/ Web design
How do I write my own website copy?
Write how you'd explain it to a customer in the pub. Lead with the problem you solve, not your company history.
/ 01
The short version
Most small business copy is written for the owner's ego rather than the customer's question.
/ 02
What actually matters
- • Headline: what you do, who for, where.
- • First paragraph: the problem in their words, not industry terms.
- • Then: how you fix it, what it costs roughly, what happens next.
- • Cut every sentence starting 'We pride ourselves'.
- • Read it out loud. If you'd never say it, rewrite it.
/ 03
The bit most people get wrong
Customers scan for reassurance, not eloquence. Price signals, service areas and response times do more than adjectives.
/ 04
What to do next
Rewrite your homepage headline into one plain sentence: '[Service] for [who] in [where].' Start there.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get website copywriting right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
How long should a page be?
As long as needed to answer the question — usually 500–1,200 words.
Should I use AI to write it?
For drafts. Rewrite in your own voice or it reads generic.
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