how we write
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 actual enquiries.
computer web content standard
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how we write website content
principles
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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
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sentence case for all headings
short paragraphs
clear sections
mobile-first structureexamples
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.
this standard applies to all sites we build. proven approach. consistent results.
custom voice development available for businesses requiring different tone. billed separately.