
After: “We build websites and e-shops for businesses in Epirus. Live in 3–5 weeks, with a clear price from the start.”
The second says what, for whom, and how long. Numbers do more work than adjectives.
The full structure of a page that converts is in landing pages.
How to find what makes you different
Most businesses write “quality, reliability, service” — which is what everybody writes.
The competitor test: take the sentence you have written about yourself. If your nearest competitor could publish it without changing a word, it says nothing.
Four questions that produce something real:
- What do you do that others do not? Timing, method, guarantee, specialism.
- What do customers say when they recommend you? Those are your words.
- What do you not do? “We do not take on projects below X” builds a position.
- What is the most specific number you can state? Years, projects, response time.
The second is the easiest and most productive: open your reviews and see which words repeat. Those go on the home page.
An “About” page nobody skims past
It is among the most visited and worst written pages. It is not a CV — it is the answer to “why should I trust you”.
What goes in:
- People, with names and photographs. Not stock.
- How you started, in two sentences, for a reason a stranger can understand.
- How you work: the steps, so they know what to expect.
- Where you are, if you have a local audience.
What stays out: vague vision, mission, and values in three columns.
Tone: how you speak
The rule that solves most of it: write the way you would explain it to a customer on the phone.
| Instead of | Write |
|---|---|
| “We proceed to implementation” | “We build it” |
| “Clients may elect to” | “You can choose” |
| “Subject to consultation” | “We talk and agree it” |
| “Competitive pricing” | “From €450” |
And one decision to make once: formal or informal? For local shops, e-shops and creators, informal. For B2B, medical, legal and technical services, formal. Whichever you choose stays the same everywhere.
Want the copy written in your voice?
Tell us what you do and who you serve and we will send a sample home page.
How long, and how it gets read
Nobody reads on screen — they scan. Write for scanning:
- Paragraphs of 2–3 sentences. Anything longer gets skipped.
- Subheadings every 150–250 words, telling the story on their own.
- Lists and tables instead of dense paragraphs.
- Bold on the one phrase that must stick, not on five.
Indicative lengths: home 300–500 words, service page 600–1,000, about 300–500.
And a note on SEO: write for the human first, then check that your core term appears in the title, the first paragraph and one subheading. Nothing more — the fundamentals are in SEO for beginners.
Frequently asked questions
Can I use AI?
For structure and a first draft, yes. The examples, the numbers and your customers’ phrases have to be yours — otherwise the copy reads like everyone else’s.
What does a professional cost?
Typically €80–€250 per page, depending on the research. Start with the home page and your main service page.
Should I publish prices?
If you have fixed prices or a range, yes. It filters out irrelevant enquiries and improves the quality of the rest.
How often should I refresh it?
An annual review, and immediately when services or prices change. Copy saying “since 2019” reads as neglect.
What must every page have?
A clear heading, one call to action and a way to get in touch — see the website checklist.
The first step
Open your home page and read only the first sentence. Give it to somebody outside your field and ask: what does this business do, and for whom?
If they cannot answer correctly, that one sentence is your whole job for today. Ideas for the rest of the copy come from your content marketing.
Next step
Book a free 30-minute call with the team at The Dev Alley. We will read your copy and show you what changes the enquiries.