What to write on your website: content that turns visitors into enquiries

Design gets the credit, but words do the converting. A plain site with sharp copy will outperform a beautiful site with vague copy every time. Here's what to actually write, page by page.

Homepage: answer three questions instantly

Above the fold — before any scrolling — a visitor should learn: what you do, who it's for, and what to do next.

• Headline: concrete outcome, not welcome mat. "Gas-safe boiler repairs across Sandwell — same-day call-outs" beats "Welcome to Smith Heating Solutions".
• Subheadline: one sentence of how, or proof. "300+ repairs completed this year, rated 4.9 on Google."
• One button: the single next step — get a quote, book a call, see prices. One. Multiple competing buttons split attention and lower all of them.

Below the fold: proof (reviews, real photos, recognisable work), your core services with links, and the call-to-action repeated.

Service pages: one page per service, structured the same way

• The problem in the customer's words — "Boiler making a banging noise?" meets people where they're searching
• What you do about it — concrete process, timescales, what's included
• Price signal — "from £X" or a typical range. Silence loses more enquiries than any number does
• Proof specific to this service — a review or job photo about this work
• The call-to-action, again

These pages are also your local SEO workhorses — a genuine, useful page per service (and per area, if you cover several) is what actually ranks.

About page: it's still about them

Visitors read about pages to answer one question: can I trust these people? Skip the third-person corporate history. Use first person, real names, real faces, and connect everything back to the customer: why you do this work, what you refuse to compromise on, what customers say. One paragraph of genuine "why" beats ten of "established in 2009".

Words that quietly kill conversions

• "Solutions", "quality", "passionate", "wide range" — meaning-free filler every competitor also uses
• Industry jargon your customer wouldn't say out loud
• "We" openings everywhere — audit your pages: sentences should start with "you" more than "we"
• Clever-but-unclear headlines. If it needs a second read, it's costing you money

A 30-minute rewrite that pays for itself

• Rewrite your homepage headline as outcome + place + next step
• Add a price signal to your most-visited service page
• Replace one stock photo with one real one
• Put your best review, verbatim, above the fold

Write like a helpful expert talking to one specific person in a hurry — because that's exactly who's reading.