You know your trade inside out, which makes it easy to write in terms customers do not use. The aim of your website copy is simple: help someone with a problem decide that you can fix it.
Start with their problem
Open with what the customer is trying to solve, in their words. “Water coming through your ceiling?” is clearer than “Specialists in the remediation of roof defects.” Then say what you do about it.
Say who, what and where
Make sure every page answers three things quickly: what you do, who it is for and where you work. If someone has to hunt for these, they will leave.
Use short, plain sentences
Write the way you would explain it on the phone. Short sentences, everyday words and no jargon. If you must use a trade term, explain it in a few words. A good test is whether a friend who is not in your trade would understand.
Be specific
“Quality workmanship at competitive prices” says nothing, because every trade says it. Replace it with facts: “Free written quotes within 48 hours”, “Fully insured to £5 million”, “10-year guarantee on all new roofs”. Only claim what is true and what you can prove.
Talk about the result
Customers buy outcomes: a dry house, a safe boiler, a kitchen they love. Describe what they will get, then briefly how you do it.
Use headings and short paragraphs
Most people skim, especially on a phone. Break text up with clear headings and short paragraphs, and use a list when you have several points.
End with a clear next step
Tell people what to do: ring this number, fill in this form. Make it obvious and easy.
Read it aloud
If it sounds stiff when you say it, rewrite it. Ask someone outside the trade to read it and tell you what is unclear.
Plain, specific and honest beats clever. Write for the customer, not for other tradespeople.