--- title: "How to write website copy for your business · Ingenious Hub" description: "Write your home, about and service pages in plain words: what to say first, how to ask for the enquiry, Hindi or English, and how to show real proof." canonical: https://www.ingenioushub.com/notes/how-to-write-website-copy-for-a-small-business updated: 2026-11-05 publisher: Ingenious Hub (https://www.ingenioushub.com) --- Marketing # How to write website copy for your business Say what you do, for whom and where in the first lines, use words your customers use, give each service its own page, ask for one clear next step on every page, and show proof you can stand behind. By [Daitiva Sharma](https://www.ingenioushub.com/studio) 5 Nov 20264 min readReads at about Class 6 or below **In this article4 min read** 1. Write the way you would speak to a customer 2. Page by page 3. The home page 4. The about page 5. Service pages 6. Calls to action 7. Hindi, English or both 8. Proof without inventing it 9. A quick test before you publish 10. When you do not need a studio Most small business sites are short on information and long on adjectives. A visitor arrives with a question, such as 'Do they do what I need, and can I trust them?', and leaves if the page talks about passion and excellence. Good website copy answers the question quickly. You do not need to be a writer. You need to know your customer and say things the way you would across a counter. ## Write the way you would speak to a customer Read what you wrote aloud. If you would not say it to a customer sitting in front of you, change it. Use short sentences and everyday words. Replace 'comprehensive solutions' with what the solution is. Avoid 'best in class', 'end to end' and claims of enthusiasm that prove nothing. Your [tone of voice](https://www.ingenioushub.com/glossary/tone-of-voice) should sound like you on a good day, not like a brochure. [Tone of voice](https://www.ingenioushub.com/glossary/tone-of-voice): Tone of voice is how a brand sounds in writing and speech: its vocabulary, rhythm, level of formality and attitude. ## Page by page What each main page must do | Page | Must answer | Include | | --- | --- | --- | | Home | Am I in the right place? | What you do, for whom, where, and one clear next step. | | About | Who am I dealing with? | Who you are, how long, what you care about in the work, and a real photo. | | Service page | Can you do this for me, and how? | What it is, who it is for, how it works, what to prepare, real examples, how to start. | | Contact | How do I reach you now? | Phone, WhatsApp, address, hours, a short form. | | FAQ or help | What stops me from asking? | The real questions customers ask you, answered plainly. | ## The home page The first screen should say, in one sentence, what you do and who for. Put the city if customers are local. Below it, give three or four main things you do, each a link to its own page, then proof, then the way to contact you. Do not use the home page to tell the whole story of the business. ## The about page People read this page to decide whether to trust you. Say who runs the business, what you do day to day and what you will and will not take on. A real photo of the team or the premises is worth more than a stock picture. ## Service pages Give each main service its own page rather than one long page for everything. Start with the answer to what the service is, then who it is for, how it works step by step, what you need from the customer, and how to begin. This also helps people searching for that specific thing. Each page also needs its own title and description, and our [search snippet preview](https://www.ingenioushub.com/tools/search-snippet-preview) shows how they are likely to look in Google. Our [landing page checklist](https://www.ingenioushub.com/notes/landing-page-checklist-for-indian-small-businesses) covers pages built for one purpose, and a [landing page](https://www.ingenioushub.com/glossary/landing-page) is exactly that. [Landing page](https://www.ingenioushub.com/glossary/landing-page): A landing page is a standalone web page built for one goal and one audience, usually reached from an advertisement, an email or a search result. ## Calls to action Every page should end with one clear next step. A [call to action](https://www.ingenioushub.com/glossary/call-to-action) is the button or line that says what to do next, so say it plainly: 'Call us', 'Send your measurements on WhatsApp', 'Book a visit'. Avoid 'Submit' and 'Learn more' when you can name the real action. Offer the way your customers prefer to talk, whether that is a call, a form or WhatsApp. ## Hindi, English or both Write in the language your customers use with you. If most of them speak Hindi, a Hindi page is not a luxury. If they mix both, you can write the main page in one and offer the other as a switch, or keep a short second line. Whichever you choose, have a fluent reader check it. Spelling mistakes in Devanagari are noticed. Our note on [Hindi and Devanagari design](https://www.ingenioushub.com/notes/devanagari-and-hindi-logo-design-guide) covers the type side of this. ## Proof without inventing it Trust comes from specifics. Use real photos of your work, real customer comments with permission, the number of years you have been in business if it is true, and names of clients who agree to be named. Do not invent figures, awards or testimonials. If you have no proof yet, describe your process in detail instead, because a clear process is itself a form of proof. ## A quick test before you publish - Can a stranger tell what you do from the first screen? - Is there one clear next step on every page? - Is every claim something you can show? - Does it read well on a phone, with short paragraphs? - Has someone else read it aloud and checked the spelling? If you want an outside view on how your brand and site read to a stranger, our free [brand audit](https://www.ingenioushub.com/brand-audit) is a starting point, and our [web design work](https://www.ingenioushub.com/services/web) covers copy and structure together. [Brand audit](https://www.ingenioushub.com/glossary/brand-audit): A brand audit is a structured review of how a brand currently shows up: its positioning, visual identity, messaging, website, social presence and customer perception. ## When you do not need a studio If you know your customers well and can explain your work out loud, you can write most of this yourself, and you probably should. Hire a writer or a studio when the site has many pages, when you need Hindi and English written to the same standard or when you cannot find the words. About the author [Daitiva Sharma](https://www.ingenioushub.com/studio) is the founder of Ingenious Hub, a brand and design studio in Jaipur. A designer, brand strategist and photographer, he has worked in design since 2007, leading design teams before founding the studio. [LinkedIn](https://www.linkedin.com/in/daitiva) Disagree, or want to argue the point? hello@ingenioushub.com Share this note - [LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-website-copy-for-a-small-business) - [X](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-website-copy-for-a-small-business&text=How%20to%20write%20website%20copy%20for%20your%20business) - [WhatsApp](https://wa.me/?text=How%20to%20write%20website%20copy%20for%20your%20business%20https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-website-copy-for-a-small-business) - 4 min read Share this note - [LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-website-copy-for-a-small-business) - [X](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-website-copy-for-a-small-business&text=How%20to%20write%20website%20copy%20for%20your%20business) - [WhatsApp](https://wa.me/?text=How%20to%20write%20website%20copy%20for%20your%20business%20https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-website-copy-for-a-small-business) - ## Tools and terms for this note Try it yourself, free - [Search snippet previewSee how a title and description are likely to look in Google, on a computer and a phone.](https://www.ingenioushub.com/tools/search-snippet-preview) - [Free brand auditA short written review of your brand from the studio.](https://www.ingenioushub.com/brand-audit) Words used in this note - [Landing pageWeb and UX](https://www.ingenioushub.com/glossary/landing-page) - [Tone of voiceBrand and identity](https://www.ingenioushub.com/glossary/tone-of-voice) - [Call to actionCall to action (CTA)](https://www.ingenioushub.com/glossary/call-to-action) - [Brand auditBrand and identity](https://www.ingenioushub.com/glossary/brand-audit) [The full glossary](https://www.ingenioushub.com/glossary) ## Keep reading More on [Websites](https://www.ingenioushub.com/notes/topic/websites) - [How to tell if your marketing is workingMarketing · 4 min read](https://www.ingenioushub.com/notes/how-to-tell-if-your-marketing-is-working) - [How to choose brand colours for a businessBranding · 4 min read](https://www.ingenioushub.com/notes/how-to-choose-brand-colours-for-your-business) - [How to get more Google reviews in IndiaMarketing · 4 min read](https://www.ingenioushub.com/notes/get-more-google-reviews-for-a-small-business-in-india) - [Local SEO checklist for a Jaipur businessMarketing · 3 min read](https://www.ingenioushub.com/notes/local-seo-checklist-for-jaipur-businesses) - [Instagram profile setup for small businessMarketing · 4 min read](https://www.ingenioushub.com/notes/instagram-profile-setup-for-small-businesses-india) - [Choosing a digital marketing agency in IndiaMarketing · 4 min read](https://www.ingenioushub.com/notes/how-to-choose-a-digital-marketing-agency-in-india) [All notes](https://www.ingenioushub.com/notes) The argument, applied ## WooCom Pro: A SaaS site that talks like an operator. Repositioning + product UI for a WooCommerce store-manager. [Read the case study](https://www.ingenioushub.com/work/woocom-pro) [All work](https://www.ingenioushub.com/work) [ *(image: WooCom Pro: A SaaS site that talks like an operator.)* ](https://www.ingenioushub.com/work/woocom-pro) ## Where this thinking goes to work - [Website & UI/UXA site that gets to the point.](https://www.ingenioushub.com/services/web) - [Creative & ContentA steady rhythm of content.](https://www.ingenioushub.com/services/creative) ## More on this topic. Something we haven’t covered? [Ask us](https://www.ingenioushub.com/contact?from=notes-how-to-write-website-copy-for-a-small-business). **How long should website copy be?** As long as it needs to be to answer the visitor's questions, and no longer. A home page can be short. A service page that explains the process and answers common questions may be longer. **Should my website be in Hindi or English?** Use the language your customers use with you. If they use both, offer both, and have a fluent reader check each version. **What is a call to action?** It is the button or line that tells a visitor what to do next, such as call, send a message or book a visit. Make it specific and put one clear one on every page. **What if I have no testimonials yet?** Do not invent any. Show real photos of your work, explain your process in detail and ask your next few customers for a comment with their permission. **Do I need a different page for each service?** Usually yes. A page for each main service lets you answer the questions for that service properly and gives visitors a clear place to land. ## Want this applied to your brand? [Start a project](https://www.ingenioushub.com/contact?service=web&from=notes-how-to-write-website-copy-for-a-small-business) [See what Website & UI/UX starts at](https://www.ingenioushub.com/pricing#price-web) [Free brand audit](https://www.ingenioushub.com/brand-audit) Based in Rajasthan? [Web Design Company in Jaipur](https://www.ingenioushub.com/website-design-company-jaipur) Source: https://www.ingenioushub.com/notes/how-to-write-website-copy-for-a-small-business