How do I write website copy for my service business?

Write for your customer, not about yourself. The biggest mistake service businesses make is filling their website with text about their history, their values, and their mission statement. Customers do not care about your mission — they care about solving their problem. Lead with the outcome you deliver: We fix your plumbing problem fast, guaranteed is more compelling than Founded in 2005, we are a family-owned plumbing company with over 20 years of experience.

Be specific and concrete in your service descriptions. Instead of We offer comprehensive HVAC solutions, write We install, repair, and maintain residential and commercial heating and cooling systems including central air, heat pumps, ductless mini-splits, and furnaces. Specific language helps customers confirm you offer what they need, and it also targets the exact search terms people use when looking for your services.

Every page needs a clear call to action. Do not assume visitors will figure out how to contact you. Tell them exactly what to do: Call us at 615-555-0100 for a free estimate or Fill out this form and we will respond within 2 hours. Use action-oriented language (Request, Schedule, Get, Start) instead of passive language (Learn More, Click Here, Submit). Make the next step obvious on every single page.