Why You Need to Rewrite the Words on Your Small Business Website

Let’s cut to the chase—most small business websites have bad copy. There, I said it. And it’s not because you’re bad at what you do. Far from it! But when it comes to writing about your business, it’s all too easy to fall into the trap of talking way too much about yourself. Your story, your services, your accolades—it’s all important, but guess what? Your potential customers aren’t here to read your autobiography. They’re here because they have a problem, and they’re hoping you can solve it.

It’s Not About You—It’s About Them

Here’s the harsh truth: Visitors to your website don’t care about you nearly as much as you think they do. They care about themselves, their challenges, and how you’re going to make their lives better. Yet, so many businesses fill their homepage with “We’ve been in business for 20 years,” “We’re industry leaders,” and “We provide top-notch service.” Yeah, yeah, yeah. But how does that help them?

Your web copy needs to flip the script. Stop talking about what you do and start talking about what you can do for them. Show them how your product or service is the solution to their problem. Speak directly to their pain points and how you’re the answer they’ve been searching for.

Be Brutal With the Delete Button

This is where things get fun. Take a hard look at your current web copy and ask yourself, “Does this sentence serve my customer’s needs, or is it just fluff?” If it’s fluff, delete it. Seriously, the delete button is about to become your best friend.

Get rid of the jargon, the overly complicated language, and the self-serving statements. Your copy should be clear, concise, and customer-focused. Think of it as a digital detox for your website—out with the old, in with the relevant.

Speak Their Language

Imagine walking into a shop and the salesperson spends five minutes telling you how great they are before even asking what you need. Annoying, right? Your website should be the opposite of that experience. Speak your customers’ language. Use words and phrases they relate to, and make sure they see themselves in your copy.

Ask yourself, "If I were my customer, would this resonate with me? Would I feel understood?" If the answer is no, it’s time to rephrase, rework, and rewrite.

Embrace the Power of Editing

Editing isn’t just about fixing typos. It’s about refining your message until it’s sharp enough to cut through the noise. Don’t be afraid to slash entire paragraphs if they’re not serving a purpose. Your goal is to create copy that’s as tight as a drum—every word should count, and every sentence should drive home why your customer needs you.

Final Thoughts

Look, your website is your digital storefront. It’s where first impressions are made, and you don’t get a second chance at that. So, take the time to revisit your web copy. Be ruthless in your edits, and remember: It’s not about you. It’s about what you can do for them.

So, grab that delete button, and get to work!

?? When’s the last time you gave your web copy a good, hard edit?

#SmallBusiness #Copywriting #WebDesign #CustomerFocus #BusinessGrowth #CopyWritesCopy #ContentStrategy #MarketingTips