What to Write on a Business Website: Copy That Turns Visits into Calls
A tiler sits down in the evening in front of a ready-made template. The design looks good, the sections are filled with sample „Lorem ipsum” text, all he has to do is type in his own. And that’s where he freezes. What is he actually supposed to say about a business he has run for twelve years, one that „just lays tiles”? The cursor blinks in an empty field, an hour passes, the page is still blank. You know the feeling if you have ever tried to describe your own work.
This problem stalls more websites than a lack of money or time ever does. It isn’t that the owner can’t write. It’s that writing about yourself is the hardest kind of writing there is: everything sounds either obvious or like boasting. This guide hands you a ready-made skeleton. Section by section, with examples of what to put in each field, so a visitor turns into a phone call or a form.
Why writing about yourself hurts
Look at it from the outside. The tiler walks onto a site every day and knows exactly what to do. But ask him to write why a customer should pick him over anyone else, and suddenly it all sounds flat. „Reliable and on time”? Everyone writes that. „With passion”? Empty. So he deletes it, starts again, deletes it again. The project sits for weeks on a single paragraph.
The trick is that good business copy doesn’t describe you. It describes the customer’s problem and how you solve it. Someone looking for a tiler doesn’t want to read about your passion for the craft. They want to know whether you do bathrooms in their town, roughly what it costs and whether other people were happy. Shift from „what I’m like” to „what the customer gets out of it” and the blank field starts filling itself. The rest of this article is the concrete questions you answer in each section.
The headline: who, what and where instead of a slogan
The first screen is the one thing everybody sees. You have a few seconds for the visitor to realise they’ve landed in the right place. So the headline has to answer three questions at once: who you are, what you do and where you work.
Compare two versions. „We create spaces you’ll love to live in” sounds nice and means nothing, because a developer, an architect and a furniture shop could all sign off on it. Now try: „Tiling and floor work, greater Manchester, 12 years on site”. Boring? Maybe. But a customer with an unfinished bathroom knows straight away they’re in the right place. A slogan sets a mood, a specific sets up a phone call.
Right under the headline, put your phone number, ideally clickable, and one line on what to do next. Don’t make anyone hunt for contact details in the footer. For more on what else belongs on a service page, we have a separate guide on the website for a service business.
Services: specifics instead of „comprehensive solutions”
The services section is the heart of the page and, at the same time, where corporate waffle lands most often. „We provide comprehensive finishing solutions” tells the customer nothing. They can’t tell whether you only lay porcelain on terraces or also do grouting and waterproofing.
Instead, list your services the way a customer names them when searching. Not „finishing work” but „bathroom tiling”, „terrace porcelain”, „epoxy grouting”. Add two or three sentences of substance to each: what it covers, roughly how long it takes, what to watch out for. A description like that does two jobs at once. The customer understands the scope, and Google gets the phrases people actually search for.
You don’t have to describe everything you can do. It’s better to present five main services well than to list thirty keywords that bury the ones you actually earn a living from.
About us: three sentences that build trust
The „about us” section isn’t the place for a company legend dating back to 1998. The customer wants to check whether there’s a real person behind this who knows what they’re doing. Three things are enough: experience in numbers, a face and something human.
Experience in numbers isn’t „years of experience”, it’s „12 years, over 400 finished bathrooms”. A face is a real photo of you or the crew, not a man in a suit from a stock library. And something human is one sentence that shows your approach: „I don’t leave a job half done and I clean up after myself”. That’s it. Three sentences of substance do more for trust than half a page of generalities about mission and values.
Pricing: why to show a range despite the resistance
This is usually where the argument starts. „I won’t give prices, every job is different” or „the competition will copy me”. I understand the reluctance, but look at it through the customer’s eyes. They want to know whether they can afford you or not. If they find no hint at all, they’ll do one of two things: call someone who did list prices, or call you only to ask about price and take up your time on a conversation that goes nowhere.
You don’t have to publish a rigid price list. A range or a „from” figure is enough. „Tiling from PLN 90 per square metre”, „bathroom size quoted individually”. That filters out the customers outside your bracket before they call, and it signals you have nothing to hide. If you’re wondering how to price the website itself, we have a separate piece on how much a business website costs.
The call to action: phone or form
Every subpage should lead to a single action. The question is: phone or form? The answer depends on how urgent the job is and how the customer prefers to get in touch.
The table below shows what works when.
| Customer’s situation | Better contact | Why |
|---|---|---|
| Emergency, time pressure | Clickable phone | They want to talk now, not wait for a reply |
| Renovation quote, planning | Form | They can describe the scope, add a photo, send it in the evening |
| Shy customer, prefers writing | Form or email | Not everyone likes cold-calling a firm |
| Simple job, quick decision | Phone | One question and the slot is booked |
Ideally offer both, but highlight the one that fits your work. An emergency plumber leads with the phone. A renovation firm booking jobs ahead leads with a form the customer fills in to describe what needs doing.
What not to write
Finally, a list of things that spoil even a well-thought-out page. It’s worth running through before you publish.
- Corporate speak. „Synergy”, „bespoke comprehensive solutions”, „delivering value”. Someone looking for a tiler doesn’t talk like that, and you don’t have to either.
- A wall of text. Nobody reads five paragraphs with no heading and no break. Short sections, bold, lists where you’re itemising something.
- Promises with nothing behind them. „Best in the region”, „number one on the market”. Without proof those are just words, and the customer senses it. Show reviews and finished work instead, and let them speak for you.
- Writing about yourself instead of the customer. If a paragraph says „we” five times and „you” not once, rewrite it.
If you’re thinking of handing the whole thing to artificial intelligence, it’s worth reading first whether ChatGPT will build your website and where copy like that usually falls short.
When you can’t face writing it yourself
Honestly: even with this skeleton, writing good copy takes an evening or two, and plenty of owners simply don’t enjoy it and don’t have to. In the done-for-you model you describe the business in a form, in your own words, and you see the finished site, copy, sections and photos, in about an hour. At Sitario you only pay once you’ve seen the result, a business website costs PLN 249 with the first year of hosting, and the domain and the code stay yours. If the copy comes out not quite how you’d put it, you fix it in the editor or ask the assistant to rewrite it.
But even if you build the site yourself or from a generator, this skeleton doesn’t change. A headline with a specific, services named in plain language, three sentences about yourself, a price range and a clear call to action. That’s the structure that turns a random visit into a phone call, and that’s the whole point.