Guide
How to write a website that sells without sounding salesy
Practical copywriting rules for service businesses: write from client questions, replace claims with evidence, short sentences, clear next steps, and examples of before and after.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 1 min read
Six rules
- Start with the client, not your company. Their problem first, your history later.
- Replace adjectives with evidence. Numbers, names, photos, guarantees, timelines.
- Use their words. Copy phrases from enquiries and reviews.
- Short sentences, short paragraphs. Most people scan.
- One idea per section. One clear next step per page.
- Be specific about what happens next. Uncertainty stops people enquiring.
Before and after
| Before | After |
|---|---|
| "We are a leading provider of high-quality electrical solutions." | "EICR certificates for London landlords, usually within five working days." |
| "Fast, friendly service." | "We reply within 15 minutes during opening hours, and next morning if you message at night." |
| "Competitive prices." | "Most two-bed flats cost between £X and £Y. You get a fixed quote before we start." |
| "Get in touch today!" | "Tell us your postcode and we'll confirm a date within the hour." |
Only write claims you can keep: a promised response time must be real.
Words to cut
"Leading", "world-class", "solutions", "bespoke" without evidence, "passionate", "one-stop shop", and anything a competitor could write about themselves.
The read-aloud test
Read the page aloud as if speaking to a client across a table. Anything you would never say out loud, rewrite.
Accuracy matters
Every factual claim should be true and, where it describes the outside world, sourced. Exaggeration costs trust, and in many areas, such as health and finance, it can break advertising rules.
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