How to Write Better Website Content (Even If You Hate Writing)
- Johnathon Crowder
- Aug 2
- 4 min read
Writing website content isn’t fun for most business owners—and if we’re being honest, that’s exactly why so many local sites fall flat.
They ramble. They confuse. They don’t convert.
But here’s the good news: you don’t need to be a writer to write great website copy. You just need the right strategy.
This guide breaks it all down into simple steps that help Springfield business owners say what matters, attract the right people, and actually get results from their website—without sounding robotic or salesy.
✅ Step 1: Know Exactly Who You're Talking To
If your content feels generic, it's probably because you haven’t defined your audience.
Start by asking:
Who is your dream client or customer?
What’s their #1 pain point?
What are they searching Google for?
What are they afraid will happen if they choose the wrong company?
Write like you’re speaking to one person—your best customer. Pretend they’re across the table, asking how you can help.
Instead of: “We offer quality contracting services.”Try: “Need a trustworthy contractor who actually shows up on time? That’s us.”
✅ Step 2: Craft a Homepage That Grabs Them in 5 Seconds
If your visitor can’t tell what you do, who it’s for, and how to take action within the first few seconds… they’re gone.
Use this formula for your hero section:
[What you do] for [who you help] in [location]Example: “Professional Lawn Care for Springfield Homeowners Who Want It Done Right.”
Then, follow it with one short sentence that answers: why should they care?
Pro Tip: Clarity beats cleverness. Always.
✅ Step 3: Structure Like a Pro (Scan-Ready Formatting)
No one reads websites like a novel—they scan. Your content needs to guide them.
Formatting Essentials:
Use short paragraphs (1–3 lines max)
Break content into sections with bold subheadings
Use bullet points for lists and features
Highlight the most important ideas in bold
This makes your page easy to digest and helps Google understand your structure.
Bonus Tip: If it looks like a school essay, start over.
✅ Step 4: Lead with Benefits, Not Features
Customers don’t care about your tools, years in business, or fancy industry terms.
They care about how you solve their problem and make their life easier.
Examples:
Feature: “24/7 Emergency Plumbing”
Benefit: “Sleep easier knowing we’re on call when pipes burst at 2AM.”
Ask yourself: “So what?” until you hit the true benefit.
Pro Rewrite:“We design websites.” → “We build websites that bring in more leads—without the tech headache.”
✅ Step 5: Use Local Trust Builders (People Buy What Feels Safe)
In Springfield, people still care who they’re doing business with. Use that.
Add:
Testimonials with names and cities
Case studies or before/after results
References to local areas (“serving Springfield, Nixa, Ozark, and Republic”)
Logos of local associations (BBB, Chamber, etc.)
Photos of you or your team (real, not stock!)
Pro Tip: Sprinkle testimonials throughout your content—not just one page.
✅ Step 6: Always End With a Clear, Single CTA
If your page doesn’t tell them what to do next, they won’t do anything.
Your CTA (call to action) should:
Be bold, clear, and action-oriented
Use benefit-driven language (“Get a free quote,” not “Submit”)
Appear at the top, middle, and end of long pages
Examples:
“Book Your Free Roof Inspection Now”
“Get a Fast, No-Pressure Quote”
“See What a Better Website Looks Like”
Rule: One goal per page. No competing CTAs.
✅ Step 7: Sprinkle SEO Keywords Naturally (Google Still Needs Help)
You don’t need to keyword-stuff, but you do need to help Google understand what your page is about.
Places to use keywords:
Page titles (title tag)
Headline (H1)
Subheadings (H2s)
First paragraph
Image alt text
URL slug
Example Keyword: “Springfield fence installation”
Don’t Say: “Our Springfield fence installation company provides Springfield fence installation.”
Do Say: “Looking for reliable fence installation in Springfield, MO? We build long-lasting, great-looking fences that add privacy and curb appeal.”
Pro Tip: Use related keywords too: “privacy fences,” “cedar fencing,” “Springfield backyard fencing.”
✅ Step 8: Write Like a Human, Not a Brochure
If your content feels stiff, it probably sounds like something from 1999.
To fix that:
Use “you” and “we” throughout
Use contractions (it’s, you’ll, we’re)
Avoid industry lingo unless your audience already knows it
Bad: “Our firm delivers exemplary janitorial solutions tailored to commercial properties.”
Good: “We clean Springfield offices like we own the place. Fast, spotless, and always on schedule.”
Pro Tip: Read your content out loud. If it sounds like you, you nailed it.
Final Thoughts: You Don’t Need to Be a Copywriter. You Just Need to Be Clear.
Your website content isn’t there to impress—it’s there to connect, convince, and convert.
When you speak directly to your audience, use real-world language, and guide people toward action, your site becomes your best salesperson.
You can absolutely write that kind of content yourself.
Want Me to Review or Rewrite Your Website Content for Free?
Let me take a look — no strings attached.
At Crowder Code and Design, I help Springfield businesses write better websites that build trust and drive real results.
Get a custom video audit showing:
🔹 Where your content is confusing, weak, or underperforming
🔹 What top-performing competitors are doing better
🔹 Quick fixes that can help you convert more visitors this week
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