Website Copywriting: Writing Pages That Get Enquiries

Updated: 06 November, 2026

Most small business websites do not fail because of the design. They struggle because the words do not tell a visitor what they need to know. Good website copywriting is not about clever slogans: it is about answering a customer's questions clearly enough that getting in touch feels like the obvious next step. If you run a business in Liverpool or Merseyside and you are planning a new site, or tidying an old one, this guide shows how to write pages that people can read quickly and act on.

Write for the person, not the search engine

It is tempting to write for Google first. Google's own guidance points the other way. Its documentation on creating helpful, reliable, people-first content says its systems aim to reward content created to benefit people, not content created to manipulate search rankings. It also asks "why" you are creating a page, and says content should be made primarily to help the people who visit it.

The SEO Starter Guide adds that creating compelling, useful content is likely to affect your presence in search results more than any other suggestion it makes, and that excessive repetition of keywords is tiring for readers and goes against Google's spam policies. Nobody can guarantee where a page will appear in search, so the sensible aim is simple: write pages that are genuinely useful, then let people find them.

Know what each page is for

Before you write a word, decide what one thing each page should help the visitor do: phone, fill in a form, book, or buy. If you have already written a website brief, you will have a list of goals to hand. If you are still deciding which pages you need, our guide to what pages a small business website should have is a good place to start.

A useful exercise is to write down, for each page, three things:

• Who is reading it? A homeowner in Wirral with a leaking roof reads differently from a procurement manager comparing suppliers.

• What do they want to know? Price, timescales, whether you cover their area, what happens next.

• What should they do afterwards? One clear step, such as "Request a quote".

Put the important things first

The GOV.UK content team's guidance on creating a clear structure notes that people read the web differently from print: they often skim, and it cites research that most people read only 20 to 28% of the text on a webpage. Its advice is to put the most important information first and then taper down to the smaller details, an approach it calls the "inverted pyramid".

For a business page, that means opening with what you do, who it is for and where you work, not with your company history. Compare these two openings:

• Weaker: "Founded with a passion for excellence, we strive to deliver bespoke solutions tailored to your needs."

• Stronger: "We fit and repair boilers for homes across Liverpool and the Wirral. Call us or request a quote online."

The second tells the visitor straight away whether they are in the right place.

Use plain, everyday words

GOV.UK's guidance on using clear language makes a point that business owners often miss: even people with specialist knowledge prefer plain English, because it lets them understand the information as quickly as possible. Its examples include using "buy" instead of "purchase", "help" instead of "assist" and "about" instead of "approximately". It also advises avoiding buzzwords and jargon, and explaining any specialist term the first time you use it.

Practical habits that help:

• Write the way you would explain the service to a customer across the counter.

• Prefer short sentences, and one idea per paragraph.

• Replace vague phrases such as "solutions" or "synergy" with what you actually do.

• Use "you" and "we", so the page speaks to the reader directly.

• Read it aloud. If you stumble, your visitor will too.

Make headings and links do some of the work

Because visitors skim, your headings matter. GOV.UK's structure guidance suggests headings that are descriptive and front-loaded, avoiding generic ones such as "Introduction", and says the content should still make sense if the headings were removed. Bullet points and short lists can make information easier to take in, too.

Links need the same care. The GOV.UK guidance on writing effective links says link text should be descriptive rather than "click here" or "more", and that links should sit in context, at the point where they are useful, rather than being gathered in a list at the bottom. Google's SEO Starter Guide says similar: link text should tell users and search engines what the linked page contains before they visit it.

Be specific, honest and checkable

Specific beats impressive. "We reply to enquiries within one working day" is more useful than "fast, friendly service", provided it is true. Say what is included, how your process works, which areas you cover, and what a customer should expect to pay or how you work out a price. If you cannot back up a claim, leave it out. Only publish reviews and testimonials that are real and that you have permission to use.

Google's guidance also asks who created the content and encourages making that clear to readers. A real name, a real photo and a genuine "About" page help a visitor decide whether to trust you.

Finish every page with one clear next step

Tell people what to do next, and make it easy: a button, a phone number, a short form. Use words that describe the action, such as "Request a quote" or "Book a free call", not "Submit". Repeat the same step near the top and at the end of longer pages, so nobody has to scroll back to find it.

A simple checklist before you publish

• Does the first paragraph say what you do, for whom and where?

• Is there one main action for the page?

• Could a 12-year-old follow it, and a specialist read it without wincing?

• Are the headings descriptive, and do the links say where they go?

• Is every claim true and something you can show?

• Have you checked spelling, phone numbers and prices?

Who should write the words?

Many owners write the first draft themselves because they know the business best, then ask someone to tidy it. Whoever writes it, agree early with your designer who is responsible for the text and when it will be ready: late copy is a common reason for launch delays. Outible builds websites with Gatsby, and the right layout is much easier to design when the real words exist. Our website requirements page explains what we need from you, and if you would like to talk it through you can get in touch or read about our web design in Liverpool.

If you are weighing up budgets, Outible's Simple website is £1,500 for up to 10 pages, with hosting at £25 a month. Whatever route you choose, it is worth setting aside time for the writing, because it is the part of the site your customers actually read.

Frequently asked questions

What is website copywriting?

Website copywriting is writing the words on your website so that visitors understand what you offer and know what to do next. It covers page text, headings, buttons, forms and the short summaries search engines may show.

How long should a web page be?

As long as it needs to be to answer the visitor's question, and no longer. A contact page may be a few lines, while a service page may need several hundred words. Put the most important information first so skimmers still get it.

Do I need to use keywords in my copy?

It helps to use the words customers would use, such as the service and the area, naturally and where they fit. Google's guidance warns that excessive repetition is tiring for readers and breaks its spam policies, so write for people first.

Should I write my own website copy?

You can. You know your customers and your work. A fresh pair of eyes, whether a friend or a professional, is useful for tidying it up and cutting waffle. The main thing is to keep it clear, accurate and honest.

Will good copy bring more enquiries or better rankings?

Nobody can promise that, and nobody can guarantee rankings or results. Clear, useful and honest copy makes it easier for the right customers to understand you and get in touch, but outcomes depend on many things, including your market and competition.

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