--- title: "Copy for your business website: what to write so people call you (and what to delete)" description: "Not sure what to write on your website? Simple copy that turns visitors into phone calls, with section-by-section examples and three phrases to delete today." date: "2026-08-26" category: "Web design" keywords: "copy for small business website, what to write on a business website, writing website copy that converts, homepage text examples, website words that win customers" portada: "/portadas/portada-textos-para-la-web-de-tu-negocio.webp" --- Your website is live. It looks great, loads fast and you have even shared the link with the whole family. And still, nobody calls. When this happens, most business owners blame the design or Google. In almost every case, the problem is much closer: it is in the copy. A website can look perfect and still sound like an answering machine. Today I will show you, section by section, what to write so a visitor picks up the phone, and which phrases to delete today. ## The phrase to delete today Let's bury this one first because it sits on thousands of business websites: «Welcome to our website». It says nothing. Visitors don't come to feel welcome; they come to solve something: a leak, an event, an appointment, a broken piece of furniture. Every word on your main screen should be working towards that. On the same list of leftover phrases go these ones: - **«We are a leading company in innovative solutions.»** Leading in what? What solution? Nobody is searching for that. - **«Over 20 years at your service.»** It's good to know, but it isn't the first thing a customer needs to read. - **«Your trust is our commitment.»** It sounds nice and commits to nothing. If your site is full of phrases like these, relax: it's the most common problem in the world and it can be fixed in one afternoon. ## Talk about the customer, not about yourself This is the most profitable trick of all, and it costs nothing: change the point of view. Compare: **About you:** «Our qualified professionals have extensive experience in electrical installations.» **About the customer:** «Has the power gone out and you're not sure whether it's your wiring? We tell you what to check, and if an electrician is needed, we arrive the same day.» Same business, but the second text answers what that person was thinking right before they opened your website. This shift from «we» to «you» works in any industry too: hair salons, workshops, clinics, restaurants. Try it: open your page and count how many times «we», «our company» or «our team» appears. If you win, your copy is going the wrong way. ## The homepage: two sentences and a button The homepage doesn't need poetry. It needs someone who has just arrived to understand three things within five seconds: 1. **What you do:** «Full kitchen and bathroom renovations». 2. **For whom:** «in flats and private homes, with no endless building work and no surprises on the bill». 3. **What to do now:** one clear button («Get a quote», «Book an appointment», «See menu and book a table»). If your homepage needs more than two sentences to explain point two, cut it down. Everything else (photos, reviews, details) goes below, supporting that first impression, not competing with it. ## Services: by their real name and, if possible, with prices A menu that says «Services» and then lists generic claims («guaranteed quality») sells nothing. Name each service properly and add one useful line: - **Lock changes and door opening** · response in under 30 minutes within the city - **Vaccinations and deworming without appointment** · Tuesday and Thursday mornings - **Lunch special to take away** · €12, order before 11 am As for showing prices, the eternal doubt: if you can display them, display them. Prices filter and save both sides time. People who can't afford you won't bother calling, and people who can arrive half convinced already. If your prices depend on each job, at least say where they start or what a visit includes: that alone puts some order into the conversation. ## The «about us»: short and human People want to know there are reliable humans behind the business; nobody reads corporate biographies. Four lines are enough: how you started, what you work with and why you do it. A real photo of the shop, the workshop or the team beats any mission statement written by a computer. ## Asking for contact details without scaring anyone Contact forms usually fail out of excess of zeal: name, email, phone, address, ID number, «how did you hear about us?»... Each extra field loses people. Ask for the bare minimum: name, phone or email, and a free box to explain what they need. Then add one reassuring line: «We reply on the same working day». If people know when you'll answer, they wait; if they don't, they call someone else. ## Let others speak for you One genuine review from a real customer beats any adjective you could write about yourself. Quote two or three of them verbatim (with permission), short and specific: «They came the same day I called», «My dog actually started wanting to go to the vet». And if you still have few reviews, this article about [getting Google reviews](/blog/en/como-conseguir-resenas-en-google) shows you the system step by step. ## Three mistakes that ruin good copy 1. **Internal jargon.** Your customer doesn't speak technical language; they talk about problems and results. Translate what you do into everyday words. 2. **Kilometre-long paragraphs.** On mobile, four lines in a row look like a wall. Short sentences, full stops and generous spacing. 3. **Overpromising.** No «best guaranteed prices». Exaggeration breeds distrust; concreteness («we arrive in under 45 minutes») brings orders. ## Checklist before publishing - The homepage explains what you do and what to do next within 10 seconds. - There are more «you / your problem» than «we / our company». - Every service has its own name and, if possible, a price or reference figure. - The form asks for three fields, not ten. - At least two genuine reviews with a visible name. If you run through this list and your website fails all of them, you aren't far away: rewrite the copy in that order and you'll notice the difference. It's also worth reviewing [what sections your website needs](/blog/en/secciones-imprescindibles-de-una-web-para-negocio) and, if you lack visual material, learning [how to get good photos without spending money](/blog/en/fotos-para-tu-web-sin-gastar-dinero). ## The conclusion The words on your website are not decoration: they are your best salesperson, the only one working 24 hours a day. Write for the customer who arrives with a problem, be specific in every section, ask for little in the form and let reviews do the rest. And if you'd rather not fight with the words alone, at pedroaren.com we build websites for businesses where the copy is written to convert from day one. You can [request a free design proposal](https://www.pedroaren.com/solicita-web/en) and see how yours would look before deciding anything. No strings attached: if you don't like it, no worries.