Most small business websites are just not clear enough to get more customers.
I see it constantly when I’m reviewing local business sites around Louth, across Lincolnshire and beyond. The owner has done everything right. They’ve built a website, written the content themselves, explained what they do, added photos, put the contact details in.
Job done.
But the enquiries aren’t coming in.
Not because the service is poor. The service is usually fine. It’s because the words aren’t doing their job.
There’s a real difference between words that describe your business and words that make customers choose your business. And the gap between the two is usually a handful of small changes, not a full website rewrite.
The Three Things I Look For When Reviewing a Website
Every time I look at a small business website, I’m checking for three things.
Clarity.
Can someone work out what you do in five seconds? If they have to think about it, you’ve already lost them. People don’t hang around.
Relevance.
Do visitors immediately feel like this site is for people like them? Every customer is silently asking the same question: “Is this for me?” or the classic “what’s in it for me?” Your words need to answer these questions before they scroll an inch.
Value.
Does the wording make the benefit obvious and specific? Generic claims don’t build trust. Specific outcomes do.
That’s it. Three things.
Most DIY websites fall short on at least two of them.
A Real Example: The Copy That Says Nothing
Take a typical local trades business. The homepage might say something like this:
“We provide high-quality, reliable services tailored to your needs. Our experienced team is committed to delivering excellent results and customer satisfaction.”
Nothing there is factually wrong. But nothing there helps anyone decide to contact you either.
It could be any business. You could copy and paste that onto ten thousand websites and nobody would notice. It’s describing a business without saying a single thing that matters to the customer.
Now look at this version:
“Need a reliable electrician in Louth who actually turns up when promised? We install, repair, and upgrade home electrics safely, quickly, and with clear pricing – no surprises.”
Now it’s specific.
- It speaks to a real frustration.
- It sounds like a human wrote it.
- It feels local.
- It creates trust.
Same business. Better words. More enquiries.
Another One: The Health and Wellbeing Trap
Here’s another I come across regularly. A health or lifestyle business will write something along the lines of:
“I help people improve their health and wellbeing through personalised support and guidance.”
Compare that to:
“Struggling with low energy, weight gain, or constant fatigue? I help busy adults reset their nutrition and lifestyle with simple, realistic changes that actually stick.”
The second version makes the reader think, “That sounds like me.” That’s the whole game.
Once someone feels seen, they’ll read on.
Once they read on, they might get in touch.
Why DIY Copy So Often Misses the Mark
It’s not because business owners aren’t capable. Most are perfectly articulate people.
The problem is that you’re too close to your own business.
You know what you mean. Your customers don’t. You think in services. Customers think in problems. You describe processes. Customers want to know what happens for them at the end.
And the biggest mistake I see, by some distance, is businesses that talk about themselves before they talk about the customer.
Customers care about one thing first: can you solve my problem? Once that’s clear, they’ll want to know about you. But not before.
You Don’t Need a Fancy Overhaul
I know what some of you are thinking. “I need to redesign the whole site.” You probably don’t.
- You don’t need a expensive redesign.
- You don’t need trendy buzzwords or complicated marketing funnels.
- You usually just need clearer words and sometimes a small structural tweak.
That’s it.
Try This Today
Open your homepage and work through these five questions honestly:
- Would a stranger understand what you do in five seconds?
- Does it clearly say who you help?
- Does it explain the benefit, not just the service?
- Does it sound like a real person wrote it?
- Would you contact this business if you were the customer?
If any of those get a “not really”, there’s room to improve. And improvement here doesn’t have to cost a fortune.
How I Help at 28 Pixels
This is exactly what I do for local businesses. I help turn “We offer professional services” into “Here’s why customers choose you.”
Clear words. Clear structure. More enquiries.
No hype. Just clarity.
If you’d like me to take a look at your website, get in touch.
