How to Write Your Small Business Website Text (Examples)

By Cedar & Ledger

Most small business websites don't fail on design. They fail on the words: a headline that could be about anyone, a services list that's just one word per item, and no clear next step. This guide walks through the text for each part of a one-page site (headline, services, about, reviews, hours and service area, and the call to action), with a weak and a better example for each.

The business, town, prices and reviews below are made up to show the writing, not real companies or typical prices. Use your own details, and only write things that are true about your business. This is general information, not legal or marketing advice.

Quick checklist

• ☐ Headline says what you do and where
• ☐ One line under it says why someone should pick you
• ☐ Each service has a name and one or two plain sentences
• ☐ "Starting at" prices only if you can stick to them
• ☐ About section names a real person and a real reason
• ☐ Reviews are real, used with permission, and short
• ☐ Service area lists actual towns or neighborhoods
• ☐ The call to action is one clear step, repeated at the bottom
• ☐ Phone, hours and name match your Google listing

The example business

We'll use a made-up lawn care business: Oak Lane Lawn Care, one owner (Sam), serving three made-up towns: Millbrook, Cedar Flats and East Ridge.

1. The headline

The headline is the first thing people read. It should answer "what is this and is it for me?" in one line.

• Weak: "Welcome to Oak Lane Lawn Care!"
• Weak: "Quality you can trust."
• Better: "Lawn mowing and yard cleanup in Millbrook and nearby."

The better version says what you do and where. "Welcome" and "quality" could be on any website.

The line under it is where you say why someone might pick you. Keep it to one sentence, and only use facts:

• "Weekly or every-other-week mowing. Text a photo for a quote the same day."

Only promise things like "same day" if you actually do them.

2. The services list

Give each service a name and one or two sentences about what's included. Write the way a customer would describe the job, not the way an industry insider would.

Weak:

• Mowing
• Cleanup
• Other

Better (example prices are made up):

• Weekly mowing. Mow, edge and blow off the driveway and walks. Starting at $45 for a typical small yard.
• Leaf and yard cleanup. Leaves raked and bagged, beds cleared, sticks hauled off. Quoted by photo.
• Hedge and shrub trimming. Shaped and cleaned up, clippings taken away.
• One-time mow. For overgrown yards, move-outs or before a party.

On prices: a "starting at" price helps people decide if you're in their range, and it can cut down on calls from people looking for something much cheaper. Only list one if you'll honor it. If prices vary too much, say how you quote instead ("Send a photo and your address for a quote").

3. The about section

People hiring a local service want to know who's showing up. Two to four sentences is plenty.

• Weak: "We are a leading provider of lawn care solutions committed to excellence."
• Better: "Oak Lane is run by Sam, who started mowing neighbors' yards in Millbrook and turned it into a business. Sam does most jobs personally and keeps the schedule small so it's the same person each visit."

Write it in plain words. Avoid "leading," "best" and "#1" unless you can back them up. Add "licensed" or "insured" only if it's true and current.

4. Reviews

Real reviews do more than any adjective. Ask happy customers if you can quote them, and use their first name and town (or initials) with permission.

• Keep each one short: one to three sentences.
• Don't edit the meaning or invent reviews. The FTC has rules against fake reviews and testimonials. How to Get Customer Reviews for a Small Business covers how to ask for them.
• If you don't have any yet, leave the section out for now, or link to your Google reviews once you have some.

Example (made up): "Sam showed up when he said he would and the yard looked great. — Dana, Cedar Flats"

5. Hours and service area

This part is short but it answers two big questions: "Do you come to me?" and "When can I reach you?"

• Weak: "Serving the greater area."
• Better: "We serve Millbrook, Cedar Flats and East Ridge. Not sure if you're in range? Text your street and we'll tell you."

For hours, list the days and times you actually answer. If you're mobile and don't have a storefront, say so ("Mobile service. No storefront.") instead of listing a home address. Keep the name, phone number and hours exactly the same as your Google Business Profile. Small Business Website Launch Checklist (Before You Share) includes a step for matching them.

6. The call to action

Pick one main next step and say it plainly. Put it near the top and again at the bottom.

• Weak: "Contact us today for all your lawn care needs!"
• Better: "Text or call (555) 010-0142 for a quote." (Example number. 555-01xx numbers are reserved for fiction.)

Make the phone number a tap-to-call link so it works on phones. If you'd rather get texts or emails, say that instead. One clear option is easier than five. If you take appointments, a booking link can be that option (how to add a contact form or booking link).

Common snags

• Writing for yourself, not the customer. "Our passion for turf health" means less to a customer than "We mow, edge and clean up."
• Too much text. If a section runs past a few short lines on a phone, trim it.
• Old info. Prices, hours and service areas change. Put a reminder on your calendar to reread the page every few months. For holiday closures, How to Post Holiday Hours for a Small Business (Checklist) shows a short notice to post.
• Claims you can't back up. Skip "best," "#1" and big promises unless they're true and you can show it.
• Spelling and leftover template text. Read it out loud once and search for any placeholder words before you share it.

Not sure what sections the page needs in the first place? Free One-Page Website for a Local Business: What to Include covers the layout top to bottom.

A template with these sections already laid out

You can write this text into any website builder or plain HTML page. If you'd like a head start, the One-Page Local Business Website Template ($12, HTML and CSS) already has a headline area, a services section with four service cards, about, reviews, hours and service area, and a contact section with tap-to-call and tap-to-email links. It also has a README with steps for free hosts (details). It ships with sample plumbing text that you replace with your own. It doesn't write the text for you, and it's a file you edit in a text editor, not a drag-and-drop builder.

Honest note: I make this template and sell it under Cedar & Ledger, so I'd earn from a purchase. Not affiliated with any host or company named here. General information only, not legal or marketing advice.

Related template: read about the html business template template

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