How to write website words that get calls
You don't need to be a writer. Good website text is just clear answers to your customer's questions: Can you help me? Where? How much? Can I trust you? How do I start? Use these fill-in-the-blank formulas.
1. Your headline
Formula: [What you do] in [where], [what makes you different].
| Before | After |
|---|---|
| Welcome to our website! | Emergency plumbing in Riverside, at your door within 60 minutes. |
| Excellence in every detail | Classic cuts and hot-towel shaves in downtown Austin. Walk-ins welcome. |
| Your trusted partner | Tax returns for families and small businesses in Tampa, done right the first time. |
2. Your services
Formula: Service name + one sentence on the problem it solves + starting price if you can.
- Drain cleaning — Slow or blocked drain? We clear it the same day, with no mess left behind. From $129.
- Kids' cuts — Patient barbers, a lollipop at the end, and no tears. $18.
3. Your "About us"
Formula: Who you are + why you started + a promise.
"I'm Maria. After 12 years cleaning offices for big companies, I started Sparkle Home to give families the careful, honest service I'd want in my own home. If you're not happy, we come back and fix it free."
Add a real photo of yourself or your team. People hire people.
4. Your offer
Formula: A clear benefit + a reason to act now.
- $20 off your first deep clean this month.
- Free brake inspection with every oil change.
Only promise what you'll really honor, and keep the end date current.
5. Your buttons
Buttons should say exactly what happens next. "Submit" and "Click here" are weak; try these:
- Call now · Get my free quote · Book my appointment · See the menu · Get directions
Five quick rules
- Write like you talk to a customer at the counter.
- Use "you" more than "we". It's about their problem.
- Short sentences. Most people read on a phone.
- Be specific. "Since 2009" and "4.9 stars from 230 reviews" beat "experienced" and "highly rated", as long as they're true.
- Replace every sample review, number and year from a template with your own real ones.
Frequently asked questions
How much text should my homepage have?
Enough to answer the five questions above. For most local businesses that's a few short sections, not long paragraphs.
Can I use AI to write my website?
It can help with a first draft, but always edit it to sound like you and check every fact, price and promise before publishing.