How to write your small business web copy

Your website’s words are your first hello to customers. They need to grab attention, build trust, and nudge visitors to act—whether that’s calling you, booking a service, or buying a product. Writing web copy isn’t about fancy phrases; it’s about clarity and connection. Here’s how to do it right, using proven frameworks like StoryBrand and AIDA, without drowning in complexity.

Start with StoryBrand: Make Your Customer the Hero

Your website isn’t about you—it’s about your customer. The StoryBrand framework, created by Donald Miller, says every good story has a hero (your customer), a problem (their pain), a guide (you), and a plan (how you help). Write copy that positions your small business as the guide, not the star. For example, if you’re a landscaper, don’t lead with “20 years of expertise.” Instead, say, “Tired of an overgrown yard? We’ll make it your oasis in three simple steps.”

Hip Bip’s Tip: Answer these questions on your homepage: What’s the customer’s problem? How do you solve it? What’s their happy ending?

Grab Attention with AIDA

AIDA stands for Attention, Interest, Desire, Action—four steps to pull visitors through your site. Start with a bold headline that stops the scroll, like “Plumbing Fixes That Save You Money.” Next, spark interest with a fact or benefit, such as “Most leaks are fixed in under an hour.” Build desire by showing what’s in it for them: “No mess, no stress, guaranteed.” Finally, make the action clear: “Book now for same-day service.” Keep it short and punchy.

Keep It Simple and Clear

Don’t make your visitors think. Use plain words a fifth-grader could understand. Instead of “We optimize your outdoor aesthetic,” say “We make your yard look great.” Every sentence should answer, “Why should I care?” If it doesn’t, cut it. For example, a bakery’s site should say, “Fresh donuts daily, delivered to your door,” not “We’re passionate about artisanal baking.”

Focus on Benefits, Not Features

Features are what you do; benefits are why it matters. A feature is “24/7 support.” A benefit is “We’re here when your AC breaks at midnight.” List your services, then translate them into customer wins. If you’re a dog trainer, don’t just say, “Group classes available.” Say, “Your dog will behave better in just one session.”

Use a Clear Call to Action

Every page needs a next step. Don’t assume visitors know what to do. Use buttons or links like “Call Now,” “Get a Quote,” or “Book Today.” Make it specific and urgent without being pushy. For example, “Schedule your free consultation today” beats “Contact us.” Hip Bip’s Tip: Place your call to action where eyes go first—top right or center of the page.

Test and Tweak

Great copy isn’t set-and-forget. Check your analytics to see if visitors are clicking or bouncing. If your “Book Now” button isn’t working, try “Get Started Today.” Small changes can mean big wins. A coffee shop switched “View Menu” to “See What’s Brewing” and got 20% more clicks. Experiment, but keep it simple.

Don’t Overthink It

You don’t need a novel to sell your services. A clear headline, a few benefits, and a strong call to action will outshine a wall of text. Use StoryBrand to tell your customer’s story and AIDA to guide them to act. You’ve got this—start small and write like you talk.