Texts that sell: how to talk about your business without fluff

Most website texts start off wrong: "We are a solid company, committed to excellence and customer satisfaction..." Nobody reads that to the end, and worse, it says nothing. Website text that sells is clear, not pretty. Writing well to sell is what's called copy.

Talk about the customer, not yourself

The visitor isn't interested in your company, they're interested in their problem. Flip the sentence: instead of "we have 15 years of experience," say "you're served by someone who's been doing this for 15 years, no improvisation." Same information, but now it speaks to the person.

The blocks of good text

• What you do, in one sentence. No beating around the bush. "We fix your phone the same day, with a warranty."
• Who it's for and what problem it solves. The customer needs to recognize themselves there.
• Why trust you. Real differentiator, true proof, how it works.
• What to do now. A direct call to action without fear: "Send a photo of the device via text and we'll send you a quote."

Cut words that don't work

"Aiming to provide," "in order to," "personalized solutions that meet your needs." All that is fluff. Read the text out loud: if you wouldn't say it that way to a customer in front of you, rewrite it the way you would say it.

Write like the customer talks

Use the words they use. If they say "burning the clutch," don't write "wear of the actuation system." Speaking the customer's language brings you closer, and it also helps you show up on Google, because that's how they search.

Honesty sells more

Don't invent awards, customer numbers, or testimonials. Besides being dishonest, the customer senses the exaggeration and loses trust. A truthful, direct text convinces more than a list of empty superlatives.

If you're stuck writing the text for your website, that's okay, it's harder than it looks. At Stau, you can start the builder on stau.io, watch the site build itself, and see a free preview. Need help? Reach out via chat or support@stau.io.