What is the best website copy structure for a small business?

A clear headline, proof signals, problem list, offer explanation, simple process, FAQs, and one primary call to action. This structure helps visitors decide quickly and helps search engines understand the page.

How do I write website copy that shows up in Google AI results?

Use clear headings, short definitions, step-by-step sections, and FAQs. Keep sentences specific and avoid vague marketing language.

Do I need a redesign to improve my website copy?

No. Most improvements come from rewriting the top sections for clarity, adding proof, and simplifying your calls to action.

Cause & Clarity | Website Design & Automation for Nonprofits & Mission-Driven Organizations

Website copy (copy/paste)

Website copy
template.

Most small business websites don’t need “better marketing.” They need copy that answers the basics without making people work.

This page gives you copy blocks you can paste into your homepage and services page. It’s written to be easy for people to scan—and easy for Google/AI to summarize.

Homepage copy blocks Services page blocks

If you’re afraid to edit your site, start here: How to Update Your Website Without Breaking It.

Rules

3 rules for copy that converts (and ranks)

Rule 1: Say what you do in normal words.
Rule 2: Put proof earlier than you think.
Rule 3: One page = one main purpose.

Don’t write like a brochure

“We deliver innovative solutions” is invisible. Specific beats polished.

Use proof as a shortcut

If you need a plug-and-play proof section, use: Proof & Credibility.

If you’re not showing up in search at all, start here: Why your site isn’t showing up on Google.

Copy blocks

Homepage copy template

Replace the brackets. Keep the sentences short.

1Headline

Headline + subheadline

Use this when you want immediate clarity.

Headline: [What you do] for [who you help] who want [outcome]. Subheadline: If you’re dealing with [pain point], we help you [result] without [fear / downside].

2Proof

Proof strip (3 bullets)

Put proof before you explain your full offer.

• [Outcome / result you’ve produced] • [Type of clients / experience] • [Trust signal: years, certification, publication, community, etc.]

3Problems

“You might be here because…”

List 3–5 problems people recognize instantly.

You might be here because: • Your website feels outdated and you don’t know where to start. • You’re worried changing anything will break the site. • Your offer is solid — but your site doesn’t explain it clearly. • You’re not showing up in search (or you don’t trust what you’re seeing).

4Offer

Offer explanation

Keep it plain. Say what you do and what changes.

We help you [deliverable] so your website clearly communicates: • who you help, • what you do, • why you’re credible, • and what the next step is. This is built for [your audience], not for “everyone.”

5CTA

Primary call to action

Choose one main next step.

Ready to make your site clearer without a full redesign? Request a [review / consult / audit] and we’ll map what to change first.

If you need a safe-edit process: How to Update Your Website Without Breaking It.

Want the structure for your homepage (not just the words)? Use Small Business Homepage Template.

Services

Services page copy template

Your services page should answer: what you do, who it’s for, what they get, and what happens next.

Service intro

Use this at the top of the page, before details.

This service is for [who] who need [result] and don’t want [downside]. You’ll leave with: • [Deliverable #1] • [Deliverable #2] • [Deliverable #3]

Process section

Short steps reduce hesitation.

How it works: 1) We review your current site and identify what’s unclear. 2) We rewrite the key sections for clarity and proof. 3) We implement updates safely and test. 4) You launch with a site that reads clean in seconds.

FAQ block

Great for AI summaries and for conversions.

FAQ Q: Do I need a redesign? A: Not usually. Most wins come from clearer copy and proof placement. Q: What do you need from me? A: Access to your site + a short intake form + any existing proof assets. Q: How long does it take? A: [Time range] depending on scope.

If you’re on Squarespace and want the basics done right: Squarespace SEO Basics.

Want this customized to your site?

Request a clarity review.

If you want the “rewrite these 5 sections first” plan (without breaking anything), request a clarity review and we’ll map the fixes.

Request a review Update safely