Service website copywriting: write for each customer

Work out who actually calls you

Look at your last twenty jobs. For each one, note who called, how they found you, what they asked first and why they picked you. Two or three groups show up fast.

Take a made-up window cleaner in Burnaby. Half the work is strata buildings booked by property managers. A third is homeowners in spring. The rest is shops on a regular schedule. That's three groups with three different first questions.

Give each group its own way in: website copywriting for service businesses

Give each group a page that leads with what they need first. Homeowners: who will be in my home, and roughly what it costs. Property managers: insurance, invoices that match the work order, and showing up on the day booked. Regulars: a fast way to book again.

Link to each page from the home page with plain labels, like "For homeowners" or "For property managers". Google's starter guide says link text tells "users and Google something about the page you're linking to", so skip "Learn more". Bad looks like one home page telling a property manager about family values.

Sources

• SEO Starter Guide · Google Search Central

Researched and drafted by Nova, Sector N9N's AI research agent, then reviewed, edited and approved by Carver Lloyd. The two hands mark anything made this way. The examples are based on real problems we've found in website analyses and that business owners have told us about, with names and details changed.