You know what you do. You just can't write it down.
Over 60% of small business owners say they struggle to describe their own business in writing. The about page is the second most-visited page on most business websites, yet it's usually the worst-written. If you serve customers in Saltaire, Shipley, or anywhere in West Yorkshire, what you say matters as much as what you do.
I've written copy for dozens of local businesses — plumbers, cafés, dog walkers, salons, trades. The ones who freeze up all have the same problem: they think they need to sound professional. They don't. They need to sound like themselves.
Start with the pub test
Imagine you're in the Boathouse in Saltaire. Someone asks what you do. You wouldn't say “We provide bespoke cleaning solutions tailored to your individual requirements.” You'd say “I clean houses. Mostly round Shipley and Baildon. Been doing it four years.”
That second version is your copy. Write it down exactly as you'd say it. Tidy up the grammar later, but keep the voice. The moment you start writing differently from how you talk, you sound like every other forgettable website.
Write service descriptions people actually search for
“We offer a wide range of plumbing services” tells Google nothing and tells your customer even less. Instead, list what you actually do with the words people actually type.
- “Boiler installs and repairs” — not “heating solutions”
- “Bathroom refits” — not “bathroom transformations”
- “Emergency callouts in BD17 and BD18” — not “covering the local area”
- “Deep cleans from £45” — not “competitive pricing”
A cleaner in Shipley who writes “end of tenancy cleaning Shipley from £90” will rank for that search. One who writes “professional cleaning services” won't rank for anything specific.
Structure your about page like this
Every about page I write for Pacavita clients follows the same rough structure. It works for trades, salons, cafés, dog walkers — anything local.
- One sentence: what you do and where. “I'm a painter and decorator covering Saltaire, Bingley, and Bradford.”
- How long you've been doing it. Even if it's six months — honesty beats puffery.
- Why you started. Not a corporate origin story. One or two sentences about the real reason.
- What you're known for. The thing customers actually compliment. Speed, tidiness, being on time, not upselling.
- Your area. Name the towns and postcodes. BD17, BD18, LS29. Google reads this.
- A real photo of you. Not a stock image. You, in your work gear, ideally at a job.
That's 100 to 200 words. Nobody needs a 500-word essay about their journey.
Kill the corporate waffle
Here's a checklist. If any of these phrases appear on your website, delete them now.
| Delete this | Write this instead |
|---|---|
| “We pride ourselves on...” | Just state the fact. “Every job is finished on time.” |
| “With years of experience...” | Say how many. “Been doing this for eight years.” |
| “Customer satisfaction is our top priority” | “32 five-star reviews on Google.” Let the number talk. |
| “Tailored solutions” | Name the actual service. “Kitchen refits, bathroom tiling, plastering.” |
| “Don't hesitate to get in touch” | “Call me on 07xxx or text if you prefer.” |
| “Serving the local community” | “Based in Saltaire. Cover BD17, BD18, Baildon, Bingley.” |
Write the way your customers talk
Listen to how people describe your work when they recommend you. “She got the grout proper clean” is better copy than “exceptional attention to detail in all sanitary areas.”
Read your Google reviews. The language your customers use is the language other customers search with. If three people mention “really tidy worker” in reviews, put “I leave the job site tidy — every time” on your website. You're mirroring what people already value.
A Bradford barber had reviews saying “best skin fade in BD1.” He put “skin fades” in his service list and his Google Business Profile. Now he ranks for it. The customers wrote his SEO for him.
What good business writing looks like
Here are three real examples I've rewritten for local businesses. Names changed, but the situations are real.
Plumber, Shipley: “Gas Safe registered plumber (no. 548271). Boiler installs, repairs, and servicing. Emergency callouts same day. Covering Shipley, Saltaire, Baildon, and Bingley. 14 years in the trade. Most of my work comes through word of mouth — happy to provide references.”
Dog walker, Saltaire: “I walk dogs around Roberts Park, the canal towpath, and Hirst Wood. Small groups only — max four dogs at a time. DBS checked, insured, pet first aid trained. Been walking professionally for three years. Your dog comes home tired and happy.”
Café, Bingley: “Coffee shop on Main Street. Open 7:30 to 4, Monday to Saturday. Proper coffee, homemade cakes, bacon sandwiches. Dog-friendly, kids welcome. We've been here since 2019 and most of our customers are regulars.”
What to do this week
- Open a notes app and describe your business out loud, then write down exactly what you said. No editing yet.
- Read your last 10 Google reviews and write down the three words or phrases customers use most often.
- Delete every instance of “we pride ourselves” and “don't hesitate to contact us” from your website.
- Add your actual towns and postcodes to your about page and service descriptions.
- Add a real photo of yourself to your about page. Phone camera is fine.
- Read the getting more customers guide and check your website follows the same patterns.
Good business writing isn't clever writing. It's clear writing. Say what you do, where you do it, and why people keep coming back. If a stranger in the Fanny Hawkins on Otley Road could understand it after two pints, you've nailed it.