Words That Work: Writing Website Copy That Feels Like a Handshake
When someone lands on your website, it’s just like walking into your shop or office for the first time. They’re looking around, making quick judgments, and asking themselves: “Do I trust these folks?” In a small town, trust is everything—and the words on your website are often the very first handshake you offer. A good handshake is firm, warm, and genuine. A bad one? Limp, stiff, or overbearing. Your website copy works the same way. Let’s talk about how to make sure your words feel like a neighborly greeting instead of a cold sales pitch.
Plain Talk Beats Fancy Talk
Nothing sends a reader running faster than jargon. Big-city “corporate speak” might sound impressive in a boardroom, but online, it can make you seem distant or unapproachable. Compare these two examples:
- Corporate Speak: “We provide enterprise-level solutions to maximize ROI.”
- Plain Talk: “We help small businesses save money and grow.”
Which one would you trust more? The second feels like a neighbor talking across the fence.
Write Like You Talk
Imagine someone walks into your business. Would you greet them with stiff, formal language—or a smile and a few friendly words? Your website copy should sound the same as if you were welcoming them in person.
For Example:
- Stuffy: “We provide exceptional culinary experiences to satisfy discerning palates.”
- Friendly: “Come hungry, leave happy.”
See the difference? One sounds like a brochure. The other sounds like a promise.
Answer Questions Before They’re Asked
Clear, helpful copy saves people time—and makes them more likely to trust you. Think about what your customers usually ask you on the phone or at the counter. Do you have hours, pricing, or services clearly listed? Can people find your contact info without digging? Good copy anticipates what people want to know and answers it before they even ask.
Sprinkle in Local Flavor
Your customers don’t just want a business—they want a neighbor. Adding small touches of local flavor builds connection. Maybe it’s a nod to a town landmark, a mention of the Friday night football game, or a simple “family-owned right here in [your town].” These little details show you’re rooted in the community, not just another faceless brand.
Keep It Skimmable
Let’s be honest—most folks aren’t reading every word. They’re skimming. That’s why it’s important to:
- Use short sentences.
- Break things up with headings.
- Add bullet points for clarity.
When words are easy to scan, they’re easier to trust.
Your website copy is more than just text—it’s your chance to shake someone’s hand before you ever meet them in person. Friendly, clear, and down-to-earth words turn casual visitors into loyal customers. And if writing isn’t your thing? That’s where we come in. Our team specializes in crafting all the website copy for our clients, so you don’t have to wrestle with blank pages or worry about sounding “too stiff.” We’ll make sure your words feel like a handshake, not a hard sell.