Website copywriting for businesses, in true sentences

Say the answer first

A visitor arrives with a question. The first paragraph should answer it, not warm up to it. Not welcome to our site, not a line about passion. What you do, for whom, where.

Every page the builder writes opens with an answer capsule that does exactly that. If yours reads like a slogan, tell the in-app assistant to make it plain and it will.

Use the questions people actually ask

You already know the questions. They are the ones customers ask on the phone: how soon can you come, do you cover my town, what does it usually involve, are you licensed.

Write those questions as headings and answer each one in a sentence or two. The builder adds a questions-people-ask section to every page from your interview, and you can change any of them.

Answer the awkward ones too. If people ask whether you charge for a visit, say what you do. A page that dodges the question sends the reader to someone who answers it.

Borrow the words your customers use

Customers do not say heating unit; they say furnace. They do not say exterior maintenance; they say gutters. Write the word they say, because it is the word they type.

Listen to your own phone calls for a week and write down how people describe the problem. That list is better copy than anything a writer invents.

The same goes for what you call yourself. If customers say plumber and you say mechanical contractor, the page says plumber first and the formal name second.

What the interview asks you

The in-app assistant asks about your services, the areas you cover, who you serve, and what makes you different. Your answers become the titles, descriptions, headings, copy and questions on every page.

Answer like you are talking to a customer, not filling in a form. The question that matters most is what makes you different. The honest answer is usually small and specific: you answer the phone, you show up when you said, you have done this for a long time.

You can also share a Google Sheet of your services, areas and prices through a read-only share. The assistant can read your existing website address too, to fill gaps.

Editing copy in plain language

There is no code and no drag-and-drop editor. You tell the in-app assistant what to change the way you would tell a colleague. Make the plumbing page shorter. Say we are open on Saturdays. Take out the line about the awards.

It makes the edit and the page passes the same check before it publishes. Every publish keeps a version, so a change you regret is a rollback, not a loss.

You can also write a whole page yourself in plain paragraphs at no charge. It goes through the same check as everything else.

What never to write

The fastest way to lose a reader is a line they do not believe. These belong on no page, however tempting.

The check that runs before anything publishes looks at structure and standards, not truth. The truth is your job, and it is the part a reader can feel.

• A claim you cannot back, such as the best in town
• A review you did not receive, or a quote nobody said
• A number you made up, or a statistic you half remember
• A promise about results, whether rankings, leads or sales
• Medical, legal or financial advice, if you are in a regulated trade
• A competitor's name with a dig attached

Uniqueness is copy too

If you serve several towns, each town page needs its own true sentences: the neighborhoods, the kind of houses, the jobs you have done there. Not the same page with the town name swapped.

The builder's uniqueness check strips city, state and industry names before it measures. A page that is a copy with the town changed scores as a copy and does not publish. That is a feature. It stops you shipping a page a reader would see through anyway.

Google Search Essentials says the same thing in longer words: write for people, and make each page genuinely useful on its own.