To write great website content, write for one kind of buyer at a time, answer their question in the first two lines, use the words they use, give each service its own page, show proof, keep sentences plain, write titles that say exactly what the page is, link pages together with descriptive text, end every page with one clear next step, and keep it current. Those are the ten tips below. None of them requires a writing degree. All of them require knowing your buyers, which you already do.
Ten tips, in the order you'll use them
1. Pick one reader per page
A page written for "businesses of all sizes" speaks to nobody. Before you write, name the reader: the facility manager at a 200,000-square-foot warehouse, the owner of a three-location dental practice, the GC looking for a reliable sub. Then write the whole page for that person. If you have several kinds of buyers, they may need separate pages.
2. Answer the question first
People arrive with a question. Answer it in the first two sentences, then add the detail. A page about commercial roof coatings should say in its opening lines what a coating does, which roofs it suits and roughly how long it lasts. History of the company can wait.
3. Use the words your buyers use
Your crew might call it "TPO," "single-ply" or "the white stuff." Your buyer might search for "flat roof replacement." Listen to how customers describe the job on the phone and in emails, and use their words in your headings. Ask your office staff. They hear it every day.
4. One service, one page
Detail is what convinces a buyer, and you can't fit real detail about eight services onto one page. Give each service its own page, with everything a buyer needs to judge that one service. Searchers and search engines can then see exactly what you do.
5. Show, with specifics
"Quality workmanship" and "customer satisfaction" appear on a lot of contractor websites. They don't help anyone decide. Specifics do: the type of building, the size of the job, the problem, what you did and how long it took. One real project with a photo is worth a page of adjectives.
6. Write plainly
Short words. Short paragraphs. Active voice. The federal government's plain-language guidance makes the point well: active voice "makes it clear who should do what." "We'll inspect the roof within two days" beats "An inspection will be scheduled." Your buyers are experienced, busy people; plain writing respects their time, and it reads better on a phone, where long, winding sentences with three clauses and a parenthetical turn into a wall of text that most visitors will scroll straight past.
7. Write titles that say exactly what the page is
The page title is the blue link people see in search results. Google's starter guide says a good title is "unique to the page, clear and concise, and accurately describes the contents of the page." The same guide warns that repeating the same words over and over is keyword stuffing and against its spam policies. Name the service and the area. Stop there.
8. Link your pages together with descriptive text
When one page mentions a service you have a page for, link to it, and make the link text say what's on the other end. "Our commercial gutter repair service" tells a reader and a search engine what to expect. "Click here" tells them nothing.
9. End every page with one clear next step
Say what to do and what happens after: "Request a site visit. We'll call you within one business day to set a time." One action per page. If you have two, decide which one matters more and make it bigger.
10. Keep it current
Outdated staff photos, a service you stopped offering, a "new" certification from years ago: each one makes a buyer wonder what else is out of date. Put a calendar reminder in for a quarterly read-through of your main pages. It doesn't take long.
Length, and AI-written content
There's no magic word count. Google's guidance on creating helpful, people-first content lists "Are you writing to a particular word count because you've heard or read that Google has a preferred word count?" as a warning sign. Write until the buyer's question is answered, then stop.
The same page asks whether the use of automation, "including AI-generation," is "self-evident to visitors through disclosures or in other ways." AI tools can help with a first draft. They can't supply your projects, your process or what your customers say on the phone, and that's the part buyers are looking for. Have someone who knows the work edit every page before it goes up.
Curious how your current content comes across? Our Free AI Visibility Check looks at your website, mobile speed, whether you come up in a local search, and what an AI assistant says when a buyer asks who to call. No email needed.
If writing isn't anyone's job
Most owners know exactly what their pages should say. They don't have the hours to write fifty of them. With Inbound SDR, we build a website of up to 100 pages in the first month, planned around every service you sell and every area you serve, and write a guide for each product or service plus a white paper to start. After that, a new blog goes out every business day and is posted to up to 3 social platforms. A dedicated strategist works with your team, and you get a monthly report. Packages start at $1,000 per month on a 12-month term.
If you have a strong writer in-house and a site that's already in good shape, keep them on it, and use the ten tips above as their checklist.
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