Your website content doesn’t need to be clever or complicated, it needs to be clear.
Most visitors skim your site, make a quick judgement, and decide whether to stay or leave within seconds.
Here’s how to write website content that works.
1. Be Clear Before You Try to Be Clever
Visitors should immediately understand:
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what you do
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who you help
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how to contact you
Avoid vague language and buzzwords.
❌ “Innovative solutions tailored to your needs”
✅ “We design and build websites for small businesses in Ireland”
Clarity builds trust.
2. Write for Scanners, Not Readers
People don’t read websites, they scan them.
Make your content easy to skim by using:
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short paragraphs
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headings and subheadings
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bullet points
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bold text for key points
If someone can understand your page in 30 seconds, you’re doing it right.
3. Focus on the Customer, Not Yourself
Your visitors care about their problem, not your backstory.
Instead of listing features, explain benefits:
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what problem you solve
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how it makes life easier
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what result they’ll get
People want to know: “What’s in it for me?”
4. Use Simple, Everyday Language
Write how people actually speak.
Avoid:
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jargon
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technical terms
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long, complicated sentences
Simple language feels more human and more trustworthy.
5. Put Important Information First
Don’t hide key details halfway down the page.
Front-load things like:
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your main service
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your location
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your pricing approach
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how to get in touch
Most people won’t scroll unless they’re interested.
6. Guide Visitors With Clear Calls to Action
Every page should tell visitors what to do next.
Examples:
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“Get a quote”
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“Call us today”
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“Book a consultation”
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“Send us a message”
If there’s no clear next step, people leave.
7. Keep It Short
More words don’t mean more value.
Cut:
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repetition
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filler phrases
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unnecessary details
Short, direct content performs better on websites.
8. Build Trust as You Go
Small signals make a big difference:
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testimonials
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real photos
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clear contact details
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straightforward pricing or process explanations
Trust turns visitors into customers.
9. Write for Mobile Users
Most people read websites on their phones.
Mobile-friendly content means:
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short sentences
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narrow paragraphs
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easy-to-tap buttons
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no big blocks of text
If it’s hard to read on a phone, it needs editing.
10. End With a Clear Next Step
Don’t just stop writing.
End pages with:
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an invitation
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a clear action
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reassurance
Example:
“Ready to get started? Get in touch and we’ll take it from there.”
Final Thought
Effective website content isn’t about sounding impressive, it’s about being understood. Clear, simple, customer-focused writing will always outperform clever wording and long explanations.
At SwiftSites, we help businesses create websites that look good and communicate clearly.
