Website Copy Cheat Sheet
Words that turn visitors into customers
Most small business websites are written backwards. This cheat sheet gives you headline formulas, high-converting calls to action, what every page must say, and the trust words and filler that decide whether a visitor calls.
Best for: Owners writing or reviewing their website
What’s inside
Headlines That Work
- Lead with the outcome, not your company name
- Formula: Result for who, in your area
- Example: Reliable Roof Repair for Austin Homeowners
- Say what you do in five words or less
- Choose clear over clever
Calls to Action
- Use action plus value: Get a Free Quote
- Repeat your main action down the page
- Make the phone number a tappable button
- Try: Call Now, Book Online, Request a Quote
- One primary action per page
What Each Page Must Say
- Home: what, for whom, where, proof, next step
- Services: the problem, your fix, what is included
- About: who you are and why you care
- Contact: phone, form, hours, map, service area
Trust Words to Use
- Licensed, insured, guaranteed
- Locally owned, family run, established
- Free estimate, no obligation
- Real customer names and photos
Words to Cut
- We are a leading provider of...
- Welcome to our website
- Quality service you can trust
- Jargon only you understand
Quick Wins
- Put your phone number in the header
- Add three reviews near the top
- Use you and your more than we and our
- End every page with a clear next step
Recommended Resources
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