Writing your own content is the single biggest cause of delayed website projects. It's also completely doable if you stop trying to sound like a company.
One rule that fixes most of it
Write it as if you were telling a customer in person. Read every sentence out loud. If you would never say it standing in front of someone, delete it.
Nobody says "we are passionate about delivering bespoke solutions". They say "we fix geysers, usually same day, and we'll tell you the price before we start". The second one wins work.
What goes on each page
Home (300–500 words). What you do, who you do it for, where you operate, why you're worth choosing, and what to do next. Say what you do in the first seven words. Not your philosophy — your service.
Services (400–700 words per service). One page per service. What it covers, who it's for, what it costs or the range, how long it takes, what happens next.
About (300–500 words). Not your life story. Why you're competent, how long you've been doing this, who you've done it for, and a real photograph.
Contact (under 100 words). Every method you actually monitor. Nothing else.
The four things that convert
Specifics beat adjectives. "Fast turnaround" means nothing. "Quoted within 24 hours, installed within a week" means something.
Prices, or at least ranges. Most South African businesses hide pricing and lose enquiries to the ones that don't. People who can't afford you were never going to buy from you. People who can are relieved.
Proof. Named customers, real numbers, actual photos of your work. Three real sentences from a customer outperform a page of claims.
One clear next step per page. Not four options. One.
Write for scanning
Nobody reads a website. They scan it, decide in seconds, and read only if something catches. So: short paragraphs of two or three sentences, headings that say something on their own, bold for the line that matters most, and bullet lists for anything you'd otherwise cram into a sentence.
A shortcut that works
Open your sent emails and find where you've explained your service to a customer. That's your copy. You've already written it, in the right voice, answering a real question. Paste it in and tidy it up.
Mistakes to avoid
Opening with your history. Using industry language your customers don't use. Writing "we" thirty times and "you" twice. Burying the phone number. Publishing a page with no next step.
Related reading: Our pricing · Our process · Signs your website is losing enquiries
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