Writing Website Copy — Why "Holistic Solutions" Convinces Nobody
Most company copy says nothing concrete. How to write in plain words what you actually do, and why that brings more enquiries than any design.
"We offer holistic solutions for your sustainable success." Sentences like that sit on thousands of homepages. They sound professional and say nothing. After reading one, nobody knows what you do, who for, or why they should stay.
The test almost every homepage fails
Show your homepage to someone who doesn't know your company, for five seconds. Then ask: what do they do, and who for? If the answer comes back uncertain, the design isn't the problem.
Vague language feels safe. It's also exactly why nobody calls.
Four rules that make the biggest difference
- Concrete instead of general. Not "digitalisation solutions", but "we build websites and automate quotes and invoices".
- Write about the customer, not yourself. "In business since 2015" interests nobody. "Your enquiries land in the right system automatically" does.
- Short sentences. If someone has to read it twice, they don't read on. That's even truer online than on paper.
- Evidence instead of adjectives. Everyone claims to be "reliable". A project with a result, a real review or a concrete response time proves it.
What this has to do with SEO
Search engines judge text by whether it answers a question. Write the way customers speak and you automatically hit the terms people actually search for. "Have a website built in Mülheim an der Ruhr" is a real search. "Holistic digital competence" is not.
The easiest place to start
Write down how you'd explain what you do to a friend on the phone. That exact sentence belongs at the very top of your homepage. It's usually better than anything that came out of several rounds of "professional" rewriting.
If you'd like, we'll look at your homepage and tell you honestly what a first-time visitor understands from it.
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