Writing the texts for your website yourself: here is how

"I don't know what to write" is the most common reason websites never get finished. Yet for a one-pager you only need five short texts. Here is how.

First the questions, then the text

Before you write, answer three questions in a few words: What exactly do you do? For whom? Why should someone come to you and not to the business two streets away? The answers are already half the text.

The five texts

1. The headline at the top

One sentence that says what you do and for whom. "Painting company for flats and houses in the Ansbach district." No slogan, no puns.

2. Services

Two to three sentences per service in plain language. Write the way you would explain it to a customer on the phone. Only use technical terms if customers search for them too.

3. About you

Who you are, how long you have been doing this, what matters to you. Three to five sentences. A real photo does more than any text.

4. Process

What happens when someone gets in touch? Call, site visit, quote, appointment. This lowers the barrier to reaching out.

5. Contact

Phone number, email, when you can be reached. And a sentence like "I will get back to you the same day" if that is true.

Rules that always help

• Short sentences. One thought per sentence.
• Pick a tone and stick with it throughout.
• No empty phrases: everyone says "competent", "reliable", "quality". Write what you actually do instead.
• Numbers if you have real ones: years in the job, employees, radius.
• Read it out loud. Where you stumble, the sentence is too long.

If you are still stuck

In my projects we discuss the content at the start, I turn it into a draft, and you only correct it. That is included in the package.

Adding search terms without it showing

Think about how your customers search: usually service plus location, for example "tiler Nuremberg". That term belongs in the main heading and once in the body text. Not more often. Google recognises texts in which a term appears ten times and rates them lower.

Frequently asked questions

How long should the texts be?

For a one-pager, 300 to 600 words in total. Each section three to six sentences. Better short and specific than long and general.

Can I have the texts written by an AI?

As a rough draft, yes, but you have to rewrite them afterwards. Automatically generated texts sound interchangeable, often contain empty phrases and sometimes wrong statements about your business. Your customers notice.

What about spelling?

Mistakes look unprofessional. Have someone proofread the text or use the spell checker in your word processor.