Producing usable text yourself.
START FROM WHAT YOU SAY
You explain your business to people constantly. Write that down, then tidy it.
Record yourself explaining a service to an imaginary customer and transcribe it. The result is usually better than anything you would compose from scratch.
THE STRUCTURE
What this is Who it is for What it involves What it costs, or how pricing works What to do next
WRITE PLAINLY
Short sentences. Ordinary words. No industry vocabulary unless customers use it.
If you would not say it aloud to a customer, do not write it.
ANSWER THE QUESTIONS
Every question customers ask before buying belongs somewhere on the site.
CUT
Write it, then remove a quarter. Almost everything improves.
Remove anything about your commitment to excellence.
GET SOMEONE TO READ IT
Not a colleague. Someone who does not know the business, who can tell you what was unclear.
WHEN TO PAY SOMEONE
If writing is genuinely difficult, or the site matters commercially. A copywriter is frequently better value than a redesign.
