Website copy is often left to the last minute: "we will add it when the design is ready". The pages end up filled with generic phrases like "we are a leading company" and "quality services". The visitor learns nothing from them.
Start with the customer's questions
A visitor arrives with a few questions: what do you do, is it for me, what does it cost, why should I trust you, how do I reach you. The copy's job is to answer them, not to praise the company.
What to write on the main pages
- Home page. On the first screen it should be clear what you do, who it is for and what the visitor should do next. The headline should be specific, not a slogan.
- Services. One service, one page. Describe what is included, how the work goes, how long it takes and what the starting price is.
- About us. Concrete facts: how long you have worked, what you have built, who is on the team. Faces and names add trust.
- Work and reviews. Not only pictures: say what the problem was, what you did and what came of it.
- Contacts. Address, phone, opening hours, a map. The phone number should be tappable on a mobile.
How to write so Google finds it
- Think about what your customer types into the search box, and use those words the way you would say them.
- One main topic and one H1 heading per page.
- Break the text up with subheadings and short paragraphs. People scan websites; they do not read them.
- Do not copy from competitors or reuse someone else's text. Google does not reward duplicates.
- Do not stuff the text with keywords. If a sentence is awkward to read, it is a bad sentence.
More than one language
In Armenia many customers visit a site in Russian or English. It works best when each language is written in that language rather than translated word for word: it sounds more natural and ranks better.
If you would rather not write it yourself, we can help prepare the copy for your site in three languages.
