how we write

October 2025

computer web content standard

websites need words. we write them.

our approach: state what you do. explain how it works. make contact easy. skip the fluff.

this works because search engines understand it. customers scan it quickly. phones ring with enquiries.

computer web content standard
-----------------------------

how we write website content

principles
----------
state what you do
explain how it works  
make contact easy
skip the marketing fluff

this approach works because:
- search engines understand it
- customers can scan it quickly
- claims are verifiable
- phone rings with qualified enquiries

voice
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direct and factual
professional without corporate jargon
helpful without being salesy
specific beats vague

what we avoid
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marketing clichés ("passion", "excellence", "solutions")
questions in copy
exclamation marks
vague claims without evidence
anything that doesn't help the customer decide

format
------
sentence case for all headings
short paragraphs
clear sections
mobile-first structure

examples

  • instead of: "we're passionate about delivering plumbing excellence"
    • we write: "gas safe registered plumber. emergency callouts available."
      • instead of: "committed to exceeding expectations"
        • we write: "typical bathroom installation takes 3-5 days."
          • instead of: "your trusted local partner"
            • we write: "based in mere. cover gillingham, shaftesbury, wincanton."

              this approach works.

              work

              this standard applies to all sites we build. proven approach. consistent results.

              the process

              custom voice development available for businesses requiring different tone. billed separately.

              contact